--- title: Blog | Trending Up Strategy | Benjamin Engel description: Benjamin Y. Engel is the president and founder of Trending Up. His past experience includes the co-ownership and presidency of an overhead door, loading dock and window distributer, and portfolio company management and financial modeling with a private equity fund focused on buyouts and providing growth capital to small business and low middle market companies. He is a lifelong learner, lover of music, and coach to his kids and other business professionals, especially entrepreneurs. Benjamin is also a focused volunteer, focused on promoting, organizing and assisting with work that furthers entrepreneurship, financial literacy and homeownership in the Milwaukee community. --- [![Trending Up - Logo - Horizontal - Color - Inverted copy](https://www.trendingupstrategy.com/hs-fs/hubfs/logos/Trending%20Up%20-%20Logo%20-%20Horizontal%20-%20Color%20-%20Inverted%20copy.png?width=210&height=70&name=Trending%20Up%20-%20Logo%20-%20Horizontal%20-%20Color%20-%20Inverted%20copy.png "Trending Up - Logo - Horizontal - Color - Inverted copy")](https://www.trendingupstrategy.com/) - [SALES-READY WEBSITES](https://www.trendingupstrategy.com/automated-sales-machine) - [SALES & MARKETING STRATEGY](https://www.trendingupstrategy.com/marketing-strategy-for-specialty-manufacturers) - RESOURCES - [BLOG](https://www.trendingupstrategy.com/manufacturing-blog) - [FREE RESOURCES](https://www.trendingupstrategy.com/manufacturing-marketing-resource-center) - [MARKETING ROI CALCULATOR](https://www.trendingupstrategy.com/roi-calculator) - [CASE STUDY](https://www.trendingupstrategy.com/conveyor-system-manufacturer-case-study) - CONTACT - [CONTACT US](https://www.trendingupstrategy.com/contact) - [CAREER CENTER](https://www.trendingupstrategy.com/career-center) - [FREE MARKETING ANALYSIS](https://www.trendingupstrategy.com/personalized-marketing-analysis-video) ## Smarketing Blog ![Benjamin Engel](https://www.trendingupstrategy.com/hubfs/Ben%20Author.png) ## Benjamin Engel Benjamin Y. Engel is the president and founder of Trending Up. His past experience includes the co-ownership and presidency of an overhead door, loading dock and window distributer, and portfolio company management and financial modeling with a private equity fund focused on buyouts and providing growth capital to small business and low middle market companies. He is a lifelong learner, lover of music, and coach to his kids and other business professionals, especially entrepreneurs. Benjamin is also a focused volunteer, focused on promoting, organizing and assisting with work that furthers entrepreneurship, financial literacy and homeownership in the Milwaukee community. ### Recent Posts by Benjamin Engel: ## Outbound vs. Inbound: Marketing Spend vs. Marketing Investment \[INFOGRAPHIC\] by [Benjamin Engel](https://www.trendingupstrategy.com/blog/author/benjamin-engel)![](https://www.trendingupstrategy.com/hs-fs/hubfs/Ben%20Author.png?width=35&name=Ben%20Author.png) March 13, 2017 - [Tweet](https://twitter.com/share) [![{ content.name }}](https://www.trendingupstrategy.com/hubfs/Images/Featured%20Images/outbound%20vs%20inbound.jpg)](https://www.trendingupstrategy.com/blog/outbound-versus-inbound-marketing-spend-versus-marketing-investment) Those of you who know me well know that in a prior life I worked for a private equity company that focused on acquiring mid-size manufacturing companies.  I then became a small business owner/operator investing and running a specialized construction company.  I can tell you that it has not always been easy to make the long-term investment over the short-term instant results when it comes to marketing. Do you feel the same way? Seeing my logo on a web banner, my name on a billboard, or hearing my voice on a radio ad made me feel like I was doing something to promote my business. So many eyeballs, and so many ears! It’s gotta be working, right? [CONTINUE READING](https://www.trendingupstrategy.com/blog/outbound-versus-inbound-marketing-spend-versus-marketing-investment) [0 Comments](https://www.trendingupstrategy.com/blog/outbound-versus-inbound-marketing-spend-versus-marketing-investment#comments-listing) Topics: [Content Marketing](https://www.trendingupstrategy.com/blog/topic/content-marketing) [Blogging ROI](https://www.trendingupstrategy.com/blog/topic/blogging-roi) [Inbound Marketing](https://www.trendingupstrategy.com/blog/topic/inbound-marketing) [Marketing for B2B](https://www.trendingupstrategy.com/blog/topic/marketing-for-b2b) [Manufacturing Blogs](https://www.trendingupstrategy.com/blog/topic/manufacturing-blogs) [Marketing for Home Builders](https://www.trendingupstrategy.com/blog/topic/marketing-for-home-builders) [Increase Lead Generation](https://www.trendingupstrategy.com/blog/topic/increase-lead-generation) ## Why Specialized Construction Companies Need Specialized Marketing \[Infographic\] by [Benjamin Engel](https://www.trendingupstrategy.com/blog/author/benjamin-engel)![](https://www.trendingupstrategy.com/hs-fs/hubfs/Ben%20Author.png?width=35&name=Ben%20Author.png) February 8, 2017 - [Tweet](https://twitter.com/share) [![{ content.name }}](https://www.trendingupstrategy.com/hubfs/Blog_Photos/construction_blueprint.jpg)](https://www.trendingupstrategy.com/blog/why-specialized-construction-companies-need-specialized-inbound-marketing-tactics-infographic) [Industrial construction business-to-business company marketing](https://www.trendingupstrategy.com/inside-content-marketers-blueprint-content-commercial-contractor) is a complex, two-pronged necessity for businesses today to increase lead generation. [CONTINUE READING](https://www.trendingupstrategy.com/blog/why-specialized-construction-companies-need-specialized-inbound-marketing-tactics-infographic) [0 Comments](https://www.trendingupstrategy.com/blog/why-specialized-construction-companies-need-specialized-inbound-marketing-tactics-infographic#comments-listing) Topics: [Marketing Powered By Data](https://www.trendingupstrategy.com/blog/topic/marketing-powered-by-data) [Inbound Marketing](https://www.trendingupstrategy.com/blog/topic/inbound-marketing) [Marketing for B2B](https://www.trendingupstrategy.com/blog/topic/marketing-for-b2b) [Construction](https://www.trendingupstrategy.com/blog/topic/construction) ## 11 Ways Association Members Can Attribute Value to Their Membership by [Benjamin Engel](https://www.trendingupstrategy.com/blog/author/benjamin-engel)![](https://www.trendingupstrategy.com/hs-fs/hubfs/Ben%20Author.png?width=35&name=Ben%20Author.png) January 30, 2017 - [Tweet](https://twitter.com/share) [![{ content.name }}](https://www.trendingupstrategy.com/hubfs/Blog_Photos/value_definition.jpg)](https://www.trendingupstrategy.com/blog/11-ways-association-members-can-attribute-value-to-their-membership) Attribution is a huge buzzword in the marketing space right now, and for good reason. For many companies, metrics-driven challenges ([such as generating leads and proving ROI](https://www.trendingupstrategy.com/blog/how-to-attribute-marketing-results)) continue to be the biggest challenges in their organizations, and they lack tools to help them track concrete results for their spends. Similarly, members of associations struggle to [attribute the results of their association membership](https://www.trendingupstrategy.com/blog/how-to-attribute-marketing-results) fees. **Without attribution, members don’t see the value** and your association might be on the chopping block for their investment in coming years. [CONTINUE READING](https://www.trendingupstrategy.com/blog/11-ways-association-members-can-attribute-value-to-their-membership) [0 Comments](https://www.trendingupstrategy.com/blog/11-ways-association-members-can-attribute-value-to-their-membership#comments-listing) Topics: [Blogging ROI](https://www.trendingupstrategy.com/blog/topic/blogging-roi) [association membership](https://www.trendingupstrategy.com/blog/topic/association-membership) ## 3 Key Association Membership Growth & Retention Tactics by [Benjamin Engel](https://www.trendingupstrategy.com/blog/author/benjamin-engel)![](https://www.trendingupstrategy.com/hs-fs/hubfs/Ben%20Author.png?width=35&name=Ben%20Author.png) January 26, 2017 - [Tweet](https://twitter.com/share) [![{ content.name }}](https://www.trendingupstrategy.com/hubfs/Blog_Photos/key_strategies_to_grow_membership.jpg)](https://www.trendingupstrategy.com/blog/3-key-association-membership-growth-retention-tactics) If the biggest issue you face as an association is membership retention and growth, then congratulations - you’re in the majority. [CONTINUE READING](https://www.trendingupstrategy.com/blog/3-key-association-membership-growth-retention-tactics) [0 Comments](https://www.trendingupstrategy.com/blog/3-key-association-membership-growth-retention-tactics#comments-listing) Topics: [Personalization](https://www.trendingupstrategy.com/blog/topic/personalization) [association membership](https://www.trendingupstrategy.com/blog/topic/association-membership) ## B2B Construction Companies: Use Lead Nurturing to Stay Top of Mind by [Benjamin Engel](https://www.trendingupstrategy.com/blog/author/benjamin-engel)![](https://www.trendingupstrategy.com/hs-fs/hubfs/Ben%20Author.png?width=35&name=Ben%20Author.png) January 9, 2017 - [Tweet](https://twitter.com/share) [![{ content.name }}](https://www.trendingupstrategy.com/hubfs/Blog_Photos/lead_nurturing_grows_client_numbers.jpg)](https://www.trendingupstrategy.com/blog/b2b-construction-companies-use-lead-nurturing-to-stay-top-of-mind) It's not common to find [marketing agencies specializing in construction](https://www.trendingupstrategy.com/blog/why-specialized-construction-companies-need-specialized-inbound-marketing-tactics), but luckily, you've come to the right place to learn more. In the past, I've talked about how [industrial commercial construction company marketing](https://www.trendingupstrategy.com/home-builders/contractors) is complex, so construction companies, especially those in specialized industries, [need specialized marketing](https://www.trendingupstrategy.com/blog/why-specialized-construction-companies-need-specialized-inbound-marketing-tactics). Today's post focuses on lead nurturing, part of the conversion-to-closing process. Need a refresher? We've created this handy infographic about the inbound process and how it works for B2B construction companies. Lead nurturing is the next step in the process after you've attracted someone to your site and converted them into a first-time lead: they've filled out a form and given you permission to communicate more with them, but they're not quite ready to purchase. Lead nurturing is what happens between conversion to a lead and closing a sale. [CONTINUE READING](https://www.trendingupstrategy.com/blog/b2b-construction-companies-use-lead-nurturing-to-stay-top-of-mind) [4 Comments](https://www.trendingupstrategy.com/blog/b2b-construction-companies-use-lead-nurturing-to-stay-top-of-mind#comments-listing) Topics: [Inbound Marketing](https://www.trendingupstrategy.com/blog/topic/inbound-marketing) [Marketing for B2B](https://www.trendingupstrategy.com/blog/topic/marketing-for-b2b) [Construction](https://www.trendingupstrategy.com/blog/topic/construction) ## Has Your Recruiting Caught Up to Today's Technology? by [Benjamin Engel](https://www.trendingupstrategy.com/blog/author/benjamin-engel)![](https://www.trendingupstrategy.com/hs-fs/hubfs/Ben%20Author.png?width=35&name=Ben%20Author.png) April 29, 2016 - [Tweet](https://twitter.com/share) [![{ content.name }}](https://www.trendingupstrategy.com/hubfs/Blog_Photos/shutterstock_181565354.jpg)](https://www.trendingupstrategy.com/blog/has-your-recruiting-caught-up-to-todays-technology) Each year *Fortune Magazine* publishes a list of [100 best companies to work for](http://fortune.com/best-companies/). The list contains industries from IT to insurance and consulting with companies such as Google, ACUITY Insurance and Mayo Clinic. For an untrained eye, it might seem that these companies do not have much in common; and yet, something behind their names keeps many jobseekers wanting to be a part of them. [CONTINUE READING](https://www.trendingupstrategy.com/blog/has-your-recruiting-caught-up-to-todays-technology) [0 Comments](https://www.trendingupstrategy.com/blog/has-your-recruiting-caught-up-to-todays-technology#comments-listing) Topics: [Attraction Recruiting](https://www.trendingupstrategy.com/blog/topic/attraction-recruiting) ## Don’t Make These Lead Follow-Up Mistakes After Cheese Tech Expo by [Benjamin Engel](https://www.trendingupstrategy.com/blog/author/benjamin-engel)![](https://www.trendingupstrategy.com/hs-fs/hubfs/Ben%20Author.png?width=35&name=Ben%20Author.png) April 13, 2016 - [Tweet](https://twitter.com/share) [![{ content.name }}](https://www.trendingupstrategy.com/hubfs/Blog_Photos/shutterstock_154144136.jpg)](https://www.trendingupstrategy.com/blog/dont-make-these-lead-follow-up-mistakes-after-cheese-tech-expo) I had four things on my to-do list today: 1. Eat cheese 2. Smell cheese 3. Do some cheesy networking 4. **Follow up on cheesy leads** Our home-base of Milwaukee, Wisconsin is hosting the [International Cheese Technology Expo](http://www.cheeseexpo.org/) just up the road from our office this week. Our strategist has written about [prepping for tradeshows the inbound way](https://www.trendingupstrategy.com/blog/trade-shows-are-showrooms-for-your-website), but how are you planning to conduct lead follow up post-show? Or, better yet, during the show? With inbound, the final to-do item on my list isn't disa-**brie**-able at all (see what I did there?).  Don’t make these critical errors when following up on qualified leads.  [CONTINUE READING](https://www.trendingupstrategy.com/blog/dont-make-these-lead-follow-up-mistakes-after-cheese-tech-expo) [0 Comments](https://www.trendingupstrategy.com/blog/dont-make-these-lead-follow-up-mistakes-after-cheese-tech-expo#comments-listing) Topics: [Marketing for B2B](https://www.trendingupstrategy.com/blog/topic/marketing-for-b2b) [Improving Close Ratio](https://www.trendingupstrategy.com/blog/topic/improving-close-ratio) ## Lead Gen Stuck in the 90's? Content Marketing Builds Sales Pipeline by [Benjamin Engel](https://www.trendingupstrategy.com/blog/author/benjamin-engel)![](https://www.trendingupstrategy.com/hs-fs/hubfs/Ben%20Author.png?width=35&name=Ben%20Author.png) April 1, 2016 - [Tweet](https://twitter.com/share) [![{ content.name }}](https://www.trendingupstrategy.com/hubfs/Blog_Photos/90s_Lead_Gen_700x400.png)](https://www.trendingupstrategy.com/blog/lead-generation-stuck-in-90s-content-marketing-builds-sales-pipeline) Is your [manufacturing sales strategy](https://www.trendingupstrategy.com/blog/focus-on-the-buyer-why-choose-inbound-marketing-for-manufacturing-companies) built upon cold calling, trade shows, and other traditional lead generation tactics? Have you considered hiring an outside vendor to provide more leads - at a volume that seems too good to be true? Does your sales process seem convoluted, inefficient, and ineffective when it comes to generating new leads, or following up with new ones? It sounds to me like your [manufacturing company's lead generation tactics](https://www.trendingupstrategy.com/blog/focus-on-buyer-part-2-why-manufacturing-needs-inbound-sales-enablement) are stuck in the ‘90’s. Welcome to 2016: where [content marketing](https://www.trendingupstrategy.com/content) helps sales teams build more pipeline. [CONTINUE READING](https://www.trendingupstrategy.com/blog/lead-generation-stuck-in-90s-content-marketing-builds-sales-pipeline) [0 Comments](https://www.trendingupstrategy.com/blog/lead-generation-stuck-in-90s-content-marketing-builds-sales-pipeline#comments-listing) Topics: [Content Marketing](https://www.trendingupstrategy.com/blog/topic/content-marketing) [Marketing for B2B](https://www.trendingupstrategy.com/blog/topic/marketing-for-b2b) [Manufacturing Blogs](https://www.trendingupstrategy.com/blog/topic/manufacturing-blogs) [Sales Enablement](https://www.trendingupstrategy.com/blog/topic/sales-enablement) ## Thank You ACTS Housing! by [Benjamin Engel](https://www.trendingupstrategy.com/blog/author/benjamin-engel)![](https://www.trendingupstrategy.com/hs-fs/hubfs/Ben%20Author.png?width=35&name=Ben%20Author.png) March 8, 2016 - [Tweet](https://twitter.com/share) [![{ content.name }}](https://www.trendingupstrategy.com/hubfs/Blog_Photos/ACTS_Logo.jpg)](https://www.trendingupstrategy.com/blog/thank-you-acts-housing) My passion for expanding homeownership in the Milwaukee area has been a huge part of my volunteer experience. For the past seven years, I've been a part of the [ACTS Housing](http://actshousing.org/about/) Board. ACTS has traditionally worked with low-income families and individuals who were denied access to the home ownership market for various reasons.    [CONTINUE READING](https://www.trendingupstrategy.com/blog/thank-you-acts-housing) [0 Comments](https://www.trendingupstrategy.com/blog/thank-you-acts-housing#comments-listing) ## How To Implement Strategic Change: from Sales to Smarketing by [Benjamin Engel](https://www.trendingupstrategy.com/blog/author/benjamin-engel)![](https://www.trendingupstrategy.com/hs-fs/hubfs/Ben%20Author.png?width=35&name=Ben%20Author.png) February 25, 2016 - [Tweet](https://twitter.com/share) [![{ content.name }}](https://www.trendingupstrategy.com/hubfs/Blog_Photos/share_ideas.jpg)](https://www.trendingupstrategy.com/blog/how-to-implement-strategic-change-with-change-leadership-sales-to-smarketing) ## Inbound Smarketing is a Competitive Advantage Making the change from sales to consulting in a smarketing (sales + marketing, [explained more here](https://www.trendingupstrategy.com/blog/a-strategic-marketing-process-for-home-builders-meet-smarketing)) way is a strategic initiative. According to the [Economist Intelligence Unit’s *Why Good Strategies Fail: Lessons for the C-Suite*](http://www.pmi.org/~/media/PDF/Publications/WhyGoodStrategiesFail_Report_EIU_PMI.ashx), “88% of respondents say that executing strategic initiatives successfully will be ‘essential’ or ‘very important’ for their organizations’ competitiveness over the next three years” (p. 5). [CONTINUE READING](https://www.trendingupstrategy.com/blog/how-to-implement-strategic-change-with-change-leadership-sales-to-smarketing) [0 Comments](https://www.trendingupstrategy.com/blog/how-to-implement-strategic-change-with-change-leadership-sales-to-smarketing#comments-listing) Topics: [Inbound Marketing](https://www.trendingupstrategy.com/blog/topic/inbound-marketing) [Inbound Smarketing](https://www.trendingupstrategy.com/blog/topic/inbound-smarketing) [Construction](https://www.trendingupstrategy.com/blog/topic/construction) [All Posts](https://www.trendingupstrategy.com/blog/all) ## Something Powerful ### Tell The Reader More The headline and subheader tells us what you're offering, and the form header closes the deal. Over here you can explain why your offer is so great it's worth filling out a form for. Remember: - Bullets are great - For spelling out benefits and - Turning visitors into leads. ### About The Trending Up Blog On our blog, we'll share our passion and energy for strategy, inbound marketing, selling, and growing businesses. We hope you'll do the same! Here's what to expect from our blog: - The best ways to accomplish your growth goals - News & updates on the digital industry and what it means for you - How to keep *trending up*. [Sign up to receive our blog updates in your inbox.](https://www.julcreative.com/subscribe/jul-creative-inbound-smarketing-blog) ### Subscribe Here! ### Recent Posts ### Posts by Topic - [Inbound Marketing (28)](https://www.trendingupstrategy.com/blog/topic/inbound-marketing) - [Content Marketing (18)](https://www.trendingupstrategy.com/blog/topic/content-marketing) - [Marketing for B2B (15)](https://www.trendingupstrategy.com/blog/topic/marketing-for-b2b) - [Sales Enablement (12)](https://www.trendingupstrategy.com/blog/topic/sales-enablement) - [Inbound Marketing for Home Contractors (10)](https://www.trendingupstrategy.com/blog/topic/inbound-marketing-for-home-contractors) - [Inbound Smarketing (10)](https://www.trendingupstrategy.com/blog/topic/inbound-smarketing) - [Increase Lead Generation (10)](https://www.trendingupstrategy.com/blog/topic/increase-lead-generation) - [Manufacturing Blogs (10)](https://www.trendingupstrategy.com/blog/topic/manufacturing-blogs) - [Marketing Powered By Data (10)](https://www.trendingupstrategy.com/blog/topic/marketing-powered-by-data) - [association membership (10)](https://www.trendingupstrategy.com/blog/topic/association-membership) - [Inbound for Financial Institutions (9)](https://www.trendingupstrategy.com/blog/topic/inbound-for-financial-institutions) - [Blogging ROI (7)](https://www.trendingupstrategy.com/blog/topic/blogging-roi) - [quality leads (7)](https://www.trendingupstrategy.com/blog/topic/quality-leads) - [Improving Close Ratio (5)](https://www.trendingupstrategy.com/blog/topic/improving-close-ratio) - [Marketing Strategy (5)](https://www.trendingupstrategy.com/blog/topic/marketing-strategy) - [Attraction Recruiting (4)](https://www.trendingupstrategy.com/blog/topic/attraction-recruiting) - [Buyer Personas (4)](https://www.trendingupstrategy.com/blog/topic/buyer-personas) - [Commercial Construction Marketing (4)](https://www.trendingupstrategy.com/blog/topic/commercial-construction-marketing) - [Construction (4)](https://www.trendingupstrategy.com/blog/topic/construction) - [Inbound Sales (4)](https://www.trendingupstrategy.com/blog/topic/inbound-sales) - [Social Media (4)](https://www.trendingupstrategy.com/blog/topic/social-media) - [Marketing for Home Builders (3)](https://www.trendingupstrategy.com/blog/topic/marketing-for-home-builders) - [Email Marketing (2)](https://www.trendingupstrategy.com/blog/topic/email-marketing) - [Personalization (2)](https://www.trendingupstrategy.com/blog/topic/personalization) - [Website Development (2)](https://www.trendingupstrategy.com/blog/topic/website-development) - [Nari Trade Show (1)](https://www.trendingupstrategy.com/blog/topic/nari-trade-show) - [Overhead Door Industry (1)](https://www.trendingupstrategy.com/blog/topic/overhead-door-industry) - [Recruitment (1)](https://www.trendingupstrategy.com/blog/topic/recruitment) - [Trade Show Success (1)](https://www.trendingupstrategy.com/blog/topic/trade-show-success) see all [![](https://www.trendingupstrategy.com/hs-fs/hubfs/logos/Trending%20Up%20-%20Logo%20-%20Horizontal%20-%20Color.png?width=400&height=133&name=Trending%20Up%20-%20Logo%20-%20Horizontal%20-%20Color.png)](http://trendingupstrategy.com) ### 1870 The Exchange Suite 200 #357 Atlanta, GA 30339-2021   ### 720.213.8437   ### info@trendingupstrategy.com ![gold-horizontal-white](https://www.trendingupstrategy.com/hs-fs/hubfs/gold-horizontal-white.png?width=220&height=71&name=gold-horizontal-white.png "gold-horizontal-white") ### From Our Blog ### Sign Up for Updates           © 2026 Trending Up Strategy [Privacy Policy](https://www.julcreative.com/privacy-policy)  |  [Terms & Conditions](https://www.julcreative.com/terms-and-conditions)