-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?
10. Let’s start with a poll.
• What words would you use to describe our technical
target audience?
#cfetrew
@trewmarketing
• I’ll start:
10
SKEPTICAL OF MARKETING
11. 11
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
12. 12
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
13. 13
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
14. How Do You Efficiently and Effectively
Market to Charlie, Mike and Victor?
14
15. The Old-Only Way: Vendor-Controlled Interruption
Marketers deciding what, when, & how the buyer should listen
15
20. Content is THE way to attract and convert contacts.
www.trewmarketing.com
Content is THE currency of marketing.
“ ”Rebecca Geier
@rebeccag
21. 21
The New Way: Customer-Controlled Search
Buyers 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
26. • 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
26
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
27. Content Tips to Get Found
27
• Agree to be generous
• Create a content plan…& repurpose
28. 28
Treat your content like a product.
“ ”Rebecca Geier
Co-Author, Smart Marketing for Engineers
@rebeccag
30. Content Tips to Get Found
30
• 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
35. 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?
35
Marketing to Engineers Survey, March 2014, CFE and TREW Marketing
Wow!General public
But the good news is…they will dig
36. Engineers Care about Quality Content
36 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%
It's technically
accurate
It includes detailed
diagrams and images
It's current It's easy to read It's professionally
designed
Sources are
well-cited
It includes quotes or
testimonials from
users,
vendors or industry
leaders
Content qualities
Highly important Moderately important Relatively unimportant Not important Don't know
How important (helpful) to you are the following aspects of content?
50. Use Intel to Respond Accordingly
LEAD NURTURING
LEAD SCORING
LEAD INTELLIGENCE
CRM INTEGRATION
51. Do You Automate Effectively?
51
What is the biggest benefit you find from using Marketing
Automation Software.
Or, we don’t use MA software because…
#cfetrew
@trewmarketing