From industry Insider to Influential Voice with Global Reach: Krein Meets Robert Quinn

‍The semiconductor industry stands out as one of the most impactful B2B sectors today, carrying a distinct geopolitical significance. 

We recently had the chance to have a talk with Robert Quinn, the industry's foremost authority and the brains behind Quinnsmedia, an influential B2B platform garnering millions of views annually. 

Robert shared his journey with us, delving into how his technical expertise led him to become a respected figure online and a global influencer in the semiconductor realm. 

Our conversation with Robert offered valuable insights into the dynamics of B2B marketing and highlighted the importance of a technical background in building success as a B2B communicator and influencer.

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1- Firstly, could you please provide an introduction about yourself and elaborate on the trajectory of your professional journey across diverse industries? How did you become a B2B influencer within the semiconductor industry?

Well, I embarked on my professional journey in 1997 at Applied Materials, initially diving into semiconductor manufacturing. Over time, I transitioned into test engineering and final testing before taking on the role of a field service engineer, which allowed me to traverse the globe within the semiconductor industry. This experience has granted me a deep understanding of the intricate processes and equipment involved in our work. The technology we handle is truly remarkable, involving the construction of transistors at atomic levels.

Even back then, working as an industry insider, I came to realize something: effectively conveying this intricate information to a broader audience is crucial. Describing processes like physical vapor deposition and working on a scale of negative nine nanometers or building transistors at 3 nm can be challenging for those unfamiliar with the field. Initially, I extensively discussed the technological aspects, but my recent focus has shifted towards “geopolitical discussions”, particularly mergers and acquisitions within the industry: given the daily occurrence of significant acquisitions involving hundreds of millions or even billions of dollars, people are keen to stay informed about who is acquiring whom. 

About five years ago, inspired by a famous social media influencer, I accepted the challenge to contribute valuable content on a daily basis without expecting anything in return. Initially, I shared insights into industry developments, resulting in a substantial increase in my LinkedIn following, which is currently at 46,000 followers and 8 million annual views. This growth has attracted attention from CEOs and even heads of state, with presidents of countries among my followers. 

In recent endeavors, I've collaborated with government entities, including engagements in Oman and Brazil, where I worked with their respective governments and universities. My goal is to assist them in understanding the intricacies of the semiconductor industry's ecosystem. In essence, my role involves writing and speaking on LinkedIn, with sponsorship from entities interested in the content I produce.

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2 - With your engineering background and the shift towards becoming an influential figure in your field, how do you perceive the significance of leveraging your prior industry experience to support fellow engineers?

Well, being an “insider” is certainly a key part of the equation. It is really critical to understand that. I provide you with an example: As I always highlight during my presentations, such as the one in Oman, when discussing the industry, I make it clear that the equipment we work with achieves a vacuum level of ten to the power of negative nine Torr. That is the equivalent to a vacuum found in deep space. Providing this context, in scientific terms, helps people comprehend the profound nature of this vacuum. Drawing parallels with the concept of a deep space vacuum aids in understanding the significance of ten to the power of negative nine Torr. It's about creating those correlations and vividly illustrate these concepts to ensure a clear understanding. This wouldn't be possible without a profound understanding of how the technology works, in a nutshell, without being an engineer myself.

On the other hand, we simply have “to break it down”. I was once at a CEO roundtable, sitting with top-level CEOs in the industry. There were five people on the panel, and someone raised a question about neuromorphic computing and how companies are venturing into this sector. This was less than a year ago, and neuromorphic computing essentially powers technologies like ChatGPT, driving artificial intelligence. It's not a futuristic concept; it's being used. However, when the question was posed, all the CEOs exchanged puzzled looks, as they had no idea what neuromorphic computing was.

This highlights another crucial point: CEOs leading these companies may not grasp the technical jargon used by engineers. Even those at the helm of these industries might lack a clear understanding of certain terms. It's essential to emphasize that even industry leaders may struggle with this terminology. Thus, when communicating, you must be highly specific and break down complex concepts to make them understandable. At a CEO level, I strive to keep things at a simpler level because not everyone, including those reading my content, have a deep understanding of engineering.

On platforms like LinkedIn, I observe many individuals discussing topics at an engineering level, using language that requires an engineering background to understand. However, these posts often struggle to gain views and viewership because the content isn't accessible to a broader audience. So, it's crucial to translate technical language into more common terms to ensure wider understanding.

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3 - Why do you believe establishing connections with key decision makers in a complex industry such as semiconductors is crucial for business growth? Could you offer an example to illustrate this point?

You have to figure out that in my industry, decisions are primarily made by engineers. If you can't engage with them at their technical level, collaboration becomes challenging. Understanding their language is essential, whether it's deciphering their responses or comprehending their plans. Our field is exceptionally technical, involving processes like atomic layer deposition, physical vapor deposition, and fin FET technology for silicon growth. 

To effectively communicate and express these complexities is crucial. Many clients often present highly technical details about their devices, such as molecular-level atomization. 

However, it's imperative to translate this information into more accessible terms. 

This ensures not only the CEO's understanding but also resonates with the process engineer responsible for approving the purchase. Content cannot be one-sided; it needs to cater to various levels of understanding. The CEO, who may approve the purchase, might not comprehend what the engineer does, and yet, the engineer's technical input is pivotal in the decision-making process. 

Therefore, effective communication requires the ability to speak both languages.

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4 - Drawing on your experience in the semiconductor industry, which significance do you attribute to industry trends in molding B2B influencer marketing strategies?

The concept of trends is quite dynamic, it depends on what you're calling trends, whether it's updates, the latest developments, or emerging themes. Maintaining audience engagement is paramount, given people's avid interest in staying current with the newest information. 

It’s all about attention spans then. And how do you capture their attention? 

The ability to capture attention spans nowadays is crucial, and leveraging trends plays a pivotal role in achieving this. Take the example of AI; a simple search yields an overwhelming 10 billion results. It's insane because it's such a hot topic. It's intriguing.

The second question which deserves to be asked is: how do you keep people’s attention? 

Effectively retaining attention involves not only staying informed but also actively participating in and sharing discussions about ongoing trends. For businesses, particularly in the semiconductor industry, this means not just presenting technical data but also fostering engagement by discussing industry developments, next-generation technologies, and showcasing clients. In essence, staying attuned to trends is not only a means of riding waves but also a strategic way to enhance the effectiveness of communication efforts.

In conclusion: It is essential to leverage trends for piggybacking and maintaining active attention spans. However, the challenge lies in integrating your company's brand into these trends and ensuring it gains visibility among the audience. How can you effectively showcase your brand while staying in tune with ongoing trends and capturing people's attention?

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5 - In the context of the semiconductor sector, B2B marketing agencies may play a crucial role in advancing marketing strategies. Can agencies like Krein bring specialized expertise and industry knowledge to the table, helping semiconductor companies navigate the complexities of the market and effectively communicate their value propositions?

Well, in the past I used to work with marketing agencies in the US market that handle campaigns for various companies. In those cases, I offered my expertise as an influencer, contributing by writing stories and creating content. These agencies have clients in the semiconductor sector who require content, and I play a role in fulfilling that need. Yes, it is crucial to be involved with such companies to stay connected in the industry.

I would say that B2B marketing agencies are important especially in helping industrial companies understand the power of social media. Speaking of the semiconductor industry, it's surprising that many companies in this sector are not extensively using social media. I find it hard to believe that social media and the semiconductor industry don't go hand in hand. This is why I often collaborate with startups, as they tend to be more attuned to the younger generation who understand the power of social media. 

Some companies, especially larger ones, may not fully grasp the influence of platforms like LinkedIn. Personally, I've had CEOs of billion-dollar companies tell me that they start their day by reading the content I write and base their decisions on it. It's mind-boggling to me. The influence of LinkedIn, in particular, is truly remarkable, but I don't see many others in my industry doing what I do. There are not so many social media influencers like myself in this field.

Social media is transforming B2B relationships, with a significant percentage of top executives using it to inform their purchasing decisions. A substantial portion actively seeks social proof before making buying decisions. So, social media is undeniably critical. Despite this, I don't see many social media influencers like me in the industry. While others may be getting attention, they might not be operating as influencers. 

Considering that 83% of marketers rely on social media, and 66% witness lead generation from just six hours a week on these platforms, it's clear that social media is a powerful tool. 

It outperforms traditional advertising or pay-per-click campaigns on platforms like Google Ads. A significant 77% of marketers are increasing their investment in social media every day. It's high time the semiconductor industry catches up with this trend, but currently, I don't see much of it happening.

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Robert Quinn is a global industry promoter and speaker with a specialized focus on the semiconductor industry. Robert is the founder of Quinn's Media and is dedicated to digital marketing and social media management specifically tailored for the semiconductor sector. Understanding the intricacies of this industry, from cutting-edge technologies to unique challenges and opportunities, Quinn's Media offers services including social media, user-generated content, public relations, marketing, branding, and outsourced business development. Their goal is to help clients achieve success in a competitive market by reaching key decision-makers through targeted and strategic marketing efforts.