The Engine Room Episode 28 with Mark Deadman

In this interview, we delve into the extensive career of Mark Deadman, who has spent over twenty-five years in sales and marketing. Mark shares his journey from the engineering sector to digital marketing, offering insights into the evolving landscape of media and advertising.

Can you tell us about your journey into sales and marketing?

Absolutely! My journey began in a rather unconventional way. My father was an engineer and always encouraged me to get into a trade. I grew up near Brands Hatch and got involved in motorcycle racing, which led to a lot of crashes and the need for repairs. This experience sparked my interest in engineering. Eventually, I found myself in publishing, working for a company in the catering industry. From there, I joined Finally Publications, which was a major player in the publishing and database sector. I spent a lot of time selling advertising space for a key publication called The Machinery Buyer’s Guide. This was my entry point into the engineering and manufacturing sector.

How did your career evolve from traditional publishing to digital marketing?

Over the years, I noticed a significant shift in the industry. Traditional media, like magazines, were the go-to source for information. Everyone would eagerly anticipate the arrival of their monthly publications. However, as the digital landscape evolved, I found myself transitioning into digital marketing and video marketing. This change allowed me to engage with engineers more effectively, discussing the challenges they face and the financial aspects of running machinery operations. It’s been an enlightening journey, especially in the last two years at Finally, where I’ve learned so much about modern marketing strategies.

What are your thoughts on the transition from traditional media to digital platforms?

The transition has been monumental. In the past, magazines had their place, often featuring comprehensive content that people would read over coffee. Today, most people consume media through mobile devices and laptops. This shift from door-to-door sales and personal relationships to digital interactions has been quite a seismic change. COVID-19 accelerated this transformation, making it almost impossible to visit clients in person. Now, we rely on digital platforms to maintain those connections.

Can you share a memorable experience from your time in the engineering sector?

Certainly! I’ve had the privilege of visiting some of the largest machine tool companies in Europe. One memorable visit was to a company that produces moulds for contact lenses. They showed me their precision machines, which were so advanced that they could create tools smaller than a human hair. It was astonishing to see the level of technology and precision involved in such specialised manufacturing. These experiences have truly opened my eyes to the incredible capabilities within the engineering sector.

What advice would you give to companies considering a shift to digital marketing?

Education is key. Many engineers are set in their ways and may not realise the importance of adapting to new marketing strategies. It’s essential for subcontracting companies to recognise the need for marketing themselves effectively. I encourage them to explore what’s worked for others and consider integrating digital marketing into their strategies. Even small changes can yield significant results.

How do you perceive the future of sales and marketing in the engineering sector?

I believe the future will continue to see a blend of traditional and digital marketing. While some companies may feel the need to be present at trade shows, others are finding more value in digital campaigns. The key is finding a balance that works for their specific needs. There’s still a place for magazines and traditional media, but they should be integrated with digital content to maximise reach.

What resources do you recommend for marketing professionals looking to educate themselves?

For me, video content has been invaluable. I enjoy watching videos that demonstrate engineering processes and innovations. Following influential figures in the industry, like those on LinkedIn, can provide great insights. Additionally, engaging with colleagues and learning from their experiences has broadened my understanding of effective marketing strategies.

What’s next for you and Finally Agency?

In the coming weeks, we’re gearing up for the Farnborough International Airshow, which is a significant event for us. It’s an excellent opportunity to connect with industry professionals and showcase our capabilities. We’re also expanding our reach into the US market, which is an exciting development. I’m looking forward to the next few months as we continue to grow and adapt in this ever-changing landscape.

Thank you for sharing your insights, Mark. It’s been a pleasure to learn about your journey and the evolving world of sales and marketing in engineering.