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 features-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.
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.
Technical Declarations
Within most companies the in-house marketing people seldom have technical backgrounds. Ditto the account executives and managers of the PR agency the marketing people may have engaged.
People with hands-on engineering experience are seldom heavily involved in marketing, as the company’s engineers’ time is best spent on product development and providing customers with technical support.
Accordingly, the focus the marketing material produced in-house or by the PR agency tends to be on mainly B2B. However, going back the above statement that your products and/or services were designed “by engineers for engineers” you must also do features-led E2E technical marketing.
And that’s where we come in. Everything we do is a combination of B2B and E2E marketing.