Thinking that engineers are alone

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When we think of marketing to engineers and technical audiences, we usually immediately think of white papers and extensive product and procedure guides. All of these materials are and will continue to be necessary to capture their attention, since in the B2B world, it is necessary to have all the details very clear in order to opt for a product or service. These are not impulse purchases, in fact, the conversion process can take years.

However, we should provide lighter support chief of vp and training email lists material for several reasons. Firstly, we must capture attention before offering denser material. Engineers, like the rest of humanity, receive a large amount of information every day, so we must be specific: a B2B company video explaining advantages or an infographic showing processes will be the best cover letter , whether to send through an email marketing campaign or social networks.

In addition to knowing the different proposals that the market offers in order to choose the one that best suits our needs, it is important to be clear about the advantages and disadvantages of opting for a CMS compared to other solutions that require greater programming knowledge.

You must bear in mind that in a B2B purchasing process there are always several phases and several people involved, so you will not only have to convince an engineer, but you will also have to help him convince his superior or the person in charge of purchasing within the company.

Therefore, try to clearly define the different layers of information . Again, rely on formats such as video, posts that do not go into technical specifications or infographics to convince these other professional profiles that your service or product is good for them.