Digital Marketing for Engineers Blog

Do You Suffer from Content Clutter? – Here’s a Way to Cut Through

Posted by Andrew McWhaw

Aug 3, 2017 11:26:11 AM

Content clutter is a serious concern for any marketer.  The idea that your best planned and designed content meant to onboard and delight your target audience is being lost in an endless sea of blog posts, newsletters, automated campaigns, etc. etc. should send a shudder down the spine of even the most successful marketers. 

While our prospects in the engineering marketing space no doubt suffer from more content than they have time to process, us marketers truly have it infinitely worse.   As the flagbearers of content marketing we haven’t been shy to dedicate countless keystrokes to documenting our activities, trumpeting our successes, and offering our thoughts as to where marketing is headed next.  The sea we fear for our prospects is rather a Waterworld for ourselves. 

The goal of this week’s post is to act as a life-preserver for all the marketers working in the engineering space wanting to regularly grow their marketing knowledge, but find themselves too busy to sift through all the content out there. 

To that end, here’s our list of the marketing luminaries and content curators you should be following to cut through your own content clutter and make easier your regular reading of cutting edge marketing content. 

Read More

Topics: Industry trends and research, Branding and awareness, content strategy, Analytics

Where are You in Your Digital Transformation?

Posted by Andrew McWhaw

Jul 27, 2017 10:39:38 AM

Congratulations.  If you’re reading this you’re probably a B2B marketer in the engineering space, which places you at what will soon be the nerve center of your company.  At least, that’s how the experts at the Boston Consulting Group present it in their recently released article, “How Digital Leaders are Transforming B2B Marketing.”

Their argument follows as such:  The transformation of B2C is a fait accompli. B2C’s transition occurred due to a pivot in consumer behavior from pushed information to pulled. B2B has lagged behind B2C but will follow the same path, putting marketing at the centre of this transformation. The transition has begun and the trailblazers in this space are already establishing significant advantages over their competition.

If these early movers are reaping all the rewards, the question you should ask becomes: Where is my company in its digital transformation? And, unless you’re leading the pack, the next logical question is: How can we get there?

Read More

Topics: Industry trends and research, Branding and awareness, content strategy, Analytics

What Survey Questions Would You Want to Ask Engineers About How They Consume Information?

Posted by Andrew McWhaw

Jul 13, 2017 12:12:44 PM

It’s the most wonderful time of the year.  At least, that’s how I feel, since we’re ramping up to launch the 2017 version of How Engineers Stay Informed, our annual survey that answers engineering marketers’ critical questions. 

This year, we’re expanding our survey to include additional questions to enhance our understanding of how engineers access information.    In this blog post, I’ll discuss some of the questions we plan on asking, why they need to be asked, and then give you the opportunity to vote on which new questions will go into this year’s survey. 

Read More

Topics: Digital media and online marketing, Industry trends and research, content strategy

How to Compensate an Industrial Marketer

Posted by John Hayes

Mar 23, 2017 3:05:37 PM

 

Do you need to create a bonus plan for a B2B marketer?

Maybe you are considering a bonus based on how many leads they generate. That path is popular, but it’s difficult to implement in the industrial market place. There are even worse ideas, however, like paying for social media followers.

There is a tension between compensating your marketers for things that they can control – social reach, web site traffic and marketing qualified leads, versus things that you really want, like revenue.

This is a real challenge for industrial marketers because the sales cycles are so long and their tasks are so varied.

In this post we’ll assume that you already pay a competitive salary, so we will focus on incentive compensation for marketers.

There are all kinds of approaches, but be forewarned. If you pay for the wrong thing, you may get a whole lot of it. For example, if you compensate for website traffic your marketer can make sure that your site is busier than ever. Busy means little to your bottom line though if all those new visits are from unqualified visitors who are an ill fit for your product or service. 

In this post we’ll investigate the primary ways that B2B marketers are compensated, and recommend specific ways to keep your marketing team aligned with your business objectives. We’ll also call out ways that marketers can game most of these metrics to earn their bonus even if their actual performance is poor.

Read More

Topics: Industry trends and research, Marketing to engineers, Marketing/sales funnel, cost per lead

McKinsey to Marketers - Focus on Top of Funnel to Drive Revenue Growth

Posted by John Hayes

Mar 15, 2017 3:17:51 PM

 I just read a fascinating report from the McKinsey consultancy that explores customer loyalty.  It highlited that:

  1. "New technologies and greater choice are changing how consumers are thinking and acting"
  2. "In the digital world, your consumers can't help but shop around"

My first reaction was, “this is a B2C study, so it won’t really apply to Industrial B2B sales.” But as I read the report I started to see parallels to what our industrial marketer customers are experiencing.  They are finding that their buyers are shopping around more frequently. It seems that even in the industrial world, brand loyalty is declining due to the rise of online comparison tools. 

In this post, we will examine the study’s results through the lens of industrial marketing. I’ll look at how the complexity of industrial sales actually makes it more likely that your customers will consider your competitors. Finally, I will share the report’s recommendations on how to battle back against waning loyalty in the context of industrial marketing.

Read More

Topics: Industry trends and research, Branding and awareness, Marketing to engineers, Advanced manufacturing

Top 5 Trends for Engineering Marketers in 2017

Posted by John Hayes

Mar 9, 2017 9:13:59 AM

Engineering marketers are doubling down on five successful campaign tactics for 2017. At the same time, they are reducing their budgets or even abandoning other activities that used to be mainstays.  

In this post, we’ll look at which marketing activities are being emphasized and which ones are in decline. The results come from a survey of industrial and engineering marketers that included both off-line activities such as print ads and trade shows, as well as digital activities like banner ads and blogging.

Here are the marketing tactics that we asked about. Our question asked whether marketers are allocating more, less or the same amount of budget in 2017 as they did in 2016:


The answer to this question highlights five strong trends in 2017 compared to 2016. We also compared the results to prior years to identify longer-term trends.

Read More

Topics: Industry trends and research, Marketing to engineers

The Changing Challenges of Engineering Marketers

Posted by Andrew McWhaw

Mar 2, 2017 10:18:24 AM

Lots of things are set to 4 year cycles: presidential elections, undergraduate degrees, actors playing Spiderman (sorry Andrew Garfield).  Four years ago, we started asking engineering marketers about their annual marketing budgets.  Just last week we released our findings for 2017 in an eBook that you can download HERE

Running this survey for four years has highlighted a dramatic shift in the major challenges these marketers face. 

A few years ago marketers consistently said that their biggest challenge was “Not enough budget.” Today its “Not enough leads.” Why has that changed?

Read More

Topics: Lead Generation, Industry trends and research, Marketing to engineers, content strategy

How to Rock Your Next Webinar for Engineers

Posted by John Hayes

Feb 22, 2017 5:53:26 PM


2016 saw marketers buy 50% more webinars at ENGINEERING.com compared to 2015. Other media companies have reported increases in webinars as well. What’s going on?

It seems that marketers love webinars because engineers love webinars.

In this post we’ll explore why that is so, and how to make sure that you rock your next webinar for engineers. First, we’ll examine why in a recent survey marketers ranked webinars as the most effective revenue generating marketing tactic. Then we’ll look at five key things engineers look for to get value from a webinar.

Read More

Topics: Industry trends and research, Marketing to engineers, content strategy

Mobile Engineering Marketing – the Biggest Missed Opportunity of 2017?

Posted by John Hayes

Jan 26, 2017 10:06:18 AM

There is a huge gap between how engineers consume content and how marketers reach them. This spells opportunity with a capital O.

What if I told you that there was a place where you could find your target market of engineers, where they were engaged all day long, and where none of your competitors were present? And what if I told you that it was yours for the taking, sort of like Google Adwords in 2005, or Facebook ads in 2012, when the price was low and the response was high?

In 2017, that happy hunting ground is in mobile advertising. It isn’t easy to access, but it’s real.

In this post I will prove it with data that shows:

  1. Advertisers are slow to take advantage of the time that people spend on their devices
  2. Engineers are using their mobile devices to access engineering information
  3. Engineering marketers are not planning to spend on mobile in 2017

 Then we’ll talk about three ways to take advantage of mobile to reach engineers.

Btw – mobile advertising is just one of the tactics we’ll explore in our upcoming webinar on Engineering Marketers Budgets for 2017, coming on Thursday, Feb 2nd.  Please join us.

Read More

Topics: Industry trends and research, Marketing to engineers, content strategy

An Engineering Marketers Guide to Lead Nurturing

Posted by Andrew McWhaw

Jan 19, 2017 11:25:40 AM

What makes engineering so special?  Many would answer it’s because engineering is a discipline that betters the world by pushing the boundaries of innovation.  But as we heap praise on engineers for pushing the boundaries of innovation, I’m left asking where is the love for the engineering marketers who innovate in the marketing space? 

I’m always incredibly impressed with how curious many marketers are with nascent marketing tactics.  Regrettably, while many express curiosity, at the end of the day (or quarter) they get so worried about hitting their lead gen goals that they forego experimenting with something new. Instead, they default to  the tactics that are well understood and “good enough”. 

This isn’t the story of marketers playing it safe – It’s the story of a few brave marketers who said, “let’s shake it up and do something new” with a Lead Nurturing Campaign and reaped the rewards.  But don’t take my word for it, take a look at the numbers themselves: 

Read More

Topics: Lead Generation, Industry trends and research, Marketing to engineers, Marketing/sales funnel, content strategy, Lead Validation

Google+