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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 […]
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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. […]
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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 […]
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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 […]
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Video Content that Engineers Value
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, […]
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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 […]
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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 […]
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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 […]
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How to Master Short-form Marketing Content
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, […]
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An Introduction to Account Based Marketing
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 […]
