Smart Marketing Blog

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.

Introduction to Message Mapping for Effective Communication

A message map is a framework used to create compelling, relevant messages for various audience segments. It also serves as an organizational alignment tool to ensure message consistency. Whether you are launching your company, introducing the next big product, or preparing for other major marketing campaigns, messaging mapping is an important step in communicating effectively.

Take Control of Your Company’s Story

Is it time for a new corporate slide deck? Your corporate deck contains a brief story – an overarching presentation about your company. It should include your potential customer’s pain points, the industry challenges, your company overview, your solutions, and results or a testimonial.

5 Ways to Promote Your Brand Message

This is part 3 of a blog series on brand positioning and messaging. Learn more by reading part 1 on developing your brand position and part 2 on brand messaging. Once you have developed your brand position and used the positioning language to develop your brand messaging, you should be ready to use your messaging. But how should you start?

How to Create a B2B Marketing Plan that Drives Results

Updated August 15, 2017 There is a great saying many marketers use, “If you don’t know where you’re going, any road will take you there.” Without a plan, how do you know what you need to do, in priority order, to get there? In busy times, it is difficult to take a pause from everyday work to stop, breathe, focus, and plan. Instead, many rush down any road that looks promising at the moment. Unfortunately, these unplanned roads lead to mediocre results and higher costs – in time, money, stress, and frustration.

Part 2: 4 Steps to Develop Your Brand Message

This is part 2 of a blog series on brand positioning and messaging. In the first post, I explain the 10 steps to develop your brand positioning. In this next post, I explain how to use the positioning language to develop your brand messaging. It is recommended you read part 1 of this series before reading this post.

TREW Marketing and Elektor Partner Together

TREW Marketing and Elektor have partnered together this year to conduct research on engineers and scientists in Europe in industries including aerospace/defense, consumer electronics, and automative. Research was also conducted on the differences between engineers in the U.S. vs. Europe. 

Part 1: 10 Steps to Develop Your Brand Position

This is part 1 of a 2-part series on brand positioning and messaging. In this first post, I’ll walk step by step through the process of developing your brand positioning. In the next post, I’ll then talk about using the positioning language to develop your brand messaging.