Marketing to engineers is not the same as marketing to general B2B buyers. In this Marketing to Engineers webinar, Shift ONE’s CEO Dylan Kohlstädt unpacks exactly how technical buyers think, research, and make decisions. If you’re serious about marketing to engineers in industrial, manufacturing, or technical sectors, this session is for you.
In this webinar, you’ll learn how to:
- Understand engineers: Why engineers prioritise data, facts, performance, and measurable results over flashy campaigns.
- Speak their language: How clear, educational, and data-backed content builds trust with technical audiences.
- Map how engineers buy: Navigate long, research-heavy buying cycles and engage them at every touchpoint – from your website to YouTube.
- Reach engineers where they are: Use AI optimisation, SEO, and video content to support your marketing to engineers strategy across platforms.
- Leverage trade shows properly: Turn trade show stands into lead engines using LinkedIn, QR codes, and follow-up journeys.
- Build a content strategy engineers trust: Thought leadership, technical blogs, data sheets, and case studies that reduce perceived risk.
- Choose the right channels: Focus on LinkedIn, email, and an omnichannel presence that supports complex B2B buying decisions.
- Measure what matters: Use tools like Google Analytics and HighLevel to track leads, pipeline, and ROI from your marketing to engineers campaigns.
- Run Account-Based Marketing (ABM): Target key accounts with tailored campaigns and content that speaks to specific technical and commercial needs.
Key takeaways:
- Optimise your website, SEO, and YouTube presence around how engineers actually search.
- Build credibility with data-driven case studies, technical proof, and testimonials.
- Create educational video content that engineers can rely on, not just gimmicks.
- Continuously track, measure, and refine your marketing to engineers strategy.
Want to implement these strategies for your brand?
Subscribe to Shift ONE’s YouTube channel for more expert-led B2B marketing webinars.
Resources:
Download the FREE Marketing to Engineers Cheat Sheet here: https://shiftone.co.za/marketing-to-e...
Download our Target Market Table here: https://shiftone.co.za/target-market-...
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