Tag Archives: marketing planning

Thurs. Trends: B2B Content Marketing Leads to a Successful Marketing Strategy

As B2B marketers, we have begun to see the positive effects of incorporating B2B content marketing into our marketing efforts. Although we have started to see the positive impact that B2B content marketing can have in our marketing strategy, we are still struggling to obtain concrete ROI results.

Results from a study found in Interactive Advertising Bureau, 93% of B2B marketers are using content marketing within their marketing strategy.  (Source: 2014 B2B Content Marketing Trends-North America: Content Marketing Institue/MarketingProfs)

2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs

2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs

The majority of B2B marketers have confirmed that they utilize content marketing within their marketing strategy, even if they’re not seeing the explicit overall effectiveness of their content marketing.

Proving the Effectiveness of B2B Content Marketing Through Documentation

According to the Content Marketing Institute eBook, The Essentials of a Documented Content Marketing Strategy: 36 Questions to AnswerB2B marketers who document their content marketing are far more likely to consider their content marketing efforts as being effective. Due to the documentation process, these B2B marketers also consider their content marketing to be less challenging.

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Thurs Trends: B2B Inbound Marketing Hacks for 2015 You Should Start Now

As the end of the year sneaks up on us, marketers are beginning to think of their 2015 marketing plans and budgets – or at least, they should be. Here are a few important strategies to have in place before 2015 planning even begins:

Figure out your marketing-sales alignment, and test it now.
One of the biggest challenges every marketer faces is agreeing with their sales team on what success looks like. According to The State of Inbound in 2014, by HubSpot, “more than 25% of respondents reported that their organizations’ sales teams practice inbound.” And with technology following suit – its important that sales and marketing teams have a service-level-agreement (SLA) in place and set realistic goals.

Read the “4 Steps to Tear Down the Wall between Marketing and Sales” by TREW Marketing

An SLA between marketing and sales teams is a ‘hand-shake’ between the two teams, and includes measurable strategies for both parties, achievable goals, and realistic timelines for those goals. Putting together an SLA now, and measuring the success of both teams, gives you knowledge you’ll need to tweak your SLA for 2015.

Caption: According to HubSpot, “Inbound budgets positively correlate to the presence of a Service Level Agreement (SLA) between marketing and sales.”

Caption: According to HubSpot, “Inbound budgets positively correlate to the presence of a Service Level Agreement (SLA) between marketing and sales.”

Marry your B2B inbound and outbound strategies – and TEST THEM NOW!
B2B marketers have slowly let go of some outbound tactics to make room for inbound ones, yet some outbound tactics are here to stay – at least for the next few years.

For example, B2B marketers still find tradeshows to be a good source of leads, when executed properly. No longer can you simply scan 300 badges of your booth visitors and expect all 300 to answer the phone and sign up for a product demo and quote. You have to utilize the outbound interaction in outbound tactics to improve upon your inbound ones.

Outbound tactics, such as PR and tradeshows, can be complemented with inbound techniques such as social media, email automation, and good content and SEO on your blog and website. And either can come first. For example, sometimes a press release is the first thing people see; so don’t forget SEO best practices for finding later. Add content to your site to compliment the press release so when they get to your site, they have something else to read – and convert on. Incorporating inbound techniques with your outbound tactics are essential in completing the full circle of modern marketing.

Decide on your preferred marketing technology… and train on it!
In a study by Ascend2 featured in MarketingProfs, 45% of marketers agree that the lack of an effective marketing strategy hinders the success of marketing automation, and 40% agree that the lack of skilled end users is another challenge in marketing automation success. Marketing automation makes inbound marketing efficient and effective, but most importantly, provides marketers with the metrics needed to improve upon the ongoing strategy.

Read TREW’s post “Thurs. Trends: Marketing Automation Trends among B2B Marketers

Caption: Ascend2 Marketing Automation Survey, “What are the MOST CHALLENGING OBSTACLES to marketing automation success?”

Caption: Ascend2 Marketing Automation Survey, “What are the MOST CHALLENGING OBSTACLES to marketing automation success?”

According to MarketingProfs, the two most important factors in choosing a marketing automation platform is analytics/reporting and ease of use. Which means you not only need to strategize the use of the tool, but you need to train your team how to use it! Take the time to make sure both marketing and sales users understand the full scope of what the tool can do, as well as what your company uses it for.

Caption: Ascend2 Marketing Automation Survey, "What are the MOST IMPORTANT FACTORS in choosing a marketing automation system?"

Caption: Ascend2 Marketing Automation Survey, “What are the MOST IMPORTANT FACTORS in choosing a marketing automation system?”

In conclusion
Planning your B2B marketing strategy for 2015 shouldn’t put a hold on Q4 of 2014. Use this time to test and train on the new marketing strategy you are implementing in January – and stay ahead of the trends.

Redesigning your website for 2015?
Download TREW’s eBook, Smart Marketing for Engineers: Website Redesign”

Interested in a Marketing Plan for 2015? See the bundles offered by TREW Marketing.

Related Reading:
Top 3 B2B Marketing Trends to Prioritize for 2015 – http://www.trewmarketing.com/smartmarketingblog/marketing-trends/2015-marketing-trends-to-prioritize/

 

 

 

5 Tips for a Successful Product Launch

Did you know that only 35% of product launches are successful after launch? Generating brand awareness, justifying the budget, and establishing credibility are only a fraction of the challenges you will face during product launch. Understanding these challenges helps increase your chances for success.

Read on for five tips to help increase the odds of a successful product launch.

In a hurry? Download our free eBook, Smart Marketing for Engineers: Product Launches.

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1. Prepare: Building your world-changing product was just the beginning. Knowing your target audience and its care-abouts is extremely important. If your answer to the question, “Who are you targeting?” is, “Everyone,” you’re facing an uphill battle. An effective way to help narrow down your audience and plan marketing activities accordingly is by creating and using buyer personas.

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How Many Leads Do You Need? Calculate Leads-to-Revenue in 3 Minutes

You know exactly how much revenue you need to make. But how does that number relate to web visits, leads, and all those other metrics your marketing team is spouting off? 

The answer: Web visits and leads can be mathematically traced to revenue, and, thanks to digital marketing standardization, this calculation takes only minutes. In fact, we made a whiteboard video here that steps you through it in just 3 minutes.

At TREW, we understand engineers want to know what output comes from certain inputs. Up to now, for marketing, that has been difficult. But with the transformation of marketing to the digital world, and the introduction of marketing automation, we now have much more insight into the inputs along the “funnel” – the term we use to describe a potential customer’s travel from an anonymous website visitor, to a more-qualified lead, and finally on to a purchaser.

Displaying Funnel Image 2.jpg

For example, by using metrics such as your revenue goal, average purchasing amount per customer, and lead conversion rate, you can quickly establish exactly how many leads you need to attain, and then craft your marketing strategy accordingly. If your goal is to generate more revenue, but you don’t know how many web visits, leads or qualified leads you need to achieve your revenue goal, this video is for you.

Rebecca Geier, CEO of TREW Marketing and one of the Wall Street Journal’s Ten Most Innovative Entrepreneurs in America, walks through the step-by-step process of how you can do this for your company. In the tutorial, Geier shows what it takes to achieve a sales revenue goal by breaking down the formula, starting with your sales revenue goal at the bottom of the funnel, and concluding with what your monthly web visits at the top. By doing this, Geier shows how to take a methodical approach to define how marketing efforts translate into real sales numbers. Watch the video now.

To learn more about marketing to technical audiences, download our free eBook, “Smart Marketing for Engineers: Lead Generation.” This leads-to-revenue methodology is specifically discussed on pages 56-57.

To read our lead generation case studies, visit our Featured Work page.

If you are ready to kickoff a new lead generation campaign, but aren’t sure how to start, e-mail us at info@trewmarketing. We’ll be happy to share ideas or partner with you to define the plan, objectives and process as well as help you execute and measure outcomes.

Marketing Planning: Essential to Your Business Success

Insights from TREW Marketing Account Director Lee Chapman

Look back, move forward is my Q4 mantra. October is the ideal time to look back at your 2013 marketing results and start planning to move forward for 2014. Start by considering what has gone well in your 2013 marketing plan and what could be improved. Are you pleased with the progress of your business to date? Have results of your marketing activities and dollars spent met your expectations?

Set Marketing Goals

Marketing planning is crucial to the success of your business. By taking the time to evaluate past results, you can determine what needs to be done to produce effective outcomes and move purposefully forward to achieve your business goals in 2014.

 

What are the benefits of marketing planning to your bottom line?

A marketing plan is both practical and powerful: it’s a blueprint to effectively facilitate activities focused on making you visible in search, driving visitors to your site and converting them to leads and customers. Research shows that a marketing plan powerfully impacts our capacity to achieve our business goals.

 

Marketing and Sales

 

How do you know where to start with Marketing Planning? 

First of all, think about your business goals. Identify what you offer, who benefits from your offerings, the specific problems you solve, and what it is that differentiates you from your competitors. Are your products/services reliable and do they effectively provide a solution? Are you reaching your target audiences? Do you communicate a compelling value proposition?

 

Content Marketing is Essential

Arnie Kuenn, President – Vertical Measures

 

Which marketing activities can help you achieve your goals? 

Develop a marketing strategy to draw visitors to your website and connect them with your solution. For example, create and share high-quality industry content or utilize marketing automation software such as HubSpot, a powerful all-in-one tool for creating customized and streamlined experiences for your clients, prospects, and leads. The best game plan is one that coordinates activities so that your marketing efforts are tied to specific goals within specific timeframes.

 

What if my marketing plan needs to be changed?

Your 12-Month Marketing Activity Plan is an agile document and should be designed with flexibility in mind, customized to your business goals and needs. Plan for the future and measure progress along the way: new opportunities, market changes and developments, and results of marketing activities continuously lead to modifications. Consider how potential customers find information and strategically make sure your content is found there.

 

Content Marketing is Essential

Arnie Kuenn, President – Vertical Measures

 

How do you measure results of your marketing activities?

With your dynamic marketing plan in hand, you’re ready to divide activities into quarterly projects that fit your budget. This should include collecting and measuring pre-determined metrics, tied directly to your set goals, to evaluate on a regular basis. This clarifies your objectives and reveals the modifications necessary to strengthen your plan. Envision where you see your business at specific milestones.

 

What is top-priority for anyone just starting with marketing planning?

Your top-priorities are to create awareness of your product/service, engage with your leads, and focus on converting those leads to customers. When you plan well, your customers feel confident in your business, you effectively meet your business goals, and you save precious time and money down the line.

 

Key Marketing Activities

Tie activities directly to marketing goals: from generating awareness at the top to supporting sales efforts and strengthening loyalty at the bottom

 

TREW Marketing is ready to help you get started

Remember, look back, move forward!  Need help getting started? TREW’s collaborative marketing planning process leads to the smart, collaborative, efficient, and cost-effective ways to achieve your marketing and business goals. Learn more about our proven marketing methods by downloading our free ebook, Smart Marketing for Engineers, or contact us today to learn about our marketing planning service.

Global Defense Publication Features TREW Client Marvin Test Solutions

Jane's Defence Weekly

Last week, TREW client Marvin Test Solutions was featured in one of the world’s most-read defense news outlets, Jane’s Defence Weekly for its leadership role in closing the armament test gap on 4th generation aircraft, including the A-10, F-15, F-16 and F-18.

MTSFor 25 years, Marvin Test Solutions has provided military- and commercial-off-the-shelf test solutions that are military-ready, offer aerospace-quality performance, and lower the overall cost of maintenance and sustainment.

DSEI 2013-Marvin looks to close 'armament test gap'

In the news article, which was a top story on the home page of Jane’s Defence Weekly, the editor discusses the critical armament test gap. The armament test gap is a challenge caused by today’s 4th generation aircraft – which, though loaded with new smart weapons and bearing little resemblance to original systems, are still required to be tested with the same or similar armament circuits preload test set (ACPTS) used for earlier aircraft.

According to the article: “Marvin’s solution to the issue, the MTS-3060 SmartCan universal organisational-level (O-Level) aircraft armament test set, bridges that gap by effectively simulating whatever smart weapons (such as Joint Direct Attack Munitions, Small Diameter Bombs I and II, and Advanced Medium-Range Air-to-Air Missiles) are being loaded. Furthermore, the SmartCan is also ‘F-35 ready’ and can thus replace the legacy ACPTSs while also accommodating the fifth-generation requirements of the JSF.”

This news comes as a result of strategic PR efforts led by TREW Marketing for Marvin Test Solutions. Press outreach included a press tour throughout the U.S. and Europe, including at DSEI in London, where Marvin Test Solutions CEO and Major General USAF (Ret.), Steve Sargeant was interviewed by Jane’s Defence Weekly.

Sargeant told IHS Jane’s at DSEI about SmartCan and its ability to revolutionize the way new aircraft and smart weapons are tested amidst today’s strained budgets: “The Joint Program Office has asked us to go see the services and the [F-35] partner nations and to generate the understanding of the system and to generate a groundswell of demand because it’s no secret that all programmes are under stress today for funding.”

Marvin Test Solutions’ press tour will continue in Asia in the fall at the Korean Air Show. The press tour and media activity follows an ongoing, comprehensive rebranding campaign where Marvin Test Solutions looks to strengthen its focus on test solutions and association to The Marvin Group, known for its 50-year history in aerospace.

A big congratulations from the TREW Crew to General Sargeant and the Marvin Test Solutions team for a very collaborative and successful press outreach and tour thus far.

 

Further Reading and Related Blog Posts:

Public Relations coverage in prominent outlets boosts SEO, builds credibility, and helps create long-lasting relationships with journalists.

Global Aerospace Test Solutions Provider Selects TREW Marketing for Rebranding Campaign

5 Core Steps in the PR Marathon

How Strategic PR Boosted One IT Company’s News Coverage by 125%

 

Global Aerospace Test Solutions Provider Selects TREW Marketing for Rebranding Campaign

 Marvin Test Solutions Chooses TREW for its Industry Knowledge, Strategic Marketing Expertise

Marvin Test SolutionsAUSTIN, Texas – July 16, 2013 – Marvin Test Solutions, a global provider of aerospace and manufacturing test solutions, announced today its selection of Austin-based TREW Marketing to lead the development and execution of a rebranding campaign that will position the company for the next 25 years. The New Name, Same Aim campaign centers on Marvin Test Solutions’ long history in the aerospace and manufacturing test markets. The company chose TREW because of the agency’s decades of experience and knowledge in the test, automation, and broader engineering and sciences markets, as well as its strategic, integrated approach to marketing – from brand positioning and web design to print and online advertising.

“TREW’s experience working with engineers and the agency’s results-driven approach to marketing make them a strong marketing partner for us,” said Steve Sargeant, CEO of Marvin Test Solutions. “Working with TREW for just a short time, we’ve already made important steps in refining our company’s position and communicating our future focus to our customers and key markets. We are well-positioned going into the second half of 2013.”

Marvin Test Solutions is a business unit of The Marvin Group, an award-winning group with a 50-year history in the defense and commercial aerospace industries. Celebrating its 25-year anniversary, the company provides long-term solutions and support that meet the precise challenges of aerospace and manufacturing test applications. Its proven success includes systems deployed in support of major platforms in use around the world, including flightline, intermediate-level, depot-level, and production acceptance testers for F-16, F-15, TA and FA-50, AH-64, Boeing 737 and 787, and commercial space systems.

As TREW Marketing works with Marvin Test Solutions to build a marketing foundation that will serve the company for decades to come, services and projects will include:

“Working in the mission-critical arena of aerospace test requires that Marvin Test Solutions’ marketing strategy is specific and unique, speaking directly to the needs of military and commercial aerospace providers,” said Rebecca Geier, Principal and Co-Founder of TREW Marketing. “With our focus of serving engineers and our full-service marketing approach, we can help Marvin Test Solutions grow its awareness and success as it positions itself in the aerospace and manufacturing test markets for the next 25 years.”

Marvin Test Solutions expects to roll out its New Name, Same Aim campaign throughout 2013.

About Marvin Test Solutions

Marvin Test Solutions, a vertically integrated aerospace test and measurement company, has delivered innovative, feature-rich test solutions for factory, flightline, intermediate-level, and depot-level applications since 1988. As a business unit of the Marvin Group, an award-winning aerospace group with a 50-year history in the defense and commercial aerospace industries, Marvin Test Solutions has test systems deployed in support of most of the major defense aircraft and munitions in use around the world. Marvin Test Solutions quickly delivers full-spectrum, successful test solutions – making test, maintenance, and sustainment of the most mission-critical systems easier and faster.

About TREW Marketing

TREW Marketing, headquartered in Austin, Texas, is a full-service B2B marketing firm uniquely serving leading engineering and scientific companies that target technical markets. TREW uses decades of specialized experience to create custom marketing programs that help customers efficiently and effectively achieve their business and sales. TREW takes an integrated approach using a wide array of marketing services, including market research, brand identity, positioning and messaging, product launch planning, website strategy and design, search marketing and public relations.

Related blog posts

Silex Technology Selects TREW Marketing for Branding and Marketing Strategy

Crank Software Selects TREW Marketing for Embedded Industry Outreach

New Case Study: TREW Marketing Unveils the Secrets of Its Own Marketing Strategy

TREW Case Study
In July 2013, TREW Marketing released a new case study showing a strategic approach to content marketing that ultimately drove 50% revenue and 150% lead growth. This case study takes an in-depth look at the methodology behind four marketing principles, each described with corresponding activities and results. But, the case study is not about one of our clients – it’s about ourselves. We decided to take a snapshot of one year – 2012 – and show what we achieved by practicing what we preach. A few of the topics we discuss in this case study include:

  • Building a solid foundation
  • Website redesign and SEO improvements
  • Timely PR outreach and media relations best practices
  • Customer-centric blogging and consistent social media outreach
  • Engaging e-newsletters and automated lead follow-up
  • Content marketing with focused premium content

Prepared by the TREW Crew, the new case study provides you with a strategic analysis of our own marketing strategy so that you can learn from us and consider the right marketing approach and investment for your company.

Be the first to know about new marketing resources, and subscribe to the Spotlight Blog.

TREW Delivers Marketing Strategy for Client’s Software Product Launch

crank software logo“TREW’s marketing expertise and knowledge of the embedded space make them a trusted advisor to help us drive awareness and demand, as we continue to grow our business and market share,” said Jason Clarke, Vice President of Sales and Marketing for Crank Software. “They have a proven track record developing and executing strategic marketing plans that focus on results, and we’re extremely pleased with the results they helped us achieve on our launch of Storyboard Suite 3.0.”

Crank Software specializes in embedded user interface (UI) solutions that enable R&D teams to more quickly develop UIs for resource-constrained embedded devices like in-car graphical displays and animated GPS systems.

When Crank needed to launch the latest version of their flagship software, Storyboard™ Suite, they chose TREW Marketing for our experience in developing product launch plans that target embedded design engineers. Crank sought to increase awareness of Storyboard Suite 3.0, drive web visits and capture leads through software evaluation downloads.

Deliverables:

Marketing communication strategy for the Storyboard Suite 3.0 launch including:

  • Media relations strategy and execution
  • Search engine optimization and advertising
  • Launch email and automated direct marketing
  • Social media strategy and execution
  • Partner co-marketing with QNX in the Consumer Electronics Show concept car

Results:

  • 85% increase in evaluation downloads
  • 56% increase in online leads following the launch
  • 38% increase in total web traffic following the launch
  • 237 news release postings to online sources
  • 2 contributed articles in RTC and Embedded Computing Design
  • +3-minutes time-on-site to launch landing page
  • 2-hours time-on-site generated from Twitter links

Beyond the Storyboard Suite launch, TREW Marketing continues to serve as Crank Software’s marketing partner, providing ongoing strategy consulting, brand and product-level messaging and positioning, media relations, content marketing, partner co-marketing, search engine optimization, search advertising, social media and email marketing services.

Crank Case Study Keyword

Crank Case Study Web Visits

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Want to learn more about product launches?







15 Tips To Demystify Product Naming

light blubSo you’ve developed a new product for your technical industry – spent hundreds of hours and undergone multiple rounds of revisions and beta tests, figured out your pricing and distribution model – and now it’s time to bring it to market.

The initial step towards launching your product is to name it.  You’ve invested significant time creating it and it’s your baby — not just any name will do. It needs to be memorable, searchable (particularly on search engines), unique in your industry, and relevant to your target audience.

So where do you begin? First you need to collect ideas. Gather a cross-functional team from across your organization of at least 3, but no more than 10, to brainstorm name ideas. After the initial brainstorm, have a few decision makers come together and decide on the top 5-8 names. Then take those 5-8 names and create an online survey that you can distribute to your internal key decision makers.  From there, you can reduce the options down to the top 3, and vet each one out and make final recommendations.

The following 7 tips will help guide you through items to discuss when narrowing down the choices to a final product name.

  1. Determine a naming strategy that you will follow for this and future product names. Two primary strategies exist in the realm of product naming: highly descriptive and suggestive. The former will roll under your company brand and will not be trademarked, the latter may be stand-alone brands or can be linked with your corporate brand and can be trademarked. An example of a descriptive naming strategy is Apple, with its iPod, iPhone, and iPad products. OXO is an example of a suggestive naming strategy with names like GoodGrips, Touchables, and SteeL. While less descriptive than Apple’s product names, the OXO product names still strongly suggest what distinguishes the different line.
  2. Use short, descriptive names that are generally three or fewer syllables.
  3. Make it easy to spell, pronounce, and remember. Italics and capitalization of different letters make it difficult for people unfamiliar with the product name to remember how to spell it correctly.
  4. If the product will be launched and used globally, consider the implications of the product’s name in other countries.
  5. Avoid naming a product by an acronym that has to be spelled out in order for the public to understand the mark.
  6. Research potential product names by performing online searches for third-party use of an identical or similar name, mark, or description used in connection with similar products
  7. If you plan to apply for a trademark, visit www.upto.gov to search the U.S. Patent and Trademark Office for third-party applications or registrations of a similar designation for a similar product. If the application or registration has been abandoned or listed as dead, know that the third party still may have rights, where you would want someone in the legal field to review.

Evaluate the potential names with specificity and objectivity. It’s not enough to say, “I like it” or “I don’t like it.” Use the following eight categories to understand why a name will or won’t work.

1. Appearance – Is it easy to spell? And how will the name look in a logo, ad, billboard, etc.

2. Distinctive – How different is the name from the relevant product competition?

3. Depth – Names with depth have layers of meaning and association, and keep surprising you with new ideas with each layer.

4. Energy – Does the name have life to it? Can it carry an ad campaign on its shoulders?

5. Positioning – How relevant is the name to the positioning of the product?

6. Sound – This is two-fold – how does the name sound and how easily is it spoken to the customer? Word of mouth is a big part of marketing, but if people aren’t comfortable saying the name, the word won’t get out.

7. Trademark – This is easy, is it available? It’s either likely available, may be available, or not available.

8. Web Domain Name – Again, this is easy, is the URL available? If so acquire it before someone else does. If not, determine if the URL is available for your option 2 or option 3 name; or find out who owns the URL and see if you can acquire it from them.

After you have chosen a name for your product. It’s time to launch it. Smart Product Launches for Engineers provides a framework for how to plan, position, and implement a marketing activity plan that generates buzz and drives leads for your new product.








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