There’s a well-known legendary back and forth that supposedly occurred between the two iconic American novelists F. Scott Fitzgerald and Ernest Hemingway.
According to the literati, it went something like this: Fitzgerald: ”The rich are different than us.” To which Hemingway replied, “Yes, they have more money.”
As it turns out, engineers are different from most of us non-engineering types, too.
But it goes beyond the size of their bank accounts or wealth. They’re different because of how they buy, think, analyze, view their role and approach problems that are uniquely distinct and almost hardwired into their personas.
For the past couple of months we’ve been busy trying to figure out and dig into this audience a little deeper for ourselves and our clients.
We’ve marketed to engineers for most of our b2b technology and industrial clients over the years—but we wanted to take a current deep dive into the motivators, latest trends, dramatic changes, demographic shifts and market disruptors taking place in the engineers’ work and world. An authentic look inside the head and heart of the engineer.
We sat down with a handful of working engineers across disciplines to chat one-on-one about their jobs, roles, feelings, specialties and approaches to doing what engineers do. Before you spend marketing dollars trying to reach these key purchasing influencers, you’ll want to really know what makes them tick.
Of course, engineers have individual human personalities—so we also listened and learned about their early career stories, first and favorite toys, hobbies and interests—we even debunked some stereotypes.
If you sell anything to manufacturers, provide software or technology solutions or services to end users—chances are that an engineer plays an important part in every step of your go-to-market strategy.
Engineers are either working inside your company solving problems or specifying and creating products and services for your customers. Or as importantly, they are CSEs—consultant specifying engineers—final arbiters and key influencers in recommending and specing your product, service or technology to be adopted by their company or their client’s company.
- How do they go about their business?
- Where do they turn to for information, first, second and last?
- What processes do they follow?
- What information do they seek at different times in the buyer’s journey continuum?
- To whom do they turn and trust for personal WOM advice and counsel?
Understanding how engineers answer these questions and making sure your content and market message is there and helping them in the right media, at the right time with the right message can be the difference between connecting or being ignored.
Learn more about engineers at our site by downloading an informative, free ebook that recaps our key engineer insights. While you’re there, check out Engineer Talk—our in-person profile interviews with real life engineers.
Turns out engineers are different from many of us. They make stuff.