Smart Marketing Blog

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.

TREW Client Wineman Technology Launches New Website

Dynamometers, servo-hydraulic and hardware-in-the-loop test systems are no mystery to Wineman Technology, whose engineers are experts in test system design and development. When it came time to build a website back in 2009, however, they knew that outside help was required and called upon TREW Marketing.

The ONE Thing Your Sales Team Should Stop Doing Today

This was originally published in 2016 and has been updated. On the heels of visiting a client for a lead and opportunity management strategy meeting and attending the HubSpot Partner Day in Boston, I noticed a common theme across all of the conversations I’d had over the past few days: marketers have done a lot of work to adopt inbound and content marketing, but their efforts aren't necessarily translating into sales.

TREW CEO and COO to Present at NIWeek 2017 Alliance Day

Will you be attending NIWeek 2017 at its new time of year this May in sunny Austin? Mark your calendars for two TREW-led sessions on Alliance Day, May 22, geared toward helping your market and sell to a technical audience. The specifics are below: Session Title: 10 Steps to Define Your Position and Message

Seven Characteristics of a Great Spokesperson

This post originally ran in 2014 and has been updated. This week, TREW Marketing is on the road, conducting a press tour with a client who recently introduced a new product. As we prepped, we were reminded of the factors behind a successful technical press meeting, and one of the most important: a great spokesperson. During a press meeting, your technical spokesperson becomes the voice of your company as he or she shares with the press a story and message that will be written and later read by your target audience. While often the person is an expert on the product or technology, they are less often comfortable or experienced telling that story to an external media audience. However, the strength of your spokesperson makes a significant difference in how your company is covered by the press, and in some instances, whether it’s covered at all. So, if you, or someone you know, may be called on to serve as a technical spokesperson for your company, here are seven traits that can transform a technical expert into a great spokesperson.

Staying Organized in Your Marketing Automation System

This post originally ran in March 2016 and has been updated. I realize that this isn’t the most exciting topic out there. Actually, it’s probably one of the least exciting things you can discuss (unless you’re one of those people who likes this kind of thing). Unfortunately, keeping house in your marketing automation (MA) system is a necessary evil. Without an effective way of organizing your content and data, you risk not being able to find what you need when you need it.  Of course, it’s easiest to implement an organization system when you first move to an MA platform, but it’s not impossible to do if you’re already established – it just takes more time to retroactively organize everything. Below are five of the most important things you can do to keep your system organized.

Upcoming In-Person Workshop in Dallas

April 4 update: This post originally mentioned an additional workshop in Houston, but it has since been cancelled. We've updated this post accordingly. We're holding an in-person workshop in Dallas on April 20-21. In this one-and-a-half day workshop led by Rebecca Geier, she'll guide you through TREW's proven Smart Marketing approach and the key stages of developing both your marketing and content plans. You will leave with draft plans in-hand, including targeted objectives and success measures to prove return on investment. The agenda is as follows:

5 Tips for a Tagline that Sticks

 Brainstorm notes on hotel bar napkins.

Be the Signal Amidst Noisy Content

Creating excellent content is the core of any inbound marketing strategy, but it’s much easier said than done. If you aren’t already overwhelmed by the amount of content you imagine you’re up against online, the actual data shows that the competition is probably worse than you expected. Sorry. In 2014, business analytics company Domo created this infographic to show just how much data is generated every minute:

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.