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.

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.

7 Tips for the One-Person Marketing Team

Before joining the TREW Crew, I spent three years working in-house as the one and only member of the marketing department. When you’re responsible for all the marketing tasks for a company, it can be overwhelming and daunting at times, so here are seven tips to make your job easier.

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.