Understanding Engineer's Real Problems: The Challenges of Industrial Marketing – Marketing Summit

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See the highlights from Achinta Mitra's keynote at the 2019 Industrial Marketing Summit.
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Industrial marketing expert Achinta Mitra shares his insights on marketing to engineers. From his extensive experience in the field, Mitra sheds light on the unique differences that set industrial marketing apart from general B2B or B2C marketing.
Mitra speaks on the three key differences that make marketing to engineers a daunting task, such as:
• Maintaining top-of-mind awareness through long sales cycles
• Dealing with multiple stakeholders who remain invisible in the buying process
• Understanding the difference between the specifier and the functional buyer
He provides actionable strategies for marketers to overcome these challenges and create effective marketing campaigns that connect with engineers.
Mitra also discusses measuring ROI in industrial marketing, citing the attribution problem as a significant obstacle. He presents a scenario to illustrate the complexity of tracking marketing efforts across the entire buyer's journey and highlights the dangers of relying solely on the last-click attribution model.
Throughout the talk, Mitra uses real-world examples and anecdotes to bring his insights to life, providing practical advice that will resonate with marketers and business leaders alike. By the end of the talk, viewers will have a newfound appreciation for the unique challenges of industrial marketing and a deeper understanding of how to succeed in this complex and competitive field.


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