Proven Industrial Marketing Experience Since 1987

Actionable insights and practical industrial marketing advice for
manufacturers, distributors and engineering companies

Marketing for engineers by an engineer​

I’m Achinta Mitra, the chief content creator and owner of this blog. I’m also the Founder and President of Tiecas, Inc., a Houston-based industrial marketing and consulting company that has been in business since 1987. I have a degree in Mechanical Engineering and an MBA in Marketing. That’s why I call myself a marketing engineer.

Bottom line – I don’t learn industrial marketing at your expense because I know your engineering and technical customers well from my 30+ years of hands-on experience.

Achinta Mitra - the Marketing Engineer and Industrial Marketing Expert

Achinta Mitra, the Marketing Engineer

Recent industrial marketing articles​

Measuring ROI of Industrial Content Marketing is Difficult

Manufacturers, distributors and engineering companies are finding it difficult to accurately measure the ROI of their industrial content marketing efforts. Only 44% of manufacturing content marketers report their organization measures content marketing ROI. (Source: Manufacturing Content Marketing 2019: Benchmarks, Budgets, and Trends—Content Marketing Institute/MarketingProfs and sponsored by IEEE GlobalSpec). While the number of leads generated by industrial content marketing is still a very important measure, it is not enough. Marketing is now held accountable for a wider range of metrics compared to previous years. Here’s a chart from the 2018 …

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Industrial Buyers – Their Preferences and How to Market to Them

Understanding the mindset of industrial buyers is important if you market to engineers and technical professionals. There are plenty of research reports published on buyer …

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Happy Holidays and Looking Forward to 2019

As 2018 comes to an end, I’d like to thank all of you for being regular readers of my blog. Some of you have taken …

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Unique Challenges of Manufacturing Content Marketing in 2019

I just finished reading the Manufacturing Content Marketing 2019—Benchmarks, Budgets, and Trends report published by the Content Marketing Institute (CMI) and sponsored by IEEE GlobalSpec. …

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Industrial Blogging – An Underutilized Content Marketing Tactic

Industrial blogging is usually not a favorite subject of discussion with my manufacturing and engineering clients. Probably the most common complaint I hear is, “We’ve …

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Making Email the Cornerstone of Industrial Content Marketing

You may think email marketing is dead or passé with all the talk about social media. However, that is far from the reality that I …

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Industrial Content Marketing that Engages Engineers

When it comes to effective industrial content marketing, you’ve probably heard the phrase, “One-size-fits-all content” just doesn’t cut it. How do you make your content …

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A Primer on Industrial Content Marketing

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A real-world overview of industrial content marketing based on our 30+ years of hands-on experience working with manufacturers and engineering companies.