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Selling to engineers: content and paid media technical buyers trust
Hojabr Sattari, Founder and Director of Revenue Growth Strategy / 6 min read
The short answer
Engineers trust specifics: specifications, documentation, standards compliance, application examples and tools that help them do their job. Make that content easy to find and open, target engineers by function and skill on LinkedIn and by specification queries on search, and convert them with technical offers rather than generic demos.
Key takeaways
- Lead with specifications and applications, not slogans.
- Make technical content open and easy to download.
- Offer engineering-led next steps.
Content engineers use
- Specification sheets and CAD files
- Application notes and reference designs
- Standards and compliance documentation
- Calculators and configurators
- Technical webinars with engineers, not salespeople
Where to reach them
- Search: product, specification and application queries
- LinkedIn: job function, skills and target accounts
- Industry publications and communities
- Retargeting from documentation pages
Offers that convert
| Instead of | Offer |
|---|---|
| Generic demo | Application review with an engineer |
| Brochure download | Spec sheet and CAD files |
| Contact sales | Sizing or configuration help |
Frequently asked questions
Should technical content be gated?
Usually not. Engineers expect documentation to be open. Capture demand through configurators, sizing help and quote requests instead.
Related service: Conversion rate optimization. See also pricing and client results.