The value of virtual award ceremonies

Let’s be honest, it’s been a weird year to work at an electronics marketing agency and a weird year in general for the whole electronics sector. There have been so many challenges and a whole lot of uncertainty. Yet, in times of trouble, successes still abound and companies in this industry are certainly not shy Read more...

By |2021-04-12T14:41:17+00:00April 7th, 2021|

Leveraging channel partner relationships

For most manufacturers, whatever industry they may be in, their channel partners provide an important part of the marketing mix. If we assume ‘channel’ to apply to any sale that isn’t direct, then the size of the channel and its contribution to sales can vary massively. For some companies, almost all of their sales may Read more...

By |2021-04-01T14:23:18+00:00April 1st, 2021|

Market research for technical businesses

Five insights for a successful marcoms campaign When preparing for a new campaign, it is valuable to consider not only what you are trying to achieve but also who you are seeking to influence. There is a characteristic, that many industrial, electronics, and deep tech businesses share, which is a desire to ‘get going’ and Read more...

By |2021-04-28T18:09:51+00:00March 18th, 2021|

How to prepare for a media interview

And what happens when the phone goes down? If you have ever been interviewed by a journalist and wondered what happens next, read on... As an ex-journalist with hundreds of hours of telephone interviews under my belt, along with the thousands of published stories that came after those interviews, I feel I’m in a privileged Read more...

By |2021-03-11T15:32:40+00:00March 11th, 2021|

Online, all the time: Six ways to overcome digital fatigue when marketing to engineers.

These are unprecedented times in the business world, with lockdowns in place and many people from engineering businesses spending the majority of their time working from home, many for the first time in their careers. There are no overseas trips, exhibitions, or department meetings; no water-cooler conversations, lunchtimes with colleagues, or after-work drinks. With such Read more...

By |2021-02-18T14:28:44+00:00February 18th, 2021|

Marketing to Engineers? You might think More like Moore

Gordon Moore Gordon Moore’s is a name that has become synonymous with the development of technology in general and the semiconductor industry in particular. His eponymously named law (as quoted by this technical PR agency innumerable times in the last 20 years) predicted – in 1965 – that the number of transistors per silicon Read more...

By |2021-02-12T15:45:31+00:00February 12th, 2021|

How to identify keywords for targeting engineers

How to identify and evaluate product-focused search terms used by engineers at the start of the buying process. A background primer You have to be where your prospects are. According to Google, 71% of B2B buyers begin their search with a generic search query, which means they are looking for possible solutions to their problem Read more...

By |2021-04-28T18:12:22+00:00February 5th, 2021|

Six lessons for running a Virtual Event in 2021

In February of 2020, the team at Grid Forward started to execute its well-defined yearly plan anchored by a number of in-person events. A month later, we threw that plan in the waste bin and started over. Like so many other organizations, Grid Forward went through the painful and uncertain process of figuring out how Read more...

By |2021-01-29T17:01:07+00:00January 28th, 2021|