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.

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. 

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:

2018 Trend: AMP Up Your Web Speed

As the world becomes more mobile, speed is more important  to users when they come to your website. To ramp up page loading speed, accelerated mobile pages (AMP) are the latest solution to improve website speed and user experience. 

How to Build a Topic Cluster

Topic clusters are now king when it comes to search engine optimization. Building out topic clusters is a new SEO strategy that focuses on fully covering a topic and building relationships between keywords.

6 Crucial Steps in Preparing for a Web Redesign

Google’s algorithms, people’s search behavior, technology and web trends change rapidly- is your website keeping up? Without making routine, data-driven-design changes, and fully redesigning your site every few years, it’s easy to get left behind. Since your website is a crucial, 24/7 representation of your business, you want to be sure it accurately portrays and efficiently serves your business day in and out. To do this, you need to start any web redesign process by firming up your marketing foundation. Doing so will give you a clear strategy moving into the redesign, guiding content, structural and design decisions.

WordPress vs. HubSpot: What's the Difference?

As the newest member to the TREW Crew, I’m also a new HubSpot user. My roots in website design and development began in WordPress more than seven years ago. I have advised companies and individuals to use WordPress as their content management system because of its popularity and the endless resources available. But after joining the TREW crew two months ago, I have been introduced to HubSpot's unique marketing platform, and my allegiance to WordPress is starting to dwindle. 

Calls-to-Action: The Secret to Online Leads

I remember getting the advice to add a call-to-action (CTA) on a website that wasn’t performing well. I thought, isn’t it obvious that I want visitors to contact our sales team? Can’t they see our telephone number in the menu, footer and on our contact page? Why should I add a button when it’s clear that web visitors should fill out a contact form?

B2B Website Checklist: 6 Steps to Generate Leads

Your website serves many roles in your organization, from your company storefront, to a customer support resource, to a recruiting center, to name a few. From a marketing standpoint, it is the hub of all your activities and the main vehicle for generating leads and creating your online branding experience. It has the unique ability to serve as both an outbound and inbound marketing tool; as a way to communicate your brand image to your audiences; and as a response mechanism for prospects that are interested in learning more about your company, products and services. You can think of your website as a valuable, 24-hour-a-day employee in your marketing organization. As such, it’s always on, always ready to communicate your brand value, and always focused on generating leads.