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Best Practices for Marketing to Engineers: Alicia DuBay

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The challenges of marketing to engineers; what today's successful integrated marketing campaign looks like; Case study: A campaign that worked well for ABB.

Visit http://www.controleng.com/events-and-awards/marketing-to-engineers/best-practices-for-marketing-to-engineers.html to download the slides in pdf format, and to watch the recorded presentation.

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Best Practices for Marketing to Engineers: Alicia DuBay

  1. 1. Best Practices for Marketing to Engineers Alicia DuBay – Global Product Group Manager, ABB
  2. 2. Content • Engineers are a tough crowd • Be clear about your objectives • Importance of a marketing strategy • Content is King • The “hairball” • Results so far…
  3. 3. Engineers are a tough crowd
  4. 4. What makes engineers challenging • Engineers are seeking information • Engineers span generations • It’s not all about features & benefits • Death of the trade show • Communications people don’t get it • Engineers are busy!!!
  5. 5. Example – April 2012 Ad Study Effective Not so much
  6. 6. You can’t get lazy Quick Polls on Control Engineering Website Responses = 760 Responses = 40
  7. 7. Be clear about your objectives
  8. 8. Why spend money on marketing? • Promote your product • Generate sales leads • Thought Leadership • Awareness • All are valid • Each has challenges
  9. 9. What are your goals? • Marketing must align with business goals • Can be different based on product, region etc.. • Resources and budget • Management expectations • Who is in charge? • Be realistic
  10. 10. Importance of a Marketing Strategy
  11. 11. The Marketing Strategy • Random acts of marketing • Management support • Structure and focus • Consistency • Measurable results • Media partners
  12. 12. Example Strategy • My Goals: – Sell more safety systems – Increase reputation in key regions – Drive demand • Strategy – Continue what works – New engagement tactics – Focus on content and training
  13. 13. Strategy drives Campaigns • What do you want to say? • Does they connect to the strategy? • Are they aligned with products? • My Campaigns: – Integrated Safety – Safety Evolution – Functional Safety Management
  14. 14. What is a Campaign? • Collection of tactics designed to achieve your goal • Know your audience (i.e. safety engineers) – Where do they go? – How do they consume information? • Pick your media partner(s) • Establish a time frame • Launch your campaign
  15. 15. Choosing Tactics Product Launches Thought Leadership Press Release White papers Brochures, Presentations InfoGraphics Company website Blog postings Advertisement Webinars User Group meeting Events / Seminars Sales kits (internal) LinkedIn groups Training / Videos Content
  16. 16. What about Social Media? • Social Media is not a strategy • Social Media is a set of tactics – Groups – Blogs – Twitter • Treat it like any other tactic • Remember your goals • BtoB is different from BtoC − YouTube − Sharing − Online Events
  17. 17. Content is King
  18. 18. Focus on Content • Content marketing – Communicating without selling – Delivering information that makes your buyer more intelligent • Traditional marketing becoming less effective • Relevant and valuable information is key
  19. 19. My Experience • Early Campaign – White paper gated asset – Purchased email lists – Call to action: request quote • Limited success – Content not very compelling – Did not engage target audience – Lead quality & follow up
  20. 20. My Experience • “The Better Way “ Campaign – Selection tool asset (DCS/PLC) – Newsletter articles – Call to action: use the tool – More related components • Good success – 800 responses in 3 months – ~$3MUSD potential – Video companion still popular
  21. 21. Conclusion • Content really is king • Results show: – Engineers value information – Need multiple formats – Varied delivery mechanisms – Accessible / easy to find – Don’t expect direct interaction • No one size fits all
  22. 22. The “Hairball”
  23. 23. Safety Web Pages (www.abb.com) Safety Webinars w/ CFE (3) Safety eGuides (CFE) PA Insights Blog (Safety Topics) Safety Ads (2012) Safety White Papers YouTube Video(s) on Safety Playlist POI Knowledge Center - Safety Tab Web Sponsorships (isssource.com) Twitter (PAInsights) Control Safety Insert
  24. 24. Results so far.
  25. 25. Results so far… • Some winners, some losers • Good content generated good results • You must have a plan • Social media tactics work • After 18 months: – Sales were up 45% – Ranking higher on unaided recall – Engineers are still a mystery
  26. 26. Final Thoughts • Marketing to engineers is part art, part science • Great content is key • Don’t be afraid of changing tactics • Chaos reigns supreme • Be Practical!!!

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