The GlobalSpec power guide to industrial marketing
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 →
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... Continue Reading →
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... 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 →
Industrial marketers are embracing Account Based Marketing (ABM) to supplement other demand generation strategies. With ABM, marketing and sales teams work together to target best-fit accounts, personalize the buying experience, and turn those prospects into customers. ABM can be as simple as one-to-one marketing and selling or as sophisticated as one-to-many with multiple prospects being... 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 →
Demonstrating Return on Investment (ROI) is challenging for many marketers. Executives are demanding more accountability from marketing: What, exactly, are we getting for all this money we spend on marketing? At the same time, marketing is complex, the buying cycle is long, and prospects typically interact with your company and content multiple times through multiple... 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 →
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 →