Ep. 137: How to Market Complex Products to Engineers

In B2B, there tends to be a huge disconnect between marketers and engineers. This gap can be bridged once marketers understand how engineers think and work, how they search for information, and what resonates with them. When done strategically, they can also capitalize on the knowledge, experience, and expertise that engineers have to develop assets and campaigns that will help to differentiate their B2B company in the market. That’s why we’re talking to SaaS marketing expert Dr. Masha Petrova (CEO, Nullspace) about how B2B marketers can market complex products to engineers. During our conversation, Masha talked about the pitfalls to avoid and how marketers should probe properly to extract better insights from engineers. She also talked about the importance of finding an engineer who can be the subject matter expert and advocate for the company.