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Web Design Methodologies: GDD vs. CRO

Posted by Nina Bayatti on June 23, 2017

Although the terms are often used interchangeably, Growth-Driven Design (GDD) and Conversion Rate Optimization (CRO) are two distinct methods.

While both involve A/B testing, CRO is essentially a tool under the GDD umbrella.

«Is GDD The Right Solution For Your Website? Find Out»

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Topics: Marketing Design


5 Important Marketing Tactics To Fine Tune This Summer

Posted by Shelagh Dolan on June 16, 2017

Traditionally, activity slows way down in the industrial manufacturing sphere during the summer months; owners take time off to see their families and enjoy the nice weather, employees make use of vacation days, and plants shut down for weeks or even months at a time to complete scheduled maintenance and repairs. 

While it can be tempting to follow suit and kick back, industrial marketers should take advantage of this downtime. Use it as an opportunity to fine tune your marketing strategy and lead conversion tools in order to put your company in the best position to succeed when activity picks up in the fall.

Not sure where to begin? Here are five marketing tactics you can focus on improving this summer.

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Topics: Marketing Email Marketing


How Growth-Driven Design Is Changing The Web Design Process

Posted by Andrew Tobia on June 9, 2017

Traditional web design can be a daunting endeavor; in fact, many industrial companies opt not to upgrade their sites at all when faced with this complex process.

However, a new approach, growth-driven design (GDD), has significantly changed the landscape, allowing for intuitive, efficient website design that even novices can navigate with ease.

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Topics: Marketing Email Marketing


4 Tips For Creating Irresistible Industrial Lead Generation Offers

Posted by Andrew Tobia on May 25, 2017

To make sales, you need to generate leads. Generating leads in today’s industrial business-to-business (B2B) market necessitates a digital approach, as more and more industrial buyers are choosing to educate themselves and make purchases online, as opposed to talking to sales representatives.

With an inbound marketing strategy, you can position yourself to catch that internet traffic and convert faceless users into valuable leads. It’s not enough to simply have a strategy, though — you need to have a good one, and each of its many components must be optimized for your audience.

Here are four tips to boost your content offerings and elevate them to irresistible lead generation machines.

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Topics: Marketing Email Marketing


The 4 Biggest Industrial Marketing Challenges Of 2017

Posted by Shelagh Dolan on May 11, 2017

Now is an ideal time to check on your progress toward your 2017 marketing goals. Are you on track for lead generation? What about spending? More importantly, have your efforts shown signs of profitability?

According to a recent ENGINEERING.com Market Research Report on 2017 spending plans, marketing budgets are trending upward as more and more companies recognize the value of marketing for all aspects of their business. Businesses still face various challenges, however, when establishing and maintaining a successful marketing strategy, and as the bar for effective marketing continues to rise, so too do expectations for results.

To see how your team compares, here are some of the top challenges marketers have said they are facing this year.

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Topics: Marketing Email Marketing


An Investment In Marketing Is An Investment For Your Whole Business

Posted by Shelagh Dolan on May 4, 2017

Producing results without the right resources is a huge challenge, especially when you’re under extreme pressure to do so. When budgets get tight, it’s even more important to be able to prove your worth.

Luckily for industrial marketers, when it comes time for budget evaluations, we can produce quantifiable results demonstrating the value of our efforts. In fact, a 2017 ENGINEERING.com market research report found a direct connection between digital marketing investment and company revenue. As a result, the majority of respondents reported being rewarded with a boost in resources.

If you find that your marketing team is still fighting for funding, here are a few things you can take to your department heads to make the business case for it.

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Topics: Marketing ROI


5 Signs Your Website Is Outdated

Posted by Julian Gaviria on April 28, 2017

It used to be that simply having a website would set you apart from the competition. You could create a handful of pages, add a little background about the company, sprinkle in some images, set it, and forget it. Unfortunately, a website that works for you requires a lot more upkeep than that.

As a key driver of new business, your website is the centerpiece of your digital marketing efforts.

It’s where many people will hear about your company for the first time, where you will build industry credibility and thought leadership, and where you will capture new leads. It’s therefore critical that your pages are optimized for conversions.

Even in the manufacturing industry, where some companies are still playing digital marketing catch up, having a website is not enough; it’s equally important to ensure you’re staying up to date on crucial best practices.

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Topics: Website Updates Design Growth-Driven Design


3 Characteristics Of Effective Content

Posted by Andrew Tobia on April 24, 2017

The phrase “Content is king” has largely been dropped from the corporate lexicon — you hear it much less now than you did a year or even six months ago. Of course, this doesn’t make it any less true; content is still a foundational element of any inbound marketing scheme worth its salt.

If you’re thinking, Andrew, you’re a professional writer, you’re biased, well … you’re right. I am biased. That doesn’t make the phrase any less true, either. If a grocer told you “vegetables are good for you,” you wouldn’t respond that he’s biased and therefore his statement is untrue. Would you?

Luckily in this case, my bias carries with it some benefits.

When you are knee deep in content generation seven days a week, you tend to pick up on some things — things like the fact that not all content is created equal and even the most fool-proof content plans don’t work if the content isn’t spot on. 

Do you want spot on content? Of course you do. Let's take a look at three important characteristics:

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Topics: Content


What To Avoid In Your User Journey: Key Takeaways From ConversionXL Live 2017

Posted by Nina Bayatti on April 17, 2017

ConversionXL Live is an annual conference that provides web designers, developers, and strategists a forum to learn from optimization experts. The event is also a fantastic networking opportunity, as it brings together more than 75,000 practitioners every year.  

This year’s conference agenda was broken into three themes:

  • Day 1: UX & Digital Analytics
  • Day 2: Optimization & Testing
  • Day 3: Growth & Success
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Topics: Marketing Manufacturing Growth-Driven Design


Where Industrial Marketers Are Increasing Spending In 2017

Posted by Shelagh Dolan on April 14, 2017

As marketers, we know that the shift to digital is nothing new.

For years there has been a steady march from print media — brochures, newsletters, and direct mail pieces to online assets like emails, eBooks, and blog posts. According to ENGINEERING.com’s annual survey of engineering marketers’ plans for the 2017, the fruits of our digital content labors have been confirmed.

Though the complete transition to digital still has a ways to go, it’s certainly being reflected in marketing budgets more and more. The survey, comprised of 85 engineering marketers across a range of industries (primarily manufacturing and design software), resoundingly showed that marketing budgets are on the upswing.

Twice as many respondents reported growing budgets than shrinking budgets, with software marketers landing the top spot at 41%.

The vast majority of these budgets? Content. When segmenting marketers out into Top Performers, Industry Average, and Laggards, the survey found that Digital Enthusiasts (those investing more than 70% of their budget into digital marketing efforts) comprised the bulk of Top Performers at 41%. Conversely, Digital Skeptics (those investing less than 30% and far outspending other groups on print and offline activities) were least likely to be Top Performers at 25%. 

So, what exactly is it they’re investing in? Let’s take a look at some of the details of the findings and where this money is going. 

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Topics: Marketing


You have a 0.8% chance of getting a $1,000,000 contract from a first-time buyer.

In an effort to bring transparency to what buyers really look at when vetting suppliers, we surveyed 121 industrial buyers. Download the full survey results.




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