[VIRTUAL] Marketing to a Technical Buyer: How to Target Engineers with Digital Content
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[VIRTUAL] Marketing to a Technical Buyer: How to Target Engineers with Digital Content

When: Thursday, April 2, 2020
9:00am - 10:30am
Contact: Kaylin Berg

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The sale is complex. The audience is highly educated.

The engineer is one of the most powerful influencers in modern B2B sales. They can make or break the deal with a few words to the executive team. And they know it.

It’s marketing’s job to win their attention, their trust and ultimately their endorsement. But software companies and manufacturers often struggle to connect with these key decision makers.

This virtual session, presented by Andy Crestodina of Orbit Media Studios, breaks down some of the best (and worst) approaches to digital marketing content that specifically targets the technical audience. We’ll examine the topics, formats and channels that are driving results when IT is the audience. And we’ll back up our findings with Analytics.

This session is for you if:

  • You bring complex solutions to market with long sales cycles and multiple decision makers
  • Developer, engineer, IT, CTO, CIO appear in the job titles of your target audience
  • Your website has a mix of both technical and non-technical content

This session is not for you if:

  • You have a transactional product with a low-consideration decision
  • Technical considerations are not a factor for your audience
  • Your product or services are not configurable or customized


**Note: this session will be presented virtually. Link to access the virtual room will be provided via email the week prior.**



Category Pricing
Member Complimentary
Nonmember $50


Refunds for paid tickets are only available up to five business days prior to the event. Tickets are non-transferable. 


Meet the Speaker:

Andy Crestodina, CMO and Co-Founder, Orbit Media Studios

Andy is a co-founder and CMO of Orbit Media, an award-winning 38-person web design company in Chicago. Andy has dedicated himself to the teaching of marketing. Since 2001, Andy has provided web strategy and advice to more than a thousand businesses. He is also the author of Content Chemistry: The Illustrated Handbook for Content Marketing. Andy is a top-rated presenter and keynoter at national conferences. He makes each event as practical as possible by teaching immediately applicable techniques. He is known for using simple explanations to demystify tough web strategy issues.


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