Smart Marketing Blog

5 Tips for a Successful Product Launch

Did you know that only 25% 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. 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.

Infographic: The Engineer's Buyer Journey is Online

The traditional ways of marketing and selling to B2B audiences have evolved, thanks to the Internet. While the times have certainly changed, many engineering and technology companies haven't shifted their efforts to include inbound marketing.  Today, successful techncial and engineering companies use inbound marketing with content as the fuel, to reach new prospects and nurture leads through the buyer's journey.

3 Steps to Calculate Your Leads-to-Revenue Ratio

This is a short excerpt from the book Smart Marketing for Engineers: An Inbound Marketing Guide to Reaching Technical Audiences. The complete formula as well as a full description of how to organize your marketing team and define expected outcomes is detailed in Chapter 12.  Do you want to know how many web visits and leads you need to meet your revenue goals? Follow these three steps to create the math model for your marketing and sales funnel. At TREW, we understand engineers want to know what output comes from certain inputs. Up to now, for traditional marketing, that’s been difficult. But with the transformation of marketing to the digital world, we now have much more insight into the inputs along the funnel such as website visitors, the rate at which those visitors convert to leads, and how leads become sales opportunities. So let’s go through the formula. I’ll use hypothetical numbers to illustrate how it works.

How to Create a Compelling Brand

Your brand story is the narrative of your company. It’s what should flow off your tongue to describe the problems customers face, the solutions you provide, and the results your solutions bring.

13 Inbound Activities to Include in Your B2B Marketing Plan

More and more technical B2B companies are incorporating inbound marketing strategies into their integrated marketing plans. Inbound marketing strategies that are directly tied to business goals can be a methodical, proven, and cost-effective approach to building corporate awareness and credibility, and generating high-quality leads.

Engineers are Searching Online For You

Not too long ago, the sales process for technical companies revolved around trade shows, traveling sales men, advertisements and relying on repeat business. Today, the B2B buyer's journey has evolved and so must our sales and marketing tactics. 

10 Keys to Success as a Technical Marketing Manager

To be a successful technical marketing manager, you need to understand how to apply marketing best practices in the context of a nuanced technical audience.  If you’ve hired a technical marketing manager, pass along this information to help your new staff member understand the breadth and depth of technical marketing. Or, if you’ve just been hired as a new technical marketing manager, congratulations! Here's a jumpstart to your job: research from hundreds of engineers that shows how they search for information and how they want to interact with marketing and sales. These 10 keys – which focus on brand, positioning, website plans, content marketing strategy, and awareness and loyalty campaigns – will strengthen the skills and knowledge you need to be a successful marketing manager in a technical, B2B company:

Your 2018 Brand Position Mantra: Say No to Grow

As I was preparing for a call from a reporter at The Wall Street Journal, I paced back and forth in my son’s bedroom where my makeshift home-office was at the time. Our niece had moved in to our home in Austin from California, and we needed the extra bedroom. So, there I was, surrounded by LEGO-built spaceships and Hot Rod racecars, trying to come up with just the right sound bite - all my days in PR served me well on this fall morning in 2011.

Buyer Personas: 8 Questions to Help Profile Your Customers

During the marketing strategy phase, it’s important to know the different personalities that make up your target audience, what they care about, and what they need so you can communicate with them in the most relevant way possible.

Our Next Big Opportunity: Smart Pipeline Management

  Recently, I spoke to a global audience of about 100 engineering business leaders and asked them a simple question: Are you happy with your pipeline? More specifically, I asked them to all stand, and only remain standing if they answered yes to the following questions: