Engineering companies don’t always sell their services to fellow engineers…or other technical roles, for that matter. So why do many firms lean on industry jargon and complex language when marketing their services—even when that approach yields lackluster results? 

We walk you through why it happens, the consequences, and a better strategy that’s proven to drive predictable revenue and accelerate growth. 

The Engineering Marketing Game Has Changed 

The market for engineering services is increasingly competitive, especially as private equity (PE) groups create larger and larger rollups. If you’re PE-owned, you might have a bigger budget…but you’re also under tremendous pressure to generate a high ROI on your marketing. And if you’re not PE-owned, you’re competing against firms with deep pockets. Word-of-mouth won’t get the job done anymore. 

COVID also made an indelible impact on engineering marketing. The tried-and-true approach of drumming up leads at conferences took a tumble and never fully bounced back. Instead, this shift opened the door to think beyond events and embrace new channels. It also encouraged engineering firms to maximize their event investments better. Instead of vanity sponsorships (e.g., your logo on a tote bag), firms are redirecting their budgets toward more intentional efforts like lead-generating activities, brand-building content, and measurable audience engagement.  

Are You Tasking Your Engineers to Be Marketers?  

In any service business, your staff is one of your most powerful strategic weapons. The credentials and expertise of your engineers is your business’s foundation; it’s what allows you to compete for work and get it done effectively. Their knowledge and experience is invaluable to your clients. And it’s ideal fodder for marketing content that establishes your firm as a thought leader. 

Except…many engineering firms expect highly skilled engineers to morph into content creators. With no strategy driving content development, no insight into which subjects will resonate with your buyers, and no coordinated content calendar, it’s a poor use of your engineer’s finite time. Never mind that subject matter experts rarely get direction on how to write content that’s engaging and optimized for the new AI-powered search tools your buyers are using. 

The Trouble with Talking Technical to a Non-Technical Buyer 

Then there’s the question, “Who is the buyer your marketing is speaking to?”  

Marketri has worked with engineering firms that sell their services to insurance adjusters and lawyers, and firms that sell to functional VPs and other leaders who don’t have an engineering background. Each of these personas has unique challenges, pain points, and needs. But one thing they have in common is they don’t have an engineering background.  

Yet, engineering firms tend to want to get into the technical weeds in their marketing.  

If the decision maker for your engineering services is a non-engineer, you have to speak their language. And there’s a fine line between demonstrating you have the know-how to deliver measurable outcomes, and getting wrapped up in process and industry jargon. 

A VP at a pharmaceutical company needs to understand how simulation technology can test whether their plan for transporting temperature-sensitive drugs will stand up to regulatory scrutiny and protect product integrity. But they don’t need or want a detailed thesis on cold chain engineering. 

The shift in messaging might sound subtle, but it’s the difference between connecting with your buyers and turning them off. And it’s the stark contrast between stagnating revenue and accelerated growth. 

The Right Engineering Content Strategy is a Revenue-Driver 

With many competitors knocking on the same doors, you can’t afford missteps with your engineering services marketing. In our experience as the strategic partner for engineering firms, there are two keys to success when you’re creating engineering marketing content: 

• Don’t assume you know what your buyer wants or needs to know. A little due diligence on your target audience goes a long way! You’ll gain insights that allow you to tap into the pain points and challenges each persona is facing. 

• Simplify complex concepts while maintaining your credibility. It’s all about translating your knowledge and expertise into language that educates, informs, and engages your buyer in a way that moves them to act. 

Here are two prime examples:

For a forensic engineering firm: 

Our research uncovered that buyers prefer to work with a firm that’s handled projects similar to the one they’re currently sourcing. With that insight, we developed a more strategic- data-informed approach to their marketing, starting with content that highlights relevant project experience in language tailored to non-technical buyers. The language is intentional and strategic, straddling that fine line between illustrating credibility and expertise vs confusing the reader with unnecessary complexity. That content became part of a larger shift: a focused, measurable marketing strategy aligned to how their buyers actually evaluate partners, with efforts concentrated on the channels that drive real results. 

Since partnering with us, this engineering firm’s marketing results have surged—from a negative ROI (with a previous agency) to a 2x ROI after our first year.  

For a cold chain engineering firm: 

Through research we determined that what the buyer really wants is peace of mind: The validation that their drug transportation plan will clear regulatory hurdles and maintain their product’s safety and integrity. So we developed a Good Night’s Sleep campaign that leads with this message—then provides the scientific evidence as proof points, conveyed in layman’s terms.  

The results were astounding: Closed won value increased 38% compared to the same period the previous year, driving revenue growth. Leads rose 23% and sales qualified leads (SQLs) rose 42% for the same period, filling the pipeline with ideal buyers. 

Marketri Turns Engineering Expertise into Revenue-Generating Marketing 

Even the most impressive engineering expertise can fall flat if the message isn’t tailored to the buyer. Firms that translate technical expertise into relatable messaging are the ones that win more business. 

Marketri brings clarity and strategic focus to marketing for engineering firms and other B2B businesses with complex offerings.  

Our team is skilled at translating technical credentials and concepts into content that connects your firm’s target buyer. We create go-to-market plans based on research and data about your buyers’ business challenges and how they evaluate and select an engineering firm. And we build your firm’s credibility through content that spotlights your staff’s expertise—yet still engages your prospect and moves them to act. 

Schedule a consultation to learn how Marketri can help drive predictable revenue and accelerated growth for your engineering firm. 

Written by Anna Ledford, Marketing Director, and Trisha Gallagher, Senior Vice President of Marketing at Marketri, who specialize in turning technical complexity into clear, results-driven messaging.