Integrating the Marketing and Engineering Points of View in Marketing Communications
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-Eliminating bias and jargon from marketing communications -Understanding how engineers create and understand communications -Communicating with the B2B buyer
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Integrating the Marketing and Engineering Points of View in Marketing Communications
- 1. Marketing & Engineers Brit Buchanan, Leonard Salamida
- 3. “We cannot solve our problems with the same thinking we used to create them." -Einstein
- 5. “Marketing is too important to leave to the marketing department.” -David Packard, HP
- 7. “Marketing is a contest for people's attention." -Seth Godin
- 8. Engineering • Data • Evidence Summary Marketing • Educate Marketing on Technical Jargon • Present the concept and idea, not just technical details
Notes de l'éditeur
- Jargon:B:What is Jargon? When is it valuable?Clear communication depends on audienceMarketing needs from Engineer two things: Technical Jargon, Benefit of productBring in design engineer to mktg brief- close gap of jargonL: Connects us- VerificationAll fields, Not Specific to ENGCollaborationWork through the cloudENG + MKT need to be sold….benefit over competitorAudience perceptionJargon to non-technical groupFamiliarityB: Trusting both sides, pick out valueTwo needs from EngTransfer Knowledge; Job complete?Audience =jargon ; Common denominatorThrow around jargon
- L: What are engineers thinking?Needs fixing/needs improvementSkeptical/hard sellOK WITH Technicalities/detailsEinstein quote –refer to slideImpede project/My wayConfidence to hand overB: Best Buy Example / smart buyerHollywood approachEngineers, genius ideasPromotional fluff, bring value or wasted dollarsAll sizzle no steakMarketing –benefit, Eng- ProofL: DP QuoteConfidence- eng. can mkt, mktg can eng.Conflict/compromise/partnersEmpower message to launch effectively – join forces
- B: Best Buy Example / smart buyerHollywood approachEngineers, genius ideasPromotional fluff, bring value or wasted dollarsAll sizzle no steakMarketing –benefit, Eng- ProofL: DP QuoteConfidence- eng. can mkt, mktg can eng.Conflict/compromise/partnersEmpower message
- L: DP QuoteConfidence- eng. can mkt, mktg can eng.Conflict/compromise/partnersEmpower message
- B: Need both sides of the brain to complete equationRight brain: creative, intuitive, visual--refer to slideVacation exampleLeft brainers “Just the facts ma’am”L: JokePracticality v flashyBest buy exampleDesigners, mathematician, creatorsMKT- tough job – perceived valuePoll: toothpaste-colgateBias/decisions/emotionalB: MKTG needs ENG, ENG needs MTKGLogical v emotional, but all things emotionalSupporting details to procure the sell- Pull value for explosive launchConfidence in each other to advance
- B: Why is marketing important?Impulse buy v project driven purchasesCommoditized productsConstant and memorable collateral is key along with compellingBuyer- weighs facts, makes comparison, only buy back on his requirementsGrasp attention with benefit, fluffRefer to best buy- never would have drawn in w/out mktgMust have supporting backup- no teasing, superficial fluffBuy our product, become and advocate