(Updated: April 13th, 2017)
Six ways to create purposeful marketing content for engineering prospects
Developing personas for your engineering prospects is hard work. We’ve never found a shortcut to understanding what engineers need from your product. However, once you have the personas you can create purposeful content that aligns with the stages of the engineer’s buying cycle, from awareness to consideration to decision making.
An Example - Engineering Software Vendor
Let’s say you are a marketer for a new cloud-based Bill of Material management software. Your software helps product designers understand the costs of their designs earlier in the process. Your software also includes collaboration tools that let the design team communicate costs with suppliers, marketers, sales people and customers.
Let’s also say that you have identified several target personas within each account, including engineering & design directors, product designers, and CAD managers. You have several industries that you target, including contract manufacturers and on companies that are heavily “engineered-to-order.”
For the purposes of this post, let’s say that your target persona who is an engineering or design director at a manufacturer of engineer-to-order products like fire trucks or robotic assemblies. These people often face challenges developing accurate cost information at the conceptual stage of their product development. As a result, they have cost overruns due to miscommunication between their company, their suppliers and the end customers.