Building Brand Awareness in 2025
Increasing brand awareness is a top goal for B2B companies in 2025. But what is a brand? And how can you evolve it to meet your changing company...
2 min read
Michele Nichols Wed, Apr 06, 2016
The Materials Research Society held their Spring Meeting in Phoenix last week. While we have attended in years past, this year the conference organizers asked us to present a session for conference exhibitors, "Sales & Marketing for Engineers & Scientists.”
In materials, like in optics and photonics, instrumentation and components, it is common to rotate promising engineers or scientists through the marketing role. Many personable engineers and scientists are also surprised to find themselves in technical sales. They may lack the background or training in marketing and sales best practices and processes, but this doesn't mean they can't be successful.
If you missed the presentation, you can download the slides here.
This presentation shares:
For a pulse-check of what your peers in the industry are considering, here’s a roundup of the questions presented to Michele after the presentation.
If you have a clear call to action, yes, banner ads can be effective and improve the traction you’ll get from the article. Think clear, high-contrast graphics, and a reason to click through to your website. This reason could be:
Ad reps like to talk about impressions. We don’t find this to be a meaningful metric; instead, look at clicks. For some of the trade publications we watch, the cost per lead on banner ads is worse than it is on their other digital advertising opportunities. Targeted digital advertising is our top choice for ad spend; it’s measurable and better qualified. Audience segmented email newsletters, especially when tied to a show, like Laser Focus World’s ‘Best of Show’ newsletter advertising, is a great choice.
The companies we talk to tend to fall in two camps: 1) no data analysis, or 2) too much time spent tracking too many (contradictory and sometimes meaningless) metrics, resulting in analysis paralysis.
We like to strike a balance: watching fewer numbers every month, and deciding on action based on the trend lines. Regardless of whether you’re using HubSpot, another similar marketing automation platform, or a mixed toolkit including Google Analytics, you should be watching:
Ultimately, it comes down to money in the bank from your sales and marketing. Look closely at any gaps that you cannot measure today, such as close rate.
The rule of thumb is 1-6% of target revenue. For a startup or second stage growth company, spend should be toward the high end of that range. An engineering-driven company that has engaged little in marketing and has some catching up to do should plan on closer to 6% as well.
The web lets start-ups and small companies compete with the more established competition. Focus on:
Have your own questions? Contact us.
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