Digital industrial marketing is the norm these days, not because it is fashionable but because that’s how industrial buyers now prefer to interact with their suppliers. I’m sure you are aware of the fact that the industrial buy cycle is made up of four stages. Publishing generic content that is not tailored to each stage is not very effective.
It is virtually impossible to create relevant and engaging content unless you have a very good understanding of the roles engineers play at every stage of the buy cycle. Two more factors that you should be aware of to make your industrial digital/content marketing effective are:
- Engineers are time challenged – 44% of engineers are working on more projects now than they were two years ago and 55% of engineers are being asked to do more with less. (Source: IEEE Engineering360 survey).
- Understanding the age gap is important in digital marketing for industrial companies – 49% of engineers surveyed are less than 49 years old (Source: 2017 Digital Media Use in The Industrial Sector, IEEE GLOBALSPEC)
For more on point number 1, see my post “Overcoming the Challenge of Marketing to Busy Engineers.”
Role of the engineer in the buy decision
In this post, I’ll focus on understanding the age difference and how it affects your industrial digital marketing strategy and tactics. Before I dive deep into that, first let me give you some anecdotal evidence as to why this is important.