best practices for marketing to engineers: alicia dubay
DESCRIPTION
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.TRANSCRIPT
Best Practices for Marketing to Engineers
Alicia DuBay – Global Product Group Manager, ABB
Content
• Engineers are a tough crowd• Be clear about your objectives• Importance of a marketing strategy• Content is King• The “hairball”• Results so far…
Engineers are a tough crowd
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!!!
Example – April 2012 Ad Study
Effective Not so much
You can’t get lazy
Quick Polls on Control Engineering Website
Responses = 760
Responses = 40
Be clear about your objectives
Why spend money on marketing?
• Promote your product• Generate sales leads• Thought Leadership• Awareness
• All are valid• Each has challenges
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
Importance of a Marketing Strategy
The Marketing Strategy
• Random acts of marketing• Management support• Structure and focus• Consistency• Measurable results• Media partners
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
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
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
Choosing Tactics
Product Launches Thought LeadershipPress Release White papersBrochures, Presentations InfoGraphicsCompany website Blog postingsAdvertisement WebinarsUser Group meeting Events / SeminarsSales kits (internal) LinkedIn groupsTraining / Videos Content
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
Content is King
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
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
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
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
The “Hairball”
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
Results so far.
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
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!!!