2014 Marketing to Engineers

In March 2014, CFE Media hosted the "Marketing to Engineers" event in downtown Chicago. During this afternoon session, industry experts presented tips for marketing communications, new product introductions, marketing campaigns, industrial branding, and other marketing to engineers tools.

  1. Integrating the Marketing & Engineering Points of View in Marketing Communications: Brit Buchanon & Leonard Salamida
    • Eliminating bias and jargon from marketing communications
    • Understanding how engineers create and understand communications
    • Communicating with the B2B buyer
  2. Marketing New Product Introductions in Mobility & SaaS: Ideation to Marketing Execution: Rob McGreevy
    • Market dynamics and changes
    • Results oriented marketing for new products
    • Barriers and opportunities
  3. Creating an Integrated Marketing Campaign for Impact and Results: Maryanne Steidinger
    • What is an integrated marketing campaign?
    • What are the foundational elements that must be addressed?
    • How do you know you've succeeded?
  4. Industrial Branding: The Lost Art in the Industrial Marketplace: Rich Thompson
    • The importance of leading with a true brand strategy vs. feature/benefit product strategy
    • How brands are either built or destroyed by a company's actions or inaction
    • Why people buy brands and understanding how the attachment to a brand works
  5. Create Marketing Engineers Love: Rebecca Geier
    • Be Intentional: Why is this the RIGHT message to share RIGHT now?
    • Be Generous: What expertise will help AND and build trust?
    • Be Ready: How will we get found AND listen?

Access the 2014 Marketing to Engineers Sessions


2013 Marketing to Engineers

In March 2013, CFE Media hosted the "Marketing to Engineers" event in downtown Chicago. During this afternoon session, industry experts presented tips for website design, content marketing strategies, and best practices for marketing to engineers.

  1. Website Design: Search Marketing Best Practices: Steve Krull
    • Why content is (still) King
    • Aligning navigation with user intent, and using research to  influence what you think
    • Designing with content in mind
  2. Content Marketing Strategy: Giving Away Your Secret Sauce: Joe Pulizzi
    • The latest in content marketing research
    • How B2B companies and those that target engineers can leverage content marketing to find and retain more customers
    • Great content marketing examples in action
  3. Best Practices for Marketing to Engineers: Alicia DuBay
    • The challenges of marketing to engineers
    • What today's successful integrated marketing campaign looks like
    • Case study: A campaign that worked well for ABB

Access the 2013 Marketing to Engineers Sessions


2012 Marketing to Engineers

In March 2012, CFE Media hosted the “Marketing to Engineers” event in downtown Chicago. During this afternoon session, industry experts presented tips for successful integrated marketing campaigns and covered the latest trends in social media relevant to the engineering community.

  1. Engineers: A Day in the Life: Michael Uttech
    • Adjusting to 24/7 work
    • Project case study
    • How do engineers get information today?
  2. How to Run a Successful Integrated Marketing Program: Lawrence Wegner
    • Running a successful dynamic integrated program
    • Knowing your audience
    • How do you choose the right media channels to get the best ROI?
    • Best practices in campaign strategy, implementation and measurement
  3. Social Media in the B-to-B World, Part 1: Steve Krull
    • What is social media?: Busting social myths
    • Putting the right social media strategy into context
    • Implementation: Putting Strategy into Action
  4. Social Media in the B-to-B World, Part 2: Jim Cahill
    • Why social media for automation suppliers?
    • Understanding the correct approach to social media marketing with your engineering audience
    • How we connect with manufacturers through social media to grow business opportunities

Access the 2012 Marketing to Engineers Sessions