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:

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.

On-Page SEO Checklist 

Search Engine Optimization (SEO) is constantly evolving and changing to display the best search results for users. As digital marketers, it can be overwhelming to navigate the ever-changing SEO landscape.

How to Create B2B Content That Works

Technical audiences require technical content, and there’s no denying that the types of content you produce and the sources where that content is published influence the perception of your brand. Based on information from a recent Forrester webinar B2B content that works (for your and your customer) and research from TREW Marketing and IEEE, here are four tips on creating B2B content that actually works.

A New Idea to Get Engineers Writing: Dollars Saved 

Here is the great contradiction in today’s marketing to engineers: Point: We know that to create high-quality, trust-worthy, accurate content our engineering audiences will value, we need our engineers and subject-matter experts (SMEs) involved. After years of asking the question, our research consistently shows that engineers around the world trust content written by engineering experts at vendor companies more than any other.

Content types: Demo videos vs. webinars

This is part three of our blog series on content types. Read part 1 on white papers and case studies and part two on infographics. Demo videos and webinars are both types of B2B video content, and there can be some crossover between the two. However, they are not interchangeable, and each meets very specific needs in your content plan and buyer funnel. Below, we dive into definitions, tips, use cases, and examples for each content type.

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.

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.

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.