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!!!