. It’s related to #11 and #12 above, but we have to find more creative and clever ways to talk to our engineering customers than just posting white papers. That’s still important, but creating engaging and fascinating web environments in the new parallax animated web environment, creating infographics, constructing engineering calculators, producing animations of our products – those are all must-haves for technical marketers today.

At the end of the day, if we help engineers do their jobs better, we’ll be valuable to them. But we have to get in front of them first, and we have to push our ideas to the clever, engaging side of what we produce rather than just packaging everything in text. Try new ideas. Approach your prospects from the left instead of the right for a change. The best part of marketing for 2014 is that, because so much of it is online, we can see what works in an instant. The analytics drive us to what works, with none of the guesswork of the past. It’s a great time to be in marketing!