Let’s explore the key personas in this space and what makes each of them unique.
This persona oversees major engineering projects and works closely with OEMs, integrators, and manufacturers from design to implementation. Their ultimate goal is to simplify manufacturing systems and reduce the total cost of ownership.
Increasing cycle rates/throughput and overall plant productivity
Faster installation and commissioning time
Seamless data integration
Reducing downtime and increasing uptime
Enhancing flexibility for new technologies
They seek detailed, technical information that helps them make informed decisions. Preferred content includes:
Technical product data (specs, data sheets)
Product demonstration videos
Technical articles and application stories
Case studies
Online tools and calculators
This executive-level engineer takes a broader view, balancing technical challenges with business priorities. They must ensure their company remains at the forefront of innovation while also meeting financial and operational goals.
Keeping up with rapidly evolving technology and compatibility issues
Identifying and staying ahead of industry trends
Attracting, retaining, and engaging high-performing teams
Increased competition in the market
Rising customer demands for faster, more customized solutions
Senior management, procurement, IT teams, and key customers all play a role in their choices.
Since they have limited time, they prefer high-level insights and easily digestible content:
Long-form articles for deep insights, but mostly short-form content
Conference presentations and keynote speeches
E-newsletters from trade publications
Podcasts and videos
The plant manager is on the ground, overseeing daily operations and ensuring everything runs smoothly. They have hands-on experience with manufacturing engineering and team management, making them highly practical decision-makers.
Unplanned downtime due to maintenance issues
Availability of spare parts
Controlling operating costs
Training and adopting updated technology
Recruiting and maintaining a skilled workforce
Developing data analysis skill sets
Online trade publications
Conferences (1-2 per year)
Supplier websites
Training guides and webinars
Personal interactions with distributors and suppliers
Product demo videos
In-person training (when possible)
Supplier emails with relevant updates
Conference presentations
Sales presentations and leave-behinds
With today’s supply chain challenges, this role is more critical than ever. Supply chain managers must ensure that manufacturing continues without disruption while meeting cost-saving targets.
Delays or quality issues from suppliers
Consolidating suppliers while meeting internal stakeholder needs
Balancing expectations from internal teams with overall business goals
Exploring AI-driven planning and forecasting solutions
Industry websites and forums
Internal teams and procurement specialists
Sales representatives
Professional organizations
Total cost of ownership analysis
Product specification sheets
Product samples for evaluation
Case studies demonstrating supply chain efficiency
If you’re looking to refine your marketing approach to automation and controls engineers, developing detailed audience personas is essential. Here’s how you can start:
Leverage secondary research – Industry studies and trade publications offer valuable insights.
Use institutional knowledge – Marketing and sales teams often have a wealth of experience engaging these audiences.
Analyze client perceptions – Customer service and sales teams hear firsthand what matters most to engineers.
Review industry articles – Published content in trade journals often highlights emerging trends.
Use AI-driven research tools – AI can streamline persona development by analyzing behavior and trends.
Monitor online activity – Social media, industry forums, and customer websites provide insights into challenges and interests.
Conduct primary research – Surveys and in-depth interviews with engineers can reveal key decision-making factors.
The automation and controls engineer is not a one-size-fits-all audience. By understanding the specific needs, challenges, and information preferences of these key personas, you can craft marketing strategies that truly resonate.
Investing in well-defined personas will ensure that your messaging is targeted, valuable, and engaging—helping you build long-term relationships with these highly skilled professionals.
Want to learn more about the world of automation and controls engineers? Check out our Marketing to Automation and Controls Engineers Essential Guide.