Smart Marketing Blog

Setting Marketing Goals that Drive Success

‘Tis the season to be thinking of the year ahead. What do you want to accomplish? Where do you want to be next year at this time? How will you get there?

Content Types: Grab User Attention With Infographics

This is part two of our blog series on content types. Read part 1 on white papers and case studies here, and stay tuned for future posts on more content types. As the world becomes more and more digitized, we as marketers must fight harder for attention from our key audiences. This is not an easy task as research now shows that the human attention span has declined from 12 seconds in 2000 to 8 seconds in 2015.

How to Build a Topic Cluster

Topic clusters are now king when it comes to search engine optimization. Building out topic clusters is a new SEO strategy that focuses on fully covering a topic and building relationships between keywords.

Using Data to Guide Strategy: HubSpot Marketing Dashboard

One of the great benefits of a marketing automation tool like HubSpot is the wealth of data you get about your marketing and sales efforts. At the same time, one of the drawbacks is the sometimes overwhelming amount of data you have. How do you sift through all the information at your disposal to focus on the metrics that really matter and use them to guide strategy? HubSpot metrics can be broken into four sections: Marketing dashboard Analytics tools Reports  Tactic-specific metrics Today, we’re focusing on the marketing dashboard, covering the most impactful reports and how you can use the data in these reports to guide your strategy.

Content Types: Case Studies vs White Papers

This is the first post in our content types series. Keep an eye out for future posts on the other types of content that should be in your content plan! Case studies and white papers are essential pieces of content to include in your B2B content plan, and each meet different needs of your buyer personas at various stages of the funnel.

8 Tips and Tricks to B2B Webinar Success

Webinars tend to be seen as difficult, time-consuming, and requiring specific expertise to pull off. The barriers to entry seem daunting, and it can be difficult to convince management and your company’s technical experts to participate. However, not only are webinars easier to organize and host than they appear, but they also can result in huge marketing and sales successes by generating new, engaged leads and opportunities.

7 Tips for the One-Person Marketing Team

Before joining the TREW Crew, I spent three years working in-house as the one and only member of the marketing department. When you’re responsible for all the marketing tasks for a company, it can be overwhelming and daunting at times, so here are seven tips to make your job easier.

TREW on The Marketing Book Podcast

A few months ago, TREW CEO Rebecca Geier sat down with Douglas Burdett, host of The Marketing Book Podcast, to discuss modern marketing and her book, Smart Marketing to Engineers: An Inbound Marketing Guide to Reaching Technical Audiences.

5 Tips to Write Great, Technical B2B Content

Engineers typically have high standards for the information they consume, so journalists who can write useful, compelling prose have the opportunity to become successful content marketers. As someone who has written for engineers as a journalist and increasingly in marketing communications, here are some things I’ve learned about producing great content for this sometimes misunderstood audience.

6 Crucial Steps in Preparing for a Web Redesign

Google’s algorithms, people’s search behavior, technology and web trends change rapidly- is your website keeping up? Without making routine, data-driven-design changes, and fully redesigning your site every few years, it’s easy to get left behind. Since your website is a crucial, 24/7 representation of your business, you want to be sure it accurately portrays and efficiently serves your business day in and out. To do this, you need to start any web redesign process by firming up your marketing foundation. Doing so will give you a clear strategy moving into the redesign, guiding content, structural and design decisions.