Digital Marketing for Engineers Blog

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

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?

Read More

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.

Read More

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.

Read More

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

Marketers Struggle to Reach Young Engineers – Here’s Why

Posted by John Hayes

Nov 22, 2016 12:08:51 PM


Do your marketing plans target younger engineers?  If so, this blog post will give you helpful insights into how they consume engineering information.

We analyzed the results of a new survey of 1,000+ engineers of all ages to find out how younger engineers behave differently from their older counterparts.

Younger engineers often do the research and specification for the decision makers, so they may well determine whether your solution makes it into consideration. That’s why many marketers choose to target early-career engineers in addition to their more seasoned counterparts.

So how do you reach those younger engineers? Youtube videos? Facebook? 

In this blog post we’ll dig into five ways that the media habits of millennials differ from older engineers:

  • Social media
  • Digital news sources vs print trade publications
  • Smartphone usage
  • Interacting with email
  • Trust in sponsored content  
Read More

Topics: Industry trends and research, Email marketing to engineers, Marketing to engineers

Manufacturing Marketers Report Success with Content Marketing: Survey

Posted by John Hayes

Nov 9, 2016 11:10:40 PM


The Content Marketing Institute released a survey of manufacturing marketers last week. The headline result is that 59% of manufacturing marketers report more success with content marketing than a year ago.


This is undeniably good news for these marketers, and there are a number of reasons for it.

Read More

Topics: Industry trends and research, Email marketing to engineers, Marketing to engineers

Engineers are Changing How They Access Information – What’s Next?

Posted by Andrew McWhaw

Nov 4, 2016 10:41:43 AM


On Wednesday we published our Market Research Report: How Engineers Find Information that examines the content consumption patterns, content preferences, and industry pain points of today’s engineers.  Based on the survey results of more than 1,000 engineers, our report confirms what many marketers already suspected – engineers are changing how they source, access and consume content. 

In today’s blog post, we’re going to take this research one step further and delve into what comes next.


Read More

Topics: Industry trends and research, Email marketing to engineers, Marketing to engineers

Content Marketing to Automotive Engineers

Posted by John Hayes

Oct 20, 2016 3:00:24 PM


Targeting your prospects’ pain points is a tried and trueway to make sure your marketing campaign will resonate.
If you are targeting automotive engineers, our recent survey results can help.

We asked 70 automotive engineers to name the greatest challenges facing their industry. 

Their biggest worries are market pressures from electric and autonomous vehicles, closely followed by concerns with internal company issues. 

When we dug a little deeper we discovered an interesting relationship between these two seemingly unrelated problems. Younger engineers see the problem differently than their bosses.




Read More

Topics: Industry trends and research, Email marketing to engineers, Marketing to engineers

97% of Engineers Will Consider any Email You Send - Survey

Posted by John Hayes

Oct 13, 2016 9:53:14 AM


Our recent survey of 1,003 engineers asked, “what is your preferred way to acquire engineering information?” Their number one response was Google, or more generally, search engines.  That’s not a big surprise.

What you may find surprising is that their second favourite way to get information was to visit a digital publication followed by….wait for it….. email!  Yes, email. I was pretty shocked, but it seems that engineers actually read their emails. 57% of them said that they prefer to get information this way.


We are seeing additional growth in email marketing campaigns here at This could be due to marketers intuitively sensing, or more likely recognizing through analysis of email metrics, that engineers do have an affinity for email. So how do engineers manage the email that gets to their inbox?

We’ll dig into this finding more here, or you can sign up to download the full research report on how engineers get their information.

Read More

Topics: Industry trends and research, Email marketing to engineers, Marketing to engineers

When Should Engineering Marketers Pass a Lead to Sales?

Posted by John Hayes

Oct 6, 2016 4:26:46 PM

 Later this month we’ll be releasing an in-depth report based on a survey of 1,000 engineers.  I presented the results in a webinar yesterday, so you can watch the recording now to learn more.

One of the questions we asked engineers was when in the buying process they want to talk to a sales rep. 


Actually we asked,

“At what stage of your investigations into a new product or service do you prefer to engage with a vendor representative as opposed to conducting independent research?”


The answers could be:


  1. At the beginning of the process to discover the potential solutions


  1. Later in the process when I need to dig deeper into a few possible solutions


  1. Near the end of the process, when I need pricing or delivery information


The answers to this question can help engineering marketers match their communications to the preference of their prospects. If they want to go directly to sales, great! But if they would rather be nurtured through several touch points, then marketers need a different approach.

Read More

Topics: Industry trends and research, Marketing to engineers