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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.

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Best Practices for Marketing to Engineers: Alicia DuBay

  1. 1. Best Practices forMarketing to EngineersAlicia 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 StudyEffective Not so much
  6. 6. You can’t get lazyQuick Polls on ControlEngineering WebsiteResponses = 760Responses = 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 alignwith business goals• Can be different basedon product, region etc..• Resources and budget• Management expectations• Who is in charge?• Be realistic
  10. 10. Importance of a MarketingStrategy
  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 keyregions– 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 achieveyour 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 TacticsProduct Launches Thought LeadershipPress Release White papersBrochures, Presentations InfoGraphicsCompany website Blog postingsAdvertisement WebinarsUser Group meeting Events / SeminarsSales kits (internal) LinkedIn groupsTraining / 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 withoutselling– Delivering information thatmakes your buyer moreintelligent• Traditional marketingbecoming less effective• Relevant and valuableinformation 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( CFE (3)SafetyeGuides(CFE)PAInsightsBlog(SafetyTopics)SafetyAds(2012)SafetyWhitePapersYouTubeVideo(s)on SafetyPlaylistPOIKnowledgeCenter -Safety TabWebSponsorships(
  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 ispart art, part science• Great content is key• Don’t be afraid of changingtactics• Chaos reigns supreme• Be Practical!!!