Marketing to engineers

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 …

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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 …

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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 …

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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, …

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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 …

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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 …

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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 …

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