Shows
Content Marketing, Engineered Podcast | TREW MarketingAI Visibility: The Future of Search OptimizationAs AI changes how people search, marketers face a new challenge: getting their brand seen in AI-generated results. Learn how SEO expert Jason Khoo says you can appear in ChatGPT, Perplexity, Google’s AI Overviews, and more. In this episode Wendy Covey and Jason Koo, founder and CEO of SEO agency Zupo, discuss the evolving landscape of SEO in the age of AI especially as more searchers turn to AI platforms for their answers, how can marketers ensure their brands appear across AI Overviews, ChatGPT results, Perplexity results, and beyond?Wendy and Jason emphasize that the...
2025-11-1343 minContent Marketing, Engineered Podcast | TREW MarketingHow to Revamp an Outdated Distributor ProgramIs your distributor program truly working for you? Emily Ting of CCS America unpacks how her team analyzed and revamped their program to create stronger partnerships and measurable sales growth. In this episode, Wendy Covey interviews Emily Ting, a Marketing Specialist at CCS America, about the importance of revisiting and revamping an outdated distributor program. Distributor relationships can be critical to sales success for many industrial companies and together, Wendy and Emily discuss the challenges faced by outdated distributor programs, the need for collaboration, and the strategies implemented to revamp these programs.Emily shares valuable l...
2025-10-3024 minContent Marketing, Engineered Podcast | TREW MarketingAI Success Story: Streamlining Lead Qualification, Sales Outreach, and PersonalizationMany marketing leaders in industrial companies have their hand in sales as well. That's certainly the case for Eric Seiberling, Vice President of Sales and Marketing at MXD Process. This episode is all about how Eric has successfully used AI to streamline critical (yet routine) sales and marketing processes and better yet, get the whole team on board as well.In this episode, Eric Seiberling, Vice President of Sales and Marketing at MXD Process, shares his diverse career journey and insights into the adoption of AI in sales and marketing processes. He shares how his team uses...
2025-10-1631 minContent Marketing, Engineered Podcast | TREW MarketingEverything We Learned at Content Marketing WorldIf you didn't have the chance to attend Content Marketing World 2025, give this episode a listen! I talk with Lee Chapman and Morgan Norris about their time and we unpack the event's key takeaways from topics on storytelling and AI, to the future of platforms like LinkedIn and Reddit.In this episode Wendy Covey welcomes Lee Chapman, President of TREW, and Morgan Norris, Senior Brand Strategist, to discuss their experiences at Content Marketing World 2025. Morgan Norris presented a manufacturing masterclass, focusing on executing a campaign in 30 days. This session provided attendees with actionable strategies to build brand...
2025-10-0240 minContent Marketing, Engineered Podcast | TREW MarketingA Sneak Peek at the 2026 Industrial Marketing SummitCalling all Industrial Marketers! The 2026 Industrial Marketing Summit will take place March 3rd through the 5th in Austin, Texas. Have you purchased your Early Bird tickets yet? This year promises to be bigger, bolder, and even more valuable for marketers in the manufacturing, engineering, and industrial sectors.In this episode, Wendy Covey and Marketing Director of Gorilla76, Peyton Warren, discuss the upcoming 2026 Industrial Marketing Summit. They explore the event's growth, key speakers, and the unique value it offers to marketers in the manufacturing, engineering, and industrial sectors. The conversation highlights the summit's focus on strategic insights, hands-on...
2025-09-1837 minContent Marketing, Engineered Podcast | TREW MarketingHow Live Chat Influences the Buyer’s Journey and Boosts Sales EfficiencyDo you know the communication preference of the engineers and technical buyers visiting your website? Some are quick to pick up the phone, others prefer filling out a form, while many now expect instant, human-powered responses. Nelson Bruton of Manufacturing Chats explores how live chat influences the buyer’s journey and boosts sales efficiency. In this episode, Wendy Covey is joined by Nelson Bruton, President of Manufacturing Chats and Interchanges, to explore the pivotal role of chat technology in enhancing customer communication for manufacturers and technical companies.They discuss how chat can shorten the buyer's jou...
2025-09-0426 minContent Marketing, Engineered Podcast | TREW MarketingUnifying Sales and Marketing with A. Lee Judge's CASH FrameworkDo you ever feel like your marketing efforts are undervalued by sales, or worse, misunderstood by leadership? This episode is all about working through one of the most persistent challenges in business: aligning sales and marketing. In this episode, Wendy Covey sits down with A. Lee Judge, who introduces the CASH framework designed to help organizations strengthen collaboration and prove the true value of marketing. Too often, marketers are asked to justify budgets, campaigns, and outcomes in terms that don’t resonate with sales leaders. The CASH Method provides a practical approach to shifting that conversation—focusing on Co...
2025-08-2143 minContent Marketing, Engineered Podcast | TREW MarketingWhat is THE SEO Alligator? A New Challenge in Search MetricsHave you noticed a steady drop in your click through rate in Google Search Console, even as impressions seem to be increasing? You're not alone! TREW's Account Director, Erin Moore, explains the "SEO Alligator" phenomenon and how marketers should pivot when AI search results siphon off your traffic. In this episode, Wendy Covey and Erin Moore discuss the concept of the 'SEO alligator,' a term describing the widening gap between impressions and clicks in Google Search metrics. They explore the impact of AI-generated content on click-through rates and the need for marketers to adapt their strategies i...
2025-08-0715 minContent Marketing, Engineered Podcast | TREW MarketingHow to Create Kick-Ass PR Campaigns for Engineering Companies As AI-generated content becomes more common, technical buyers and engineers are turning to more vetted sources than just company blog articles. Trusted technical and trade publications are gaining influence, and a strong PR strategy can help your brand break into these outlets—and boost visibility in AI-driven search results. Here's how to build a successful PR campaign. In this episode, Morgan Norris, Senior Brand Strategist at TREW Marketing, discusses the evolving landscape of public relations (PR) and its significance in today's marketing strategies. The conversation covers the barriers marketers face in implementing effective PR campaigns, the importance of i...
2025-07-0941 minContent Marketing, Engineered Podcast | TREW MarketingLessons from the Automate 2025 Show FloorIn this episode, Kasey Tyring and the host discuss their experiences at the Automate Show, highlighting innovative demos, engaging booth strategies, and effective marketing practices. They explore the historical context of the show, share insights on attendee engagement, and emphasize the importance of follow-up strategies post-event. The conversation also touches on networking opportunities and the excitement surrounding future events in the industry. Key TakeawaysEngaging demos are crucial for attracting attention at trade shows.Interactive booths create memorable experiences for attendees.Staffing strategies significantly impact booth engagement and success.Post-show follow-up is essential for n...
2025-05-2226 minContent Marketing, Engineered Podcast | TREW MarketingComparing Content Preferences of Engineers in Europe and the USChances are, your ideal buyer isn't limited to just North America. That's why we expanded our State of Marketing to Engineers report to include data about the buying decisions of engineers and technical buyers across Europe. We dive into the differences and similarities between the two audiences. In this episode, Wendy Covey chats with Udo Bormann, Senior Marketing Manager at Elektor Media, to discuss the findings from the 2025 State of Marketing to Engineers report. They explore regional differences in marketing strategies, the importance of digital content such as video, social media trends, and the evolving role of A...
2025-05-1538 minContent Marketing, Engineered Podcast | TREW MarketingBehind the Questions: Inside the 2025 State of Marketing to Engineers ReportHave you ever wondered how we decide which questions make it into our annual State of Marketing to Engineers report—and why those questions matter? In this episode, we pull back the curtain on the research process, revealing the strategy and collaboration that shape the insights industrial marketers rely on year after year.Whether you're a longtime reader of the report or new to marketing to technical audiences, this behind-the-scenes look offers valuable context for understanding the data and how it reflects the evolving behavior of engineers and technical buyers.In this episode, Wendy Covey is...
2025-05-0130 minContent Marketing, Engineered Podcast | TREW MarketingNavigating Industrial Marketing Challenges in a Shifting EconomyFeeling a little uncertain in today’s economic climate? As the macroeconomic landscape continues to shift, marketers are being asked to do more with less. By focusing on efficiency and honing in on what truly drives results, marketing teams can continue to make a meaningful impact, even amid tightening budgets and evolving business priorities. In this episode Wendy Covey interviews Karla Gregory, Digital Marketing Manager at Sumitomo Drive Technologies. They discuss Karla's career journey, the importance of strategic marketing planning, and the challenges faced in the current economic climate. Karla shares insights on leveraging AI for marketing eff...
2025-04-1729 minContent Marketing, Engineered Podcast | TREW MarketingA Sales Leader’s Perspective on Content that Earns Engineers’ TrustWhen your sales territory spans thousands of square miles, and your customers are highly technical decision-makers, you need more than a few cold calls and sales brochures to break through. For Wes Murray, Regional Sales Manager at Hayward Flow Control, that “more” has been LinkedIn and video content. Like many of us, Wes saw a shift in how engineers and specifiers engaged during the pandemic. With travel and in-person meetings on pause, he ramped up his use of LinkedIn—not just to create awareness but to educate.And it worked. When presenting at lunch-and-learns or industr...
2025-04-0823 minContent Marketing, Engineered Podcast | TREW MarketingA Sales Leader’s Perspective on Content that Earns Engineers’ Trust When your sales territory spans thousands of square miles, and your customers are highly technical decision-makers, you need more than a few cold calls and sales brochures to break through. For Wes Murray, Regional Sales Manager at Hayward Flow Control, that “more” has been LinkedIn and video content. Like many of us, Wes saw a shift in how engineers and specifiers engaged during the pandemic. With travel and in-person meetings on pause, he ramped up his use of LinkedIn—not just to create awareness but to educate.And it worked. When presenting at lunch-and-learns or industry...
2025-04-0327 minContent Marketing, Engineered Podcast | TREW MarketingLeveraging First Party Data in a Cookieless Marketing LandscapeThis week, we dive into how industrial marketers should be leveraging first-party data, Google Ads, and contextual targeting to drive smarter, more effective, privacy-conscious digital campaigns. In this episode, Wendy Covey speaks with Devin Webb, Performance and Innovation Manager at EETech about the evolving landscape of digital marketing, particularly focusing on the transition from third-party cookies to first-party data. They discuss the implications of this shift for marketers, the importance of utilizing Google Ads for targeted campaigns, and the necessity of measuring success through tools like Google Analytics. Devin shares insights on contextual targeting and emphasizes the n...
2025-03-2022 minContent Marketing, Engineered Podcast | TREW MarketingRecapping the 2025 Industrial Marketing SummitIn this episode, Wendy Covey, Morgan Norris, and Kasey Tyring discuss their experiences at the recent Industrial Marketing Summit. They share insights on key themes such as the impact of AI on marketing, the importance of customer voice, and the shift towards video-first content. The conversation highlights the community aspect of the event, emphasizing networking opportunities and the value of personal branding. They also touch on how to access recording of the Industrial Marketing Summit sessions via the Digital Pass. Plus, the team talked about future plans for the summit and the release of new research on marketing to...
2025-03-0633 minContent Marketing, Engineered Podcast | TREW MarketingCould Amazon be the Industrial Sales Channel You're Missing?Could Amazon really be the industrial sales channel you're missing? I talk to an Amazon account management firm that works with manufacturers to get their products on the Amazon platform and meet the buying preferences of a new generation of buyers. In this episode of Content Marketing Engineered, Wendy Covey interviews Will Tjernlund, co-founder of Goat Consulting, about the significance of Amazon for B2B businesses. They discuss Will's background, the journey of transitioning to Amazon selling, the advantages of using Amazon over traditional e-commerce, and how to navigate distributor relationships. The conversation also covers identifying suitable B...
2025-02-2026 minContent Marketing, Engineered Podcast | TREW MarketingTaking AI Up a Notch: Training Brand Voice, AI Assistants, and Custom GPTsIf you're familiar with AI and want to take your knowledge one step further, this is the episode for you! We discuss advanced strategies to train your AI for tone of voice, how to utilize custom GPTs, and more. This week we're learning from Melissa Reeve, the cofounder of MarketingFrontier.AI. We discuss the integration of AI in marketing, focusing on how to effectively use AI for writing and maintaining a brand's tone of voice. We explore the challenges marketers face when adopting AI, the importance of defining brand voice, and the creation of custom GPTs to e...
2025-02-1328 minContent Marketing, Engineered Podcast | TREW MarketingHow to Optimize for Bottom-of-Funnel, Revenue-Generating ContentDo you know which website page is your "money page"? This week, I talk to Mark Manual who shares how marketers can and should optimize the content that's bringing in the most revenue. In this episode, Mark Manuel, co-founder of SightSonar, discusses the critical intersection of sales, marketing, and technology. He emphasizes the importance of understanding customer intent, optimizing websites for conversions, and the role of AI in modern marketing strategies. Mark shares insights on building effective bottom-of-funnel strategies, managing expectations in marketing, and the significance of trust and relationships in business. He also highlights the evolving l...
2025-01-3037 minContent Marketing, Engineered Podcast | TREW MarketingFrom Burnout to Buy-In: Practical Tips for Managing Change in Marketing Are you finalizing your 2025 marketing plans? This episode will help you take a look at which of your initiatives could be disruptive to your team if not introduced thoughtfully. Today we're talking about change prioritization and how to implement change. In this episode we talk to Jenny Magic, a change management expert and author of the book "Change Fatigue: Flip Teams From Burnout to Buy‑In." We discuss the evolution of change management, the challenges organizations face with change fatigue, the importance of psychological safety, and how to effectively integrate AI into workflows. Jenny shares insights from her...
2025-01-1635 minContent Marketing, Engineered Podcast | TREW MarketingThe Power of Qualitative Research to Level Up Your BrandHaven't figured out what your New Year's Resolution is yet? Consider leaning into AI adoption in 2025. Steve Cunningham shares how you can become the Hero of AI adoption at your company. In this episode, David Schneer, a body language expert and CEO of Merrill Research, discusses the significance of qualitative research in today's changing landscape. He emphasizes the importance of understanding body language in research, the shift to virtual methodologies post-pandemic, and the intersection of AI with qualitative insights. David also shares personal stories from his journey of writing his book, 'Backbone: Surviving the Road Less Quantified...
2024-12-1238 minContent Marketing, Engineered Podcast | TREW MarketingThe State of AI: Chatbots, Reasoning Models, and Agents Haven't figured out what your New Year's Resolution will be? Consider leaning in to AI adoption in 2025. Stave Cunningham shares how you can become the Hero of AI adoption at your company. n this episode, Wendy Covey interviews Steve Cunningham, co-founder of Simple Academy, discussing the evolving landscape of AI adoption in businesses. They explore the changing attitudes of business leaders and employees towards AI, the stages of AI transformation, and the importance of creativity in marketing roles. Steve shares insights on implementing AI in organizations, the future of AI with agents, and how individuals can adapt an...
2024-12-0538 minContent Marketing, Engineered Podcast | TREW MarketingDifferentiate Your B2B Marketing in 2025: Strategies to Stand Out in an AI-Driven LandscapeCan you believe it's already time to plan for 2025? Lee Chapman and I reflect on everything that changed in the world of marketing in 2024 and how we're updating our marketing strategy in 2025. In this episode, Wendy Covey and Lee Chapman discuss the evolving landscape of marketing as they prepare for 2025. They reflect on the significant changes in inbound marketing, the importance of having a solid strategy, and the role of AI in enhancing marketing efficiency. The conversation also delves into the necessity of strong branding and the need for companies to focus on high-quality content that resonates w...
2024-11-2133 minContent Marketing, Engineered Podcast | TREW MarketingGetting Personal: When Authenticity is a Winning Sales Strategy Scroll through Rob Brunson's LinkedIn profile and you'll see a variety of personal and professional posts - from memes to personal and emotional essays. His online presence inspires trust which ultimately makes his sales strategy a success. In this episode of Content Marketing Engineered, Rob Brunson, Vice President of Marketing and Sales for Wallace Electronic Sales, shares insights on the importance of authenticity in social media, particularly on LinkedIn. He discusses his approach to personal branding versus company branding, the strategies he employs for content creation, and the significance of building genuine relationships in sales. Rob also re...
2024-11-1427 minContent Marketing, Engineered Podcast | TREW MarketingMarketing Insights from Gardner's Industrial Buying Influence Report As industrial marketers, we are obsessed with the technical buyer - how they're researching new solutions, how they're creating their shortlist of suppliers, and when they're ready to talk to sales. Gardner Business Media recently published their Industrial Buying Influence Report to help us answer these questions. Dave Necessary, Executive Vice President of Product Development at Gardner Business Media stopped by the show this week to reveal the findings of Gardner's Industrial Buying Influence Report. Dave's findings emphasized the importance of understanding the industrial buying process, and the role of trust in information sources. Dave shares the ne...
2024-11-0743 minContent Marketing, Engineered Podcast | TREW MarketingRecapping Our Time at Content Marketing World 2024 The TREW Crew is fresh back from sunny San Diego, and we're diving deep into their experience at Content Marketing World. Hear our lessons learned and what we'll be applying to our own marketing practice. Join me as Lee Chapman and Morgan Norris share their insights from the mentorship program, the manufacturing master class, and the countless inspiring sessions they attended. We'll discuss the latest AI innovations, the power of personal branding, and the evolving landscape of video marketing.They also share their honest thoughts on the conference party, and we'll look ahead to future in...
2024-10-3127 minContent Marketing, Engineered Podcast | TREW MarketingFind Your People at the Industrial Marketing SummitCalling all industrial marketers! The Industrial Marketing Summit is BACK!On this week's episode, we're sharing all the details on what to expect from the second annual Industrial Marketing Summit, the go-to event tailored specifically to the challenges of marketers in the B2B manufacturing, engineering, and technical industries.Joe Sullivan, co-founder of Gorilla76, is my partner in crime! Together, our agencies are hosting the Industrial Marketing Summit, which will take place Wednesday, February 26 through Friday, February 28, 2025 in the AT&T Hotel and Conference Center at the University of Texas Austin campus.I...
2024-10-2428 minContent Marketing, Engineered Podcast | TREW MarketingBreaking Into New Markets: Prototyping, Messaging, and Managing RiskIf you're a well-established industrial brand in a specific vertical, it can be tempting to launch your products in a completely different sector. But there is a lot that goes into making the decision to launch into a new market and even when you do make the decision, it can take years and many trial and errors to gain market share. That's why I had John Schober, founder of Sorian, on the podcast this week. John has decades of experience consulting for businesses who are interested in launching into new markets. He shares insights on entering new markets, emphasizing...
2024-10-1736 minContent Marketing, Engineered Podcast | TREW MarketingHow to Leverage Clean Data and AI for Effective Email Marketing Successful email marketing always starts with a clean email database. Hear tips on how to organically grow your email list, how often you should review your email list, when to delete inactive recipients, and how AI plays a role. In this episode of Content Marketing Engineered, I talk to Shelly Alvarez, the Vice President of Marketing Services at Ragnarok. We discuss the evolution of email marketing, the impact of AI, and the importance of maintaining a clean database. Shelly shares insights on building a database from scratch, effective email marketing strategies for startups, and the significance of me...
2024-10-1035 minContent Marketing, Engineered Podcast | TREW MarketingSales vs. Marketing: How to Bridge the DivideHow can we navigate the "family feud" between sales and marketing so we all succeed? Mark Hunter, The Sales Hunter, is on the show to talk about the common misunderstandings between teams and how to work together.Mark Hunter is a best selling author, professional speaker, and founder of The Sales Hunter, an organization that trains companies and salespeople to achieve better sales and retain customers.This episode is all about the age-old battle (or more, "misunderstanding") between sales and marketing departments and how to work through tension that often occurs. We explore the customer...
2024-10-0332 minContent Marketing, Engineered Podcast | TREW MarketingThe Eight Pillars of ROI-Driven Marketing for ManufacturersChris Peer, the author of The Great 8 Pillars: ROI-Driven Marketing for Manufacturing Companies joins us on the podcast this week to walk through all eight pillars and share what he thinks the most important are for industrial marketers. We talk about how to structure marketing operations for success and how to get in front of leadership with the right data that is meaningful to grow your influence within the organization and demonstrate the impact marketing can have.We also talk about the need for frameworks and processes so that you can have a repeatable model when you...
2024-09-2631 minContent Marketing, Engineered Podcast | TREW MarketingAI Strategies and Tools for Industrial MarketersIn this episode, VP of Account Service, Jennifer Dawkins, talks about her experiences at MAICON, the Marketing Artificial Intelligence Conference. Jennifer shares the high-level timeline of how AI is expect to evolve over the next decade and how marketers can keep up. They discuss the rapid advancements in AI, the importance of AI literacy for organizations, and the evolving landscape of content marketing in the age of AI, including the broader copyright implications. As AI chat continues to answer user questions accurately, we discussed the importance of moving away from "what is" content, and work towards creating c...
2024-09-1939 minContent Marketing, Engineered Podcast | TREW MarketingBuilding a Career Marketing for B2B Tech StartupsCurious about the fast-paced world of B2B tech startups? In this episode, fractional CMO Mary Anne Gunn shares her experiences navigating the challenges and opportunities of startup marketing. From building strong customer relationships to balancing sales and marketing, Mary Anne provides actionable insights to help marketers thrive in an ever-evolving environment.Drawing from her 25+ years of experience, Mary Anne highlights the importance of adaptability in startup environments, understanding what your customers care about, and aligning marketing with high-level business goals. She discusses how to handle the pressure to deliver leads quickly while still laying a strong...
2024-09-1245 minContent Marketing, Engineered Podcast | TREW MarketingOvercoming Recruitment Challenges with Strategic Marketing and Community EngagementIf you're like most industrial companies, attracting and retaining talent is one of your biggest challenges. In this episode we discuss how marketing can play a critical role in recruitment initiatives and community engagement.Batesville Products Inc., an aluminum casting manufacturer, was facing a problem that plagues many modern manufacturers - they couldn't find or retain talent to fill their vacant production roles. Even when they did fill these positions, there was a high turnover. Mary Jutzi, Digital Marketing Associate at Batesville Products, teamed up with Batesville's human resources team to address this issue. In this week's e...
2024-09-0526 minContent Marketing, Engineered Podcast | TREW MarketingWhat to Expect at the Marketing AI Conference (MAICON) 2024Fellow marketers, have you started your AI journey yet? No matter what stage of the journey you're on, The Marketing AI Institute is a resource you can use to accelerate your use of AI. We are lucky to have Cathy McPhillips, Chief Growth Officer for the Marketing AI Institute, join us on the podcast to discuss her seasoned marketing career and all Marketing AI Institute including their upcoming Marketing AI Conference (MAICON).Cathy shared the institute's mission to to make AI approachable, accessible, and actionable for marketers, focusing on AI literacy for all. They institute pro...
2024-08-2223 minContent Marketing, Engineered Podcast | TREW MarketingHow We're Using AI Tools for Content MarketingWriters from the TREW team share how they're using AI chat technology in the writing process. They also give tips on when to use tools like ChatGPT Teams and how to construct prompts and chat threads to get a better result.Jamie Tokarz, Senior Content Strategist, and Julia Holliday, Senior Inbound Marketing Specialist, both use AI chat tools to take their projects up a notch. We discuss how they're using AI tools for research, ideation, content mapping, and editing as well as how these tools have changed since they were first introduced. Has their output improved in...
2024-08-0838 minContent Marketing, Engineered Podcast | TREW MarketingSEO Series: Is Inbound Marketing Still Working?Worried about Google's generative AI changes? Don't panic! Learn actionable strategies to pivot to mid-funnel content and use AI tools to navigate this new SEO environment successfully.As we continue our SEO series, Wendy and Dale Bertrand delve into the evolving landscape of Google’s search results due to changing algorithms and the integration of generative AI. Dale emphasizes the need to plan proactively for upcoming uncertainties. He advises marketers to pivot their focus towards middle-of-the-funnel content, targeting customers who have identified their problems and are actively seeking solutions. Their conversation underscore the importance of adapting marketing st...
2024-08-0136 minContent Marketing, Engineered Podcast | TREW MarketingSEO Series: What the Heck is Going on at Google?!Have you recently found yourself saying, What the heck, Google?! Google search results have been experiencing significant changes, with an increase in discussion sites like Reddit and Quora appearing in search results. This is due to Google's emphasis on first-person experience (EEAT) and combating misinformation. However, the results often include outdated information and unreliable advice.Additionally, Google's AI overviews, formerly known as Search Generative Experience (SGE), have been quietly rolled out, providing automatic answers to queries but sometimes pulling in inaccurate information from sources like forums. The leaked Google algorithms reveal that clicks, click-through rates, and length...
2024-07-2533 minContent Marketing, Engineered Podcast | TREW MarketingHow B2B PR Should Fit into Your Integrated Marketing StrategyIndustrial manufacturing and engineering companies may go decades without considering a Public Relations strategy. Our guest this week shares why PR shouldn't be overlooked in your overall marketing strategy.Michelle Garrett is the author of B2B PR That Gets Results, a new public relations book that helps companies understand the importance of PR while providing tactical PR tips. On this episode, Michelle and I discuss how PR can help companies tell their stories and gain credibility. We talk about the misconceptions about PR, the difference between paid, earned, shared, and owned media, and the the integration...
2024-07-1824 minContent Marketing, Engineered Podcast | TREW MarketingThe Secrets to Growth for System Integrators with Jack BarberHas your growth stalled as a system integrator? Then this episode is for you! I talk with a senior consultant who works with system integrators to avoid common sales and marketing pitfalls that hinder growth.This week, I'm joined by Jack Barber, Senior Business Consultant for Exotek, a boutique consultancy firm focused on system integration companies in industrial automation. Jack has more than 25 years of experience in the system integrator (SI) space, and was kind enough to share his wisdom about what he sees are the most common mistakes SIs make and how he educated them to...
2024-07-1126 minContent Marketing, Engineered Podcast | TREW MarketingPre-Show Partnerships and Post-Show Content: Trade Show Tips with Jake HallI was lucky enough to schedule this podcast recording on the very rare weeks when Jake Hall was not on the road. This conversation focuses on Jake's years of experience at manufacturing and engineering trade shows. He shares valuable strategies for companies who want to maximize their event spend, Including the most important strategies to take while planning, attending and following up with attendees post-show. We talk about the opportunity to capture video content with partners, clients, and your internal subject matter experts and how networking events can be just as important as the trade show itself. K...
2024-06-0635 minContent Marketing, Engineered Podcast | TREW MarketingEmail Marketing Myths Debunked: What Really Works in 2024Ever wondered how to truly optimize your email campaigns? Join us as we chat with Jeanne Jennings, founder of the Email Optimization Shop, about innovative strategies, myth-busting, and the latest best practices for email marketing. Discover how business metrics are your ultimate KPI, why straightforward subject lines work best, and the pitfalls of third-party email lists. Jeanne also explores the power of valuable content in newsletters over promotional material and discusses the evolving role of AI in enhancing email marketing effectiveness.Key TakeawaysMeasure Success with Business Metrics: Rely on business metrics a...
2024-05-3039 minContent Marketing, Engineered Podcast | TREW MarketingTrade Show Marketing Strategies from Automate 2024It's a question marketers all over the world face - "Are trade shows worth it?" We get this question time and again and are often asked which industry trade shows are best to attend and exhibit at. After all, 89% of technical buyers said they plan to attend at least one in-person industry event this year. Last week, TREW Crewers Lee Chapman, Kara Moon, and Kasey Tyring attended the Automate trade show in Chicago to uncover the value of trade shows and what marketing and sales strategy can make your company stand out in a sea of other exhibitors on t...
2024-05-1622 minContent Marketing, Engineered Podcast | TREW MarketingHow to Add Value-Driven Videos to Your Content Marketing MixAccording to our research, 97% of engineers and technical buyers watch work related videos during the work week. I talk with a video expert to learn the best types of videos to add to your content marketing mix.Jeff Long is the owner of True Focus Media, a video and web development agency for industrial manufacturers. Jeff has more than 20 years experience in creating video content for industrial companies. Over the years, Jeff has seen the role of video evolve in marketing and today, it's more important than ever to include video in your content marketing strategy.
2024-04-2534 minContent Marketing, Engineered Podcast | TREW MarketingWhat We've Learned from the Pilot of Google's Search Generative Experience (SGE)How will Google's Search Generative Experience change the way brands appear in Google's search results? One member of the TREW Crew has been in the SGE beta for more than a year. Let's see what she's found outIn this episode, I catch up with Jennifer Dawkins, Vice President of Account Services at TREW Marketing, Jen has been part of the Beta program for Google's new Search Generative Exoereince (SGE) for more than a year and in that year, there have plenty of updates. I ask her about her experience with the SGE program program....
2024-04-1828 minContent Marketing, Engineered Podcast | TREW MarketingStrategies Technical Marketers Can Borrow from the B2C PlaybookThe marketing team at Heatcraft Refrigeration Products are not afraid of stepping outside the box when it comes to reaching their target audience. Pete Grasso, Content Marketing Leader, and Tim Fletcher, Digital Marketing Leader join me on the podcast to talk about how they use B2C strategies to build a loyal following and get the information their contractors need.We discuss how they've successfully partnered with a trusted influencer in their space to maximize reach, create dozens of new content pieces and gain feedback from their community. This video alone has more than 30,000 views. They've also...
2024-04-1236 minContent Marketing, Engineered Podcast | TREW MarketingStrategies Technical Marketers Can Borrow from the B2C PlaybookThe marketing team at Heatcraft Refrigeration Products are not afraid of stepping outside the box when it comes to reaching their target audience. Pete Grasso, Content Marketing Leader, and Tim Fletcher, Digital Marketing Leader join me on the podcast to talk about how they use B2C strategies to build a loyal following and get the information their contractors need.We discuss how they've successfully partnered with a trusted influencer in their space to maximize reach, create dozens of new content pieces and gain feedback from their community. This video alone has more than 30,000 views. They've also...
2024-04-1137 minContent Marketing, Engineered Podcast | TREW MarketingUpdating your 2024 & 2025 SEO Strategy with Kyle Roof Struggling with organic traffic or how to update your Search Engine Optimization (SEO) strategy for 2024 and beyond? Give this episode a listen. Kyle Roof returns to share how marketers should approach SEO updates like EEAT, SGE, LLMs and more. Kyle Roof is the co-founder of Internet Marketing Gold and PageOptimizer Pro and he's the Lead SEO of High Voltage SEO. Kyle is also one of our most popular guests on Content Marketing, Engineered. The last time he was on the podcast was two years ago and wow, have things changed in the SEO landscape since then.
2024-03-1436 minContent Marketing, Engineered Podcast | TREW MarketingWhy Successful Technical Companies Rely on Content Marketing Craig Coffey is a seasoned marketing professional and champion of content marketing to improve his B2B technical company's market share and bottom line. Learn how Craig has utilized content marketing successfully throughout his career. If you look at Craig Coffey's LinkedIn profile, you'll find an impressive career in B2B marketing and you may even notice that many of his roles lean heavily on content marketing. Craig is no stranger to the power and success a content marketing strategy can bring to an organization. I brought Craig on the podcast to talk about his career and hi...
2024-03-0749 minContent Marketing, Engineered Podcast | TREW MarketingUnderstanding the Technical Buyer: 2024 State of Marketing to Engineers Report Targeting engineers and technical buyers? We walk through the ways your ideal audience is researching solutions, making purchasing decisions, and spending time online. The State of Marketing to Engineers Research Report is in its 7th year! GlobalSpec and TREW Marketing have teamed up all these years to understand the behavior and strategy of the technical buyer and engineer. What are their research habits? What are their channel preferences? How are they spending their time online outside of work? On this week's episode, I'm joined with CJ Haight, Content Marketing Manager at Global Spec to go over some o...
2024-02-2952 minContent Marketing, Engineered Podcast | TREW MarketingThe Importance of Online Reputation Management for Industrial Companies Matthew Olson of Signalfire shares how to boost organic search through Google Business Profiles and how to make visual branding and brand identity a priority. Matthew Olson is the President of Signalfire, a creative marketing agency based in Wisconsin. Signalfire was a brand sponsor of 2024 Industrial Marketing Summit and after meeting him and his team at the event we knew we had to have him on the podcast. Signalfire started in 2006 and has a unique mix of clients. Today Matthew and his team are focused on helping clients in the industrial manufacturing and tourism industries. While these t...
2024-02-2237 minContent Marketing, Engineered Podcast | TREW MarketingWorking Together to Solve Manufacturing's Talent and Image Issues with Meaghan ZiembaMeaghan Ziemba shares how manufacturers can attract young talent and how to use marketing to manage their brand to sustain success for years to come.Mavens of Manufacturing were a Media Sponsor for this year's Industrial Marketing Summit. Behind the brand is the very talented and champion for Manufacturing - Meaghan Ziemba. Meaghan is the owner of Z-Ink Solutions, a technical copywriting and editing service. On this episode, Meaghan and I discuss the skill development and hiring issues the manufacturing industry is facing, what benefit marketing has to correct some branding issues in the industry, and the...
2024-02-1546 minContent Marketing, Engineered Podcast | TREW MarketingA Quick Recap of the 2024 Industrial Marketing Summit After a whirlwind few days in Austin, Texas at the Industrial Marketing Summit, Kasey Tyring and Wendy Covey share their highlights of the event. Wow! If you didn't attend the 2024 Industrial Marketing Summit, you missed out on one of the most special, engaging, and valuable industrial marketing events of the year - and it's not just us saying that! A quick look at the #IMSummit tag on LinkedIn shows just how impactful this conference was to industrial marketers. In this episode of Content Marketing, Engineered, I talk with Kasey Tyring, Senior Inbound Marketing Specialist at TR...
2024-02-0934 minContent Marketing, Engineered Podcast | TREW MarketingBeyond PR: How to Leverage Technical Publication Communities with Patrick Hopper Patrick Hopper joins me to talk about the many ways marketers can partner with industry publications to grow awareness, reach new audiences and build leads. Patrick Hopper is the Publisher and President of OpenSystems Media which publishes well-known industry publications such as Embedded Computing Design and Military Embedded Systems. As the president, Patrick straddles both sides of the operation, working on the content side and client/advertising side. I've worked with Patrick for over a decade in various capacities and I invited him to join me on the podcast to share all the different ways marketers can ut...
2024-01-2534 minContent Marketing, Engineered Podcast | TREW MarketingBuilding A Strong Personal Brand with Chris Luecke Building a strong personal brand can be a game changer for salespeople in technical companies. A strong personal brand establishes you as authoritative and credible and helps you stay top-of-mind with your key audience. I invited Chris Luecke, Founder and Podcast Host of Manufacturing Happy Hour on the podcast to share how he built his personal brand, how it benefited him as a salesperson, and how to get started.Chris was generous enough to share how he got started building his personal brand. It all started when he needed to reach a new audience of t...
2024-01-1827 minContent Marketing, Engineered Podcast | TREW MarketingWhat Marketing Metrics You Should be Tracking in 2024 So much has changed in the marketing landscape over the last 12 months. Erin Moore and Kara Moon share how your 2024 marketing scorecards should be adjusted to reflect those changes. There have been so many industry changes in marketing over the last 12 months from how users are searching, what platforms their using, and how the channels themselves are serving up content. As we grapple with all these changes and its effect on organic traffic, it's important make adjustments to your marketing analytics, whether you keep a weekly scorecard, monthly spreadsheet for stakeholders, and so on.I sa...
2024-01-1154 minContent Marketing, Engineered Podcast | TREW MarketingHow to Increase Organic Traffic and Improve Domain Authority with a Content AuditJanuary is the perfect time to audit your marketing content - and it's not just a housekeeping task! Jennifer Dawkins and Kara Moon explain how a content audit can increase organic traffic and improve domain authority. A content audit is a great exercise to complete in January when you're preparing and organizing your marketing plan for the year. A content audit gets you organized and can help you align and update your messaging. I spoke with two TREW Crew members, Jennifer Dawkins, Vice President of Account Services, and Kara Moon, Senior Inbound Marketing Specialist, on the podcast w...
2024-01-0418 minContent Marketing, Engineered Podcast | TREW Marketing2023 Marketing Wrapped - AI, Search, Social, and Strategy for 2024We've all heard of Spotify Wrapped, so this year we thought it would be fun to create Industrial Marketing Wrapped! Lee Chapman and I discuss the many changes to marketing in 2023 and what we and our clients are focusing on in 2024.In 2023, TREW Marketing celebrated its 15th anniversary! While we've seen tons of changes in industrial marketing over the years, 2023 seems to be unique in its changes due to the rise of artificial intelligence (AI) and the need to update many channel strategies. In this episode Lee Chapman, TREW's President and I discuss the biggest changes and...
2023-12-2128 minContent Marketing, Engineered Podcast | TREW MarketingOptimizing for LLMs and Google's Search Generative Experience (SGE) with Dale BertrandThe TREW Team is excited to have Dale Bertrand, CEO of Fire & Spark back on the podcast to discuss the changing nature of search marketing and how to optimize for the future of LLMs and Google's Search Generative Experience (SGE).Dale Bertrand is the CEO and Founder of Fire&Spark, an SEO agency. Dale is also a popular speaker, sharing his expertise at conferences like INBOUND and Content Marketing World. We invited Dale to share what he's learned in 2023 - specifically in regards to the changing nature of search marketing and how marketers should update their strategies t...
2023-12-1434 minContent Marketing, Engineered Podcast | TREW MarketingBecome a Better Technical Writer with the Content Writing, Engineered CourseEvery year, TREW hosts Content Writing, Engineered, a technical writing bootcamp for marketers who want to level-up their technical writing skills. This year, two TREW Crew members participated in the course. We talk about their experience in this episode. The Content Writing, Engineered course is designed to teach marketers, sales professionals, and engineers in technical companies how to write compelling yet technical content for their target audiences. Senior Inbound Marketing Specialists Julia Holliday and Kasey Tyring took the course this year and they discussed what they learned with the course instructor Morgan Norris, TREW's Senior Brand Strategist.
2023-11-3030 minContent Marketing, Engineered Podcast | TREW MarketingThe Keys to Successful Sales Enablement with Pam DidnerA comprehensive discussion about the relationship between marketing and sales, covering topics such as storytelling in marketing, integrated marketing and the strategy behind successful sales enablement.Pam Didner has an impressive career history, which includes various roles at Intel, becoming a marketing professor, and then transitioning to becoming a sought-after marketing thought leader and keynote speaker. In this week's episode of Content Marketing, Engineered, Wendy and Pam discuss the importance of sales and marketing alignment, understanding your marketing bandwidth and boundaries, and what true, successful sales enablement actually looks like.ResourcesConnect with Pam...
2023-11-1641 minContent Marketing, Engineered Podcast | TREW MarketingStaying Top-of-Mind During the Technical Buyer’s Journey Mary Keough shares a new way of looking at the buyer's journey and what channel strategies she's focusing on to add more high-intent leads to her pipeline. Mary Keough is a seasoned marketer both in the SaaS and industrial marketing space and shares insightful marketing tips to her more than twenty thousand followers on LinkedIn. There's a reason why she's so popular - she's authentic. You can tell the marketing strategies she shares have been hard-won by experience. One of her favorite topics? Marketing and sales alignment. I spoke with Mary on this week's episode of Content Ma...
2023-11-0935 minContent Marketing, Engineered Podcast | TREW MarketingHow Manufacturers Can Forge a Winning Relationship with Their Distributors Manufacturers often don't have direct relationships with the end customer, and instead use a distribution network to sell their products. However, there is a huge communication gap between what marketing thinks the end customer wants and what the distributor knows they want. This week's episode is all about learning and listening from your manufacturing distributors. This week I was joined by Tom Paul, CEO of BAM!, a mobile distributor portal. I wanted to have him on to give manufacturing marketers a different point of view on how our content can benefit or be reworked to serve our va...
2023-11-0233 minContent Marketing, Engineered Podcast | TREW Marketing2024 Marketing Planning with Eddie Saunders Jr: Advertising, Comarketing, and Developing EmpathyWendy Covey talked with Eddie Saunders Jr. of Speak Friend Consulting, about 2024 marketing planning, the power or comarketing, empathy in developing sales enablement, and more.2024 is looming just a few short months away! As marketers, it's time to think about updating our strategies for the new year - where to focus our efforts, which channels to invest in, and how we can level-up our craft. I had Eddie Saunders Jr. on the podcast this week to give his insights into these topics. We talked about about the underused tactic of comarketing, how TikTok can be added to...
2023-10-2624 minContent Marketing, Engineered Podcast | TREW MarketingEverything You Need to Know About the 2024 Industrial Marketing Summit The hosts of the 2024 Industrial Marketing Summit get together to share the impressive lineup of speakers and topics for the 3-day summit. The Industrial Marketing Summit is shaping up to be a can't-miss event on any industrial marketer's calendar. Wendy Covey, Joe Sullivan, and Adam Beck got together to talk about what to expect from the summit. The event takes place January 31 - Feb 2 at the University of Texas at Austin campus in the AT&T Hotel and Conference Center. TREW Marketing, Gorilla 76, and CADENAS PARTSolutions are hosting the event after they noticed a need for...
2023-10-1923 minContent Marketing, Engineered Podcast | TREW MarketingMarketing in Electronics Manufacturing: Pro Tips from Sannah Vinding Wendy Covey talks with Sannah Vinding, Digital Marketing Director at Micro Commercial Components, about how she humanizes the brand, excels at thought leadership, and provides valuable content to her sales and distribution teams. In electronics manufacturing, theres always so much to do - especially in marketing. From setting up your sales team for success, to producing valuable and memorable content, to working with distributors. How can you get it all done? Sannah Vinding, Digital Marketing Director at Micro Commercial Components, uses "swim lanes" to keep everything organized. She breaks down her strategy in the latest episode of Co...
2023-10-1223 minContent Marketing, Engineered Podcast | TREW MarketingValuable Takeaways from Content Marketing World 2023 Morgan and Wendy recap their epic week at Content Marketing World 2023! Wendy Covey and Morgan Norris were in Washington D.C. last week to attend and share their own expertise at Content Marketing Institute's annual Content Marketing World conference. ResourcesConnect with Morgan on LinkedInLearn more about Content Marketing WorldLearn More about Content Marketing InstituteElizabeth Banks' American Heart Association CommercialBlog: The Power of Voice of Customer Insights for Engineering CompaniesBlog: Stop, Collaborate, and Listen: Harness Voices of CustomersPodcast: Conducting Customer Interviews with Morgan NorrisConnect with TREW Marketing Learn Abou...
2023-10-0549 minContent Marketing, Engineered Podcast | TREW MarketingHow Industrial Marketers Adapt to Reach Technical Buyers of All Ages The state of industrial marketing is changing fast! As the demographic of engineers and technical buyers evolves, so too should our marketing efforts. On this week's episode of Content Marketing, Engineered, I spoke with Nikki Gonzales, Head of Partnerships at QuoteBeam and host of the Automation Ladies podcast. As a millennial with a storied work history in the industrial manufacturing and software industries, Nikki brought a fresh point of view on how to market and sell to engineers and technical buyers.We discussed how ignoring your outdated internal processes can cost you young talent, whether yo...
2023-09-2845 minContent Marketing, Engineered Podcast | TREW MarketingINBOUND23 Recap - New Tools and AI Tips from HubSpot's Annual Conference Senior Inbound Specialists Kara Moon and Kasey Tyring share the highlights of what they learned from INBOUND23, HubSpot's annual marketing conference. HubSpot's annual INBOUND conference is something we look forward to every year and this year, Senior Inbound Specialists Kara Moon and Kasey Tyring attended the conference in Boston. After an action-packed week of marketing sessions spanning all topics from analytics to social media, they join me on the podcast to share what they learned and what we can expect from the all-in-one tool for marketers. They discuss the main theme of the conference, Artificial In...
2023-09-2133 minContent Marketing, Engineered Podcast | TREW MarketingHow to Turn the Knowledge of Your SMEs into Exceptional Content Our content specialist, Jamie Tokarz is the master of creating exceptional content out of your Service Matter Experts. With more than 16 years' experience, she shares how she does it. She is a star writer that produces amazing content and all her clients love her and love working with her...we were thrilled to have our very own Jamie Tokarz on the podcast this week! Jamie is a Content Strategist and has helped TREW clients produce exceptional content using their own Service Matter Experts (SMEs) for more than eight years. We invited Jamie to teach us how...
2023-09-1424 minContent Marketing, Engineered Podcast | TREW MarketingB2B Email Marketing Tips That Actually Work with Jay Schwedelson He's a crowd favorite at HubSpot's Inbound conference, now he's here to share his latest tips in B2B email marketing. Are you banging your head on your keyboard thinking your attempts at reaching your audience via email is fruitless? We get it, B2B email marketing can seem like you're getting lost in the inbox. That's why we had Jay Schwedelson on, the founder of SubjectLine.com and Outcome Media. Jay has presented on email marketing for years - one of our team's favorite presenters at HubSpot's annual Inbound Marketing Conference. Jay has a talent for re...
2023-09-0729 minContent Marketing, Engineered Podcast | TREW MarketingHow to Create Kick-Ass PresentationsSay goodbye to death-by-powerpoint! Richard Goring shares his top presentation tips.Richard Goring is a director at Bright Carbon, a content creation company producing anything where visually storytelling is useful such as presentations, explainer videos, infographics, etc.With years of experience and thousands of presentations under his belt, he is the expert on all things presentations. I talked to Richard about how to make highly technical content more engaging during presentations and some common pitfalls he sees marketers making when building PowerPoints for conferences, sales demos, and everything in between.We talked about...
2023-08-3129 minContent Marketing, Engineered Podcast | TREW MarketingThe Power of Integrated Data Across Marketing, Sales, Distribution, and BeyondJohn Joyce joins us to share how integrating data across departments, distributors, and countries can really work.John Joyce is one of those unique marketers that have worked on both sides of the business, within a marketing agency and in an internal marketing department. His career is impressive. He spent the last 8 years at Brennan as the Global Marketing Director and in that role he essentially brought the established company into the 21st century with modern marketing. In this episode we talk about his most successful moments at Brennan including branding initiatives, video, and inbound and content...
2023-08-2445 minContent Marketing, Engineered Podcast | TREW MarketingMozCon 2023 Recap: Doubling down on building authority and brand recognition for SEOErin Moore shares the key themes from MozCon 2023 and why going back to basics is a winning strategy.Erin More, TREW's Account Director, attended MozCon this year to bring back all the latest industry news on Search Engine Optimization (SEO). If you're a marketer or a practitioner of SEO specifically, you know how much things have changed in the last few years and even months in the world of SEO and search rank strategy. According to Erin, there were 4 big themes from MozCon 2023: Search is a lot more than Google searchThe way google interprets in...
2023-08-1740 minContent Marketing, Engineered Podcast | TREW MarketingHow Industrial Marketers Approach Influencers, Storytelling, Video, and Personal Brands In the industrial marketing space, we have a lot of catching up to do. Jordan Yates, Marketing Engineer at Knowles Precision Devices, shares how she uses modern marketing strategies to gain an edge over the competition.Jordan Yates holds a unique title as a "Marketing Engineer," combining her mechanical engineering background from Texas Tech University and her role on the technical marketing team at Knowles Precision Devices. After graduating, Jordan leveraged social media, particularly LinkedIn, to her advantage. She cultivated a personal following by sharing technical demos and documenting her journey of learning new skills like soldering. T...
2023-08-1025 minContent Marketing, Engineered Podcast | TREW MarketingMAICON Recap: How Marketers are Embracing the Evolving AI Landscape What a head-spinning time we had at this year's Marketing AI Conference (MAICON). We're distilling everything we learned - with practical examples of how marketers are utilizing AI - in this week's episode of Content Marketing, Engineered. At TREW Marketing, we are no strangers to the power of AI marketing tools to provide intelligence and streamline mundane tasks. However, the ever-evolving nature of AI means that there is always something new to discover. From innovative tools to ethical considerations, we knew it was crucial to attend MAICON, hosted by the Marketing AI Institute. TREW's Senior Brand Strategist, Mo...
2023-08-0348 minContent Marketing, Engineered Podcast | TREW MarketingThe Marketing Boost - Quick Wins to Get You Out of Your Mid-Year Slump We've hit the half-way mark of 2023! Here are a few strategies to boost demand, unify sales and marketing, and earn quick wins for your marketing efforts. As we enter the second half of the year, it's easy to get overwhelmed with all that's left to accomplish - especially this year when there's been so much uncertainty. Marketers are uneasy - there's been budget cutbacks, new AI, analytics and, social platforms to keep up with, and looming end-of-year reports to consider.So, I thought this would be a great time to talk with Lee Chapman, president of...
2023-07-2028 minContent Marketing, Engineered Podcast | TREW MarketingHow to Tackle a Manufacturing Website Redesign as a Solo Marketer Working in a marketing department with a team of one? Here's how one solo marketer approached a full website redesign. On this week's episode of Content Marketing Engineered, I had the pleasure of hanging out with Amanda Dinauer. Amanda is one impressive marketer. She is the Marketing Director for three brands: LasX Industries, MicroMed Solutions, and FlexPak Services. How does she juggle it all?We talked through her approach to content marketing, how she handles different leadership priorities, and prepares for real-time events like product launches.We also discussed one recent successful undertaking: a...
2023-07-1323 minContent Marketing, Engineered Podcast | TREW MarketingThe Future with HubSpot - New AI CRM and Generative Writing Tools New AI tools and more that continues to make HubSpot the best all-in-one marketing platform. I caught up with Chris Alexis, Mid-Market Sales Manager at HubSpot on the latest episode of the podcast. Chris and I have worked together for more than a decade and have watched the HubSpot platform morph and expand to serve businesses of all sizes, from start-ups to large enterprises and expanded its capabilities for coverage throughout the customer journey.Chris walked through the evolution of HubSpot from its beginnings an inbound marketing tool to today's all-in-one marketing, CRM, operations, and c...
2023-06-2335 minContent Marketing, Engineered Podcast | TREW MarketingCultivating Connections Through Regional Technology Councils How to successfully approach networking events and what your local technology council can do for you. It was a true pleasure to have a conversation with Thom Singer. His career has taken a winding path guided by the powerful connections he's made over the years. Thom is a successful public speaker, author, and podcaster and his most recent role is the Chief Executive Officer of the Austin Technology Council where his mission is to bring Austin's technology companies together to engage the wider Austin community and ensure the future of Austin's technology business landscape.In th...
2023-06-1527 minContent Marketing, Engineered Podcast | TREW MarketingGenerative AI for Marketing - Maintaining Trust and Building an AI PolicyIs your team using AI tools? Here’s everything you need to know to maintain trust and authenticity. In this week's episode, Morgan Norris, Senior Brand Strategist at Trew Marketing, shares everything she’s learned about Generative AI. Morgan has become our resident expert on all things AI tools and has sifted through dozens of tools to find out which ones are most valuable to marketers. Morgan shares the key features of the best performing tools for tasks like idea generation, editing, and content writing.We also highlight the ever-present need to stay authentic and trust...
2023-06-0832 minContent Marketing, Engineered Podcast | TREW MarketingCreating Your Manufacturing Marketing FoundationIn this week's episode, I sit down with Nicole Donnelly, the Founder and CEO of DMG Digital. We are both marketing agency owners in the manufacturing and engineering space, so we really dive into what we see as the main challenges manufacturers face when it comes to marketing from executive buy-in to consistency and long-term strategy. Here are the topics we covered in this episode:Executive buy-in of marketing effortsMarketing and sales silosSales enablement materialsThe value and ROI of consistencyThe difference between SME and AI sourced contentWhere to begin marketing for manufacturingThe Ar...
2023-06-0143 minContent Marketing, Engineered Podcast | TREW MarketingSEO Series | Taking a Conversion-Focused Approach to SEO Learn the fundamentals of taking a conversion-focused approach to SEO content to meet your audience where they are in their buyer’s journey, and drive sales and revenue for your business. Part 2 of our SEO mini-series continues with Dale Bertrand, President of SEO agency Fire&Spark. Like many SEO professionals, he didn’t start his career focused on marketing, content, or search. He started as an engineer, first in manufacturing and then in computer engineering building a supercomputer for the NSA, before a stint focused on AI. He brings his rare combination of engineering, AI, and SEO expert...
2023-05-1837 minContent Marketing, Engineered Podcast | TREW MarketingSEO Series | The Evolving Search Landscape of 2023, from E-E-A-T to AI Learn about the biggest changes to SEO over the last year, including the EEAT update and the growth of AI search and generative AI, and hear how these changes are impacting B2B engineering companies like yours. For part one of this two-part series on SEO for technical, B2B companies, we’re joined by Lily Ray, Senior Director of SEO and Head of Organic Research at Amsive Digital. Lily has spent the last 11 years in agencies, focused on SEO and organic research across many industries, and she brings a wealth of experience to our episode today.
2023-05-0934 minContent Marketing, Engineered Podcast | TREW MarketingResearch Series | 2023 CMI Manufacturing Content Marketing Report Gain insights into where manufacturing marketers are seeing success and how they are investing their marketing budgets in 2023. For part two of my two-part research series, Lisa Beets, Research Director for the Content Marketing Institute (CMI), joins me to walk through key findings from the 2023 Manufacturing Content Marketing Research Report. The report studies where content marketers working in manufacturing invest time and budget dollars, and the outcomes they are experiencing.This year's study spans a broad range of marketing topics, from content creation and management, distribution, metrics and goals, and budget allocation.There we...
2023-05-0421 minContent Marketing, Engineered Podcast | TREW MarketingResearch Series | 2023 State of Marketing to Engineers Gain insights on how engineers and technical buyers find and consume content to make purchase decisions. Christian Haight (a.k.a. CJ), Content Marketing Manager at GlobalSpec, joins me on this episode to walk through key findings from the 6th annual research study conducted by TREW Marketing and GlobalSpec. The 2023 State of Marketing to Engineers Report includes a set of consistent questions we ask to monitor trends, such as preferred information sources and content types. We also take a deep dive into search behaviors, influencers, podcasts, and in-person events.In this episode we wal...
2023-04-2745 minContent Marketing, Engineered Podcast | TREW Marketing15th TREWversary, and Oh How Marketing Has Changed Hear from TREW Marketing Co-Founders and early employees share stories about the company and how marketing has changed in the past 15 years. To celebrate TREW Marketing's 15-year "TREWversary," TREW Co-Founder Rebecca Geier, along with early employees Lee Chapman and Morgan Norris, joined me for a look-back episode. Expect to hear many stories on this episode, including:Where TREW Marketing got its nameThe most dramatic changes in marketing over the past 15 yearsCritical business decisions that shaped the agencyThe most unique technologies we learned about through client engagementsLearn more about TREW Marketing here.Resources...
2023-04-2042 minContent Marketing, Engineered Podcast | TREW MarketingGenerative AI Update - News, Tools, Prompting, Crafting A Company Policy Hear the latest updates on generative AI for marketing, including tools we're kicking around, features we love, and prompting best practices for creating AI-assisted technical content. Morgan Norris, TREW Brand and Content Strategist, is on top of how AI tools can enhance our technical content writing process (not derail it). She's been researching and piloting various tools and staying abreast of the ever-evolving legal and cultural implications of generative AI.In this episode we cover:Marketing AI news, including a statement and guidance from the U.S. Copywrite OfficeGenerative AI tools we are trying ou...
2023-04-1332 minContent Marketing, Engineered Podcast | TREW MarketingGA4 is Here...It's Time to Bid UA Farewell Forever Learn the differences between Google Analytics 4 (GA4) and Universal Analytics and find out how to transition to GA4. If you've logged into your Google Universal Analytics (UA) account on or after March 1, 2023, you've realized that you have a new tool: Google Analytics (GA4). In this episode, Kasey Tyring, Senior Inbound Marketing Specialist at TREW Marketing, walks through the major differences between the two tools and how to get up-to-speed on GA4.A few key points you'll hear during the episode:Web visits (and a few other key metrics) are counted differently in GA4, so do...
2023-04-0622 minContent Marketing, Engineered Podcast | TREW MarketingDaily Videos Part of a Robust Content Marketing Strategy For Optics ManufacturerLearn how a leading optics manufacturer uses daily videos and other content marketing tools to differentiate from their competitors.Cory Boone, Technical Marketing Manager at Edmund Optics, is a big believer in content marketing for engineering companies, as you'll hear in this episode. He has found that through content, the company builds trust and credibility and stays top-of-mind with prospects and customers. Edmund Optics' multi-faceted content strategy includes daily videos which range from broad and basic, such as how optics are used in the world around us, to technical challenges where optics and photonics can b...
2023-03-2327 minContent Marketing, Engineered Podcast | TREW MarketingHeard at ERA: Recap of the 2023 Electronics Representatives Association ConferenceHear the latest electronic components industry and marketing trends presented at the 2023 ERA conference. TREW Marketing Senior Brand and Content Strategist, Morgan Norris joined me for the 2023 Electronics Representatives Association (ERA) conference, held in TREW's hometown of Austin, Texas. In this episode, we share some of the trending topics we heard in keynotes and sessions as well as share highlights from our presentation, Transforming Your Brand Into a Trusted Resource.Some of our marketing takeaways include:Many of the rep firms are lacking differentiated messaging and their websites don't portray them as a knowledgeable t...
2023-03-0940 minContent Marketing, Engineered Podcast | TREW MarketingGenerative AI For Industrial Content Development: a ChatGPT, Writer, and Jasper Showdown Can AI tools help to develop content targeted to engineers and technical buyers? The landscape is exploding with generative AI tools for content marketing. But when it comes to creating B2B marketing content, especially pieces targeted to engineers and technical buyers, are these tools actually helpful? This is what TREW Marketing set out to find through research and writing experiments.The episode kicked off with Morgan Norris, TREW Sr. Brand and Content Strategist, walking us through the variety of tools that aim to help marketers across content strategy, SEO, and content development. As we ho...
2023-02-2336 min
The Manufacturers NetworkBuilding Brand Credibility Through Video for Manufacturers with Wendy CoveyLisa Ryan: Hey, it's Lisa Ryan. Welcome to the Manufacturers' Network Podcast. I'm here today with Wendy Covey. Wendy is a CEO technical marketing leader, author of content marketing engineered one of the wall street journals, and ten most innovative entrepreneurs in America.And she holds a Texas fishing record over the past 24 years. Wendy and her team at Trew marketing have helped hundreds of highly technical companies build trust and fill their pipelines through inbound marketing. Wendy, welcome to the show.Wendy Covey: I am thrilled to be here. Thank you.Lisa...
2022-08-1524 minContent Marketing, Engineered Podcast | TREW Marketing2022 Content Marketing World Industrial Summit PreviewTake a sneak peek at the speakers and topics included at the 2022 Industrial Marketing Summit, a one-day event held as part of Content Marketing World.On this episode I'm joined by Adam Beck, Director of Marketing for CADENAS PARTsolutions, and Joe Sullivan, Thinker and Founder at Gorilla 76, to take a sneak peek at this year's Industrial Marketing Summit event which will be held on September 15, 2022.As the event sponsor representing CADENAS PARTsolutions, Adam has put together a stellar line-up of industry marketing leaders to share inspirational ideas and practical advice for industrial marketing professionals. Adam...
2022-08-1127 minContent Marketing, Engineered Podcast | TREW Marketing2022 State of Marketing to Engineers Research Highlights with Christian HaightThe 2022 State of Marketing for Engineers Research Report summarizes the survey results of more than 800 engineers and technical professionals from a variety of industries, including manufacturing, automotive, energy, electronic components, semiconductor, and aerospace/defense. TREW Marketing and GlobalSpec recently released our 5th annual study of how engineers and technical buyers seek and consume information to make purchase decisions. In this episode, Christian Haight joins host Wendy Covey to walk through some of the major findings from the report, including:Engineers value a company's technical expertise and responsiveness over price and company values 83 percent of...
2022-01-2726 minContent Marketing, Engineered Podcast | TREW MarketingEngineer Transformed To Marketer With Chad Pasho"I'm just a technical guy adapting to the new reality of content marketing." Chad Pasho, Business Development Director for Mechanical Solutions, has always had one foot in engineering and one foot in business. It was logical then that he joined a vibration testing and monitoring company to help grow revenue and delight customers. In this role, Chad quickly grasped the importance of telling their story in a way that appealed to buyers. Persona exercises helped get this started, but ultimately deeper understanding over time and empathy provided a different frame of reference and led to mo...
2021-07-1528 minContent Marketing, Engineered Podcast | TREW MarketingAcquisition Rebranding With Genuen Leadership Take an inside peek into the rebranding process used to give life and focus to a multi-company acquisition. Mergers and acquisitions are an effective way to quickly achieve economies of scale, improve operational efficiency and expand into new market segments. They are a fast-track to diversification through organic group that helps mitigate risk. But from a marketing perspective, there are several key considerations to evaluate before moving forward with a full-scale rebranding launch.On this episode you'll hear details of a business rebrand initiative which was triggered by a business acquisition from three unique perspectives: Genuen CEO J...
2021-06-1738 minContent Marketing, Engineered Podcast | TREW MarketingWomen In Electronics With Jackie Mattox Research shows that diversity and inclusion leads to higher revenue and profits. How can corporations start from where they are to improve in these areas? Jackie Mattox, Founder and President of Women in Electronics, has experienced first-hand the triumphs and tribulations that come from working in the male-dominated field of electronics. Her passion now is to support women of all stages in their careers through mentorship, education, and leadership development. She also wants to educate companies on the benefits of investing in women leaders, and help them identify ways to get started or improve.During this episode, y...
2021-06-0323 minContent Marketing, Engineered Podcast | TREW MarketingWhy You Should Listen to Content Marketing, EngineeredThis podcast is focused on you, the marketer in a technical company. Meet Podcast host Wendy Covey and preview the types of strategic and tactical topics to help you get motivated, work smarter, innovate and produce better results
2020-02-2724 min