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Marketing Strategies for Technical Products

By Nate Riggs on March 20, 2015 |

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Recently, the Harvard Business Review (HBR) conducted a marketing leadership study that interviewed over 350 CEOs, CMOs, and agency heads, as well as holding marketing strategies for technical productsover a dozen CMO roundtables in cities worldwide. In addition to the interviews, online quantitative surveys of 10,000-plus marketers from 92 countries were conducted.


Want to learn about different kinds of marketing strategies? Discover marketing strategies for nonprofits.

The results of the study showed that the leaders of high-performing companies connect marketing to the business strategy and to the rest of the organization, so that they integrate and align marketing with other departments.

The study also showed a shift in marketing metrics; according to HBR, it will soon change from "share of wallet" or "share of voice" to "share of experience.

I wanted to see how the results of the study apply to industries that market highly technical products. What does it take to not only develop new products but then effectively market them? There is also the customer to consider: what products are they looking for, and how to use the derth of information on potential customers that is now available to marketers? This week's guest is a Columbus marketer who is very well versed in marketing strategies for technical products, as well as being a leader of building successful marketing teams.

Marketing Technical Products with Expertise

marketing strategies for technical products

In episode #009 of the Columbus Marketing Show, I welcome John Ely, Marketing Director of AMETEK. John received his education at several local Columbus universities, including DeVry University, where he received a B.S. in Technical Management, and Franklin University, where he received a M.S. in Marketing and Communications. He worked at a variety of companies, including Crane Plastics and Signature Worldwide.

In addition to his business, engineer, and marketing expertise, John has taught marketing classes at Franklin University for many years.

At AMETEK, John is Marketing Director, and has a hand in many different departments and aspects of the company, including global marketing, consumer insights, product development, and communications. John is also an expert at developing and leading marketing teams. AMETEK is a global leader in electronic instruments and electromechanical devices, and had annual sales in 2013 of over 3.6 billion.

John stopped by the studio to discuss several marketing strategies for technical products, as well as to share his thoughts on the city of Columbus as a force to be reckoned with in the fierce world of convention locations, as evidenced by the recent Arnold Classic event. Go ahead, turn up the speakers, click play and enjoy episode #009 of The Columbus Marketing Show!

What You'll Learn During the Interview

  • What caused John to transition to marketing and business from engineering
  • The astounding growth of the Arnold Classic in Columbus
  • How teaching at the university level awakened John’s passion for teaching
  • Operating within a restricted marketing budget: investing wisely
  • The ins and outs of strategic acquisition
  • The importance of marketing working with R&D on new product development
  • Evolving shifts customer personas and the measurement of marketing metrics
  • Managing the line between global and local

[tweetthis]On #technicalproduct#marketing: "The marketing team is essential to creating business strategy" via @brandedblogger[/tweetthis]

 

Listen to the Podcast

Show Resources and Notes

Anyone inquiring into electronic instruments and electromechanical devices, check out AMETEK's website, where they have over 15,000 colleagues at more than 120 manufacturing locations around the world and with more than 100 sales and service locations across the United States and in 30 other countries. social event marketing

For further case studies to the particular challenges of the engineering and other highly technical industries, check out this list of business case studies in the engineering industry, which includes such international companies as Rolls-Royce and British Steel.

And finally, for more information on upcoming events that will be hosted in the city of Columbus, check out the website for Experience Columbus, where everything from theater to sports to multicultural events are listed.

Inbound Marketing Consultants | NR Media Group

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Nate Riggs

Written by Nate Riggs

Nate Riggs is the Founder and CEO of NR Media Group, a Certified HubSpot Partner and inbound consulting firm. He leads a team of experienced strategists, content marketers, creatives and technologists that help organizations deploy and use HubSpot’s marketing, sales, and service software to operate more efficiently and accelerate growth. Nate regularly presents keynotes and workshops at top industry conferences like INBOUND, Content Marketing World and Oracle’s Modern CX. In 2017, Nate was recognized by HubSpot for his contributions to the development of the HubSpot Education Partner Program. Nate regularly presents keynotes and workshops at top industry conferences like INBOUND, Content Marketing World and Oracle’s Modern CX. In 2017, Nate was recognized by HubSpot for his contributions to the development of the HubSpot Education Partner Program.
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