Digital Marketing for Engineers Blog

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

5 Quick Industrial Lead Generation Tips

Posted by Jennifer Shore

Feb 16, 2017 8:44:45 AM

Regardless of your function on the marketing team, you should be working toward one common goal: Generating high-quality leads for your sales team.

We all have struggles, though: Maybe you deal with some finger-pointing between sales and marketing. Or you’re trying to generate a higher volume of leads from organic search.  You could very well be obsessing over the idea of bringing in a $1,000,000 deal (which, hate to break it to you, probably won’t happen off of a first-time engagement).

Whatever your challenges are, there’s room for improvement and ways you can jumpstart problem solving.

Read More

Topics: Lead Generation, Social Media for Engineers, Advanced manufacturing

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

Trade Shows: A Love/Hate Relationship

Posted by Roopinder Tara

Jul 13, 2016 12:06:22 PM

 

Enter a trade show these days and two things become immediately apparent. One: the massive scale of displays. Two: the lack of attendees. I recently attended PCBC 2016, a home products and materials showcase in San Francisco. It was afternoon. Maybe I missed the morning crowds. I could see clear down the aisles, a view mostly unblocked by attendees.

Kohler was showing its high-tech toilet. Being an engineer, I was geeking out. Not only does this wonder of wonders sense your approach and raise its lid, but it also lets you choose different swirl patterns for your flush. Should this not be drawing crowds?

Read More

Topics: Lead Generation, Engineering trade shows, cost per lead

Five New Campaign Ideas to Juice Your Engineering Marketing Success

Posted by John Hayes

Jul 6, 2016 11:27:16 AM

 

This is the time of year when engineering marketers are looking for new campaign ideas.   Sometimes it’s
because their year-to-date results are falling short. Sometimes they are looking to experiment before committing to their 2017 budgets.  Either way, they want to know what’s new that they can test. 

When it comes to trying new ideas, we’ve tried plenty: from video series to contests, from users surveys to graphic novels (don’t call them comic books!).

 

By their nature, new ideas don’t always work.  Here are five proven campaign ideas that you may not have tried:

Read More

Topics: Sponsored video marketing to engineers, Lead Generation, Content marketing for engineers, Sponsored posts and content amplification

Telling an engineering story that will generate leads

Posted by John Hayes

Feb 4, 2016 11:00:00 AM

Bruce McDuffee of MM Matters was kind enough to invite me to speak on a podcast about, How to tell a lead generating engineering story.

Read More

Topics: Lead Generation, Sponsored posts and content amplification

Lead Generation Forms – What’s Too Much Information?

Posted by Roopinder Tara

Dec 3, 2015 9:19:31 AM

Marketers tend to get greedy when designing lead generation forms. Knowing a segmented list is more valuable than one that is not, or thinking their customers or management would like to extract every bit of information from a potential customer, they have a tendency to ask for too much information.

Read More

Topics: Lead Generation

Google+