You need engineers and technical professionals. They are your customers and therefore the lifeblood of your company. But the relationship is mutual: Engineers need you as well.
Leveraging this mutual need is the key to building and maintaining long-term, loyal relationships with your customers.
The recent “2017 Pulse of Engineering” survey revealed three key areas where suppliers can focus their marketing efforts to provide more value to engineers and technical professionals. Let’s discuss your customer’s pain points and how to help them:
1. Provide Design and Project Assistance
The majority of engineers and technical professionals surveyed agreed that designs are becoming more complex at the same time that design cycles are shrinking and time-to-market pressures are increasing. Fifty-five percent of engineers are being required to do more with less; 68 percent are working on three or more projects simultaneously. Yet team size is not increasing. Seventy-six percent said the average size of the teams they work on has decreased or stayed the same.
Due to these pressures, many companies are looking outside for help. Thirty-eight percent said that design involvement from external partners, vendors and customers has increased. This represents a golden opportunity for suppliers to educate their customers and become more involved in their work processes.
However, expect engineers to choose their outside influences judiciously. You can demonstrate your expertise and get closer to customers by marketing your brand and value propositions across the channels that engineers use to locate suppliers, products, and services. Online catalogs, webinars, technical articles and white papers are all good vehicles to showcase your company’s expertise, and to demonstrate how you can add value in the design phase of projects.
2. Fill the Knowledge Gap
Forty-seven percent of engineers have 30 or more years of service, and many are nearing retirement. Thirty-six percent of industrial companies are experiencing increased losses of senior employees to retirement. Twenty-seven percent of technical professionals said they were only slightly or not at all likely to be employed by their current company in five years.
One result of changing demographics and worker mobility is a knowledge drain. Forty-five percent of survey respondents said that knowledge and/or information loss as employees left the company was very or extremely important. Yet only 36 percent of companies have formal practices in place to identify senior-level and specialized experts to train, transfer, mentor, manage or retain their knowledge among others in the organization.
As a supplier in the industrial sector, you can help preserve and grow your customers’ knowledge by educating and training them on trends and technologies, and serving as a trusted information resource. Engineers and technical professionals primarily maintain and advance their professional skills through colleagues, books, and technical white papers and training provided by vendors.
Make customer education, training and thought leadership cornerstone initiatives in your marketing strategy. By becoming more valuable to your customers you can become more entrenched in their work processes and serve as a primary source that they will turn to for technical and industry knowledge.
3. Help Engineers Do More with Less
While the pace of engineering continues to increase and engineers are asked to do more with less, 47 percent of survey respondents say that technology is helping to improve productivity. Embedded in these findings is a valuable question for suppliers to answer: How do your offerings help engineers improve their efficiency?
Research such as “2017 Pulse of Engineering” allows you to identify the challenges and concerns of your customers, and to align your messaging and solutions in a way that resonates with your audience. For example, the survey reveals that engineers often must meet aggressive launch dates for products that meet high standards for customer satisfaction. How do your products/services help engineers do more with less? Or shorten design cycles? Or increase efficiency? How are your technologies at the forefront of innovation or sustainable for long periods of time? Craft marketing messages in a way that positions your offerings to help engineers overcome their challenges.
The “2017 Pulse of Engineering” research report from IEEE Engineering360 Media Solutions can help guide your marketing efforts. Results tell you exactly what engineers and technical professionals in the industrial sector think about the pace of engineering, work environment, competition, challenges, performance management and knowledge management practices.