Manufacturers want their industrial content marketing for engineers to generate Sales Qualified Leads (SQLs) and not just Marketing Qualified Leads (MQLs) from content downloads. There is a big challenge faced by manufacturers of components targeting Design Engineers. These Design Engineers often don’t have the final buying authority but unless the industrial parts are “designed in” by these engineers (Specifiers), the Purchasing Department (Functional Buyers) can’t or won’t issue a Purchase Order or contact you with an RFQ.
Search this blog for my earlier posts on MQL vs SQL and understanding the differences between a specifier and a functional buyer. In this post, I’ll focus on a specific industrial marketing strategy that is an effective sales enabler when targeting engineers.