Tag Archives: Marketing Trends

Turning a Summer Engineering Internship Into a Full-Time Offer Hone your skills to assist in challenges B2B companies face

May 14, 2015

At the end of a Spring semester, most engineering students are starting a summer internship. Students finishing their freshman or sophomore years may be aiming to get experience or figure out what engineering application they’d like to pursue. But engineers with just a year to graduate are looking to find a full-time job.

Many engineering, science, and technology companies hire interns with the possibility of giving full-time offers to the best candidates, so that they’ll return, after graduating in May of the following year, as an employee. However, not all interns get the offer. Upon graduation in 2013, 81.6% of engineering, technology, and math majors didn’t have jobs lined up.

So, how can you make yourself more marketable this summer and increase your chances of getting a full-time offer? By knowing the greatest trending challenges B2B companies face and honing your skills accordingly. Use your free time this summer to invest in a few new skills. Continue reading

The Art of Content Curation

May 7, 2015

“Content curation” has been quite the marketing buzzword so far this year. For those of you who may have been out of the marketing trend loop, content curation is the art of finding relevant, meaningful information from a variety of online sources and sharing it in a organized manner with your target audience (or “personas”).

This strategic marketing ‘art’ can present considerable difficulties due to the abundance of available content you must sort through; from the plethora of social media networks now, to emails, to news feeds, to blogging—the list goes on and on. What should you share with your audience? What is worthy of a repost or a reference in your next blog or newsletter? And how do you balance it with the original content your own team is creating?

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Mobilegeddon 2015: The Biggest Change yet to Google’s Search Algorithm

April 14, 2015

Google is known for making changes to it’s search algorithm from time to time, and now it’s making news with yet another algorithm change, known across the industry as “Mobilegeddon,” that will prove to have a big impact on SEO for websites. This time around, unfortunately, the change will negatively affect more than 40% of websites that are not prepared with a mobile-friendly design.

We know its a big deal when it makes national morning news

CBS Morning News reports "... it is a blow to small businesses whose sites have traditional layouts."

CBS News reports “… it is a blow to small businesses whose sites have traditional layouts.”

Google states that, “starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results.”

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Where Does Digital Fit in Your Marketing Planning?

April 9, 2015

More companies are starting to see the importance of digital marketing within their marketing planning process. According to a recent survey of 600 digital marketers and ecommerce professionals by ECONSULTANCY, 77% of respondents surveyed that their companies plan to increase their digital marketing budgets this year. This is the highest rate since 2010, when ECONSULTANCY first started surveying companies on their marketing budget plans.

 

Digital Marketing Percentage

ECONSULTANCY, 2015 Marketing Budget Report

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Marketing Automation Aids Smarketing Success

March 19, 2015

What is smarketing and why is this a trend worth reading about? As it turns out, sales and marketing teams don’t always play well together. According to a report from HubSpot, 87% of the terms sales and marketing use to describe each other are negative. Below is a sampling of some of the most popular name-calling the two teams use when referring to each other.

Marketing and Sales Terms

Marketing vs. Sales Terms

What do companies do to combat the negative feelings that marketing and sales teams have towards one other? Enter smarketing. Smarketing is simply the unification of both teams towards a common goal; and the goal is an important one—increased revenue. This powerful overlap between the two teams not only makes for a happier work place, but also inspires synergy that turns leads into customers. In fact, a 2010 study by the Aberdeen group found that smarketing can result in 20% annual revenue growth.

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Three Benefits of Content Marketing Drive Traffic, Generate Leads, and Create Opportunities

Posted March 12, 2015

In a 2014 study of over 700 engineers by CFE Media and TREW Marketing, 75% of respondents indicated they are more likely to do business with a company that regularly produces new or updated content.

Content Marketing Stats

From this data, we know technical audiences value doing business with companies who produce high quality content, and in this and other surveys, we’ve learned that they’re searching for it on Google and websites like your company’s. This is likely not news to you – this data probably reinforces what you thought: content is king.

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Thurs. Trends: Webinars Gaining Popularity in Attracting Prospects

February 19, 2015

Webinars are trending and for good reason. These web-based seminars are a cost-effective way for attracting prospects by providing a 45-60 minute mini-training session. In exchange for this new education, people are more than happy to give you their name and email address. And the best thing about webinars is that they are not a once-and-done marketing effort. Your recorded webinar can be viewed on demand for months – or even years – to come, and can continue to generate leads.

A recent study by marketingsherpa.com revealed that 92% of the marketers surveyed consider webinars/webcasts to be very or somewhat effective. In fact webinars/webcasts were ranked as the most effective (in terms of achieving marketing objectives) of the 18 choices given.

To clarify, webinars and webcasts are very similar with the main difference being the initial broadcast of a webinar is interactive and allows participants to ask questions, whereas a webcast is simply a broadcast with no viewer interaction.

 

MarketingSherpa

Marketing Sherpa, SEO Marketing Benchmark Survey

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Trends: Documenting Your B2B Content Marketing Strategy  

February 12, 2015

In a report from MarketingProfs and the Content Marketing Institute, sponsored by Brightcove, 83% of respondents claimed to be content marketers – and most of those content marketers admitted they didn’t document their content marketing strategy. Only 35% of the total respondents say they documented it. It is proven time and again that having a documented, realistic, and goal-based strategy for your B2B content marketing efforts proves best results.

Screen Shot 2015-02-12 at 7.44.00 AM

 

How can documenting your content marketing strategy save your marketing program? Here are four ways:

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Trends: Content Reuse: Repurpose, Revamp and Reap the Benefits

February 5, 2015

Repurposed content is quite the buzz term these days. It’s widely understood across industries that well-used content can generate new leads and though marketing teams are quick to say “oh, we can repurpose that video on YouTube or post that infographic on SlideShare”…how do we repurpose content in a way that effectively attracts new prospects or engages new markets? What content should we use? And how should we change it?

The answers to these questions lie in knowing when to repurpose content and when to revamp content.

One of our partners, HubSpot, has published quite a few blogs and articles on content, and I especially appreciated Niti Shah’s April 14th post discussing repurposing vs. revamping content. In summary, repurposing content means to post to additional media or target an additional segment, while revamping content involves customizing or updating content to remain relevant or vertical specific. Repurposing could include taking a series of blog posts and bundling them into an eBook, or taking content from a recent analyst study and turning it into a webinar. While on the other hand revamping includes continuing to use a piece of content that you already have and using it for the same purpose it was originally intended, but updating it so it remains relevant. An example of this can be taking an already produced whitepaper and updating it to reflect changes over a given time period.

Repurposing and Revamping Content

 

Here are four more tips for effectively reusing your content:

Repurpose content to reach specific targets along the buying stage

Identify where your prospects are and repackage content specifically to that stage. For example, we know marketing for engineering companies can be complex and most have content at the very top or very bottom of the funnel. Create middle-of –the-funnel content by packaging webinar content meant for prospects in the awareness stage with a customer case study video that goes into more detail and proof for buyers in the consideration stage.

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Trends: Web Form Fields That Convert

January 29, 2015

High quality content is key to lead generation. While we know scientists and engineers seek accurate, research-based content, we know they are skeptical of trusting online content and filling out lead forms to get to it. So what fields – and how many – should we prioritize?

TREW Marketing and CFE Media conducted two comprehensive content marketing surveys in 2014 to over 1000 R&D engineers that provided hard data across a wide range of topics, including lead forms. Many often assume our target audience of engineers will not fill out lead forms. However, the findings revealed what we at TREW believe and have seen for years – if content is perceived as valuable, engineers will absolutely fill out a lead form to get it.

“From websites to blogs to e-newsletters to gated content like white papers, no matter the channel or format, we as marketers have a huge challenge – and great opportunity – to be the stewards to ensure our teams are publishing high quality content our engineering customers trust and appreciate. When they do, they will reward us by visiting our websites and engaging.” Rebecca Geier, CEO and Co-Founder, TREW Marketing

 

What Content Should Require a Lead Form vs. Be Free?

Lead form info

 

Quick stat: Respondents were most likely to provide basic contact information to access webcasts and webinars (72%); product information (69%); white papers, best practices, etc. (68%).

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