Author: Rebecca Geier

Rebecca Geier is CEO and co-founder of TREW Marketing, and author of Smart Marketing for Engineers: An Inbound Marketing Guide to Reaching Technical Audiences. Named by The Wall Street Journal among the Ten Most Innovative Entrepreneurs in America, she and her team build data-driven, inbound marketing programs to drive demand for engineering and scientific clients in North America and Europe. Follow her on Twitter @rebeccag

By rebeccageier published August 30, 2017

How to Create Content for the Technical B2B Buyer

create-content-b2b-technical

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.
The majority of the #engineer’s buyer journey has moved online, says @RebeccaG. #CMWorld Click To Tweet
  • Engineers valued Google as the most valuable content resource, followed by vendor websites.
#Engineers valued @Google as the most valuable #content resource, followed by vendor websites, says @RebeccaG. Click To Tweet
  • Nearly all engineers prefer to do online research and evaluate vendors before talking to sales.
Nearly all #engineers prefer to do online research before talking to sales, says @RebeccaG. #CMWorld Click To Tweet
  • Most engineers have between three and seven interactions with a company before talking with its representative directly.
Most #engineers have between 3-7 interactions w/a company before talking directly, says @RebeccaG. #CMWorld Click To Tweet
  • Most engineers are more likely to do business with a company that regularly produces new and current content.
#Engineers are more likely to do business w/ a company that regularly produces current content, says @RebeccaG. Click To Tweet

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:

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