Smart Marketing for Engineers: An Inbound Marketing Guide to Reaching Technical Audiences

4.44 avg rating
( 9 ratings by Goodreads )
 
9781605440422: Smart Marketing for Engineers: An Inbound Marketing Guide to Reaching Technical Audiences
View all copies of this ISBN edition:
 
 

Rebecca Geier brings decades of marketing experience working with hundreds of engineers and scientists to promote their innovations to technical audiences. Named by The Wall Street Journal editors among the Ten Most Innovative Entrepreneurs in America, Geier details the steps, from start to finish, to use an inbound marketing methodology to generate awareness and demand in B2B technical markets. Rich in data showing engineers online content and browsing behavior and preferences, the book 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. If you are an engineer or technical business leader looking for a straightforward, research-based guide to modern marketing or a professional marketer new to targeting technical audiences, this book is for you.

"synopsis" may belong to another edition of this title.

About the Author:

With over 20 years of experience marketing to technical audiences, Rebecca Geier is the CEO and Cofounder of TREW Marketing, a full-service marketing firm based in Austin, Texas uniquely serving B2B companies in engineering, science and technology. Named by The Wall Street Journal editors among the Ten Most Innovative Entrepreneurs in America, Geier leads the agency in building strategic, data-driven marketing programs using a modern inbound approach to help its clients get found online, drive web traffic, convert leads, and generate a consistent pipeline of qualified opportunities to fuel growth. Prior to cofounding TREW Marketing, Geier served as a member of the marketing leadership team at National Instruments for fourteen years, rising to Director of Corporate Communications and Investor Relations with responsibility for global PR, content marketing, and stakeholder communications. During her tenure at NI, Geier's team was named the Best Public Relations Team in Texas and twice a finalist for Best Corporate Communications team in America by PRWeek along with Fortune 100 brands including USAA, American Airlines and American Standard. Geier is known for her technical understanding of complex topics and a passionate appreciation for the positive impact scientists, engineers, and academic professionals have on our society. She is a regular speaker and guest columnist on marketing to technical audiences, including for publications including EE Times and industry events such as the Control Systems Integrators Association and NIWeek.

Review:

Engineers are skeptical people who loathe marketers.


It's too bad these words appear on page 167 and not in the introduction, for they show that Rebecca Geier is among the few marketers--except, perhaps, for those who started as engineers--who actually have a grasp of how engineers think. With this book, Geier puts some 20 years of technical marketing into a real "how to" guide for reaching engineers and turning their quest for information into sales.


Many marketers, public-relations people, and so-called "social media experts" think they can apply the marketing techniques they learned in business school to engineers. While some of what Geier covers in this book can be applied to just about any type of marketing to professions, she uses graphs and charts (things engineers like) to make her point that when it comes to generating technical articles, white papers, application notes, or videos as part of a marketing plan, you'd better understand the engineering mind. Engineers want solid, accurate technical information, not sales pitches and other "fluff."


The premise behind the book is that engineers do most of their technical research through Google. She notes that unlike people in other lines of work, engineers dig deep into search results to find what they want. Based on that, Geier devotes considerable time understanding how to develop content for their business web sites. She stresses search engine optimization and how to use key words in online articles as part of an overall strategy.

Because engineers rely so heavily on Google, marketers can't rely on old methods where they push information about products. Instead, she explains that "inbound marketing" is where sellers provide useful technical information online and then market the content, which can build trust that results in sales. That's because today, the content consumer--not the content producer--is in charge.


It's section 2 and particularly chapter 8 where Geier shows her expertise in marketing to a technical audience. She cites studies...showing what engineers want in online content. While product information tops the list, it's followed closely by application notes/white papers and the content had better be accurate, for engineers can smell a product pitch a mile away.

In chapter 8, Geier takes you through the steps of how to get engineers to write technical papers that can turn into white papers both on the company site and in technical media outlets. She also shows how to "repurpose, repurpose, repurpose" that content into presentations, conference papers, webinars, and other forms of content. Technical content is the gift that keeps on giving; I've seen that too where technical articles I've published years ago keep getting consistent reads.


Technical articles aren't the only content that Geier says marketers need. Blogs are important because they keep sites active, which Google likes. She recommends blogging about new technical content as it's published. Before stressing blogging, however, Geier notes on page 68 that "most engineers have no interest in blogging," but it's not clear who should write the blogs. Some companies have figured that out, hiring former editors from media outlets to fill that need.


The whole point of Geier's book is to show you how to get engineers to visit your web site. To her credit, Geier practices what she preaches; the book is laced with pointers to the book's web page where she provides supplemental material. Another positive attribute of the book is that Geier constantly refers the reader across chapters, not treating each like its own silo.


I highly recommend this book to marketing and PR people, especially those who think they can apply any marketing tactic to engineers. "Smart Marketing for Engineers" will show you what you think you know, but don't. Engineers would also benefit from this book. You'll learn how the other half thinks, and how they should think. - Martin Rowe, EE Times

"Smart Marketing for Engineers" details the process of developing a smart marketing program to generate demand from your technical audiences. It includes data, like what's included in this article, on engineers' content and online marketing preferences as well as real-world examples and step-by-step lists and questions to ask. Recommendations to measure ROI are provided.

For readers who think marketing is futile to engineers, I'd encourage them to read the book and challenge their beliefs. I've seen it done with so many engineers and scientists across industries, including process control, military, aerospace, and consumer electronics. Engineers face enormous challenges in their applications-they need new technologies, new services, and new information. The market is there for the taking, and it's your opportunity to get found, but you have to commit to the long-term, inbound marketing marathon to win. - Mark Hoske, Control Engineering

Rebecca Geier was the first marketing person I met at National Instruments in my first year after leaving manufacturing for media. She has remained a friend whom I respect.

A few years ago she left NI and founded TREW Marketing-an agency specializing in helping clients develop and execute marketing projects to an engineering customer.

She sent an early copy of "Smart Marketing for Engineers" to read and review. This is a comprehensive guide to the latest thinking of inbound marketing. It will help you understand the marketing landscape and also understand the unique ways to engage engineers.

Marketing To Technically Minded Audiences
Geier states on her blog, "I have seen firsthand that marketing to technically minded audiences does in fact work, but it has to be as smart as the people it targets. For small engineering and scientific businesses with limited resources or business and sales leaders wearing multiple hats, it's difficult to even know where to start. And you're skeptical that the new inbound approach to marketing will even work with your technical audiences."

Here are three keys to understand the challenge.

"I wrote this book for you. Three points led me to decide to write this book:

  • Engineers are smart, so our marketing needs to be equally smart, and trustworthy
  • Buyers are in control...they decide when, where and what they will search on and do it mostly on Google
  • Marketers now have the challenge and opportunity to get found when our target engineering audiences are searching"
If you are a company CEO or marketing director, do yourself a favor and not only buy the book, but digest its message. - Gary Mintchell, The Manufacturing Connection

Risking a generalization, most practicing scientists and engineers are more interested in technology than marketing. So Rebecca Geier wrote a book for the technical community, setting out to explain "inbound" marketing and effective strategies to use it. Inbound marketing, also called pull marketing, refers to activities that use informative content to attract people, such as a Google search that leads to a white paper on a company's website.

Outbound marketing (push marketing) is what we've grown up with: advertising messages generated by a company and broadcast to a wide audience. While Geier sees roles for both in a company's marketing strategy, "Smart Marketing for Engineers" focuses on inbound marketing.


This practical handbook lays out a systematic and actionable process for technology companies -- principally 14 years at National Instruments -- where she developed an understanding of engineers and scientists and how best to communicate with them. She's lived through the adoption of email, the Internet, the World Wide Web, social media and inbound marketing and has seen the power of these tools when effectively used for marketing. Practical and readable, "Smart Marketing for Engineers" will help the technical community better communicate our messages. It should be particularly useful for scientists and engineers who move into marketing or launch their own ventures. implementing an inbound marketing plan. However, before a business can develop a marketing plan, it must clearly understand its differentiation. Geier begins with this step, then moves to developing the marketing plan and creating "personas," which describe the characteristics of the "buyers" the company wishes to attract.


With this foundation, Geier discusses selecting keywords, designing a website and developing a content plan. She argues that companies should treat content as seriously as developing new products, and she suggests the type of content that the technical community finds meaningful and credible. In addition to content that develops customer loyalty, a well designed inbound marketing program generates leads and allows a company to measure market response and return-on-investment. These aspects are covered in the four chapters that conclude the book.

Rebecca Geier is the CEO and co-founder of a business-to-business (B2B) marketing company that serves technical clients. Before launching her firm, Geier gained expertise through roles at technology companies -- principally 14 years at National Instruments -- where she developed an understanding of engineers and scientists and how best to communicate with them. She's lived through the adoption of email, the Internet, the World Wide Web, social media and inbound marketing and has seen the power of these tools when effectively used for marketing.


Practical and readable, "Smart Marketing for Engineers" will help the technical community better communicate our messages. It should be particularly useful for scientists and engineers who move into marketing or launch their own ventures. - Gary Lerude, Microwave Journal

"About this title" may belong to another edition of this title.

Top Search Results from the AbeBooks Marketplace

1.

Rebecca Geier
Published by RockBench Publishing Corp. (2016)
ISBN 10: 1605440426 ISBN 13: 9781605440422
New Hardcover Quantity Available: 1
Seller:
Irish Booksellers
(Portland, ME, U.S.A.)
Rating
[?]

Book Description RockBench Publishing Corp., 2016. Condition: New. book. Seller Inventory # M1605440426

More information about this seller | Contact this seller

Buy New
US$ 30.89
Convert currency

Add to Basket

Shipping: US$ 3.27
Within U.S.A.
Destination, rates & speeds

2.

Rebecca Geier
Published by RockBench Publishing Corp. (2016)
ISBN 10: 1605440426 ISBN 13: 9781605440422
New Hardcover Quantity Available: 1
Seller:
Revaluation Books
(Exeter, United Kingdom)
Rating
[?]

Book Description RockBench Publishing Corp., 2016. Hardcover. Condition: Brand New. first edition. 200 pages. 9.10x6.20x0.90 inches. In Stock. Seller Inventory # 1605440426

More information about this seller | Contact this seller

Buy New
US$ 49.79
Convert currency

Add to Basket

Shipping: US$ 9.83
From United Kingdom to U.S.A.
Destination, rates & speeds

3.

Rebecca Geier
Published by RockBench Publishing Corp. (2016)
ISBN 10: 1605440426 ISBN 13: 9781605440422
New Hardcover Quantity Available: 1
Seller:
Books Express
(Portsmouth, NH, U.S.A.)
Rating
[?]

Book Description RockBench Publishing Corp., 2016. Hardcover. Condition: New. First. Ships with Tracking Number! INTERNATIONAL WORLDWIDE Shipping available. Buy with confidence, excellent customer service!. Seller Inventory # 1605440426n

More information about this seller | Contact this seller

Buy New
US$ 106.49
Convert currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, rates & speeds