Customer testimonials are the little siblings to case studies. They aren’t as in-depth, problem/solution oriented, or focused on demonstrating quantitative results. However, testimonials offer a number of advantages as marketing content: they are quick hitters with real people behind them. Potential customers can relate to them. They provide legitimate support for your company’s claims. And... Continue Reading →
Lack of needed parts. Labor shortages. Shipping delays. Global conflict. Multiple factors are contributing to the current supply chain crisis, putting many suppliers and manufacturers in the difficult position of being unable to market and sell certain products and fulfill some orders. It’s understandable if companies are tempted to pull back on marketing efforts if... Continue Reading →
It’s easy to say you must invest your marketing budget on campaigns directed to your target audience. On the other hand, it takes hard work to find those specific buyers most interested in the products and services your company offers. Consider the task a two-step process: know them, find them. First, know them Before you... Continue Reading →
The terms integrated marketing and multichannel marketing are sometimes used interchangeably. It’s easy to see why: integrated marketing can include multiple channels and multichannel marketing can be integrated. Think of intersecting Venn diagrams: the two strategies overlap but are not exactly the same. The key takeaway is that integrated marketing and multichannel marketing create a... Continue Reading →
Account Based Marketing (ABM) has taken on an increasingly important role for industrial marketers to help generate revenue and increase ROI. ABM puts marketing and sales teams on the same page working together to target best-fit accounts, personalize the buying experience, turn prospects into customers, and strengthen long-term relationships. Companies seeking high-value customers might find... Continue Reading →
Seventy-three percent of B2B companies have a content marketing strategy, according to “B2B Content Marketing – Budgets, Benchmarks, and Trends,” a research report produced by the Content Marketing Institute. Content marketing—a popular and effective marketing strategy—has taken on an even larger role since the beginning of the pandemic, when many in-person events and meetings were... Continue Reading →
The economy is volatile, supply chains are erratic, and business remains unpredictable. In these conditions, you might be concerned about your marketing budget. It might be stable or it might be under pressure. No matter what the status of your marketing budget, you want to squeeze every bit of value from what you have. Here... Continue Reading →
At the Maven, we generally write about B2B markets and the engineering audience. But many industrial companies sell to B2C markets as well. One thing both markets have in common is the importance of using content marketing to connect with potential customers. Consumers rely on content to make purchasing decisions as much as engineers and... Continue Reading →
You’ve probably noticed we’ve been talking a lot recently about how engineers are gravitating toward video and YouTube. Ninety-six percent of them consume video for work-related purposes, with the majority (53 percent) watching at least one hour of video weekly. Engineers under the age of 35 watch even more video content than the population of... Continue Reading →
We’ll come right out and just say it: if your business isn’t using YouTube as a marketing channel, you probably should be. The just-published report, “2022 State of Marketing to Engineers,” from GlobalSpec and TREW Marketing, shows that 80 percent of engineers say YouTube is valuable to them when seeking information on the latest engineering technologies, industry trends, and products.
