Risking a generalization, most practicing scientists and engineers are more interested in technology than marketing. So Rebecca Geier wrote a book for the technical community, setting out to explain “inbound” marketing and effective strategies to use it. Inbound marketing, also called pull marketing, refers to activities
that use informative content to attract people, such as a Google search that leads to a white paper on a company’s website. Outbound marketing (push marketing) is what we’ve grown up with: advertising messages generated by a company and broadcast to a wide audience. While Geier sees roles for both in a company’s marketing strategy, “Smart Marketing for Engineers” focuses on inbound marketing.

This practical handbook lays out a systematic and actionable process for technology companies — principally 14 years at National Instruments — where she developed an understanding of engineers and scientists and how best to communicate with them. She’s lived through the adoption of email, the Internet, the World Wide Web, social media and inbound marketing and has seen the power of these tools when effectively used for marketing. Practical and readable, “Smart Marketing for Engineers” will help the technical community better communicate our messages. It should be particularly useful for scientists and engineers who move into marketing or launch their own ventures. implementing an inbound marketing plan. However, before a business can develop a marketing plan, it must clearly understand its differentiation. Geier begins with this step, then moves to developing the marketing plan and creating “personas,” which describe the characteristics of the “buyers” the company wishes to attract.

With this foundation, Geier discusses selecting keywords, designing a website and developing a content plan. She argues that companies should treat content as seriously as developing new products, and she suggests the type of content that the technical community finds meaningful and credible. In addition to content that develops customer loyalty, a well designed inbound marketing program generates leads and allows a company to measure market response and return-on-investment. These aspects are covered in the four chapters that conclude the book.

Rebecca Geier is the CEO and co-founder of a business-to-business (B2B) marketing company that serves technical clients. Before launching her firm, Geier gained expertise through roles at technology companies — principally 14 years at National Instruments — where she developed an understanding of engineers and scientists and how best to communicate with them. She’s lived through the adoption of email, the Internet, the World Wide Web, social media and inbound marketing and has seen the power of these tools when effectively used for marketing.

Practical and readable, “Smart Marketing for Engineers” will help the technical community better communicate our messages. It should be particularly useful for scientists and engineers who move into marketing or launch their own ventures.

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ISBN: 978-1-60544-042-2
233 pages
$24.95 for the hardcover edition
$9.95 for the Kindle eBook