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Smart Marketing for EngineersTM
2
1994 - 2008
3
Say No To Grow.
“ ”Rebecca Geier
Co-Author, Smart Marketing for Engineers
@rebeccag
4
2013 Top Agency
2012 Top Agency
2013 Gold
2012 Gold
2011 Gold
Partners and Recognition
6
Smart Marketing for EngineersTM
Create Marketing Engineers LOVE
@rebeccag
Our Audience
Let’s start with a poll.
• What words would you use to describe our technical
target audience?
#cfetrew
@trewmarketing
• I...
11
Control Engineer Charlie
• Main role: Uptime, optimal operation of
manufacturing systems
• Age: 25-35
• Credentials: 8 ...
12
Sr. Operations Manager Mike
• Main role: Sets critical facility operational standards
• Age: 50-65
• Credentials: Caree...
13
Manufacturing VP Victor
• Main role: Overseas manufacturing globally
• Age: 40-50
• Credentials: Mechanical engineer, M...
How Do You Efficiently and Effectively
Market to Charlie, Mike and Victor?
14
The Old-Only Way: Vendor-Controlled Interruption
Marketers deciding what, when, & how the buyer should listen
15
16
17
18
Trade PR/Ads
Direct Mail
Trade shows
Email
….
Content
SEO
Blogging
Social Media
19
Content is THE way to attract and convert contacts.
www.trewmarketing.com
Content is THE currency of marketing.
“ ”Rebecca...
21
The New Way: Customer-Controlled Search
Buyers deciding what, when, & how they will search and listen
Contributed artic...
Be Generous…
To Get Found...
24
www.trewmarketing.com
• Hot off the press – TREW + CFE Survey
• 700+ respondents in R&D/Engineering (>60%) or
Management (>20%)
• Nearly 75% Agr...
Content Tips to Get Found
27
• Agree to be generous
• Create a content plan…& repurpose
28
Treat your content like a product.
“ ”Rebecca Geier
Co-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
...
Content Tips to Get Found
30
• Agree to be generous
• Create a content plan…& repurpose
• Create valuable content
- Identi...
Study What’s Working – With Automation
Be Intentional…
To Drive Conversion...
Ok, I’m ready to be
generous…
33
34
0
1,000,000,000
2,000,000,000
3,000,000,000
4,000,000,000
5,000,000,000
6,000,000,000
1998 2000 2007 2008 2009 2010 201...
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 eng...
Engineers Care about Quality Content
36 Marketing to Engineers Survey, March 2014, CFE and TREW Marketing
83%
58% 62%
48%
...
37
Content
Content
Content
38
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content...
39
40
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-F...
Engineers LOVE Being in Control…
44
…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
48
LEAD NURTURING
LEAD SCORING
Use Intel…Respond Accordingly
Use Intel to Respond Accordingly
LEAD NURTURING
LEAD SCORING
LEAD INTELLIGENCE
CRM INTEGRATION
Do You Automate Effectively?
51
What is the biggest benefit you find from using Marketing
Automation Software.
Or, we don’...
Be Generous
Be Intentional
Be Smart & Measured
…& Automate
52
53
AUTOMATE&MEASURE
✔
✔
54
Share With Others:
What one thing will you immediately do differently
to create marketing engineers will love?
55
#cfetrew...
Smart Marketing for Engineers: Lead Generation
56
trewmarketing.com/resources
trewmarketing.com/smartmarketingblog
SMFE: W...
Smart Marketing for EngineersTM
Rebecca Geier
CEO & Co-Founder
rebecca@trewmarketing.com
@rebeccag
512.565.1274
Create Marketing Engineers Love
Create Marketing Engineers Love
Create Marketing Engineers Love
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Create Marketing Engineers Love

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-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?

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Transcript of "Create Marketing Engineers Love"

  1. 1. Smart Marketing for EngineersTM
  2. 2. 2 1994 - 2008
  3. 3. 3 Say No To Grow. “ ”Rebecca Geier Co-Author, Smart Marketing for Engineers @rebeccag
  4. 4. 4
  5. 5. 2013 Top Agency 2012 Top Agency 2013 Gold 2012 Gold 2011 Gold Partners and Recognition
  6. 6. 6
  7. 7. Smart Marketing for EngineersTM Create Marketing Engineers LOVE @rebeccag
  8. 8. Our Audience
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. How Do You Efficiently and Effectively Market to Charlie, Mike and Victor? 14
  14. 14. The Old-Only Way: Vendor-Controlled Interruption Marketers deciding what, when, & how the buyer should listen 15
  15. 15. 16
  16. 16. 17
  17. 17. 18
  18. 18. Trade PR/Ads Direct Mail Trade shows Email …. Content SEO Blogging Social Media 19
  19. 19. Content is THE way to attract and convert contacts. www.trewmarketing.com Content is THE currency of marketing. “ ”Rebecca Geier @rebeccag
  20. 20. 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
  21. 21. Be Generous… To Get Found...
  22. 22. 24
  23. 23. www.trewmarketing.com
  24. 24. • 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
  25. 25. Content Tips to Get Found 27 • Agree to be generous • Create a content plan…& repurpose
  26. 26. 28 Treat your content like a product. “ ”Rebecca Geier Co-Author, Smart Marketing for Engineers @rebeccag
  27. 27. 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
  28. 28. 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
  29. 29. Study What’s Working – With Automation
  30. 30. Be Intentional… To Drive Conversion...
  31. 31. Ok, I’m ready to be generous… 33
  32. 32. 34 0 1,000,000,000 2,000,000,000 3,000,000,000 4,000,000,000 5,000,000,000 6,000,000,000 1998 2000 2007 2008 2009 2010 2011 2012 2013 Average Searches Per Day 5.92 B 1.75 B 0 5E+11 1E+12 1.5E+12 2E+12 2.5E+12 1998 2000 2007 2008 2009 2010 2011 2012 2013 Annual Number of Google Searches 637 B 2.2 T http://www.statisticbrain.com/google-searches/
  33. 33. 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
  34. 34. 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?
  35. 35. 37 Content Content Content
  36. 36. 38 Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content Content
  37. 37. 39
  38. 38. 40
  39. 39. Generosity Leads to Conversion…
  40. 40. Be Smart & Measured… To Efficiently Drive ROI..
  41. 41. 63% of the buying process is controlled by your prospect – before a salesperson is engaged. -- Dharmesh Shah, HubSpot Co-Founder “ ”
  42. 42. Engineers LOVE Being in Control… 44 …and it’s way more efficient for you… …with automation AND intelligence!
  43. 43. Stay Engaged Automatically, Let Them Self-Qualify LEAD NURTURING
  44. 44. Automatically add Leads to Lists
  45. 45. 48 LEAD NURTURING LEAD SCORING
  46. 46. Use Intel…Respond Accordingly
  47. 47. Use Intel to Respond Accordingly LEAD NURTURING LEAD SCORING LEAD INTELLIGENCE CRM INTEGRATION
  48. 48. 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
  49. 49. Be Generous Be Intentional Be Smart & Measured …& Automate 52
  50. 50. 53 AUTOMATE&MEASURE ✔ ✔
  51. 51. 54
  52. 52. Share With Others: What one thing will you immediately do differently to create marketing engineers will love? 55 #cfetrew @trewmarketing
  53. 53. Smart Marketing for Engineers: Lead Generation 56 trewmarketing.com/resources trewmarketing.com/smartmarketingblog SMFE: Website Redesign SMFE: Product Launches
  54. 54. Smart Marketing for EngineersTM Rebecca Geier CEO & Co-Founder rebecca@trewmarketing.com @rebeccag 512.565.1274
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