GlobalSpec Marketing Resources
The GlobalSpec power guide to industrial marketing
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 →
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 →
Research from the Content Marketing Institute (CMI) states that 55 percent of content marketers rate their organization’s overall level of content marketing success in the past 12 months as moderately successful, with 29 percent saying they have been very or extremely successful. Despite those successes, content marketers still grapple with a number of challenges. Here... Continue Reading →
The cardinal rule in content marketing is to engage your audience quickly. If you don’t, they will click away. It may seem ruthless, but this is the nature of a fast-paced world and short user attention spans. That’s why video content can be such an effective marketing tool. Good videos capture attention. They are faster,... Continue Reading →
Engineers have always found value in webinars as a way to learn and engage with suppliers. The value of webinars has only increased since the start of the pandemic, but even as in-person events begin to return, webinars have maintained their position of strength. Webinars are one of the top ways engineers maintain and advance... Continue Reading →
Last month, the Maven wrote a post offering tips for writing and producing long-form marketing content, such as white papers and research reports. This month, we’ll explore short form. If long form is anything over 1,000 words, then short form is anything less. The majority of marketing content your company produces is likely short form,... Continue Reading →
The vast majority of web content is short: listicles of a few hundred words, Snapchats that disappear, tweets with character limits, web pages with more images than the copy. And yet, long-form content—typically 1,000 words or more—is extremely important to both industrial marketers and their audience of engineers and technical professionals. You might be able... Continue Reading →
Earning a click-thru on a marketing email is a badge of honor. It ranks higher than an email open and is a measure of an engineer’s engagement with your content and your skills as a marketer. With upcoming changes Apple will be implementing to protect user privacy (see companion article), clicks will take on even... Continue Reading →
The rise of the digital era has in many ways increased competition in the industrial sector and leveled the playing field between small and large companies. Smaller companies with a robust online presence have more opportunities than ever to attract an engineering audience, while larger companies can defend their brand and market positions. But one... Continue Reading →
You might have noticed that a lot more manufacturers are talking about sustainability: both their own sustainability initiatives and how their products and services help customers pursue sustainability efforts.