Marketing for a Small Engineering Company
A strategic investment, not a resource drain
MINRES is a well-established and trusted engineering company — small in size but significant in expertise. Unlike startups that focus on rapid growth and investor visibility, MINRES has built its reputation on long-term customer relationships, proven technical capability, and consistent delivery.
Since joining the MINRES team in a fractional marketing capacity in 2024, I’ve often pondered the question: how much time and effort should a small engineering company devote to marketing? The answer depends on business goals — whether pursuing growth, entering new markets, or strengthening industry presence. Regardless of the objective, companies that approach marketing strategically and methodically gain measurable advantages in visibility, credibility, and opportunity.
Like many engineering-led organizations, MINRES has historically focused on technical excellence rather than self-promotion — you might say MINRES has been “hiding its light under a bushel.” But, marketing starts long before any campaign or social post. It starts with a clear understanding of customer needs and how products or services deliver value. Once that foundation is established, communication becomes about defining market position, highlighting expertise, and showcasing the people behind the technology.
MINRES supports customers designing advanced system-on-chip (SoC) solutions — the foundation of automotive, computing, mobile, and industrial systems. These are often mission-critical environments where errors are costly, and reliability is essential. Clients choose MINRES because of the team’s deep engineering expertise and its ability to enhance customers’ design capabilities. Helping the team realise and to articulate that value is a core part of my role.
Working with a company of this scale is uniquely rewarding. It allows for direct collaboration with leadership, close engagement with engineers, and hands-on execution — without layers of complexity that slow larger organizations. It’s fast, focused, and effective.
However, guiding an engineering-focused company toward a more visible market presence takes some cultural adjustment. Engineers are naturally modest and data-driven, which can make it challenging to communicate achievements. The first step is helping teams define their unique value proposition — then translate technical depth into clear, compelling messages that resonate with customers and partners. Persuading the engineering team to share industry opinions can take time.
MINRES possesses an impressive wealth of technical knowledge. My task is to (simply) transform that knowledge into engaging, customer-centric content — connecting the team’s innovation to the real-world value it delivers.
Having supported startups, IPOs, and M&A activity throughout my career, I’ve found the most fulfilling work often comes from smaller, independent companies like MINRES. Their autonomy encourages creativity, authenticity, and agility — qualities that can make marketing both effective and enjoyable.
At MINRES, every team member is encouraged to contribute to marketing efforts, from thought leadership to industry presentations. As visibility grows, so does the team’s confidence and sense of shared achievement.
It’s a privilege to support such a capable and forward-thinking team — helping ensure the expertise and innovation at MINRES receive the recognition they deserve.
Learn more about the MINRES team on the new Team page