Digital Marketing for Engineers Blog

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.

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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.

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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.

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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?

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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.

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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.

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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: 

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

33% of Engineering Marketers have Bigger Budgets in 2017. Are you one of them?

Posted by John Hayes

Jan 11, 2017 3:43:37 PM

 

Engineering marketers can learn a lot from each other by comparing how they are allocating their budgets. Every year we run a survey that asks them about their budget plans, and every year the data that comes out is awesomely helpful to all marketers.

How about adding your knowledge to help us all be better marketers? Just complete this 5 minute survey.

Here’s a sneak peek of the 2017 results from the early survey respondents. They tell us that 33% of engineering marketers will have bigger budgets in 2017 than in 2016.

 

You may be asking yourself, is this a new trend? Who are these marketers who have been getting more budget? And how much more did they get?

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

How will Engineering Marketers Allocate their Budgets in 2017?

Posted by John Hayes

Dec 15, 2016 11:24:36 AM

Do you want to know what techniques engineering marketers are investing in for 2017?

Of course you do!

The price for getting this information is small - just complete this short survey.

Take the Survey

Once we analyze the results, we’ll share with you all the insights into how other engineering marketers are planning their budgets for next year.

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

Survey and Research reports – Two Birds for Engineering Marketers

Posted by John Hayes

Dec 8, 2016 9:24:53 AM

 

There are lots of expressions in the English language that have a barbaric history. “Holding someone’s feet to the fire” is a particularly nasty example. Today people use it to mean holding a person accountable, but it was a literal expression during the Crusades.

“Killing two birds with one stone” is another example. Now it means to solve two problems with a single act. This post is about a marketing tool that does just that.

 

So what are these two birds? In this case, they are market research and content marketing. Specifically, some of our clients are combining market research – delving into their prospects’ needs – with the creation of a lead generation asset from that same research.

It’s a pretty simple formula that won’t break the bank.

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Topics: Lead Generation, Industry trends and research, Email marketing to engineers, Marketing to engineers, Content Promotion

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