The B2B buyer journey, particularly in the technical professional space, has transformed. At TREW Marketing, our engineer-centered research in North America and Europe has shown these trends:
- The majority of the engineer’s buyer journey has moved online.
- Engineers valued Google as the most valuable content resource, followed by vendor websites.
- Nearly all engineers prefer to do online research and evaluate vendors before talking to sales.
- Most engineers have between three and seven interactions with a company before talking with its representative directly.
- Most engineers are more likely to do business with a company that regularly produces new and current content.
Let’s tackle the critical factor in all five trends – content is THE deciding factor. How do you create content to engage technical experts and do it consistently? Here are five tips to keep you in your audience’s buyer journey:
1. Ensure that content is technically accurate, current, and includes detailed diagrams and images.
2. Have a technical expert at your company author it because technical experts trust other technical experts.
3. Craft case studies, as that’s the content type technical professionals value most.
Engineers and other technical professionals are risk-averse and want to stay with the herd. Reference the experience of others whom they perceive to be similar. They want to hear about the challenges your customers faced, and how your products and services helped them solve those challenges.
TIP: To secure approval from customers to publish their story, here are a couple suggestions:
- Ask…
