Construction Product Marketers: Enable & Get the F**k Out The Way
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A few thoughts on changing the mindeset of construction product marketing departments from selling to teaching and educating their audiences. Marketing needs to become more technical - less sales. Become a resource of knowledge for specifiers.
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Construction Product Marketers: Enable & Get the F**k Out The Way
- 1. priteshpatel.me @priteshpatel9 Construction Product Marketers: “Enable & Get The F**k Out The Way”
- 2. priteshpatel.me @priteshpatel9 In-‐house R&D & Technical/ Design Team
- 3. priteshpatel.me @priteshpatel9 In-‐house R&D & Technical/ Design Team Informa(on hoarders
- 4. priteshpatel.me @priteshpatel9 In-‐house R&D & Technical/ Design Team Specifiers/ Users Informa(on hoarders
- 5. priteshpatel.me @priteshpatel9 In-‐house R&D & Technical/ Design Team Specifiers/ Users Informa(on hungry Informa(on hoarders
- 6. priteshpatel.me @priteshpatel9 In-‐house R&D & Technical/ Design Team Specifiers/ Users Informa(on hungry Informa(on hoarders These peeps……
- 7. priteshpatel.me @priteshpatel9 In-‐house R&D & Technical/ Design Team Specifiers/ Users Informa(on hungry Informa(on hoarders These peeps…… Want to talk to these peeps…
- 8. priteshpatel.me @priteshpatel9 In-‐house R&D & Technical/ Design Team Specifiers/ Users Informa(on hungry Informa(on hoarders These peeps…… Want to talk to these peeps…
- 9. priteshpatel.me @priteshpatel9 In-‐house R&D & Technical/ Design Team Specifiers/ Users Informa(on hungry Informa(on hoarders These peeps…… Want to talk to these peeps… Conversa3on (online or offline)
- 10. priteshpatel.me …and where is the first place specifiers go to source information? @priteshpatel9
- 11. priteshpatel.me …let’s look at some recent research… @priteshpatel9
- 14. priteshpatel.me @priteshpatel9 350 specifiers said: 99% prefer to research products online
- 15. priteshpatel.me @priteshpatel9 350 specifiers said: 99% prefer to research products online 58% start with Google
- 16. priteshpatel.me @priteshpatel9 350 specifiers said: 99% prefer to research products online 58% start with Google 15% start with manufacturers websites
- 17. priteshpatel.me …there’s lots of other research that says the same thing… @priteshpatel9
- 18. priteshpatel.me …RIBA Insight for example… @priteshpatel9
- 23. priteshpatel.me …so if specifiers are going online first… @priteshpatel9
- 24. priteshpatel.me …to seek out information to help them solve their construction problems… @priteshpatel9
- 25. priteshpatel.me ….whose job is it to ensure your company are found first and then remembered? @priteshpatel9
- 26. priteshpatel.me @priteshpatel9 In-‐house R&D & Technical/ Design Team Specifiers/ Users Informa(on hungry Informa(on hoarders These peeps…… Want to talk to these peeps…
- 27. priteshpatel.me @priteshpatel9 In-‐house R&D & Technical/ Design Team Specifiers/ Users Informa(on hungry Informa(on hoarders These peeps…… Want to talk to these peeps… Marke?ng
- 29. priteshpatel.me @priteshpatel9 In-‐house R&D & Technical Team Specifiers/ Users Informa(on hungry Informa(on hoarders These peeps…… Want to talk to these peeps… Marke?ng
- 30. priteshpatel.me @priteshpatel9 In-‐house R&D & Technical Team Specifiers/ Users Informa(on hungry Informa(on hoarders These peeps…… Want to talk to these peeps… Marke?ng Facilitators or Enablers
- 32. priteshpatel.me …and how will we enable this? @priteshpatel9
- 33. priteshpatel.me By creating and doing this… @priteshpatel9
- 34. priteshpatel.me @priteshpatel9 Awesome websites Online tools Live chat Content marke(ng White Papers Landing Pages SEO Social Media Apps
- 35. priteshpatel.me ...and then putting it in the middle... @priteshpatel9
- 36. priteshpatel.me @priteshpatel9 In-‐house R&D & Technical/ Design Team Specifiers/ Users These peeps…… Want to talk to these peeps… Informa(on hoarders Informa(on hungry Awesome websites Online tools Live chat Content marke(ng White Papers Landing Pages SEO Social Media Apps
- 37. priteshpatel.me ...to enable specifiers to find and get what they need... @priteshpatel9
- 39. priteshpatel.me @priteshpatel9 In-‐house R&D & Technical/ Design Team Specifiers/ Users These peeps…… Want to talk to these peeps… Informa(on hoarders Informa(on hungry Awesome websites Online tools Live chat Content marke(ng White Papers Landing Pages SEO Social Media Apps
- 40. priteshpatel.me ...through the use of digital technologies... @priteshpatel9
- 41. priteshpatel.me @priteshpatel9 In-‐house R&D & Technical/ Design Team Specifiers/ Users These peeps…… Want to talk to these peeps… Informa(on hoarders Informa(on hungry Awesome websites Online tools Live chat Content marke(ng White Papers Landing Pages SEO Social Media Apps
- 42. priteshpatel.me @priteshpatel9 In-‐house R&D & Technical/ Design Team Specifiers/ Users These peeps…… Want to talk to these peeps… Informa(on hoarders Informa(on hungry Awesome websites Online tools Live chat Content marke(ng White Papers Landing Pages SEO Social Media Apps
- 44. priteshpatel.me @priteshpatel9 In-‐house R&D & Technical/ Design Team Specifiers/ Users These peeps…… Want to talk to these peeps… Informa(on hoarders Informa(on hungry Awesome websites Online tools Live chat Content marke(ng White Papers Landing Pages SEO Social Media Apps
- 45. priteshpatel.me ...it’s all about knowledge transfer... @priteshpatel9
- 46. priteshpatel.me @priteshpatel9 In-‐house R&D & Technical/ Design Team Specifiers/ Users These peeps…… Want to talk to these peeps… Informa(on hoarders Informa(on hungry Awesome websites Online tools Live chat Content marke(ng White Papers Landing Pages SEO Social Media Apps
- 47. priteshpatel.me @priteshpatel9 In-‐house R&D & Technical/ Design Team Specifiers/ Users These peeps…… Want to talk to these peeps… Informa(on hoarders Informa(on hungry Awesome websites Online tools Live chat Content marke(ng White Papers Landing Pages SEO Social Media Apps
- 48. priteshpatel.me …and doing it online... @priteshpatel9
- 49. priteshpatel.me @priteshpatel9 In-‐house R&D & Technical/ Design Team Specifiers/ Users These peeps…… Want to talk to these peeps… Informa(on hoarders Informa(on hungry Awesome websites Online tools Live chat Content marke(ng White Papers Landing Pages SEO Social Media Apps
- 50. priteshpatel.me @priteshpatel9 In-‐house R&D & Technical/ Design Team Specifiers/ Users These peeps…… Want to talk to these peeps… Informa(on hoarders Informa(on hungry GIVE Awesome websites Online tools Live chat Content marke(ng White Papers Landing Pages SEO Social Media Apps
- 51. priteshpatel.me @priteshpatel9 In-‐house R&D & Technical/ Design Team Specifiers/ Users These peeps…… Want to talk to these peeps… Informa(on hoarders Informa(on hungry GIVE RECEIVE Awesome websites Online tools Live chat Content marke(ng White Papers Landing Pages SEO Social Media Apps
- 53. priteshpatel.me ….it’s not as straight forward as that… @priteshpatel9
- 55. priteshpatel.me ….have a problem with this bit… @priteshpatel9
- 56. priteshpatel.me @priteshpatel9 In-‐house R&D & Technical Team Specifiers/ Users These peeps…… Want to talk to these peeps… Informa(on hoarders Informa(on hungry GIVE RECEIVE Awesome websites Online tools Live chat Content marke(ng White Papers Landing Pages SEO Social Media Apps
- 57. Awesome websites Online tools Live chat Content marke(ng White Papers Landing Pages SEO Social Media Apps priteshpatel.me @priteshpatel9 In-‐house R&D & Technical Team Specifiers/ Users These peeps…… Want to talk to these peeps… Informa(on hoarders Informa(on hungry GIVE RECEIVE
- 59. priteshpatel.me Marketers struggle to extract the knowledge & expertise from within the business… @priteshpatel9
- 60. priteshpatel.me …to give anything of value… @priteshpatel9
- 61. priteshpatel.me ….the knowledge, expertise & information specifiers are… @priteshpatel9
- 63. priteshpatel.me ….and marketers struggle to then market true “expertise”… @priteshpatel9
- 65. priteshpatel.me ….that really makes their brand superior to their competitors… @priteshpatel9
- 66. priteshpatel.me ….because they don’t have the buy in or the support… @priteshpatel9
- 67. priteshpatel.me …from the people within the business who have that knowledge… @priteshpatel9
- 68. priteshpatel.me ….so marketers do this bit… @priteshpatel9
- 69. priteshpatel.me @priteshpatel9 In-‐house R&D & Technical Team Specifiers/ Users These peeps…… Want to talk to these peeps… Awesome websites Online tools Content marke(ng PPC SEO Social Media Informa(on hoarders Informa(on hungry GIVE RECEIVE
- 72. priteshpatel.me ….they guess what specifiers need. @priteshpatel9
- 73. priteshpatel.me ….throw shit against the fan and see what sticks approach. @priteshpatel9
- 74. priteshpatel.me It’s a huge barrier to overcome… @priteshpatel9
- 76. priteshpatel.me ….to market ones expertise… @priteshpatel9
- 82. priteshpatel.me ….forget the sales & marketing managers! @priteshpatel9
- 83. priteshpatel.me ….forget the sales & marketing directors! @priteshpatel9
- 84. priteshpatel.me ….they’re just salesy people who have been lumped with marketing responsibility… @priteshpatel9
- 85. priteshpatel.me ….they just want to make sure everyone’s got brochures & pens… @priteshpatel9
- 86. priteshpatel.me ….and market like it’s 1999… @priteshpatel9
- 87. priteshpatel.me ….they think short term… @priteshpatel9
- 88. priteshpatel.me ….marketers think long term… @priteshpatel9
- 89. priteshpatel.me ….mis-match in priorities right there… @priteshpatel9
- 92. priteshpatel.me ….we need to see more technical marketing managers… @priteshpatel9
- 94. priteshpatel.me …like a new batch of super heroes! @priteshpatel9
- 95. priteshpatel.me A technical marketing managers job would be… @priteshpatel9
- 96. priteshpatel.me …to market the companies technical expertise… @priteshpatel9
- 97. priteshpatel.me …to market its experts… @priteshpatel9
- 98. priteshpatel.me …to market its ability to solve complex problems… @priteshpatel9
- 99. priteshpatel.me …and prove that capability… @priteshpatel9
- 100. priteshpatel.me …focusing a little less on product… @priteshpatel9
- 101. priteshpatel.me …and more on knowledge… @priteshpatel9
- 102. priteshpatel.me …attract specifiers with your ability to educate & teach… @priteshpatel9
- 103. priteshpatel.me @priteshpatel9 In-‐house R&D & Technical/ Design Team Specifiers/ Users These peeps…… Want to talk to these peeps… Informa(on hoarders Informa(on hungry GIVE RECEIVE Awesome websites Online tools Live chat Content marke(ng White Papers Landing Pages SEO Social Media Apps
- 105. priteshpatel.me …you might want to print the next slide out… @priteshpatel9
- 106. priteshpatel.me “The ability to learn faster than your competitors may be the only sustainable competitive advantage you have” @priteshpatel9
- 107. priteshpatel.me “STOP trying to constantly out do your competition. Out teach them instead” @priteshpatel9
- 109. priteshpatel.me @priteshpatel9 In-‐house R&D & Technical/ Design Team Specifiers/ Users Informa(on hungry Informa(on hoarders These peeps……
- 110. priteshpatel.me @priteshpatel9 In-‐house R&D & Technical/ Design Team Specifiers/ Users Informa(on hungry Informa(on hoarders These peeps…… Want to talk to these peeps…
- 111. priteshpatel.me @priteshpatel9 In-‐house R&D & Technical/ Design Team Specifiers/ Users Informa(on hungry Informa(on hoarders These peeps…… Want to talk to these peeps… Conversa3on (online or offline)
- 112. priteshpatel.me @priteshpatel9 In-‐house R&D & Technical/ Design Team Specifiers/ Users Informa(on hungry Informa(on hoarders These peeps…… Want to talk to these peeps… Conversa3on (online or offline)
- 114. priteshpatel.me ….marketing must align with technical… @priteshpatel9
- 118. priteshpatel.me ….between technical & marketing… @priteshpatel9
- 119. priteshpatel.me ….get that buy in from technical first… @priteshpatel9
- 120. priteshpatel.me ….re-locate next to the technical department… @priteshpatel9
- 121. priteshpatel.me …get involved in technical meetings… @priteshpatel9
- 122. priteshpatel.me …sit in technical CPD presentations… @priteshpatel9
- 123. priteshpatel.me …become the technical teams BFFL… @priteshpatel9
- 124. priteshpatel.me …become the technical teams BFFL… @priteshpatel9
- 125. priteshpatel.me …listen to technical conversations… @priteshpatel9
- 126. priteshpatel.me ….to enable more of this this… @priteshpatel9
- 127. priteshpatel.me @priteshpatel9 In-‐house R&D & Technical/ Design Team Specifiers/ Users These peeps…… Want to talk to these peeps… Informa(on hoarders Informa(on hungry GIVE RECEIVE Awesome websites Online tools Live chat Content marke(ng White Papers Landing Pages SEO Social Media Apps
- 129. priteshpatel.me …and marketing products will always come second… @priteshpatel9
- 131. Awesome websites Online tools Live chat Content marke(ng White Papers Landing Pages SEO Social Media Apps priteshpatel.me @priteshpatel9 In-‐house R&D & Technical/ Design Team Specifiers/ Users These peeps…… Want to talk to these peeps… Informa(on hoarders Informa(on hungry GIVE RECEIVE
- 137. priteshpatel.me ….oh and one more thing… @priteshpatel9
- 138. priteshpatel.me ….if you’re using social media as a brand only… @priteshpatel9
- 139. priteshpatel.me ….and wondering why no “engagement” from specifiers… @priteshpatel9
- 141. priteshpatel.me @priteshpatel9 In-‐house R&D & Technical/ Design Team Specifiers/ Users Informa(on hoarders Informa(on hungry
- 142. priteshpatel.me @priteshpatel9 In-‐house R&D & Technical/ Design Team Specifiers/ Users Informa(on hoarders Informa(on hungry These peeps……
- 143. priteshpatel.me @priteshpatel9 In-‐house R&D & Technical/ Design Team Specifiers/ Users Informa(on hoarders Informa(on hungry These peeps…… Want to talk to these peeps…
- 144. priteshpatel.me @priteshpatel9 In-‐house R&D & Technical/ Design Team Specifiers/ Users Informa(on hoarders Informa(on hungry Marke?ng These peeps…… Want to talk to these peeps… NOT to these peeps…
- 145. priteshpatel.me ….and it’s a marketer who is often behind company social profiles… @priteshpatel9
- 146. priteshpatel.me ….so engagement ain’t happening without the technical department… @priteshpatel9
- 148. priteshpatel.me ….because marketers market to other marketers and market how they like to be marketed to… @priteshpatel9
- 150. priteshpatel.me ….marketers need to enable the technical departments to participate on social channels… @priteshpatel9
- 151. priteshpatel.me ….and focus on doing more of this… @priteshpatel9
- 152. priteshpatel.me @priteshpatel9 Awesome websites Online tools Live chat Content marke(ng White Papers Landing Pages SEO Social Media Apps
- 155. priteshpatel.me ….get the f**k out the way… @priteshpatel9
- 156. priteshpatel.me ….I’ll leave you with this visual… @priteshpatel9
- 157. priteshpatel.me @priteshpatel9 Specifiers/ Users In-‐house R&D & Technical Team Marke?ng Dept Informa(on hoarders Informa(on hungry Most common barrier. Falls at first hurdle.
- 160. priteshpatel.me @priteshpatel9 …Specifiers are information hungry… …Technical are information hoarders…
- 161. priteshpatel.me @priteshpatel9 …Specifiers are information hungry… …Marketing must market knowledge & expertise… …Technical are information hoarders…
- 162. priteshpatel.me @priteshpatel9 …Specifiers are information hungry… …Marketing must market knowledge & expertise… …It’s the only sustainable competitive advantage… …Technical are information hoarders…
- 163. priteshpatel.me @priteshpatel9 …Specifiers are information hungry… …Marketing must market knowledge & expertise… …It’s the only sustainable competitive advantage… …Enable & facilitate… …Technical are information hoarders…
- 164. priteshpatel.me @priteshpatel9 …Specifiers are information hungry… …Marketing must market knowledge & expertise… …It’s the only sustainable competitive advantage… …Enable & facilitate… …Technical are information hoarders… …and get the f**k out the way.
- 165. priteshpatel.me @priteshpatel9 Thank you for viewing