Why is E2E So Important?
B2B marketing alone is not enough for technical marcoms.
If you are reading this, it is likely that you work for a high-tech engineering organisation. It could be that your company makes electronic components or assemblies, or software-based products for design and manufacturing, or test and measurement (T&M) equipment. Or you might offer contract equipment manufacturing (CEM) services. But whatever your products or services are they were designed by engineers for engineers.
So, how do you draw your products and services to your customers?
B2B marketing is an essential part of the solution. It focuses on top-level benefits such as business growth, productivity, efficiency and profitability. Accordingly, those in your customer base who sign-off on purchases (senior managers, operation directors etc.) need to hear your benefits-led B2B messages.
However, they will not authorise anything without confirmation from their engineers that what they are about to purchase is truly fit for purpose. It is therefore essential that your customers’ engineers hear your feature-led E2E messages.
Within every company that you are already doing business with (and hoping to upsell to) and within every company you are hoping to do business with for the first time, there are actually two target audiences: one that is more focussed on business benefits and one that is more focussed on technical features. You must market to both.
Technical Declarations
Within most companies the in-house marketing people seldom have technical backgrounds. Ditto the account executives, managers and directors of the PR or marketing company with which they have engaged. They do not have engineering qualifications. Nor do they have hands-on design, manufacturing or test experience.
Accordingly, they focus extensively on B2B marketing: which is still required, don’t think for a moment we believe it is not. But going back the above statement that your products or services and services were designed by engineers for engineers. Unless you want to run the risk of diluting your E2E marketing content and communications, you ideally need to have marketers with engineering qualifications/experiences involved.
And that’s where we come in. Everything we do is a combination of benefits-led B2B and features-led E2E marketing: suitably weighted (i.e. the ratio of B2B and E2E) depending on where your prospective customer is in your sales funnel.
Let’s Talk Technical Marketing
If you would like a three-way call between your engineers, yourself and us we will gladly demonstrate that we have an in-depth understanding of technology and that we have considerable marketing expertise.