Smart Marketing for EngineersTM

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1994 - 2008

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Say No To Grow.“ ”Rebecca GeierCo-Author, Smart Marketing for Engineers@rebeccag

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2013 Top Agency2012 Top Agency

2013 Gold2012 Gold2011 Gold

Partners and Recognition

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Smart Marketing for EngineersTM

Create Marketing Engineers LOVE @rebeccag

Our Audience

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Let’s start with a poll.

• What words would you use to describe our technical target audience?

#cfetrew@trewmarketing

• I’ll start: SKEPTICAL OF MARKETING

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Control Engineer Charlie

• Main role: Uptime, optimal operation of

manufacturing systems

• Age: 25-35

• Credentials: 8 years hands-on, s/w & h/w systems

• Pain: Anticipating, solving control system problems

• Decision-making: Influences products/services locally

• Risk level: Late majority

• Marketing challenge: Clean, content-rich website

• Sources: Google, YouTube, websites, LinkedIn, Twitter

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Sr. Operations Manager Mike

• Main role: Sets critical facility operational standards

• Age: 50-65

• Credentials: Career tech, HVAC expert, 40+ years

• Pain: Predictive maintenance to keep costs down, run

efficiently, sustainably

• Decision-making: Global internal consultant

• Risk-level: Top late majority

• Marketing challenge: Show it’s technically, field-

proven

• Sources: Google, websites & vendors he trusts,

industry publications, training webinars

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Manufacturing VP Victor

• Main role: Overseas manufacturing globally

• Age: 40-50

• Credentials: Mechanical engineer, MBA, 20 yrs

• Pain: Higher yields with flat budget

• Decision-making: Expenses >$50k, vendor changes

• Risk-level: Early majority (compete vs. risk)

• Marketing challenge: Get his attention

• Sources: Global team, conferences, search

How Do You Efficiently and Effectively Market to Charlie, Mike and Victor?

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The Old-Only Way: Vendor-Controlled InterruptionMarketers deciding what, when, & how the buyer should listen

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Trade PR/AdsDirect Mail

Trade shows

Email

….

ContentSEO

BloggingSocial Media

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Content is THE way to attract and convert contacts.

www.trewmarketing.com

Content is THE currency of marketing.“ ”Rebecca Geier@rebeccag

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The New Way: Customer-Controlled SearchBuyers deciding what, when, & how they will search and listen

Contributed article to Control Engineering by Hirschman Automation

White paper by Honeywell on Norwegian

University website

Product Page by Honeywell

Contributed article to Intech by Hirschman Automation

2 weeks later – no longer on pg 1; can’t even find

it

Be Generous…To Get Found...

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www.trewmarketing.com

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• Hot off the press – TREW + CFE Survey • 700+ respondents in R&D/Engineering (>60%) or

Management (>20%) • Nearly 75% Agree or Strongly Agree

Being Generous Will Win You Customers

19% 55% 21% 4% 0%

"You are more likely to do business with a company that regularly produces new and current content."

Strongly agree Agree No opinion Disagree Strongly disagree

Marketing to Engineers Survey, March 2014, CFE and TREW Marketing

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Content Tips to Get Found

• Agree to be generous• Create a content plan…& repurpose

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Treat your content like a product.“ ”Rebecca GeierCo-Author, Smart Marketing for Engineers@rebeccag

Published Article in

Nikkei

Translated, Published in EDN in US

Repurposed into White Paper for Lead Gen

Featured in Enews

Presented at FTF

Repurposed Into 3 Blog

Posts

Shared on Social Media

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Content Tips to Get Found

• Agree to be generous• Create a content plan…& repurpose• Create valuable content

- Identify trained writers

• Think keywords• Amplify

- Wire- Blog, social media

• Measure…with automation

Study What’s Working – With Automation

Be Intentional…To Drive Conversion...

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Ok, I’m ready to be generous…

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1998 2000 2007 2008 2009 2010 2011 2012 20130

1,000,000,000

2,000,000,000

3,000,000,000

4,000,000,000

5,000,000,000

6,000,000,000

Average Searches Per Day 5.92 B

1.75 B

3.4X

1998 2000 2007 2008 2009 2010 2011 2012 20130

500000000000

1000000000000

1500000000000

2000000000000

2500000000000

Annual Number of Google Searches

637 B

2.2 T

3.5X

http://www.statisticbrain.com/google-searches/

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5% 28% 25% 15% 21% 6%

Page depth

1 2 3 4 5 to 10 More than 10

When searching for information on a topic using a search engine, how many pages of results are you willing to view before you

select one or start your search over?

Marketing to Engineers Survey, March 2014, CFE and TREW Marketing

Wow!General public

But the good news is…they will dig

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Engineers Care about Quality Content

Marketing to Engineers Survey, March 2014, CFE and TREW Marketing

83%

58% 62%48%

39%28%

11%15%36% 32%

42% 43% 43%34%

2% 5% 5% 9% 15% 22%36%

0% 1% 1% 1% 2% 6%17%

0% 1% 0% 0% 0% 1% 1%

Content qualities

Highly important Moderately important Relatively unimportant Not important Don't know

How important (helpful) to you are the following aspects of content?

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Content

Content

Content

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Content

Content

Content

Content

Content

Content

Content

Content

Content

Content

Content

Content

ContentContent

Content

ContentContent

Content

Content

Content

Content

Content

Content

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Generosity Leads to Conversion…

Be Smart & Measured… To Efficiently Drive ROI..

63% of the buying process is controlled by your prospect – before a salesperson is engaged.

-- Dharmesh Shah, HubSpot Co-Founder“ ”

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Engineers LOVE Being in Control…

…and it’s way more efficient for you…

…with automation AND intelligence!

Stay Engaged Automatically, Let Them Self-Qualify

LEAD NURTURING

Automatically add Leads to Lists

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LEAD NURTURING

LEAD SCORING

Use Intel…Respond Accordingly

Use Intel to Respond Accordingly

LEAD NURTURING

LEAD SCORING

LEAD INTELLIGENCE

CRM INTEGRATION

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Do You Automate Effectively?

What is the biggest benefit you find from using Marketing Automation Software.

Or, we don’t use MA software because…

#cfetrew@trewmarketing

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Be Generous

Be Intentional

Be Smart & Measured

…& Automate

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MA

TE &

MEA

SU

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✔

✔

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Share With Others:

What one thing will you immediately do differently to create marketing engineers will love?

#cfetrew@trewmarketing

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Smart Marketing for Engineers: Lead Generation

trewmarketing.com/resourcestrewmarketing.com/smartmarketingblog

SMFE: Website Redesign SMFE: Product Launches

Smart Marketing for EngineersTM

Rebecca GeierCEO & Co-Founder

rebecca@trewmarketing.com@rebeccag

512.565.1274