For the 147th episode of The Marketing Book Podcast, I interviewed Rebecca Geier, author of Smart Marketing for Engineers: An Inbound Marketing Guide to Reaching Technical Audiences.
If you work with or market and sell to engineers, you’ll understand this joke:
The optimist says: “The glass is half full.”
The pessimist says: “The glass is half empty.”
The engineer says: “The glass is twice as big as it needs to be.”
Which illustrates why, as the author states, “Engineers are skeptical people who loathe marketers.”
The book carefully threads the needle of marketing to a super skeptical audience and shows how to market to engineers (and technical audiences) who can sniff out marketing puffery in a second.
Tip: your content needs to be clear, methodical and backed by research and written by experts.
The book details all the steps on using an inbound marketing methodology to generate awareness and demand in B2B technical markets. It includes research on things like engineers’ browsing behavior and preferences (they tend to go way past the first page of Google to find what they want), and is filled with lists, templates, and examples from B2B engineering and scientific companies in industries including automotive, military/aerospace, consumer electronics, manufacturing, IT, and oil/gas.
A bit more about the book…