Too many marketing and sales professionals are targeting technical buyers with approaches that are either too aggressive, too fluffy, or too dry.
Sandy Williams, Biomedical Engineering Ph.D. and President of Access Biomedical Solutions, has seen too many marketing and sales efforts fail due to misconceptions about the technical buyer leading to ineffective tactics. Buyer personas are helpful, but overreliance on these can be dangerous. Sandy reminds us that these buyers are often innovating -- looking for new ways of doing things or solving new problems -- and by acknowledging and appreciating their uniqueness companies can build trust and gain more insights to influence the sale.
Fluffy content is a big trust-breaker. Sandy recommends quality over quantity, saying that technical buyers tend to lurk more than share, absorbing information incognito until late in the buyer's journey. Marketing attribution can be difficult with this type of behavior, with engagement metrics not telling the full picture.
During the episode, Sandy shares a list of "don'ts" for technical marketing and sales professionals and provides greater insight into the minds of the engineer and scientific buyer.
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