Ideal Customer Identification and the segmentation into Buyer Personas is the most effective strategy for reaching the right person at the right time in the buyers journey.
A Quality Engineer will not be looking for the same information as a Buyer. Each needs to find the information they are seeking immediately. Your marketing needs to connect with them instantly when they visit your website or see your email.
Here are some questions to ask you will help you with Ideal Customer Identification.
You may also want to check out How To Build A Marketing Program.