Smart Marketing Blog

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.

5 Ways to Optimize Your Landing Pages for Technical Audiences

Landing pages are the gateways to getting new contacts and leads from your website. You should be strategic and thoughtful when creating your landing pages because you want to drive conversions. So how do you optimize your landing pages to increase your conversion rates? There's many ways to do this--such as removing page navigation so users can't click away from your content offers. To help you out, we've pulled from our research on engineers to give you advice for crafting appealing landing pages for technical audiences.

5 Tips to Give Your Marketing Plan a Mid-Year Refresh

Here's the scenario: You created your marketing plan with your team before the holiday last year, and put it into place in the new year.

Five Critical Steps to Developing a Marketing Plan

Marketers have a saying: “If you don’t know where you’re going, any road will take you there.” Without planning and a sound strategy, how can you know where you are going or what you need to do to get there? Here are five steps to develop your marketing plan. For a more detailed reference, check out our ebook, Preparing Your 12-Month Marketing Plan.

TREW Clients Shine at NIWeek 2018

From awards recognition, to local television news feature stories and keynote stage appearances, TREW clients stood out among the more than 600 National Instruments alliance partners in attendance at NIWeek 2018 in Austin, Texas.

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