Meet The Automation and Controls Stakeholders: 4 Key Personas

When marketing to automation and controls engineers and the roles they interact with, it’s important to remember there is no single persona that defines this audience. Engineers and related team members play diverse roles, each with distinct priorities, concerns, and ways of consuming information. Understanding their unique motivations is the key to delivering the right message in the right format. 

Let’s explore the key personas in this space and what makes each of them unique. 

Persona #1: End-User Senior Engineering Manager 

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. 

What Matters Most to Them? 

🔹 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 

How to Reach Them? 

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 

Persona #2: OEM VP of Engineering & Manufacturing 

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. 

Key Challenges They Face: 

🔹 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 

Who Influences Their Decisions? 

Senior management, procurement, IT teams, and key customers all play a role in their choices. 

How to Reach Them? 

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 

Persona #3: Plant Manager, End-User Manufacturer 

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. 

Their Biggest Challenges: 

🔹 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 

Where Do They Get Their Information? 

🔹 Online trade publications 
🔹 Conferences (1-2 per year) 
🔹 Supplier websites 
🔹 Training guides and webinars 
🔹 Personal interactions with distributors and suppliers 

How to Reach Them? 

🔹 Product demo videos 
🔹 In-person training (when possible) 
🔹 Supplier emails with relevant updates 
🔹 Conference presentations 
🔹 Sales presentations and leave-behinds 

Persona #4: Supply Chain Manager 

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. 

Their Top Concerns: 

🔹 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 

Where Do They Get Their Information? 

🔹 Industry websites and forums 
🔹 Internal teams and procurement specialists 
🔹 Sales representatives 
🔹 Professional organizations 

How to Reach Them? 

🔹 Total cost of ownership analysis 
🔹 Product specification sheets 
🔹 Product samples for evaluation 
🔹 Case studies demonstrating supply chain efficiency ​​​​​​​

Building Your Own Audience Personas 

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. 

Final Thoughts 

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.