Smart Marketing Blog

Web Kit: Top Resources for Your B2B Technical Website Redesign

Research shows that your company's website has major impact on how your brand is perceived by visiting customers. This means that your website needs to fully optimized and designed to showcase your brand and expertise to technical buyers.

Case Study: Vertech Embraces Inbound Marketing

This past year, Vertech—a system integrator with offices in California, Arizona and Tennessee—partnered with the TREW Crew to implement inbound marketing tactics to reach and engage technical audiences. By engaging TREW to help with marketing planning and strategy, these self-proclaimed control freaks ended up increasing their web traffic by 33% and generating almost 250 leads in their first year of inbound marketing.

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.

5 Tips for a Successful Product Launch

Did you know that only 25% of product launches are successful after launch? Generating brand awareness, justifying the budget, and establishing credibility are only a fraction of the challenges you will face during product launch. Understanding these challenges helps increase your chances for success. 1. Prepare: Building your world-changing product was just the beginning. Knowing your target audience and its care-abouts is extremely important. If your answer to the question, “Who are you targeting?” is, “Everyone,” you’re facing an uphill battle. An effective way to help narrow down your audience and plan marketing activities accordingly is by creating and using buyer personas.

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.

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.