All posts tagged: Engineering Firm Marketing plan

Win More Projects Matching Your Firm’s Engineering Skills with our Marketing Process

Throughout my career I have worked very closely with engineers, and have often been asked to explain to them what marketing really accomplishes for the company. Most of these engineers work in design/development, network engineering, system architecture, RF engineering or field engineering – either in companies large enough that the engineering groups do not typically interact with the Marketing department, or in firms that don’t have a Marketing department.

When I have asked engineers about their experience with marketing, the most common responses are as follows:

“I just don’t get what that touchy-feely stuff can really do for us.”


Marketing is much more than just ‘fluff;’ it can transform your engineering business.

“Marketing is the fluff. They make things look nice.”

“We worked a marketing agency when we needed brochures for a trade show.”

“I have worked with marketing people to order t-shirts and give-a-ways.”

Sound familiar?

Many engineers have told me that their interactions with marketing have been related to the production aspect of websites, brochures, trade shows and promotional items – and in many cases the business impact of the marketing activities was not obvious to the engineers.

Production and promotional items, while very important, are just a part of what marketing is about. Through this Beyond the ‘Fluff’ series of articles, I hope to offer a broader perspective on how engineering firms can use marketing to reach specific business goals. I’ll cover topics such as:

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Win More Projects Matching Your Firm’s Engineering Skills with our Marketing Process

Marketing is basically a matching game. You have services you want to sell at a certain price, and you seek clients that want to buy services like those you offer at the price you want to charge.

Simple, right? The concept is simple; however there are many things that must come together to market successfully. Just as with engineering, there are many potential pitfalls unless you are knowledgeable and aware of possible issues. Below are some guidelines to help you efficiently and effectively find clients that are a good match for your services.

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