Smart Marketing Blog

Want to Market Against Your Competitors? Proceed Carefully

Remember when you were young, and there was that kid who spent more time dissing you or others than making something of themselves? Maybe you wanted to let them have it, but you knew (or maybe your parents gave you some advice) that it was best to take the high road and focus on your strengths and success.

Stop Interrupting and Selling, Start Educating and Supporting

Marketing and selling in the B2B engineering and technical space used to require exhibiting at trade shows and placing print ads in trade journals or technical publications. But engineers and technical buyers now prefer to start their product or service evaluation online instead of at events as they did in the past. More and more, these buyers want to be educated vs. sold to in the traditional sense. 

New Marketing Equation from INBOUND 2019

Delight Your Customers + Remove Friction = Grow Better More than 26,000 attendees joined HubSpot at its annual marketing mecca, INBOUND 2019. If you didn’t make it to Boston and are curious about the latest and greatest HubSpot platform updates, no worries, we’ve got you covered. 

2019 Trends in Industrial Marketing: Content, Inbound & ROI

IEEE GlobalSpec, a provider of data-driven industrial marketing solutions designed to help companies promote their products and grow their businesses, recently released its annual Trends in Industrial Marketing survey. The survey found that industrial marketers' most common challenges include:

Key Considerations for Adding CAD to Your B2B Content Marketing Program

Having diverse content types to attract and engage your personas through their buyer’s journey is key to the success of any B2B content marketing program. In this blog, we provide an overview of CAD content marketing and key considerations for determining if it can fit into your content marketing plan.

5 Tips for a Tagline that Sticks

 Brainstorm notes on hotel bar napkins. Conversations that take you so far down tangents you’ve forgotten what your company does. You need something that’s memorable but not too off-the-wall, specific but not excluding, and exciting but accurate … Your tagline.

Top Content Marketing Metrics You Should Be Monitoring

Content is the fuel of your inbound marketing strategy so you want it to perform well. Good housekeeping means monitoring your metrics and making the necessary adjustments to keep your content performing at its best. But, what are the top metrics you should monitor?

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.

Stop Cold Calling, Start Lead Scoring: Lead Scoring Checklist, Definitions, and Best Practices

The process of cold calling is one that has been dreaded by both marketers and potential customers for years. Thankfully, this practice is becoming increasingly outdated and is being replaced by lead scoring. 

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 ENGINEERING.com for a survey, Smart Marketing for EngineersTM: Content and Online Marketing. The survey of 580 engineering professionals reveals insightful findings about 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.