Generic selectors
Exact matches only
Search in title
Search in content
Search in posts
Search in pages

How Working with Engineers Taught Me to Be a Better Marketer

lara schneider, how working with engineers made me a better marketer

Lara Schneider, Toshiba, Shares Her Story and Expert Advice at the 2019 Industrial Marketing Summit


The industrial market is filled with one of the most discerning audiences around—engineers. Engineers think differently, engage differently, and have unique expectations that don’t always follow well-known marketing tactics. Learn why a “one size fits all” content strategy does not suffice and how to develop unique and relevant content that aids engineers through their buying journey.

Key Takeaways:

  • Understand how and when to deliver your content to meet the needs of engineers during their buying journey
  • Learn how non-conventional marketing content can be some of your best lead generation assets
  • Discover how to drive engagement and brand loyalty amongst multiple generations of engineers
  • Learn how to leverage your engineering staff, sales team and distribution channel to support content creation and utilization


About Lara Schneider

Lara Schneider is the Marketing Manager for Toshiba International Corporation’s Motors & Drives Division. Lara currently oversees all product marketing activities including product launch execution, content marketing, sales enablement, and business intelligence. Lara has been with Toshiba for over 16 years, spending most of her time in marketing communications overseeing product promotions, public relations, and brand management.


About the Industrial Marketing Summit

Taking place on Friday, September 6, the Industrial Marketing Summit is the event for sales and marketers to connect, inspire and grow their business. Registration includes access to Content Marketing World sessions on September 4 and 5.  Learn practical methods for B2B businesses to reach and engage customers in a crowded digital marketplace.

Subscribe Today!

Get more of this great content sent directly to your inbox

The following two tabs change content below.

Tess Sohngen

Content Marketing & Social Media Specialist | Tess Sohngen graduated from Miami University in May 2017 where she studied Journalism, Nutrition and Writing. She has interned as a blogger and journalist for small companies and nonprofits in London, England, New York City, and Cincinnati. Tess lives in Cincinnati and enjoys traveling, hiking, and camping.

Download our Free 3D CAD Catalogs App


Samtec Inc.

See how Samtec transformed their business with a digital 3D catalog, product configurator and CAD downloads.

Samtec Case Study