Tag Archives: Marketing Trends

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.



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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Personalize Your Marketing Efforts or be Left Behind

The emotional decision process connecting with others on a real and valuable level is bleeding into business decisions and is forcing marketers to provide a more personalized, authentic approach to their audience. HubSpot titles this marketing movement as the “Human Era” and states that, “only by individualizing an audience and building authentic connections will a business thrive in the Human Era.”


Additionally Janrain conducted a national poll uncovering that 74% of online consumers get frustrated with websites when their content appears to have nothing in common with their specific interests.

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Thurs. Trends: Marketers Integrating Modern Channels to Promote B2B Events

In-person events are a slowly evolving channel for B2B marketing. However, two things remain the same: B2B events produce the highest amount of quality leads but continue to result in a higher cost-per-lead partly due to the shift of resources that must go into promoting the event. According to MarketingCharts and Sagefrog Marketing Group, the largest percent (36%) of B2B marketers felt events and tradeshows gave their company the most ROI for lead generation.

Additionally, in a survey of 200 B2B marketing professionals in the US by marketing technology reviewer Software Advice, trade shows were cited as the channel that generates both the most leads and the best leads: 77% of marketers say shows generate a “somewhat” or “very high” quantity of leads, and 82% say they generate leads of “good” or “excellent” quality.

Quality of Leads by Channel, MarketingProfs.com

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Using Science to Guide Web Design: 3 Key Takeaways from Eyetracking Research

Looking for additional insight? Check out our eBook: A 15-Point Checklist to Evaluate Your B2B Technical Website.

Maybe it’s because we work with so many engineers and techies, but here at TREW, we can be real skeptics. We take an “I’ll believe it when I see it” approach – relying on hard data and proof points when making decisions on the most effective ways to help our clients market their brand.

So when it comes to creating effective web layout and designs that get results, we rely on usability data from trusted sources to help us make sense of how people use the web. One type of web study we rely on – and prove out time and time again – is eye tracking research.

Eye tracking is a form of research that allows the proctor to track web visitors’ eye movements across a page, providing insight into what people truly spend time looking at on the screen, what order they look at it, and what their eyes avoid. Some of the key questions eye tracking research can address include:

  • Which area of the page draws a web user’s attention?
  • What do users tend to look at first, second, third?
  • Which areas of the page do users avoid or ignore?
  • What specific elements of content do users gaze at for more than a second or two?
  • Do web visitors notice key elements of the page or recall key messaging?

By incorporating what we learn from eye tracking research, we can determine the best format and placement for content, and establish optimal page layout. It’s truly an opportunity to apply hard data to marketing activities for improved ROI.

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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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