List Health Practices to Maintain an Engaged Audience

IEEE GlobalSpec’s own Linda Uslaner, Director of Product Management, was interviewed for eMarketers latest report “Email Marketing Benchmarks 2017: Metrics Steady as Data Creates Better Context and Relevance.”

You can view the entire report here.

emarketer

Sustaining and growing subscriber lists is another aspect of email marketing that’s also improved. A July 2016 poll from software services firm Clutch found that roughly six in 10 US email marketers used an opt-in form on their website, social media and online purchases to get new email addresses for their lists. About half as many relied on renting and paying for lists.

List health can decline in two ways, according to [Kyle] Henderick [Yes Lifecycle Marketing Senior Director, Client Services] . First, email marketers will always have users that unsubscribe on their own, but it is also important to consider passive opt-outs, in which recipients become unengaged over time by either deleting emails or just letting them sit in the inbox, unread.

“We’ve increased the frequency of doing list pruning for our clients from once a year to twice a year,” said Linda Uslaner, director of product management at engineering and industrial platform IEEE GlobalSpec. “That’s really helping drive performance and improve metrics across the board. If somebody’s not responsive and they’re really not engaging with the content, they should be removed.”

You can learn more about list hygiene by downloading the entire report from eMarketer here.

Charts E-Mail Marketing Market Research Uncategorized

How do industrial marketers measure the success of their marketing initiatives?

Sales attributed to marketing campaigns, customer acquisition and leads are the top three measures of success for industrial marketers.

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4 How do you measure success of marketing initiatives

IHS Engineering360 Media Solutions recently conducted its annual Trends in Industrial Marketing Survey of marketing and sales professionals in the industrial sector.

The online survey addressed the marketing trends, challenges and expenditures within the engineering, technical, manufacturing and industrial communities. This research report analyzes and presents the results of the survey, and offers recommendations to industrial marketers to help them allocate their budget, develop a sound marketing strategy, and plan effective programs and campaigns.

Download your complimentary copy of the report.

Charts Marketing Measurement

What do Industrial Marketers Consider the Biggest Challenge in their Profession?

Generating leads for sales and measuring the ROI of marketing efforts are the main challenges industrial marketers face.

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2 biggest marketing challenge

IHS Engineering360 Media Solutions recently conducted its annual Trends in Industrial Marketing Survey of marketing and sales professionals in the industrial sector.

The online survey addressed the marketing trends, challenges and expenditures within the engineering, technical, manufacturing and industrial communities. This research report analyzes and presents the results of the survey, and offers recommendations to industrial marketers to help them allocate their budget, develop a sound marketing strategy, and plan effective programs and campaigns.

Download your complimentary copy of the report.

Charts Industrial Marketing and Sales Marketing Trends

Marketing Chart: Technical Professionals with Social Media Accounts, 2010-2013

For the recent Social Media Use in the Industrial Sector research report, technical professionals were about the platforms where they have accounts.

In 2013, 74 percent are on LinkedIn, 61 percent had an account on Facebook, 41 percent have signed up for Google + and 17 percent are on Twitter.

Over the years, however, LinkedIn has surged in popularity and Google + is on the rise while Facebook and Twitter have remained flat.

Technical Professionals With Social Media Accounts 2010 13

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Charts Social Media

Marketing Chart: At which stage of the buy cycle, do technical professionals contact a vendor

For the Digital Media Use in the Industrial Sector research report, technical professionals were asked about when they contact a vendor.

Fifty-six percent of technical professionals don’t contact a vendor until they reach at least the comparison & evaluation stage of the buy cycle. Nineteen percent don’t contact the vendor until they are ready to make a purchase.

Buyers are relying on digital resources to discover and research information about products, services and suppliers, and to narrow down their options before even getting a vendor involved, which means you must be found in the early stages of the buy cycle to be on a buyer’s short list.

contact with vendor
 

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Buy Cycle Charts

Marketing Chart: How Will the Emphasis of Your Marketing Team Change Over the Next Five Years?

For the 2013 Trends in Industrial Marketing research report, industrial marketers were asked to look ahead and tell how the emphasis of their marketing teams will change over the next five years.

The biggest shift will be a stronger focus on the customer followed by content creation and distribution, brand awareness and digital marketing initiatives.

emphasis change chart sm
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Charts Customer Relationships Industrial Marketing and Sales Marketing Strategy