How Today’s Electronics Engineers Choose Components

The typical way engineers access schematic symbols for PCB designs and 3D models is outdated. For example, datasheets are only available in PDF when searching for components online. Engineers must copy the PCB symbols and footprint data by hand and feed them into their PCB design tool. This laborious process takes an hour or more and is prone to error. 

Today’s landscape is changing rapidly. Engineers are changing how they choose components by demanding access to ready-to-use digital design information from component manufacturers that provide DesignSense ECAD models to speed the process. Accurate models also ensure accurate designs and save hours of work. Join us as we explore the new engineer’s buying journey, and how sales and marketing teams can adapt.

The New Engineering Buyer’s Journey 

Engineers typically appreciate receiving marketing communications that address specific information needs along the buying journey. They seek information about emerging technologies, industry trends, and solutions they can apply to their current engineering challenges. Recorded demos, videos, and overviews are effective in grabbing their attention.

Today’s marketing and sales teams must tailor their messaging to align with engineers’ information needs across the buying journey to capture their attention. The benefits are increased brand awareness, prospect qualification, and conversion rates.

Leveraging research for insight into the engineer-buyer persona is essential to stay informed about the latest developments and be prepared to adjust strategies accordingly. Engineers rely on advanced digital tools from manufacturers and distributors. 

These include parametric search engines such as Findchips, comparison tools, and interactive product selectors that allow them to narrow down options based on their needs. The availability of CAD models, simulation data, and other digital resources streamline the design process and contribute to this trend.

Here are the four stages in the new digital buyer’s journey: 

1. Awareness Stage

At this initial stage, engineers seek information about emerging technologies, industry trends, and solutions to their current engineering challenges. Recorded demos, videos, and overviews effectively grab their attention. Incorporating chatbots for immediate inquiries and highlighting ratings and reviews of solutions can also be effective. As of 2023-24, there is a trend towards interactive and AI-assisted educational tools, enhancing engagement at this stage.

2. Consideration Stage 

In this phase, engineers delve deeper, comparing solutions and scrutinizing technical specifications. Providing detailed case studies and use studies, along with comparative analyses of different solutions, is critical. Content at this stage can be more immersive and interactive, such as augmented reality experiences and detailed technical webinars.

3. Evaluation Stage

During the final stage, engineers are ready to make a decision. Tailored demonstrations, detailed ROI analyses, and business cases customized to their specific needs are essential. The trend is towards more personalized and data-driven presentations, leveraging AI and predictive analytics to anticipate and address particular engineering concerns.

Marketers who tailor their messaging to align with these information needs across the buyer journey are more likely to capture the attention and interest of engineers, leading to increased brand awareness, prospect qualification, and, ultimately, higher conversion rates.

4. Research Stage 

The relationship between marketing and engineering is dynamic. Digital sources, peer networks, and the professional media play increasingly prominent roles between the two disciplines. Supplyframe helps companies stay informed about the latest technologies and business developments in these areas by being ready to adjust strategies.

How Distributors and Component Manufacturers are Embracing the Digital Era 

Supplyframe shares its DesignSense library of design-ready ECAD models with engineers from a syndicated network of distributors and online partners. This service drastically accelerates PCB design from several hours per design to a few clicks.

Supplyframe’s acquisition of SamacSys in 2019 was based on a shared vision to expand the intelligence engineers can use at the point of design. The Supplyframe and SamacSys partnership led to the creation of DesignSense, which includes model and sales intelligence solutions. 

If the component the engineer is looking for is not available, they can submit a request for a member of the Supplyframe team to build it. With an industry-leading average turnaround time of eight hours, manual model editing has become a thing of the past. The result is a highly accurate and thoroughly tested ECAD model by Supplyframe’s content engineers.

DesignSense ECAD models have the greatest reach in the industry. The network expands beyond the component search engine website. It offers high-quality ECAD models across all the engineering websites in the SamacSys network, including most of the major distributors and the entire Supplyframe network of companies, including Findchips, datasheet5, and other engineering websites. 

This has led to new resiliency, agility, and profitability levels by connecting engineering design and sourcing and augmenting decision-making capabilities with real-time market intelligence.

For instance, Supplyframe’s DesignSense Sales Intelligence tracks activity across the Supplyframe network to help sales and marketing teams understand what engineers are building and where they are on the buying journey.

Because of tighter governmental regulations, engineers are more concerned about sustainability and compliance than ever. Distributors and manufacturers can also differentiate themselves by promoting ethical practices and commitment to social responsibility. 

For instance, Supplyframe has partnered with suppliers to measure Scope-3 emissions in their supply chains, allowing engineers to better understand emissions during the design phase of a product’s lifecycle. 

A New Era for Distributors and Component Manufacturers 

Component manufacturers, suppliers, and distributors across the electronics industry are evolving rapidly alongside their customers. The acceleration of a digital-first approach requires sales and marketing teams to adapt accordingly to reach engineers where they are and at the right time to influence their decision-making. 

Supplyframe’s DesignSense solutions allow for better insight into the engineer’s buying journey while empowering them to streamline their design processes. When paired with our media and e-commerce solutions, these capabilities allow component manufacturers, suppliers, and distributors to reach and engage with more of their global audience while understanding what engineers are building and where they are in their journey. 

To learn more, visit Supplyframe.com and discover how we empower sales and marketing teams today!