How to Market to Engineers

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.

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.

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.

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.

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.

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.

Our research has shown that white papers, webinars, and case histories are highly effective content types for engineers.

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.