In B2B marketing, we often communicate with engineers, but
how can we do it effectively and what kind of approach will work with them?
Engineers spend their time grappling with hard facts - if
they don't pass or achieve the right degree of precision, the project can fail.
In the foulest cases, this can result in death or serious injury to users. They
must therefore manage things as they are, not as they want them to be. bacobolts
This means that when we speak with engineers, we need to
take the same approach: provide them with real, verifiable data about your
product. With their objective approach, engineers do not like "marketing
puffs". While they are happy to know why you think your product is
amazing, you need to back it up with real data.
They are also a skeptical bunch. Engineers have seen it all
before and will have experience with their own products, equipment, techniques
and designs that fall short of expectations. They will tend to doubt any
extraordinary claims, so be prepared to present your arguments rationally if
you want to persuade them. They certainly won't be impressed with the
enthusiastic publicity.
A numbers game
Likewise, engineers love tests in the form of numbers. Their
craft is based on them, and they use them as a fundamental part of their daily
work. Measurement, data collection and planning depend on the numbers. They
need to be accurate to ensure that the products are the right size or work
properly or fit with other components.
This is why your communications must have many numbers: show
the performance that your product can achieve, what percentage it is better
than the alternative or how much time you can save.
Don't be frightened to go into too much detail - engineers
want to see all of your product specifications or the details of how your
service will benefit them, so make sure all the information is available to
them.
Precision in all things
In addition to the numbers, the language must also be
precise. For engineers, it is important to use words with a precise meaning.
Many industries have their own unique jargon, words that convey a lot of
information to people who know you. To communicate with engineers, you must know
the definition of words commonly used in your specific industry and use them
correctly in the appropriate context.
Plus, don't be too disappointed if your well-crafted
LinkedIn post doesn't get a lot of responses and comments. Engineers can be
reluctant to give praise and will tend to do so only if they are fully
justified. This means that when you receive favorable feedback from them, it is
much more valuable to feel genuine.
That said, engineers love the technology and the effect it
can have. By sticking to the facts of what your solution can do and the great
benefits it can offer, you can put them on your side and be just as excited
about what it can do for them as you are. are.
