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B2B marketers in this vertical are beginning to understand that the investment in early-stage engagement initiatives is just as critical, if not more so, than late-stage, more traditional marketing collateral such as technical spec sheets and sales presentations.
This shift in marketing strategy is also reflected in responses found with GlobalSpec’s own 2013 Industrial Marketing Trends report. Industrial marketers are realizing their audience is doing most of their buying research online, seeking information-rich sources, but with an expectation of limited to no sales pressure. The industry is shifting budgets as a result.
As indicated by Chris Chariton, senior director-digital media solutions for IHS GlobalSpec, “Engineers don’t like to be marketed to… Make it more about new technology; take it beyond your company and offer insight and information.”...
Via Jeff Domansky
Derek Edmond offers smart advicce on focusing your content marketing shàrply.