Industrial marketers are becoming more adept at producing the technical and educational content engineers are looking for. This audience also needs information about a company that will build a sense of trust to help reassure them during these challenging times.
One way you can give engineers confidence about buying from your company is to align your messaging with the goals and measurements used to evaluate the performance of an engineering team or department.
In the research report “2021 Pulse of Engineering,” engineers were asked which factors contributed to how their performance was measured:
- 64 percent said customer service/satisfaction
- 57 percent said product quality
- 35 percent said launch dates
Customer service is the single most important performance target, chosen by 27 percent of engineers. Twenty-five percent said product quality is most important.
Both product quality and meeting launch dates can fit under the umbrella of factors that determine overall customer satisfaction. In this way, all the factors of performance measurement are related.
You can fine-tune your messaging related to each of these areas:
Satisfy your customers and they will be more likely to satisfy theirs. Customers at any level are satisfied when they perceive value in their purchases. That means no unpleasant surprises, components fitting and working as expected, and responsive and knowledgeable customer support when needed.
When your customers are confident in what you are providing them, they in turn will be more confident in successfully completing their projects.
Fifty-seven percent of engineers report that product quality is a performance measurement for them. In your marketing messages to engineers, demonstrate how your products, components, parts, and services contribute to final product quality. Do you source the finest materials? Do you build to exacting standards? Do your products have a proven track record of reliability and expedient support? Use your own strengths as a company to help your customers showcase theirs.
In many cases, launch dates have become moving targets during these challenging times. Engineers report that supply chain/ availability of necessary parts is the most common issue impacting their ability to complete projects.
If you have any capacity to expedite or guarantee the delivery of parts to your customers, be sure to state this in your marketing materials. In addition, remind engineers of the stability and strength of your company, and of your ability to support them along the way as they work toward launch dates.
Other messaging related to pain points
Engineers report they are dealing with highly competitive markets, resource constraints, shrinking design cycles, and time-to-market pressures.
As marketers, you can step in and help alleviate these pressures by showing how your solutions can help customers rise above competitors, shorten design cycles, speed products to market faster, or otherwise gain efficiencies. Customers will respond to messaging that hits their pain points.
Advantages of updated messaging
Updating your messaging shows that you are aware of and care about the needs of your audience. It shows you are paying attention.
It shouldn’t be an overwhelming effort to incorporate these messages. A few visual tweaks or copy edits to marketing content can highlight specific points. Updated messaging also can offer a side benefit: potentially higher SEO rankings.
Adjusting and fine-tuning messaging on web pages will keep your content fresh, which is an important factor search engines take into account when determining results for search queries.
Stay current with what engineers are thinking about: how they view the pace of engineering, available resources, knowledge management practices, performance measurement, and the impact of megatrends on their day-to-day work environments. Download your complimentary copy of the research report, “2021 Pulse of Engineering.”