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Digital Marketing for Engineers Blog

Three Data-Driven Tactics for Technical Product Marketers

Posted by Andrew McWhaw

May 24, 2018 12:01:42 PM

There are countless marketing tactics to choose from, but this blog post will focus on three that are powered by data – those tactics that get better and better the more data you have to work with.

Chances are that as a marketer who targets technical audiences, you’re already using every one of the tactics below.  What you probably weren’t aware of is how the injection of even a little bit of data can transform each tactic from a good contributor to a revenue generating superstar.   

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Topics: Email marketing to engineers, content strategy

Using Machine Learning to Improve Email Marketing Success

Posted by Andrew McWhaw

May 4, 2018 10:58:01 AM

How do you write emails that your prospects and customers want to open, and avoid emails that sour them to your brand? 

Dedicated email marketers and their multi-functional counterparts have grown familiar and adept with A/B testing thanks to user-friendly Martech and the acceptance of A/B testing as best practice.  Still, email remains a battleground—one many marketers feel they’re losing. What if there was a better way?

One potentially powerful solution on the horizon is machine learning.  Marketing futurists will tell you that one day, AIs leveraging deep repositories of user data will be able to write and deliver the perfect personalized email.    

While we’re not there yet, today’s blog will take a first step in the right direction by showing how engineering.com is leveraging machine learning to write better email subject lines and improve campaign success, to the benefit of both its audience and customers.

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Topics: Email marketing to engineers

Marketing to Engineering Decision Makers – Dos and Don’ts

Posted by John Hayes

May 18, 2017 10:22:12 AM

Engineering marketers frequently say, “We need to reach decision makers with this campaign’” often because their sales teams tell them, “Whenever we get in front of a decision maker, we have a great shot at the sale, so let’s only talk to decision makers.”

As anyone who has run a campaign that targets decision makers knows, this is no easy road.  We recently surveyed over 100 Director and CXO level engineers about their information consumption habits. This research shows how you can reach those decision makers.

Take email, for example. Do you think they read it? Well, they do.

98% of engineering directors, VPs and C-level respondents say that they at least scan the subject line of every email they receive. 98%!  That’s huge. And 39% actually open most or all of the emails that you send. So that may leave you wondering why they don’t engage with your content and become active leads.

That has more to do with them than you.

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Topics: Content marketing for engineers, Branding and awareness, Email marketing to engineers, content strategy, content reach, Content Promotion

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

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  
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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.

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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.


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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.




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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 ENGINEERING.com. 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.

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

Email for Industrial Marketing – Back from the Dead?

Posted by John Hayes

Jan 21, 2016 12:54:41 PM

Marketers and tech gurus have long been calling for the death of email.  Now that spam filtering tools in Gmail and Clutter for Outlook have made it harder to get through to engineers, and services like Slack are replacing some email altogether, their arguments are getting even stronger. 

What’s a marketer to do?  If email stops working, how else will you get responses to your white paper or free trial campaigns at a reasonable price?

Read on to learn what engineering marketers are planning for email in 2016.

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Topics: Digital media and online marketing, Industry trends and research, Email marketing to engineers