How to Market to Engineers

GGC Understands Marketing Strategies for Engineers

Engineers operate in a world where precision and accuracy are paramount. They seek information that helps them excel in their roles, make informed decisions, and solve complex problems. To effectively market to engineers, we need to recognize these key factors in the material created to provide solutions:

Engineer-to-Engineer Communication We specialize in engineer-to-engineer technical writing. Unlike simplifying complex topics, we embrace complexity. Engineers value detailed, technical information that helps them in their decision-making process.	The Value of Time Engineers are time-conscious individuals. Their schedules are often packed with demanding projects and tight deadlines. We understand that every moment counts and ensure that our marketing materials respect their time and provide real value.
Quality Assured Engineers assume high quality as a standard for products. Touting high quality in marketing materials isn’t enough; instead, we focus on delivering content that adds genuine value beyond product quality.
Credibility is Key Engineers are skeptical of marketing spin and prefer authentic, data-driven information. They rely on trusted sources like colleagues and peers for insights. As such, our content is designed to build credibility and trust.	No Simplification, Just Depth We understand that engineers want in-depth technical information presented at their level of expertise. We avoid shallow content and ensure our materials provide comprehensive knowledge.
	Embracing Video Content Engineers respond well to technical videos that concisely explain product advantages. We’ve seen a growing demand for short, informative videos that simplify complex topics. We can use one writing project to drive content through a variety of channels, including video.
Effective Content Formats Our research has shown that white papers, webinars, and case histories are highly effective content types for engineers.	Data-Driven Marketing Understanding our customers’ specific needs and where they are in the buying process and tailoring our approach accordingly is crucial. Marketing automation and progressive profiling help us achieve this.

Promoting B2B products or services to engineers on a peer-to-peer level requires a strategically planned, carefully executed and targeted marketing approach. At Goldstein Group Communications, we have over 30 years of experience in B2B marketing and technical product and service promotion and are well-positioned to supply results as an engineering marketing agency.

What are effective strategies for marketing to engineers?

Effective strategies include providing in-depth technical content, utilizing data-driven insights and offering detailed product information. Engineers value authenticity and precision, so it’s crucial to present clear, accurate data without unnecessary embellishments. Engaging through technical articles, white papers and webinars can also build credibility and trust. Comparative advantages are critical to an engineering audience: at GGC, we inform clients “don’t just say what you do; say what you do BETTER.” Often content is written to be just a factual presentation of how a product performs, but typically that’s not enough to persuade an engineer to use your product or switch to your solution on its own without a discussion of comparative advantages.

How do engineers prefer to receive marketing information?

Engineers often seek information through vendor websites, online technical publications and newsletters. In the past few years, manufacturer websites have overtaken distributor websites in importance to engineers in terms of where they go first for information (Google is #1, followed by manufacturer sites, followed by distributor sites). Engineers appreciate content that is concise, informative, scannable and directly relevant to their work. Utilizing platforms like LinkedIn and YouTube can also be effective, as these are commonly used by engineers for tutorial information and when finding new products.

What type of content resonates most with engineers?

Content that is technical, detailed and solution-oriented resonates well with engineers. This includes case studies, technical data sheets, application notes and instructional videos. Data sheets are the #1 item engineers are seeking when they visit a company website, so rather than publish data sheets that contain only tables and charts, be sure to add marketing and comparative advantage content to all data sheets you post in order to get that information in front of prospects. Providing applications content that addresses specific challenges in specific industries, with practical solutions, can effectively engage engineers. Engineers love seeing visuals of “exploded” views of products, with callouts to describe what engineers are seeing. Engineers do not respond well to marketing “fluff,” but rather fact-based information and data that describes how a product or service compares to competitors.

How important is technical accuracy in marketing materials for engineers?

Technical accuracy is paramount when marketing to engineers. Inaccurate or exaggerated claims can quickly erode trust and damage credibility. Ensuring all information is precise and verifiable is essential to maintain the respect and interest of an engineering audience.

What role do webinars play in marketing to engineers?

Webinars serve as a valuable tool by providing in-depth knowledge and facilitating direct interaction with experts. They allow engineers to gain insights into complex topics and ask specific questions, making them an effective medium for engagement and education. GGC has found webinars to be excellent tools to find engineers who are highly qualified leads as they are likely to be in the buying process now.

How can social media be utilized to market to engineers?

Platforms like LinkedIn and YouTube are particularly effective for reaching engineers. Sharing technical content, how-to videos and educational videos can attract and engage this audience. It’s important to maintain a professional tone and focus on delivering value through informative content.

What are common mistakes to avoid when marketing to engineers?

Avoid using overly promotional language, providing superficial information and making unsubstantiated claims. Engineers prefer straightforward, factual content and can be skeptical of traditional marketing tactics. Respecting their intelligence and need for accuracy is crucial. Engineers are often time-pressed, so formatting information so it’s scannable and can be quickly digested is a successful tactic.

How does the buying process of engineers differ from other professionals?

Engineers typically engage in extensive research and analysis before making purchasing decisions. They prioritize technical specifications, performance data and peer reviews over emotional appeals. Providing comprehensive and detailed information supports their decision-making process. Colleague referrals are typically important to this engineering audience, as they are to all B2B decisions. In addition, buying decisions are often referred to as a “complex sale,” meaning that they are made in a lengthy manner with many sources of information, made with “stops and starts,” and made by teams of people. This means that programs targeting engineers need to build brand preference during a long time period, with many touches, many types of information formats and multiple decision-makers included.

What is the significance of peer recommendations in marketing to engineers?

Peer recommendations hold substantial weight, as engineers trust insights from colleagues and industry peers. In fact, a recent study reported that 84% of all B2B sales begin with a colleague referral. Encouraging satisfied customers to share their experiences and facilitating community discussions can positively influence perceptions and decisions.

How can case studies be used effectively in marketing to engineers?

Case studies demonstrate real-world applications and “proof” of the effectiveness of a product or service. While engineers are driven to be innovative in their work, they don’t often value being “first” to buy a product or service. They seek out ways to minimize risk, particularly when considering a new product or vendor, and they value that others have proven its effectiveness for their specific application or industry. By showcasing detailed scenarios, challenges faced and successful solutions implemented, they provide engineers with practical insights and build confidence in the offering.