Creating marketing campaigns that grab the attention of automotive OEMs
First: Don’t talk about features so much
How do you get the attention of automotive OEMs?
For many Tier 1 suppliers and automotive consultants, the hardest part of OEM engagement is simply getting noticed. Great technology, vital research and even game-changing disruptions can struggle to cut through because their marketing campaigns are focused on features.
Emails read like data sheets. Social posts become generic, focusing on acronyms and claims of percentage increases. White papers packed with useful data fail to get reads. Webinars generate low numbers and minimal engagement.
Procurement and engineering teams see hundreds of similar messages each month, and they have become experts at filtering out anything that doesn’t speak directly to their goals. The result is silence: no replies, no meetings, and no progress toward pilots.
The issue usually isn’t the product, it’s that the marketing never makes the outcome clear enough for OEMs to care.
The solution?
Focus on outcomes, not features.
Features vs Outcomes
Focusing on outcomes shifts the conversation from what your product is, to what it achieves for the OEM. Features describe capability, but outcomes prove value. Engineers and procurement teams are measured on results; reduced cost, improved efficiency, faster integration, lower warranty risk - not on how elegant a technology looks on paper.
When your marketing leads with outcomes, you instantly show that you understand their pressures and priorities. It turns a technical pitch into a business case, making it easier for OEM teams to justify a meeting and see your solution as part of their next programme.
Quick tips for getting automotive OEM meetings
Don’t let your campaigns disappear into the inbox. If your outreach is not getting replies, revisit your outcome statement.
Lead with outcomes not features
Start every asset with a single clear outcome you deliver for the OEM. Say what you reduce or improve and add one short proof note. Engineers will respond to reduced integration or test hours. Procurement will respond to lower total cost of ownership and clearer supply terms. An outcome led opener turns a technical brief into a business case and makes a meeting easy to justify.
Tailor assets to the team you need to meet
Create three core versions of key assets. One page procurement summaries that show pricing scenarios and supply options. A technical deep dive for engineers with test metrics and an integration checklist. A short commercial slide set for senior stakeholders that shows program timing and value. One asset adapted for engineering procurement and senior commercial will win far more meetings than a single generic deck.
Decide white paper promotion before you write
Ask right away whether the paper is for leads or for reach. Gate for lead capture and design a short, conversion focused landing page with a sharp, outcome led title. Keep flagship thought pieces ungated if reach matters more and make them easy to share. Remember gated campaigns will usually get far fewer reads than ungated ones so choose the format that matches your goal and produce short versions for email and LinkedIn.
Build campaigns that remove friction to a pilot
Plan problem first evidence next and an obvious low friction next step. Use an outcome statement, a tight data point or short case, a demo kit or a 30 minute technical call and a follow up playbook that turns questions into a pilot proposal. Run targeted events and email sequences, measure meeting quality and time to next gate, and iterate based on those signals.
Of course you can also just have Six Lines Marketing do it for you! We help Tier 1 suppliers and automotive consultants create outcome led campaigns that open doors at OEMs book meetings and speed pilots. Click the button below to book a free review of your marketing campaigns and get practical fixes you can use today.
Just some of the automotive brands our team have supported
Let’s chat
We’d love to hear where you need support. Drop us a message and we’ll take a look, ask a few questions, and see how we can start solving problems together!