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.

Sessions:

  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?
Session 1 - Video
Session 1 - Slides
Session 2 - Video
Session 2 - Slides
Session 3 - Video
Session 3 - Slides
Session 4 - Video
Session 4 - Slides
Session 5 - Video
Session 5 - Slides
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