However, we should provide lighter support material for several reasons. Firstly, we must capture attention before offering denser material. Engineers, like the rest of humanity, receive a large amount of information every day, so we must be specific: a B2B company video explaining advantages or an infographic showing processes will be the best cover letter , whether to send through an email marketing campaign or social networks.
You must bear in mind that in a B2B purchasing process there are always several phases and several people involved, so you will not only have to convince an engineer, but you will also have to help list of burkina faso consumer email him convince his superior or the person in charge of purchasing within the company.
Therefore, try to clearly define the different layers of information . Again, rely on formats such as video, posts that do not go into technical specifications or infographics to convince these other professional profiles that your service or product is good for them.
Write with the answers that each person in the company is looking for in mind . While the engineer will want to know the how or the characteristics of your product, less technical profiles will want to know the what, the benefits. What advantages does this product have? What will it cost? How much will it return on time and money?
The answers can help you to make a first outline of what you want to communicate and how. Keep in mind that in a B2B purchasing process there are several phases and several actors, make sure you cover the entire process, supporting the different decision-makers with your content.
These are 5 of the most common mistakes you can make when carrying out your marketing strategy for engineers and technical audiences, but they are not the only ones.
At Bannister Global , we have extensive experience that has allowed us to learn from mistakes and successes, which is why we can help you generate the best strategy for your B2B business .
