Marketing to Millennial Engineers

How to market to millennial engineers

Marketing to millennial engineers requires a deep understanding of the age differences among the engineering workforce. I have talked about this in the past and it was also a key talking point of my presentation … Read more

Industrial Content Marketing for Engineers to Make a Buy Decision

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.

Read more

Overcoming the Challenge of Marketing to Busy Engineers

Engineers from different fields probably make up a large part of your target audience if you are a manufacturer, distributor or an engineering company. As an industrial marketer, you know it is a challenge marketing to engineers.

While engineers do use social media, they tend to be passive participants making it hard to engage with them using those channels. To illustrate that point, here are a few key findings from the 2016 Social Media Use in the Industrial Sector report published by IEEE ENGINEERING 360.

  • 82% of engineers and technical professionals spend no more than two hours weekly on social media for work-related purposes.
  • 70% of industrial professionals have never shared or posted news about their companies to their own social networks.
  • 64% of engineers and technical professionals say the biggest challenge in using social media for work is its inefficiency when compared to other methods such as search engines, supplier websites and online catalogs.
  • 55% said that social media has too much noise and not enough substance.

Read more

Content Marketing to Engineers is Tough. And Getting Tougher

Every industrial marketer should sit up and take notice of some of the preliminary findings from a recent survey called the Engineering Marketers 2017 Survey conducted by ENGINEERING.COM. As you read through this article, pay close attention to the prediction and the recommendations for achieving success with industrial content marketing to engineers.

This post is a departure from my usual ones. It is a guest post written by John Hayes exclusively for my blog. In case you are not familiar with him (check him out on LinkedIn), he is the CEO of ENGINEERING.COM.

Take it away John!

Welcome to 2017. Engineering marketers are now well versed in content marketing. In a recent survey, 89% of engineering marketers said that they were using content marketing as part of their overall marketing strategy.

Engineering marketers using content marketing

And most of them are having success. In fact, 75% of the marketers who use content marketing say that it is working.

Read more

Making Industrial Content Marketing Engaging for Engineers and Industrial Buyers

Industrial content marketing is facing a big challenge because manufacturers are struggling to make it more engaging for their target audience. They have a good grasp of industrial content marketing’s contributions at the top of funnel but can’t quite connect the dots when it comes to measuring its effectiveness in driving sales.

Show me the money - Tom Cruise as Jerry MaguireThe problem is not just a matter of better analytics and/or in-depth ROI reports from Marketing Automation. These marketing tools are a big help but can’t completely close the gap. The decision makers at these industrial companies want to know how industrial content marketing will increase their sales before they invest the money. In other words, they are saying, “Show me the money.”

Challenges with industrial content marketing exist across different industries and varying company sizes. Consider these key findings from the sixth annual content marketing survey, 2016 B2B Manufacturing Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs:

  • 81% of manufacturers in North America are using content marketing
  • 87% said Sales was their number one goal
  • 18% said they were effective (That is not a typo! Effectiveness was defined as “accomplishing your overall objectives” in the survey)
  • 82% of manufacturing marketers cited creating more engaging content as their top priority

There is a big disconnect here between industrial content marketing and its impact on sales.

Read more

Marketing to Engineers Requires Accurate and Truthful Content Presented Logically

Marketing to engineers is challenging, but manufacturers, distributors and engineering services companies cannot shy away from it because engineers make up the bulk of their target audience.

Engineers regardless of their experience are concerned with keeping their skills current and their technology knowledge up to date. They are actively looking for reliable information about advancements and innovations. This extends beyond content marketing for engineers; many of these industrial professionals are motivated to attend trade shows and conferences to learn about something they don’t know. (See Why Manufacturers Need a Multichannel Industrial Marketing Strategy).

The irony is that engineers are hungry for information, but industrial marketers are struggling to provide them the right content and engage with them in a meaningful way. Marketing people at these companies need to work with in-house Subject Matter Experts (SMEs) for creating content that their target audience will find helpful and is technically accurate.

There are two key challenges when it comes to marketing to engineers with content – time and trust.

Read more

Content Marketing for Manufacturers: Overcoming Writer’s Block

Overcoming writer's block in content marketing for manufacturers82% of manufacturers said they are using content marketing according to findings from the 2015 B2B Manufacturing Content Marketing Trends—North America published by CMI. More than half (59%) also said one of their top challenges is “Producing Content Consistently.” This is not an isolated finding; I’ve read other research studies that have reported similar results.

Writer’s block – the condition of being unable to think of what to write or how to proceed with writing. (Wikipedia). That is exactly what I hear most often from my industrial clients who are struggling with content marketing.

Part of the problem is that in-house subject matter experts (SMEs) are too busy with their regular jobs to create content and the other part is the notion that they have nothing more or new to say because their audience who are primarily engineers already knows everything there is to know about the subject matter.

If you are facing the same challenges, I have two suggestions:

  1. For the first challenge, read – Industrial Blogging Lessons Learned from Working with Technical SMEs
  2. For the second part of the problem, read on…

Read more

Marketing to Engineers is a Big Challenge

Many industrial companies find it challenging to market to engineers. The biggest complaint that I hear is that engineers just don’t respond to marketing like others do. These companies are at a loss and need to figure out a better way to market since their target audience is primarily engineers from various disciplines.

You’ve probably read that you should market to people and not to a business or a company. Yes that is true and of course, engineers are people too. However, marketing to engineers is different.

Here’s how I see it:

  • Even though the line between our personal and professional lives has blurred, engineers make work related decisions very differently from their personal lives. Risk aversion is the primary emotion that drives engineers to make a buying decision which is then justified with logic
  • Big ticket industrial purchases are rarely ever made by an individual engineer. There is usually a committee of stakeholders. Your marketing may never reach/touch some of these internal decision makers
  • The traditional BANT (Budget, Authority, Need and Timing) approach to score a lead who is an engineer may not work very well. A design, manufacturing or applications engineer may be the specifier who must “design in” the industrial component before a functional buyer can make a buy decision
  • The commonly held belief that engineers hate marketing is only semi true

Full disclosure: I’m a Mechanical Engineer and have been an industrial marketing consultant for the past 25+ years. I can understand if you think my opinions are biased and are skeptical about what I have said here. So like a good engineer, let me validate my observations with evidence from independent, third-party research findings.

Read more

Industrial Marketing for Engaging with Engineers

It’s a myth that engineers hate marketing. What they definitely don’t want is more meaningless marketing fluff. Those two statements are based on my personal experience of working with and marketing to engineers for the past 25+ years. I’m a Mechanical Engineer myself and passionate about marketing. Over the years I’ve met and worked with many engineers who feel the same way and some are very good at creating their own marketing content.

As a manufacturer or an industrial company, your marketing must target and communicate with engineers and technical buyers. So what do you have to do to make that happen?

If I had to summarize the answer in one sentence, it would be, “Industrial marketing must be from one engineer to another.” That is by far the most effective strategy for marketing to engineers.

One of the recommendations for industrial marketers that came from the 2012 survey, Mind of the Engineer released by UBM Electronics was, “Engineers communicate with and trust other engineers. Leverage this collaborative ethos.”

Read more

Winning the Engineer’s Mindshare with Industrial Blogging

Winning engineer's mindshare with industrial bloggingEngineers love a challenge and solving problems. They are always on the lookout for gaining knowledge from their peers. They trust and have more confidence in reading or hearing something from other engineers. One engineer to another is a far more powerful tool than sales messaging when it comes to building trust and establishing thought leadership.

However, engineers and technical buyers don’t easily change processes that are working well unless you can convince them they may have a problem that they are not aware of and/or you have a better, more efficient way of doing something that they have been doing for many years.

There is a two-fold challenge here. First, you have to bring attention to real-world technical problems and not something that you’ve cooked up to sell your solution. Second, engineers are trained to be skeptical and demand proof of concept before they’ll buy your solution.

Read more

Content Marketing for Engineers

I’ll go out on a limb and state that content marketing for engineers is different. Yes, I do get it that the lines between work and personal lives have blurred thanks to today’s hyper-connected world where everybody is always “On.” And I agree that at the end of the day, marketing to engineers is still all about communicating with people. Call it P2P (People-to-People) marketing if you will.

However, to engage with engineers and address their needs (WIIFM), your marketing content needs to have a different flavor of storytelling. It is not just about facts and figures, engineers want content marketing to talk about challenges and issues that they face in their work life on a daily basis. Adding a human element into the content makes it even more compelling to your engineering audience.

Read more

Digital Marketing for Control Engineers, Machine Builders and Designers

As an industrial marketing consultant, I interact on a daily basis with engineers and technical professionals from the Automation and Process Control industry. I receive valuable firsthand feedback on what this audience wants and needs from their digital marketing initiatives.

It was reassuring then when the findings from Machine Builder Research and Buying Study 2011 done by Control Design mirrored what I’ve been hearing from my industrial clients.

I’ll summarize the major findings from the study in this post but the headline of the cover story from the March 2011 issue says it all, “Sign of the Times: Wider Adoption of Web-Based, Digital Tools Usage Is Cruising Ahead.”

Read more

Why More Engineers Ought to be in Sales and Marketing

Think aligning sales and marketing is difficult? Think again.

In most manufacturing and industrial companies, engineering, sales and marketing operate in their own silos, barely acknowledging each other’s existence. The disconnect is strong and distinct.

As clichéd as this may sound, it seems Engineers are from Mars, Marketers are from Venus.

I feel I am qualified to talk about this problem because I am an engineer who makes a living as an industrial marketer. I see and experience this problem first-hand with my engineering and manufacturing clients. One of the reasons I am retained is to bridge this gap between marketing and engineering.

This misalignment is destructive and disruptive to the entire organization. The insults and accusations come hot and heavy from both sides of this great divide.

Read more

Content and Social Marketing: Connecting and Engaging with 10K+ Engineers

Most marketers agree that content marketing and social media have become mainstream B2B marketing strategies. Nine out of ten B2B marketers are now using content marketing to grow their businesses, according to the recent study released by MarketingProfs and Junta42|Content Marketing Institute.

The reason for not using content marketing that I hear most often from my industrial clients is “we don’t have and/or can’t produce enough content that our customers (engineering, technical and manufacturing professionals) will find valuable.”

This is a problem across the board for B2B marketers as reported by the same study – the largest challenge is “producing the kind of content that engages prospects and customers” (36% of respondents). One-fifth say that “producing enough content” (21%) and “budget to produce content” (19%) are their greatest challenge in content marketing.

It is very refreshing then to find an engineering company like Texas Instruments (TI) successfully use content and social marketing to reach and engage with over 10,000 design engineers and customers. Headquartered in Dallas, Texas, TI is a global company that develops analog, digital signal processing, RF and DLP® semiconductor technologies used in consumer and industrial electronics products.

Read more

Is Your Industrial Website Still Just a Business Card?

Unless you’ve been on a very long sabbatical from industrial and manufacturing marketing, you very well know that your website should be the hub of your online marketing.

Why should you care about your company’s website? Probably the best reason I’ve read is by Linda Rigano, Executive Director of Strategic Services at ThomasNet. She said,

“Treat your website as if you were hiring a six-figure salesperson. If you were going to put them on the street, what would you do? You’d arm them with information about the marketplace. You’d arm them with information about your products and how people use them. Then you’d put that person in front of the audience and check with them.”

Read more

5 Things Industrial Marketers Must Do to Attract Engineers and Turn Them into Loyal Customers

Contrary to popular beliefs that engineers are consumers too and therefore one must market to them as people first, I believe marketing to engineers is different. Sure, they are human beings like the rest of us but they have very different emotional triggers and needs when it comes to making work-related decisions.

I should know — I am an engineer too. So I’m not only familiar with an industrial marketer’s target audience, I am the audience or at least a member of it.

Having worked closely with many manufacturers and companies from the industrial sector, I have learned several valuable lessons about what works when it comes to marketing to engineers and technical buyers. Here are my top five industrial marketing lessons:

Lesson #1: Save them time
Most engineers, especially design engineers are already overloaded with work. Anything you can do to help them find the right information quicker will score big with engineers. Having a search function on your website is no longer an option, it is a requirement. You need to move beyond the free Google Custom Search tool for websites.

Read more

5 Rules of Website Redesign for Engaging Engineers and Industrial Buyers

If you are a manufacturer or a provider of technical services, your website needs to be aligned with the buying process of your prospects and customers. Today, technical buyers and engineers expect suppliers to have a substantial online presence with a website packed with relevant content in a variety of formats and easily searchable. Is your site ready for this shift in expectations or do you need a website redesign?

I’m sure you’ve read many times that engineers hate marketing/marketers and they want only the facts. Those punch lines and stereotypes may be amusing but they won’t really help you come up with an effective site redesign. How do you engage engineers and technical buyers on your website and build deeper relationships and achieve higher conversion rates?

Rule #1: Natural or organic search engine optimization (SEO)

In the research phase of the industrial buying cycle, engineers and industrial buyers tend to use broad keywords and phrases that describe their current problem. Unless your website shows up in the initial phases, you are probably not going to be considered in the next step, which is the comparison stage.

It shouldn’t be an afterthought because retrofitting SEO after the redesign is typically not very effective and usually costs more.

Read more

Your Company Web Site Must Be the Hub of Your Online Marketing

Your company Web site is the top online marketing option when it comes to marketing to engineers, technical, industrial and manufacturing professionals. This is according to a new white paper from GlobalSpec called "Marketing to Engineering, Technical, Industrial and Manufacturing Professionals: What’s Working Best Today."

The white paper cites statistics from their recent surveys of their target audience, which show that:

  • 90% have used the Internet to find components and suppliers
  • 85% go online to obtain product specifications
  • 74% use the Internet to conduct research
  • 68% use the Internet to search for technical application ideas

Read more

Item added to cart.
0 items - $0.00

This website uses cookies to ensure you get the best experience on our website.

Marketing Matters Newsletters

Marketing Matters is our monthly newsletter which is usually emailed during the last week of the month.

Wait, before you leave!

Get the latest articles on industrial marketing delivered to your inbox every month. Join thousands of your peers from around the globe and stay informed.