Recently, the Harvard Business Review (HBR) conducted a marketing leadership study that interviewed over 350 CEOs, CMOs, and agency heads, as well as holding marketing strategies for technical productsover a dozen CMO roundtables in cities worldwide. In addition to the interviews, online quantitative surveys of 10,000-plus marketers from 92 countries were conducted.

The results of the study showed that the leaders of high-performing companies connect marketing to the business strategy and to the rest of the organization, so that they integrate and align marketing with other departments.

The study also showed a shift in marketing metrics; according to HBR, it will soon change from "share of wallet" or "share of voice" to "share of experience.

I wanted to see how the results of the study apply to industries that market highly technical products. What does it take to not only develop new products but then effectively market them? There is also the customer to consider: what products are they looking for, and how to use the derth of information on potential customers that is now available to marketers? This week's guest is a Columbus marketer who is very well versed in marketing strategies for technical products, as well as being a leader of successful marketing teams.

Marketing Technical Products with Aplomb

marketing strategies for technical products

In episode #009 of the Columbus Marketing Show, I welcome John Ely, Marketing Director of AMETEK. John received his education at several local Columbus universities, including DeVry University, where he received a B.S. in Technical Management, and Franklin University, where he received a M.S. in Marketing and Communications. He worked at a variety of companies, including Crane Plastics and Signature Worldwide.

In addition to his business, engineer, and marketing expertise, John has taught marketing classes at Franklin University for many years.

At AMETEK, John is Marketing Director, and has a hand in many different departments and aspects of the company, including global marketing, consumer insights, product development, and communications. John is also an expert at developing and leading marketing teams. AMETEK is a global leader in electronic instruments and electromechanical devices, and had annual sales in 2013 of over 3.6 billion.

John stopped by the studio to discuss several marketing strategies for technical products, as well as to share his thoughts on the city of Columbus as a force to be reckoned with in the fierce world of convention locations, as evidenced by the recent Arnold Classic event. Go ahead, turn up the speakers, click play and enjoy episode #009 of The Columbus Marketing Show!