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​

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. Lisa Murton Beets (@LisaBeets), Research Director at CMI said, “The data suggest that manufacturers have a way to go with putting the audience’s informational needs before their own sales/promotional message. In addition, marketers in these organizations say they are uniquely challenged with creating content that appeals to multi-level roles within their target audience. Many are working to address these challenges, for example, by developing personas.” …

Continue reading →

Happy Holidays

As 2017 draws to a close, I’d like to thank all of you for being regular readers of this blog. Some of you have become …

Continue reading →

How do Engineers Use Content in Their Buying Decision?

Of course, you know that engineers use content in making work-related decisions, i.e. buying decisions. Datasheets, case studies and how-to videos have always been popular …

Continue reading →

Stop Your Industrial Website Redesign from Derailment

What does industrial website redesign have to do with a train derailment? I’m not trying to be funny here by using this image of the …

Continue reading →

Industrial Content Marketing: Product Centric vs. Customer Centric Content

Recently, I had an interesting conversation about industrial content marketing with the President and the Marketing Manager of a manufacturing company. They design and make …

Continue reading →

Using Digital Industrial Marketing for Reaching Younger Engineers

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 …

Continue reading →

Industrial Content Marketing — Goals are Misunderstood and Misaligned

Industrial content marketing is used by an overwhelming majority of manufacturers. It stands at 85% according to the Content Marketing Institute’s 2017 survey. According to …

Continue reading →

Core industrial marketing services

A Primer on Industrial Content Marketing

Free Download

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