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Ryan Gardner

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How Does Your Audience of Engineers Feel About E-Newsletters?

Marketing to highly technical audiences can require some research into the best practices of what resonates with the audience. To create a dialogue about this, we recently conducted a survey with engineering professionals from all major regions of the world, helping to demonstrate how to best reach this target by understanding the ways they find, use, and engage with content.

How Do Engineers Search For Content Online?

Oftentimes, marketers targeting technical audiences grapple with how to best implement online and content marketing to attract skeptical engineers, scientists and technology professionals. To shed light on this, we recently partnered with IEEE GlobalSpec for a survey, Smart Marketing for EngineersTM. The survey was conducted in major regions of the world gaining critical information from technical professionals.  The findings uncovered engineers’ preferences for online content marketing and channels such as the types of content engineers most value and trust, and where they look for that content online.

Checklist for Selecting a Website Redesign Agency

Your website has the power to fill your pipeline with leads as it drives visitors through the buyer's journey. Our latest research shows that 60% of the technical buying process happens online. If your website isn't designed and optimized for technical buyers, you're missing out on business. It may be time to redesign your website.

Growth-Driven Design: A Modern Approach to Web Design

A well-designed website is essential to online success. According to a recent HubSpot survey, 94% of respondents cited poor design as a reason they do not trust a website. On the flip side, an intuitive, well-designed website positively impacts how visitors view your company, it also improves lead conversion through easy-to-see calls to action driving conversions to your technical content. Before you decide how to redesign your website, let’s look at the current model of traditional website design and compare it to the modern growth-driven design approach. 

Survey Says: Marketers Are Increasing Budgets and Content Development in 2016

April 12, 2016 surveyed over 100 engineering marketers to ask their plans for 2016 with input and advice from our CEO Rebecca Geier. You can now sign up to download the “Engineering Marketers' 2016 Campaign Plans Research Report” to learn all about the findings. The key findings cited by include that: 38% of responders said that they would have more budget than in 2015 Lead generation and content creation are the biggest marketing challenges in 2016 68% say that marketing is becoming more important relative to sales Top performing marketers allocate a larger portion of their budgeting to creating content than laggards Similarly, top performers understand and believe in the value of content marketing.

What Types of Blogs Do Engineers Find Credible?

February 9, 2016 Today nearly 40 percent of companies use blogs for marketing purposes, and over 46 percent of people read blogs more than once a day. This is why we have heavily stressed the importance of content for SEO, thought leadership, attraction and conversion, and promotion and buying. To further underscore this, we conducted a survey with over 1,000 responses from engineering professionals on reliable sources of blog content and defining the elements of a credible blog.  Oftentimes, starting a blog to reach your highly technical audience can seem daunting. We often get questions such as, “What information will our viewers want to read and learn?” and “What will make our voice credible in the industry?” These questions are a big reason we were excited to do this research study with the goal of giving honest, first-hand answers to these questions directly from engineers.  Let’s look at what sources of blog content are viewed as the most credible and what elements make for a credible blog.

TREW Marketing CEO Rebecca Geier Releases Book: Smart Marketing for Engineers

January 13, 2016 After the resounding market response to the Smart Marketing for EngineersTM eBook series, Rebecca Geier, CEO and Cofounder of TREW Marketing and regular speaker and guest columnist on marketing to technical audiences, has published a book on the topic – Smart Marketing for EngineersTM: An Inbound Marketing Guide to Reaching Technical Audiences. The book is available for purchase now via RockBench Publishing Corp.

Smart Marketing For Engineers Book Review by Gary Mintchell

January 5, 2016 With hundreds of people downloading our free ebook series, Smart Marketing for Engineers, our CEO Rebecca Geier decided to write a comprehensive book by the same name. Her new book Smart Marketing for Engineers: An Inbound Guide to Reaching Technical Audiences is out now. Gary Mintchell, who consults with global manufacturers and runs The Manufacturing Connection where he writes on automation, control, software, manufacturing, marketing and leadership, has written an early review of the book.

Happy Thanksgiving from TREW

November 26, 2015

What Content Format Do Engineers Prefer to See and Read?

November 5, 2015 When creating content, it can be very useful to know your audience’s format preference for specified content types, including blogs, e-newsletters, and web pages. To gain some direct insight on this, we conducted a survey with over 1,000 responses from engineering professionals, showing their format preference for specified content types. It is easy to understand why content is so important for reaching and engaging your technical audience. However, if you don’t know exactly what information your audience of engineers wants to gain from the content, your efforts could be wasted. To demonstrate this, our survey looks at the specific content preferences for blogs, e-newsletters, and web pages. Diving into the results will show exactly what your audience wants to see and how they want to digest the information. Let’s analyze what the preferred content structure is for engineers and technical audiences viewing blogs, e-newsletters, and web pages.

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