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 →
Will Apple’s Privacy Changes Hurt Email Marketing?
Source: primestockphotograpy - stock.adobe.com Apple’s recent announcement about protecting users’ privacy has marketers wondering about the implications for their email marketing efforts. Some pundits are declaring the end of email marketing, while others are mostly shrugging off Apple’s maneuvers. Nothing is scheduled to take effect until September when a new version of the Apple operating... Continue Reading →
Seven Ways Content Can Make You More Competitive
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 →
Lead Nurturing Tips for 2021
Few of the leads you generate are sales-ready at the first contact with your company. Prospects might be anywhere in their buying cycle when contact is made and they typically have questions and concerns they need to be answered before they are ready to place an order. They might want to know more about your... Continue Reading →
Sustainable Manufacturing in the 21st Century – Why You Should Be Talking About It
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.
Are Tradeshows Coming Back in 2021?
A recent GlobalSpec research report, “Industrial Marketing in 2021,” found that 57 percent of marketers are not planning to attend in-person tradeshows in 2021, despite the fact tradeshows were once one of a marketer’s top strategies.
Creating a Webinar with Limited Resources
Webinars have historically been an effective way to connect with an industrial audience.
Why You Should Still Outsource Some Webinars
Many industrial marketers have invested in technology, equipment, and training to produce and host their own webinars. Given that the coronavirus pandemic has forced many in-person events to be canceled and replaced with online options, it makes sense marketers are running their own webinars to connect with customers and prospects. Webinars are experiencing a renaissance... Continue Reading →
An Opportunity to Improve Marketing Messaging You May Have Overlooked
Industrial marketers are becoming more adept at producing the technical and educational content engineers are looking for. This audience also needs information about a company that will build a sense of trust to help reassure them during these challenging times. One way you can give engineers confidence about buying from your company is to align... Continue Reading →
How the Pandemic Has Impacted Engineers
The pandemic has impacted many professions and industries, including engineers working in the industrial and manufacturing sectors. But engineers have long demonstrated they are a smart and resilient bunch—they have jobs to do and find ways to get them done, pandemic or not.