How to Improve Your B2B Industrial Marketing Strategy by Speaking an Engineer's Language

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See the highlights from Lara Schneider's keynote at the 2019 Industrial Marketing Summit.
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In this video, Lara Schneider, a marketing leader with 16 years of experience at Toshiba International Corporation, shares her insights on improving B2B industrial marketing strategy by speaking an engineer's language. Schneider explains that B2B marketers must prioritize their content strategy by documenting it and conducting a content audit to evaluate their current strategy's effectiveness. Engineers have their language, and if you want to reach them effectively, you must address their pain points and desires.
Schneider also emphasizes leveraging internal subject matter experts (SMEs) in content creation. These experts have a wealth of knowledge about the industry and target audience, and they can speak the language of engineers, making them valuable assets. Finally, Schneider shares some tips for working with SMEs, including creating question forms, building customer relationship management cases and hosting internal "Lunch & Learn" sessions.
Schneider believes B2B industrial marketing improves when you leverage your SMEs' knowledge. This video will help marketers understand how to speak an engineer's language to create compelling content that resonates with their target audience. By prioritizing their content strategy, marketers can effectively reach engineers, build valuable relationships and drive more sales.

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