Category: Marketing Strategy

  • Should You Advertise During a Supply Chain Crisis?

    Should You Advertise During a Supply Chain Crisis?

    Many suppliers and manufacturers are confronting significant supply chain challenges. Some are having trouble finding needed parts. Some may be dealing with labor shortages; others are facing lengthy shipping delays. In turn, making sales and fulfilling orders has become difficult in the short term. It’s understandable if companies are tempted to pull back on advertising […]

  • Infrastructure Law Requires Marketing Response

    Infrastructure Law Requires Marketing Response

    The $1 trillion Infrastructure Investment and Jobs Act (H.R. 3684) was signed into law on November 15, 2021. The funding provided through this law will impact an entire ecosystem of domestic manufacturing industries, from contractors and their subcontractors to architects and designers, to machinery and industrial equipment companies, to the companies that create and install […]

  • Industrial Marketers Planning for 2022 – Part 1

    Industrial Marketers Planning for 2022 – Part 1

    Many industrial marketers are deep into planning for 2022. If you haven’t started yet, now is the time, and we’ve got resources to help you. By beginning your planning process now, you can gather evidence to justify your expected expenditures, receive executive endorsement for your budget, and be ready to launch when the calendar changes. […]

  • How to Overcome Three Common Content Marketing Challenges

    How to Overcome Three Common Content Marketing Challenges

    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 […]

  • A Simple Approach to Prioritizing Marketing Investments

    A Simple Approach to Prioritizing Marketing Investments

    Most industrial marketers are busy prioritizing their marketing investments for 2022. If you’re behind in getting started, it’s not that difficult to catch up when you follow this four-step process: Measure your marketing results in 2021 to date Use ROI evidence to plan for 2022 Account for special conditions Prepare to justify your budget requests […]

  • Three Ways to Make Your Webinar Content Rise Above the Competition

    Three Ways to Make Your Webinar Content Rise Above the Competition

    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 […]

  • Quick Checklist for a Product Launch

    Quick Checklist for a Product Launch

    One of the most important and stressful responsibilities for a marketing team is supporting a new product launch. Everyone is excited about the upcoming product. Your colleagues and managers are hoping for a big impact. The whole company is looking at their marketing to create a buzz at launch time. Obviously, the worst possible thing […]

  • Recruiting Engineers? Marketing Can Help

    Recruiting Engineers? Marketing Can Help

    The widespread shortage of technical and engineering skills has been exasperated further by the pandemic. Even though some companies have been forced to downsize due to the pandemic, the demand for engineering talent still far exceeds supply, according to research from Terminal, a company that builds remote engineering teams for its clients. Likely none of […]

  • Ten Tips to Increase Clicks in Your Marketing Emails

    Ten Tips to Increase Clicks in Your Marketing Emails

    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 […]