In general, marketing doesn’t have a very good reputation among engineers and scientists. For someone analytic, results-oriented and skeptical as an engineer or a scientist, marketing is too… fluffy. “Anybody” with common sense and certain level of “intelligence” can develop a brochure or two, update the website and take care of the corporate communications and marketing department. Right?
Hello there, this is my first post and I would like to briefly introduce myself. My name is Dafne Orbach and, over the years, my career and expertise have specialized in niche marketing. Some marketers have a great expertise in mass marketing and I enjoy the challenge of… finding the needle in a haystack.
This brand new blog will reflect my unique area of expertise: I combine an academic background in Marketing and Communications with 15+ years running marketing campaigns for industrial and technology companies, communicating with engineers, scientist and other varieties of technical minds. In my posts, I will share with you what I know – and keep learning – about business to business (B2B) marketing for companies with top-notch, cutting-edge products and services to sell.
It is a fact that the Internet is here to stay. You know that potential customers, anywhere in the world, can find your company online and prove that your products and services are the right answer to their challenges. Any marketing firm willing to survive, in town or overseas, will offer you digital marketing as part of their offerings. At a surface level, any marketer or marketing firm could deliver a good service to your company. A marketer is a marketer, they are all professional marketers, same things in different packaging. What is the difference?
Well… if you are trying to reach engineers and scientists, you are marketing to a very particular audience. Engineers and scientists don’t buy the “retail approach”. They can smell “advertising” from far away. Technical people are very rational when it comes to purchasing decisions. How do you connect with them? How do they search online? How could they find your company? Search Engine Optimization (SEO), do you really, really think this could be enough? What marketing tools work and which ones don’t?
Do you sell shoes in the same way you sell electromagnetic software? Do you use the same tools for demonstrating cars or masspectrometers? Can you compare the positioning of a restaurant vs. the positioning of a circuit protection device?
You want a certified, recommended constructor for building a warehouse. You consult with a lawyer specialized in commercial law. Or select a supplier with the right technical answer for your production needs.
Why so few companies in the industrial and technology field apply the same concept in the area of marketing?
This is just my blog #1, and my introduction. Hard to get all the answers into the same article, so keep reading my future blog posts for more. You can subscribe and automatically receive each new post in your inbox.
