Marketing to Engineers How To Create an Integrated Marketing Plan ….painlessly Maryanne Steidinger, Dir. Software Marketing, Schneider Electric
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Marketing to EngineersHow To Create an Integrated Marketing Plan
….painlessly
Maryanne Steidinger, Dir. Software Marketing, Schneider Electric
What I’ll Cover
What is an integrated marketing campaign?
What are the foundational elements?
How do you know you’ve succeeded?
All aspects of getting your message/product to market
ConsistentlyEffectivelyMeasurably
Integrated Marketing
Plan
Driving Guidance: the “4 P’s” of Marketing
Elements of an Integrated Marketing Plan (from 4P’s)
• Establish the prices• Understand the product (positioning/value
statements)• Who are your customers?• Develop or prepare your channels• Promote it!
– Understand who your influencers are– Direct & indirect– Consistent look/feel/images throughout campaign
What are you selling & who are you selling it to?
Understand your buyer: habits, info gatheringGo there & create your materials to reach themSupport the buying cycle
Prepare Your Channels
• Pricing strategy• Packaging• How to sell• Education• Promotions
• Over-communicate
Who can influence your sale?
Be presentBe activeUse for thought leadership & promotional activities
How do you get your plan done?
• Make it measurable• Socialize it• Get it bought off• EXECUTE WHILE YOU CAN things
change• Iterate
What makes it “integrated”• Consistent look & feel across all venues• Consistent messaging & call to actions• Using all elements to build to goal
Email signaturesBanner adsWeb adsPrinted adsSales decksSocial
Social Media
Imperative
“Cheap”
Simple
Effort
What you need:•Content experts•Social knowledge•Commitment to the process
What you get:•Followers/Community•Dialogue•Thought leadership
Example: “Blog Central”
Subject Matter Experts
Separate Communities
Share ideas, concepts
Repost industry news with commentary
Have You Succeeded?
• Sales are one measure • But what about…external
– Thought leadership– ROI’s/RFP’s/inquiries– Invites by analysts/media/events– Social chatter– Becoming the norm
• Internal– Sales force/s are educated & selling– Your “ecosystem” (partners, etc.) are engaged– Pipeline/mindshare is building– It becomes natural vs an afterthought to offer
Thank [email protected]
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