Smart Marketing Blog

Checklist for Creating B2B Buyer Personas

Buyer personas are vital to you as a marketer whether you are planning your marketing strategy, brainstorming new web content or redesigning your website. Smart marketers break down potential customers into audience segments called buyer personas to help them customize marketing efforts to their ideal clients.

Use It or Lose It - 6 Ideas for End-of-Year Marketing Spend

December is here and will quickly fly by. If you have marketing budget dollars to spend before the year ends, you are feeling the pressure. We've put together a list of quick, effective marketing investments for you to consider.

Marketing Training for Your Channel and Association Membership

If you are a Channel Program Manager or Association Manager, chances are you are always on the hunt for quality speakers and educational materials right-sized for your next conference. It can be difficult to find a speaker that has the whole package: industry knowledge, understanding of typical challenges your membership faces, balanced engaging-but-practical material, and content to engage members post-event.

2019 B2B Marketing Trends for Technical Marketers

Engineering-focused marketing agency, TREW Marketing and IEEE GlobalSpec, a provider of data-driven industrial marketing solutions designed to help companies promote their products and grow their businesses, today announced the release of the 2019 Smart Marketing for Engineers Research Report. The study found that companies marketing to engineers should invest in creating diverse content, improving their website, and aligning sales and marketing teams to succeed in 2019.

Marketing Tricks and Treats for Working Smarter, not Harder

I’d like to introduce you to a scrappy, creative, and super smart team called TREW Marketing TREW (that is no typo!), or TMT for short. Team TMT has grown TREW’s web visits by 60% this year while maintaining our conversion rates AND keeping our budget completely flat. By doing this, they have provided our sales team with enough qualified inbound leads that we’ve conducted zero cold outreach. Needless to say, the CFO and sales team are very happy with Team TMT!

Historical Blog Optimization: Work Smarter, Not Harder

This January at our company retreat, the TREW Crew chose a new internal motto: work smarter, not harder.  As a small, but nimble team of marketers, we must be sure that we spend our time effectively while wearing multiple hats across the organization.

Where Does Inbound Fit in Your Marketing Plan?

Gone are the days where trade shows and print ads were the main ingredient in a B2B marketing plan. Today, successful technical and engineering companies use inbound marketing to reach new prospects and nurture leads through the buyer's journey.

3 Things Top Performers Do to Ensure Marketing Planning Success

In my 6 years as a marketing strategist for TREW, I've had the opportunity to work with many B2B marketing leadership teams to build successful marketing plans. And occasionally, I've worked with teams that, despite developing a great plan, failed to implement it successfully. I recently had a prospect ask me what separates teams who are able to implement successful plans that generate results from teams who create plans, but don't see results.

What is a Lead Conversion Funnel?

To understand what a lead conversion funnel is, you should know what a regular ol’ funnel is. According to “The Google”… So for our purposes, a Lead Conversion Funnel at the most basic level is a visualization of how prospects or leads interact with your company from an unknown website visitor to a new, first-time customer. The only difference with a Lead Conversion Funnel and your run of the mill kitchen funnel is that 100% of the contents poured in do not come out as customers.  This is where the conversion portion comes into play. There are imaginary holes in your funnel where leads leak out for various reasons, including disqualification, lack of interest, unsubscribes etc. In order to predict this loss with a reasonable amount of certainty, you use conversion rates to calculate the various lead stages. Each company’s conversion rates will vary but typically are fairly consistent from industry to industry.

Is It Time to Go Deeper with Your Buyer Personas?

Buyer personas are a critical foundational element of a sound marketing program. Getting agreement among leadership, sales and marketing about your company’s buyer(s) enables you to ensure every dollar and hour spent designing your website, creating and marketing content, or developing your trade show message delivers the exact kind of leads you need to drive growth. In lieu of defined personas, your efforts are less targeted and thus, less effective. Fortunately, with so much data available today about the buyer journey moving online, and the control shifting away from marketers and into the hands of your customers, many are leading the change to ensure their teams have their personas defined. In fact, in a survey of attendees to this year’s Industrial Manufacturing Workshop at Content Marketing World that I’m teaching along with Douglass Burdett of The Marketing Book Podcast, over half (56%) say they have defined personas at their company. That’s up 16% from last year.

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