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John Hayes
By
January 15, 2015

Killing it in Engineering Marketing. 2 Ways Top Marketers Spend Differently

Marketers at the fastest growing companies don’t spend their budgets like everyone else. Percent_of_2015_Mkt_Budget_will_be_spent_on_display_ads

In a recent survey we asked engineering marketers where they plan to spend their budgets in 2015.  Will it be on trade shows, print, social media, content creation, or cost per lead campaigns? 

We also asked how fast their companies were growing relative to the competition.  And guess what?  The marketers who responded that they were “Killing it.  Growing a lot faster” compared to other companies in their industry spend their budgets differently.

The top marketers will spend more on display advertising

For one thing, the top marketers allocated 3X as much budget to display ads as the average engineering marketers. 

Display advertising, particularly in digital, has had a bad rap because it isn’t strictly measurable.  Sure you can measure clicks, but you can’t measure the increase in awareness that comes from an engineer seeing your ad and building confidence in your company.  The best marketers understand that there is value there, even if it is hard to measure, and they allocate more budget accordingly. 

Top engineering marketers spend more than twice as much on Content Distribution

Engineering marketers are making a significant commitment to creating content, allocating approximately 14% of their 2015 budgets to the activity.  However, only the top performing marketers appear to be allocating significant budget to distributing that content.  We think that the distribution budget should be pretty close to equal the cost of creating the content, and it seems the most successful marketers agree.

There are actually 2 more ways that top marketers budget differently.  But this post is getting kind of long, so if you want to learn the full details, join us for a webinar on January 29th when I’ll dig into all of the survey results.

Thanks for reading,

John

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