Goldstein Group is proud to have taken home the Gold Rock, top honors, in the Technical Article category of the 2019 PRSA Cleveland Rocks Awards competition.
Goldstein Group Wins Gold for Technical Writing
Jan 15, 2020 5:46:05 PM
Topics: B2B, lead generation, Inbound Marketing, marketing to engineers, content marketing, Lead nurturing, Integrated Marketing, business-to-business, White Paper, B2B Marketing
The Importance of Campaigns that Market to Engineers (and How to Do It)
Dec 18, 2019 3:09:07 PM
Marketing is all about your message. How you say something is equally as important, if not more, than what you’re .jpg?width=249&name=MarketToEngineers-249x221%20(002).jpg)
saying. That’s why you need to adapt your language and your tone to fit your audience.
If you’re dealing with highly technical customers – like engineers – then your communications should be up to the technical level that they’re used to. Otherwise, it just might feel like you’re speaking two different languages. You need to come across like someone within their industries who knows what they’re talking about. Since engineers can often be the decision makers at their company on what products to use, you must convince them more than anyone else that you offer a quality product or service.
Some marketers talk instead about simplifying engineering content, about making it understandable to the layman. Actually, at GGC we do the opposite: we take engineering content and keep it at an engineer-to-engineer level. While layman’s language may be the right strategy if you’re communicating in a B2C environment, in the B2B world, the technical buyer understands complexity and needs that complexity in order to make the right buying or spec decision. So we must be able to communicate at their level.
Topics: engineers, White Paper, B2B Marketing, 2020 Media Planning, market engineers
Choosing a B2B Marketing Agency: Six Things You’re Not Likely to Hear in an Agency Pitch.
May 30, 2019 12:15:00 PM
Making choices shouldn’t be difficult, but we all know sometimes it’s easy to be overwhelmed by all the options. If you’re in the market for a marketing firm you’ve probably read a dozen articles about how to select an agency. Sometimes, it’s not what the contenders say in their presentations (which often can sound the same), but what they DON’T say. In our newest White Paper, we tell you six things you aren’t likely to hear in a pitch but could have important implications in choosing the marketing partner that will provide the very best fit.
Topics: White Paper, B2B Marketing, B2B Agency
Do You Know What We Did Last Summer???
Dec 19, 2018 3:31:41 PM
Well, we didn’t produce a teen slasher movie that turned into a successful franchise, but we did host a chilling event on a dark rainy afternoon. Now when I say chilling, I’m talking about groups of clients and vendors enjoying ice-cold beverages and great food at the Summer Marketing Camp we held back in August. We hosted food trucks from Barrio and East Coast Custard, much to the delight of our guests who were willing to step out in the rain (umbrellas provided) to partake of the tasty treats. It was more than just fun and games though; we also shared some valuable advice on how to deliver “Measurably Better Marketing” from a variety of industry experts.
Topics: B2B, social media, digital marketing, Education, Measurably Better, marketing to millennials, White Paper, 2019 Planning
2019 Budget Planner: 5 Key Questions to Ask
Oct 23, 2018 2:27:42 PM
It’s that time of year, when B2B marketers create their big ideas and big plans for market domination in 2019.
And as every good marketer knows, next year’s plans begin with a review of this year: what campaigns worked and what didn’t? For most B2B marketers and for most companies, 2018 was a good year. Customers were buying, and many companies will finish 2018 with solid gains in revenue and likely profitability. Marketers are faced with that never-ending challenge – sure, this year was good. But what will you do for me NEXT year? How do we ensure that you don’t lose the traction that was gained last year?
Topics: Budgeting, digital marketing, White Paper
B2B Marketing: Learn What Engineers Want to Read
Aug 16, 2018 3:48:44 PM
One of our primary practice areas is marketing to the technical buyer. So we’re passionate about learning how engineers look for information about new products and technologies, and just what captures their attention.
Topics: marketing to engineers, Education, Measurably Better, marketing to millennials, White Paper