Smart Marketing Blog

5 Proven Tactics to Reach Engineers

At TREW Marketing, we work everyday to help deeply technical companies effectively market to engineers and scientists. Based on years of researching engineers' search, content and buying preferences, and working with companies across North America in industries from automotive to IIOT to implement content and inbound marketing programs to drive awareness and demand, we have put together this list of five proven best practices to follow. 

Content IS King - 5 Steps to Writing Effective White Papers

Compelling content is vital to your marketing efforts – engineers need and expect technical content such as white papers, data sheets, and detailed customer testimonials. These materials do much more than inform; through engaging content, you increase trust, strengthen perceived value and brand loyalty, gain a higher click-through rate for content placed on your website, and ultimately generate new leads and sales.

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.

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 one 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 one 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.