Reaching Millennial Engineers – What Works Today?

Posted by Joel Goldstein

Oct 2, 2017 9:04:59 AM


I’ll admit that I’m a fan of industry studies. Among my favorites are the surveys conducted by publishers to document how engineers learn about new products and where they go to buy them. In an era of growing ecommerce, Amazon and other dramatic shifts in how companies market to engineers and other technical buyers, keeping in front of these trends is rather critical.Sep17_button (002).jpg

So, with gratitude to several engineer-focused publishers who share our interest in digital marketing trends, here are some highlights from a variety of studies we’ve seen recently.

  1. Perhaps at the top of the list is the explosive impact Amazon is having in the b-to-b market. We’ve talked about it coming for several years. Now Amazon has gone from no where two years ago to a whopping 38% of electronic engineers reporting they buy products on Amazon for work-related purchases. It’s even more pronounced among younger engineers, as you’d expect: 55% of younger engineers report using Amazon.

    What it Means: If you don’t have an Amazon Prime store on Amazon, get one. Before the end of the day.

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Topics: Marketing, marketing to engineers, Goldstein Group Communications, engineers

Can You Sell to Millennial Engineers on the Phone?

Posted by Joel Goldstein

Jul 25, 2017 10:00:00 AM

Can You Sell to Millennial Engineers on the Phone? 

Recently we’ve had some discussion here at the agency about the use of tele-sales, and whether that time has passed. Is it possible to reach people and sell on the phone anymore?  Is – gasp – cold calling still something to task salespeople to do?

We still believe that cold calling and phone selling has its place. In fact, we know of several clients that use call centers as their primary selling telephone.jpgchannel.

However, we also believe that cold calling and telesales is the single most costly method of selling.  It reminds me of an old McGraw Hill Publishing ad in which a grumpy prospect looked directly into the camera and asked, “I don’t know your company. I don’t know your products.  I don’t know your reputation.  Now, what was it you wanted to sell me?” 

The point of the ad, of course, is to remind marketers that you can certainly sell to someone who knows nothing about you, but it’s always going to be quite a bit easier to push that boulder up the hill if you walk in the door with some brand awareness and even preference already established.

Still, some companies are making it even harder for marketers to use the phone.  JPMorgan Chase and Coca-Cola recently eliminated voice mail for many employees as part of cost-cutting moves; others are considering similar initiatives. Vonage released a study showing annual declines in the number of voice mails left on their systems, and the number who even listened to their messages fell by 14%. In another story about voice mail, NPR interviewed a 26-year-old who said that “voice mail might evolve into something kind of special and exciting – like a telegram once was.” Oh my god!

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Topics: Marketing, marketing to engineers, Goldstein Group Communications, engineers

Marketing to Engineers: Four focus group surprises on what Engineers really want to hear.

Posted by Joel Goldstein

Mar 7, 2017 11:14:04 AM

 

There are quite a few assumptions people make about the “right” way to reach engineers.

In fact, at some recent focus groups on marketing to engineers conducted by two of our clients, there were a variety of surprises that came up that, in the end, shouldn’t have been surprises at all.  But that’s the beauty of research – when you actually go outside the building instead of talking only to each other, customers in fact say the darndest things.

Here are several common themes, or “surprises,” we’ve been hearing from our engineering customer targets:

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Topics: advertising, marketing to engineers, content marketing

B-to-B Marketing: 12th Idea for 2014

Posted by Joel Goldstein

Jan 23, 2014 12:01:00 PM

Engineers like to laugh, too . A group of interns at NASA’s Johnson Space Center created a parody of the popular Gangnam Style video that has generated nearly 5 million views! It’s quite well done, but it’s also a great example of how engineers will pay attention to messages that are entertaining and fun, rather than just the dry spec-sheet facts. One client generated 100 times the response to a video with a “campy” title to a webcast, “Campfire Songs from the Network Edge.” The content was just as tutorial as their others, but the title seemed to break through that clutter and get attention from engineers exposed to too many messages that are too similar, dull and routine. Keep them laughing, and we’ll keep them coming back for more? Perhaps, but it’s a direction worth exploring for technical marketing.
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Topics: Marketing, video, marketing to engineers, business-to-business

About Us and this Blog:

At Goldstein Group Communications, we believe passionately in the power of great ideas, coupled with the impact of measurable results. It’s a philosophy that delivers customers to the sales team, profits to the CFO, and sustainable growth to the CEO. Inspired ideas that are grounded in the real world demands of the market.

We call it Measurably Better Marketing. 

 

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