Digital Marketing for Engineers Blog

Webinars: Marketers are Going where the Engineers Are

Posted by John Hayes

Jun 23, 2016 2:38:54 PM

 

We surveyed 1,589 engineers to understand how they get their news and information.  More than ¾ said that they planned to attend a webinar in 2016. 

The fact that engineers say they are going to webinars matches the anecdotal evidence we have seen both at ENGINEERING.com and what I hear from other publishers - engineering marketers are signing up for more webinars than ever. 

In this post we’ll look at the increased commitment to webinars, what sorts of webinars marketers are running, and dig into more detail about the engineers who attend them.

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Topics: Content marketing for engineers, Webinar for engineers, content strategy

Surveys can help you create outstanding downloadable content for your prospects

Posted by John Hayes

Mar 31, 2016 12:13:19 PM

Some of our best customers have asked for help in creating downloadable content that they can use to drive leads. 

Since I’m a bit of a data nerd (as many of you already know), I offered to create surveys that would provide insights for their prospects.  We then turned those surveys into research reports that we put behind a gated form to drive leads.

And here’s a cool thing that happened.  The marketers were able to use the survey to ask about the business concerns of their prospects.  Questions like, “Do you have this specific pain point that our solution addresses,” gave them insights into the buying behavior of their prospects in the same survey as we used to generate a valuable white paper for those prospects. 

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Topics: Content marketing for engineers, Webinar for engineers, Industry trends and research

Top Three Trends for Engineering Marketers in 2016

Posted by John Hayes

Jan 7, 2016 12:59:36 PM

In this first post of the New Year, we’ll share a sneak peek into what over 100 of your fellow engineering marketers will be prioritizing in 2016. 

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Topics: Digital media and online marketing, Sponsored video marketing to engineers, Webinar for engineers, Industry trends and research, Case studies

How to Tell a Good Story to Engineers

Posted by John Hayes

Oct 29, 2015 9:50:41 AM

Lisa had a frustrating morning.  There were the usual minor annoyances, like finding the toilet seat up and dishes on the counter instead of in the dishwasher.  Then on the way to work she couldn’t remember whether she let the dog out.  That oversight could have messy consequences.

Things didn’t improve when she got to work.  It’s budget season and Lisa still doesn’t have a way to prove how her marketing efforts are generating sales.  That has been a constant underlying source of stress around the office.  The sales guys don’t really track and report where they got their leads, and they usually overstate how hard they worked to create those leads themselves.  That behavior doesn’t sit well with Lisa.

If you can relate to the start of this story, that’s no accident. This story is written for a specific persona: an engineering marketer in her mid-career.

We believe that writing for specific personas (in your case engineers rather than marketers) will make your marketing campaigns more effective.

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Topics: Lead Generation, Content marketing for engineers, Webinar for engineers

Webinars Draw More Engineers than Tradeshows

Posted by John Hayes

Oct 22, 2015 10:42:19 AM

If you are an industrial marketer with a tradeshow budget, a new research report by IHS Globalspec could have implications for how you spend that budget.

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Topics: Digital media and online marketing, Webinar for engineers, Industry trends and research

Why are webinars so effective for engineering audiences?

Posted by John Hayes

Oct 1, 2015 9:57:19 AM

2015 has seen a breakthrough in the number of webinars for engineers that ENGINEERING.com is running. Last month, for example, webinars were booked on every available date. What’s going on?

In this post we’ll explore why marketers and engineers alike love webinars.  We’ll also share two customer stories about different, yet successful, webinars. Finally, we'll share some tips on getting the results you need.

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Topics: Webinar for engineers, Marketing to engineers

New survey on how engineers find information

Posted by John Hayes

Sep 17, 2015 10:47:45 AM

 

I want to share a research piece we’ve been working on with our partners at TREW Marketing to find out how engineers find information online. We surveyed 580 engineers and asked questions such as:

  • How do you interact with enewsletters in your inbox?
  • What are the most valuable sources of information on engineering trends and products?
  • Who do you trust most for publishing news regarding trends, technologies and products?
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Topics: Webinar for engineers, Industry trends and research

Here's how to Generate More Leads at Your Next Live Event for Engineers

Posted by John Hayes

Mar 5, 2015 1:41:00 PM

Leverage your digital media partners to capture online audiences
for your live events.


Pulling off a live event takes a heavy toll on marketers – on your marketing budget, on your time, and on your stress level.

Yet the payoff, when executed well, can be big. That's because engineers and designers who attend live conferences often take the time to fully investigate your solution.

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Topics: Lead Generation, Webinar for engineers, Engineering trade shows

Mapping your Content and Keywords to the Engineer’s Buying Journey

Posted by John Hayes

Sep 18, 2014 10:59:45 AM

As a marketer, you can message engineers at each stage of their buying journey : Awareness, Consideration and Decision.

You will have more success turning those engineers into leads if you match your content to the stage of the buying journey that the engineer is currently experiencing. 

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Topics: Digital media and online marketing, Lead Generation, Content marketing for engineers, Sponsored posts and content amplification, Webinar for engineers, Marketing to engineers

8 Steps to an Outstanding Webinar for Engineers

Posted by John Hayes

Aug 7, 2014 1:58:00 PM

We run tons of webinars for engineers.  Some are good.  Some are truly excellent.  Here’s what separates the greats from the also-rans.

Webinar_pic
  1. Planning.  The best webinars begin up to 3 months in advance.  At this stage, be realistic about the sort of engineering audience that you want.  Decide what’s most important.  Is it volume of registrants or highly qualified leads? 

 

  1.  Choose a topic that suits your audience goals.  Very specific topics tend to attract relatively few, but highly qualified leads.  Focus first on giving information that will solve engineer’s problems. Leave the product pitch to the end.
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Topics: Lead Generation, Content marketing for engineers, Sponsored posts and content amplification, Webinar for engineers

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