Create Marketing Engineers Love
-
Upload
plantengineering -
Category
Marketing
-
view
59 -
download
0
description
Transcript of Create Marketing Engineers Love
![Page 1: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/1.jpg)
Smart Marketing for EngineersTM
![Page 2: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/2.jpg)
2
1994 - 2008
![Page 3: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/3.jpg)
3
Say No To Grow.“ ”Rebecca GeierCo-Author, Smart Marketing for Engineers@rebeccag
![Page 4: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/4.jpg)
4
![Page 5: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/5.jpg)
2013 Top Agency2012 Top Agency
2013 Gold2012 Gold2011 Gold
Partners and Recognition
![Page 6: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/6.jpg)
6
![Page 7: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/7.jpg)
Smart Marketing for EngineersTM
Create Marketing Engineers LOVE @rebeccag
![Page 8: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/8.jpg)
![Page 9: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/9.jpg)
Our Audience
![Page 10: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/10.jpg)
10
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
![Page 11: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/11.jpg)
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
![Page 12: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/12.jpg)
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
![Page 13: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/13.jpg)
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
![Page 14: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/14.jpg)
How Do You Efficiently and Effectively Market to Charlie, Mike and Victor?
14
![Page 15: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/15.jpg)
15
The Old-Only Way: Vendor-Controlled InterruptionMarketers deciding what, when, & how the buyer should listen
![Page 16: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/16.jpg)
16
![Page 17: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/17.jpg)
17
![Page 18: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/18.jpg)
18
![Page 19: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/19.jpg)
Trade PR/AdsDirect Mail
Trade shows
….
ContentSEO
BloggingSocial Media
19
![Page 20: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/20.jpg)
Content is THE way to attract and convert contacts.
www.trewmarketing.com
Content is THE currency of marketing.“ ”Rebecca Geier@rebeccag
![Page 21: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/21.jpg)
21
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
![Page 22: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/22.jpg)
Be Generous…To Get Found...
![Page 23: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/23.jpg)
![Page 24: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/24.jpg)
24
![Page 25: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/25.jpg)
www.trewmarketing.com
![Page 26: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/26.jpg)
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
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
![Page 27: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/27.jpg)
27
Content Tips to Get Found
• Agree to be generous• Create a content plan…& repurpose
![Page 28: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/28.jpg)
28
Treat your content like a product.“ ”Rebecca GeierCo-Author, Smart Marketing for Engineers@rebeccag
![Page 29: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/29.jpg)
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
![Page 30: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/30.jpg)
30
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
![Page 31: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/31.jpg)
Study What’s Working – With Automation
![Page 32: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/32.jpg)
Be Intentional…To Drive Conversion...
![Page 33: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/33.jpg)
33
Ok, I’m ready to be generous…
![Page 34: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/34.jpg)
34
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/
![Page 35: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/35.jpg)
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?
Marketing to Engineers Survey, March 2014, CFE and TREW Marketing
Wow!General public
But the good news is…they will dig
![Page 36: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/36.jpg)
36
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?
![Page 37: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/37.jpg)
37
Content
Content
Content
![Page 38: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/38.jpg)
38
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
ContentContent
Content
ContentContent
Content
Content
Content
Content
Content
Content
![Page 39: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/39.jpg)
39
![Page 40: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/40.jpg)
40
![Page 41: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/41.jpg)
Generosity Leads to Conversion…
![Page 42: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/42.jpg)
Be Smart & Measured… To Efficiently Drive ROI..
![Page 43: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/43.jpg)
63% of the buying process is controlled by your prospect – before a salesperson is engaged.
-- Dharmesh Shah, HubSpot Co-Founder“ ”
![Page 44: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/44.jpg)
44
Engineers LOVE Being in Control…
…and it’s way more efficient for you…
…with automation AND intelligence!
![Page 45: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/45.jpg)
Stay Engaged Automatically, Let Them Self-Qualify
LEAD NURTURING
![Page 46: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/46.jpg)
Automatically add Leads to Lists
![Page 47: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/47.jpg)
![Page 48: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/48.jpg)
48
LEAD NURTURING
LEAD SCORING
![Page 49: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/49.jpg)
Use Intel…Respond Accordingly
![Page 50: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/50.jpg)
Use Intel to Respond Accordingly
LEAD NURTURING
LEAD SCORING
LEAD INTELLIGENCE
CRM INTEGRATION
![Page 51: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/51.jpg)
51
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
![Page 52: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/52.jpg)
52
Be Generous
Be Intentional
Be Smart & Measured
…& Automate
![Page 53: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/53.jpg)
53 AU
TO
MA
TE &
MEA
SU
RE
✔
✔
![Page 54: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/54.jpg)
54
![Page 55: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/55.jpg)
55
Share With Others:
What one thing will you immediately do differently to create marketing engineers will love?
#cfetrew@trewmarketing
![Page 56: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/56.jpg)
56
Smart Marketing for Engineers: Lead Generation
trewmarketing.com/resourcestrewmarketing.com/smartmarketingblog
SMFE: Website Redesign SMFE: Product Launches
![Page 57: Create Marketing Engineers Love](https://reader035.fdocuments.net/reader035/viewer/2022070319/558365c4d8b42a360c8b4adf/html5/thumbnails/57.jpg)
Smart Marketing for EngineersTM
Rebecca GeierCEO & Co-Founder
[email protected]@rebeccag
512.565.1274