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​

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 personas and the buying habits of consumers, but they focus mainly on B2C marketing. You can find data on general B2B marketing, but it is somewhat limited when it comes to industrial marketing. There are four annual surveys/reports that are done specifically about industrial buyers and manufacturing or engineering marketing. I read them regularly and I’m honored to be quoted in some of them. Sources …

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Why Industrial Content Must Be More Customer-Centric

Industrial content on websites of most manufacturers and industrial companies tends to be heavy on product specifications. Of course, it is important to have technically …

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Proving ROI of Industrial Content Marketing is Still a Big Challenge

Congratulations if your 2018 industrial content marketing budget increased or at least didn’t get cut. You are in good company. 38% of respondents from the …

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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 …

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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 …

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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 …

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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 …

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Core industrial marketing services

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.