create marketing engineers love
DESCRIPTION
-Be Intentional: Why is this the RIGHT message to share RIGHT now? -Be Generous: What expertise will help AND and build trust? -Be Ready: How will we get found AND listen?TRANSCRIPT
Smart Marketing for EngineersTM
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1994 - 2008
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Say No To Grow.“ ”Rebecca GeierCo-Author, Smart Marketing for Engineers@rebeccag
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2013 Top Agency2012 Top Agency
2013 Gold2012 Gold2011 Gold
Partners and Recognition
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Smart Marketing for EngineersTM
Create Marketing Engineers LOVE @rebeccag
Our Audience
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Let’s start with a poll.
• What words would you use to describe our technical target audience?
#cfetrew@trewmarketing
• I’ll start: SKEPTICAL OF MARKETING
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Control Engineer Charlie
• Main role: Uptime, optimal operation of
manufacturing systems
• Age: 25-35
• Credentials: 8 years hands-on, s/w & h/w systems
• Pain: Anticipating, solving control system problems
• Decision-making: Influences products/services locally
• Risk level: Late majority
• Marketing challenge: Clean, content-rich website
• Sources: Google, YouTube, websites, LinkedIn, Twitter
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Sr. Operations Manager Mike
• Main role: Sets critical facility operational standards
• Age: 50-65
• Credentials: Career tech, HVAC expert, 40+ years
• Pain: Predictive maintenance to keep costs down, run
efficiently, sustainably
• Decision-making: Global internal consultant
• Risk-level: Top late majority
• Marketing challenge: Show it’s technically, field-
proven
• Sources: Google, websites & vendors he trusts,
industry publications, training webinars
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Manufacturing VP Victor
• Main role: Overseas manufacturing globally
• Age: 40-50
• Credentials: Mechanical engineer, MBA, 20 yrs
• Pain: Higher yields with flat budget
• Decision-making: Expenses >$50k, vendor changes
• Risk-level: Early majority (compete vs. risk)
• Marketing challenge: Get his attention
• Sources: Global team, conferences, search
How Do You Efficiently and Effectively Market to Charlie, Mike and Victor?
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The Old-Only Way: Vendor-Controlled InterruptionMarketers deciding what, when, & how the buyer should listen
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Trade PR/AdsDirect Mail
Trade shows
….
ContentSEO
BloggingSocial Media
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Content is THE way to attract and convert contacts.
www.trewmarketing.com
Content is THE currency of marketing.“ ”Rebecca Geier@rebeccag
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The New Way: Customer-Controlled SearchBuyers deciding what, when, & how they will search and listen
Contributed article to Control Engineering by Hirschman Automation
White paper by Honeywell on Norwegian
University website
Product Page by Honeywell
Contributed article to Intech by Hirschman Automation
2 weeks later – no longer on pg 1; can’t even find
it
Be Generous…To Get Found...
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www.trewmarketing.com
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• Hot off the press – TREW + CFE Survey • 700+ respondents in R&D/Engineering (>60%) or
Management (>20%) • Nearly 75% Agree or Strongly Agree
Being Generous Will Win You Customers
19% 55% 21% 4% 0%
"You are more likely to do business with a company that regularly produces new and current content."
Strongly agree Agree No opinion Disagree Strongly disagree
Marketing to Engineers Survey, March 2014, CFE and TREW Marketing
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Content Tips to Get Found
• Agree to be generous• Create a content plan…& repurpose
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Treat your content like a product.“ ”Rebecca GeierCo-Author, Smart Marketing for Engineers@rebeccag
Published Article in
Nikkei
Translated, Published in EDN in US
Repurposed into White Paper for Lead Gen
Featured in Enews
Presented at FTF
Repurposed Into 3 Blog
Posts
Shared on Social Media
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Content Tips to Get Found
• Agree to be generous• Create a content plan…& repurpose• Create valuable content
- Identify trained writers
• Think keywords• Amplify
- Wire- Blog, social media
• Measure…with automation
Study What’s Working – With Automation
Be Intentional…To Drive Conversion...
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Ok, I’m ready to be generous…
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1998 2000 2007 2008 2009 2010 2011 2012 20130
1,000,000,000
2,000,000,000
3,000,000,000
4,000,000,000
5,000,000,000
6,000,000,000
Average Searches Per Day 5.92 B
1.75 B
3.4X
1998 2000 2007 2008 2009 2010 2011 2012 20130
500000000000
1000000000000
1500000000000
2000000000000
2500000000000
Annual Number of Google Searches
637 B
2.2 T
3.5X
http://www.statisticbrain.com/google-searches/
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5% 28% 25% 15% 21% 6%
Page depth
1 2 3 4 5 to 10 More than 10
When searching for information on a topic using a search engine, how many pages of results are you willing to view before you
select one or start your search over?
Marketing to Engineers Survey, March 2014, CFE and TREW Marketing
Wow!General public
But the good news is…they will dig
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Engineers Care about Quality Content
Marketing to Engineers Survey, March 2014, CFE and TREW Marketing
83%
58% 62%48%
39%28%
11%15%36% 32%
42% 43% 43%34%
2% 5% 5% 9% 15% 22%36%
0% 1% 1% 1% 2% 6%17%
0% 1% 0% 0% 0% 1% 1%
Content qualities
Highly important Moderately important Relatively unimportant Not important Don't know
How important (helpful) to you are the following aspects of content?
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Content
Content
Content
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Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
ContentContent
Content
ContentContent
Content
Content
Content
Content
Content
Content
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Generosity Leads to Conversion…
Be Smart & Measured… To Efficiently Drive ROI..
63% of the buying process is controlled by your prospect – before a salesperson is engaged.
-- Dharmesh Shah, HubSpot Co-Founder“ ”
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Engineers LOVE Being in Control…
…and it’s way more efficient for you…
…with automation AND intelligence!
Stay Engaged Automatically, Let Them Self-Qualify
LEAD NURTURING
Automatically add Leads to Lists
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LEAD NURTURING
LEAD SCORING
Use Intel…Respond Accordingly
Use Intel to Respond Accordingly
LEAD NURTURING
LEAD SCORING
LEAD INTELLIGENCE
CRM INTEGRATION
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Do You Automate Effectively?
What is the biggest benefit you find from using Marketing Automation Software.
Or, we don’t use MA software because…
#cfetrew@trewmarketing
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Be Generous
Be Intentional
Be Smart & Measured
…& Automate
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TO
MA
TE &
MEA
SU
RE
✔
✔
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Share With Others:
What one thing will you immediately do differently to create marketing engineers will love?
#cfetrew@trewmarketing
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Smart Marketing for Engineers: Lead Generation
trewmarketing.com/resourcestrewmarketing.com/smartmarketingblog
SMFE: Website Redesign SMFE: Product Launches
Smart Marketing for EngineersTM
Rebecca GeierCEO & Co-Founder
[email protected]@rebeccag
512.565.1274