It’s a question B2B marketers often struggle with answering. Typical advertising is often rebuffed. They generally don’t like to be sold. Patience is required. Instead these analytical left-brain thinkers prefer to solve a challenge, share their knowledge and learn something new. Providing the right content, in the right channel at the right time aligns with their research-driven behaviors. Engineers like to tinker and problem solve. Brand marketers armed with the best insights will be in position to give them the information they need when they want it, encouraging and empowering these elusive problem solvers to draw their own conclusions.
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