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TitreDateDurée
How to Revamp an Outdated Distributor Program30 Oct 202500:24:59

Is 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Covey interviews Emily Ting, a Marketing Specialist at CCS America, about the importance of revisiting and revamping an outdated distributor program.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critical to sales success for many industrial companies and together, Wendy and Emily discuss the challenges faced by outdated distributor programs, the need for collaboration, and the strategies implemented to revamp these programs.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 lessons learned from the distributor feedback process and emphasizes the significance of cross-departmental collaboration. 

Takeaways

  • Distributor relationships can be critical to sales success.
  • There are many challenges with maintaining effective distributor programs.
  • It's important to reevaluate distributor performance and relationships.
  • Take advantage of collaborative marketing efforts with distributors.
  • Measure success through feedback and sales trends.
  • Networking and sharing experiences with other industrial marketers is essential.

Resources

AI Success Story: Streamlining Lead Qualification, Sales Outreach, and Personalization16 Oct 202500:31:25

Many 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 AI to cut the sales quoting process down by 80%, personalize sales personas and messaging, and how to make it easiest for the team to trust and adopt AI into their everyday tasks. 

He also emphasizes the importance of cross-team collaboration and offers practical advice on fostering strong human connections across departments and office locations.

Takeaways

  • Custom GPTs were developed to cater specifically to their industry needs
  • Fostering collaboration among teams is essential for success.
  • Celebrating team achievements helps build a strong company culture.
  • Leadership alignment is necessary for successful AI experimentation.
  • Lowering the stakes can encourage teams to adopt new technologies.
  • Continuous learning and iteration are key in AI development.
  • Consulting for nonprofits combines corporate techniques with theological insights.

Resources

Everything We Learned at Content Marketing World02 Oct 202500:40:55

If 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 awareness quickly, a skill increasingly necessary in today's fast-paced market. Lee Chapman participated in the mentor-mentee program, emphasizing the value of community and shared learning within the industry.

The episode delves into key themes from the conference, including storytelling as a strategy, AI and search disruption, and innovative content systems. AI and search were hot topics, with discussions on generative engine optimization (GEO) and the evolving role of AI in content creation. The speakers emphasized the need for unique content to stand out in a sea of AI-generated material. The episode also explored the potential of platforms like LinkedIn and Reddit for industrial marketing, highlighting the importance of thought leadership and community engagement.

Takeaways

  • Storytelling is crucial for aligning sales and marketing, as highlighted by Pam Didner's session.
  • Farah Kober demonstrated the impact of storytelling on brand perception and purchase intent.
  • Generative engine optimization (GEO) is becoming a key focus in AI and search strategies.
  • Unique content is essential to stand out in a market saturated with AI-generated material.
  • Interactive content like configurators and ROI generators can enhance user engagement.
  • Creating comparative content can enhance your brand's visibility and engagement.
  • Users on Reddit are highly intentional, often seeking specific answers or engaging in community discussions.

Resources

A Sneak Peek at the 2026 Industrial Marketing Summit18 Sep 202500:37:37

Calling 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 learning, and community building.

Early Bird pricing is available through October 15, saving you up to $600 on your ticket. With three days of workshops, sessions, networking, and fun, the Industrial Marketing Summit is your chance to kick off 2026 with fresh ideas and lasting connections.

Event Details

Website: industrialmarketingsummit.com

Date: March 3 - 5, 2026

Location: Austin, TX

Buy Tickets

Takeaways

  • Rand Fishkin is announced as the keynote speaker, focusing on SEO and zero-click content.
  • The event will be held in Austin, Texas, at the Renaissance Hotel.
  • The event emphasizes networking and community, with opportunities for attendees to connect and share knowledge.
  • Early bird registration is open until October 15th

Resources

How Live Chat Influences the Buyer’s Journey and Boosts Sales Efficiency04 Sep 202500:26:36

Do 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 journey, reduce friction in the sales process, and cater to different communication preferences. The conversation also covers the integration of AI and human elements in chat systems, the importance of offering multiple communication options, and the impact of chat on sales and customer service efficiency. Tune in to gain insights into leveraging chat technology for better customer engagement and increased sales conversations.  

Resources


 

Unifying Sales and Marketing with A. Lee Judge's CASH Framework21 Aug 202500:43:45

Do 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 Communication, Alignment, Systems, and Honesty.

This conversation is packed with insights for industrial marketers who want to strengthen internal relationships and gain buy-in from leadership. Whether you’re struggling with proving ROI, building credibility with sales, or simply trying to get both teams speaking the same language, this episode offers practical advice.

Resources

What is THE SEO Alligator? A New Challenge in Search Metrics07 Aug 202500:15:56

Have 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 in response to these changes. The conversation emphasizes the importance of creating unique, valuable content that resonates with audiences, rather than relying on high-volume keywords that may no longer drive engagement.

Key Takeaways

  • The 'SEO alligator' refers to the gap between impressions and clicks in Google Search Console.
  • AI overviews are affecting click-through rates significantly.
  • Unique content based on your company's deep expertise is more valuable in search than generic content (even when that generic content ranks for higher volume search queries).
  • AI overviews are answering top-of-the-funnel queries directly in search results, turning these terms into zero-click results.
  • Marketers should explore multiple channels for audience engagement and traffic.

Resources

Brand Marketing with Technical Publications — From PR to Ad Campaigns24 Jul 202500:29:18

In this episode, Morgan Norris speaks with Susan Poeton, Publisher, Owner and CEO of Industry Today Media. They discus the evolution of publishing and strategies for technical companies to effectively communicate their news. They explore the importance of understanding the audience, the role of press releases, and the current trends in manufacturing and technology. Additionally, they talk through advertising strategies, paid media opportunities, and the significance of building brand awareness in a competitive market. 

Key Takeaways

  • Smaller companies can still tell valuable stories despite budget constraints.
  • Brand awareness is key in a competitive market.
  • Paid media opportunities should be part of a broader campaign strategy.
  • Building long-term relationships with media platforms enhances exposure.



Resources


Extending your Corporate Message Successfully as your Brand Grows10 Jul 202500:32:21

As your company grows and changes, whether through acquisitions, new products, or expansion into new markets, it's important your messaging evolves, too. Learn how to evolve your messaging and align both internal and external stakeholders along the way. 

In this episode of Content Marketing Engineered, Morgan Norris speaks with Chris Zmijewski, VP of Marketing at SAM, about the evolution of brand marketing and the transition of SAM into a data-driven solutions provider. They discuss Chris's journey in the company, the importance of internal messaging, leadership support, and the need for consistent communication across platforms, especially while acquiring multiple brands and entering new sectors. 

Key Takeaways

  • The integration of new technologies requires clear communication.
  • Internal messaging is critical during acquisitions.
  • Leadership support is vital for effective internal communication.
  • Consistent messaging across platforms enhances brand recognition.
  • Engaging staff at all levels fosters learning and innovation.

Resources


How to Create Kick-Ass PR Campaigns for Engineering Companies09 Jul 202500:41:41

 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 identifying newsworthy content, and the best practices for executing successful PR strategies. Morgan shares insights from a recent successful PR campaign for Path Robotics, illustrating the impact of a well-structured PR approach. The episode concludes with practical advice for marketers looking to enhance their PR efforts.

 

Key Takeaways

  • PR is experiencing a renaissance 
  • Identifying newsworthy content is crucial for effective PR
  • PR campaigns should focus on brand awareness, not immediate sales
  • Contributed articles can enhance the reach of a PR campaign
  • Building a targeted media list is essential for successful outreach
  • Effective PR requires follow-up and engagement with media contacts
  • Visual content can greatly enhance PR announcements



Resources


A Technical Editor-in-Chief's Perspective on PR Best Practices01 Jul 202500:28:23

Ever wonder if wiring and pitching press releases to technical publications is worth the effort? We spoke to the Editor-in-Chief of R&D World to uncover how marketers should be communicating and developing relationships with journalists to get the most out of their PR efforts. 

In this episode, Morgan Norris, Senior Brand and Content Strategist at TREW Marketing, talks with Brian Buntz, the Editor-in-Chief of R&D World at WTWH Media. They discuss the evolving landscape of public relations, content marketing, and journalism, particularly in the context of technical publications. They explore how news consumption has changed over the years, the impact of AI on content creation and journalism, and the importance of press releases. Brian shares insights on best practices for brands to engage with media effectively.


Key Takeaways

  • Trade publications are key sources for technical audiences.
  • The voice of the customer is essential for effective storytelling.
  • Press releases should include customer perspectives and data-driven insights.
  • Engaging with media requires flexibility and adaptability.
  • SEO strategies are evolving due to AI and changing search behaviors.
  • Technical brands should focus on building relationships with journalists.

Resources

Lessons from the Automate 2025 Show Floor22 May 202500:26:14

In 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 Takeaways

  • Engaging 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 nurturing leads and maintaining momentum.
  • Networking is a valuable aspect of attending trade shows.
  • Fun and creative booth themes can enhance brand visibility.
  • Content marketing should leverage insights gained from conversations at the show.



Resources


Comparing Content Preferences of Engineers in Europe and the US15 May 202500:38:59

Chances 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 AI in marketing. Udo shares insights on engineers' content preferences, the significance of trade shows, and the challenges of localization in Europe. The conversation emphasizes the need for marketers to adapt their strategies based on regional behaviors and preferences to effectively reach their target audience.

Key Takeaways

  • Engineers in Europe and the US prioritize detailed and in-depth information
  • Digital platforms are crucial for the buying process
  • GitHub is a leading platform for engineers in Europe
  • Video content is increasingly important for engagement
  • Trust in AI tools is lower in Europe compared to the US
  • Trade shows remain significant for networking and showcasing products in Europe
  • Localization is key in European marketing strategies

Resources


Behind the Questions: Inside the 2025 State of Marketing to Engineers Report01 May 202500:30:42

Have 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 joined by CJ Haight, Content Marketing Manager at GlobalSpec, to unpack the findings from the eighth annual State of Marketing to Engineers Research Report. Together, they dive into the expanded scope of this year’s study—conducted in collaboration with Elektor International Media—which now includes insights from engineers and technical buyers across Europe and Asia.

The conversation covers key demographics of the respondents and highlights emerging trends in how technical audiences consume marketing content. Wendy and CJ explore the importance of recognizing regional nuances, tracking year-over-year shifts, and understanding which information sources—from social media and newsletters to the growing influence of generative AI—are shaping buyer behavior in the engineering world.

Key Takeaways

  • Year-over-year trends help identify changes in buyer behavior.
  • Engineers prefer direct sources for information.
  • Social media platforms like LinkedIn have varied importance.
  • Podcasts saw a decline in listenership this year.
  • Independent sources are valued by technical buyers.
  • Brand messaging should adapt to market conditions.

Resources

Navigating Industrial Marketing Challenges in a Shifting Economy17 Apr 202500:29:16

Feeling 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 efficiency, the significance of SEO, and the need for standardized processes. They also explore trends in industrial marketing, the value of employee-generated content, and the importance of building relationships in the industry. Karla concludes with advice for marketers to keep pushing forward despite challenges..

Key Takeaways

  • Time blocking is essential for managing multiple marketing requests.
  • AI can streamline data collection and analysis in marketing.
  • SEO strategies should focus on long-tail keywords and content relevance.
  • Standardized processes help ensure continuity in marketing efforts.
  • Content created by employees often garners more engagement than traditional marketing posts.
  • Marketers should adapt to changing economic conditions by automating processes.

Resources


A Sales Leader’s Perspective on Content that Earns Engineers’ Trust08 Apr 202500:23:31

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 events, Wes started hearing things like:

“I loved that post you shared last week.”

“That video with your kids—so relatable!”

Often this feedback came from people who never interacted with his posts. That’s when it clicked: visibility and familiarity were paying off in real conversations.

Video isn’t always easy. Wes shared the many real-life challenges of filming at home—chaotic dogs, noisy kids, desert wind. But the results are worth it. Video gives people a feel for who you are, how you communicate, and what you stand for—all key ingredients for building trust with skeptical technical audiences.

Wes is quick to admit he’s not a professional marketer. And yet, his content works because it’s authentic. He blends technical insights with glimpses into his personal life—fishing trips with his kids, behind-the-scenes looks at product installs, even the occasional chainsaw cameo.

The result?

Content that makes people feel like they know him before he ever steps foot on-site.

“I want people to have a general idea of who I am and what I’m about. That familiarity helps me earn their time and attention.”

Wes had some advice for both sales and marketing professionals.

For Marketers: 

  • Create tools your sales team can actually use. From videos to application images to PowerPoint decks, think about how content can help a salesperson open a conversation or strengthen credibility.
  • Think beyond spec sheets. Help salespeople connect—not just inform.

For Salespeople: 

  • Master your message. Content creation sharpens communication. Even if you never hit “publish,” the act of writing or recording helps you prepare for high-stakes conversations.
  • Lean into your strengths. Wes isn’t trying to be polished—he’s trying to be real. And that makes all the difference.

Resources


Leveraging First Party Data in a Cookieless Marketing Landscape20 Mar 202500:22:21

This 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 need for marketers to adapt to changing consumer privacy expectations.

Takeaways

  • Third-party cookies are being phased out due to privacy concerns.
  • Marketers are shifting towards first-party data for targeting.
  • Google Ads can be leveraged for precise audience segmentation.
  • Contextual targeting is an effective strategy that doesn't rely on cookies.
  • Working with publishers can enhance targeting capabilities.

Resources

Recapping the 2025 Industrial Marketing Summit06 Mar 202500:33:28

In 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 engineers.

Takeaways

  • AI is transforming marketing strategies and should be embraced.
  • Understanding customer voice is crucial for effective marketing.
  • Video content is becoming a primary focus for marketers.
  • Personal branding can elevate corporate messaging.
  • Future events will continue to focus on community and collaboration.

Resources

 

Could Amazon be the Industrial Sales Channel You're Missing?20 Feb 202500:26:15

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 B2B products for Amazon, inventory management, optimizing product listings for visibility, and strategies for driving traffic to Amazon listings.

Takeaways

  • Amazon is a crucial platform for B2B businesses.
  • Using Amazon can be less complex than setting up a standalone e-commerce site.
  • Distributors can still play a valuable role in the Amazon ecosystem.
  • Optimizing product listings can significantly impact visibility and sales.

Resources

Taking AI Up a Notch: Training Brand Voice, AI Assistants, and Custom GPTs13 Feb 202500:28:52

If 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 enhance content generation. The conversation also touches on advanced strategies for teams, the necessity of persistence and nuance in AI usage, and resources available for marketers looking to leverage AI. Finally, we provide insights on how to gain executive buy-in for AI initiatives.

Takeaways

  • The shift from A-B testing to "A to infinity" testing is now possible with AI.
  • Articulate differences in tone in your AI prompts for various platforms is key.
  • Creating a negative word list in your AI prompts can help refine AI outputs.
  • Custom GPTs can streamline content creation for brands.

Resources

How to Optimize for Bottom-of-Funnel, Revenue-Generating Content30 Jan 202500:37:52

Do 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 landscape of marketing in manufacturing and the need for continuous improvement in marketing efforts.

Takeaways

  • Understanding customer intent is crucial for effective marketing.
  • The 'money page' is key to generating leads and revenue.
  • Website optimization should focus on user behavior and needs.
  • Expectations in marketing should be realistic and data-driven.

Resources

From Burnout to Buy-In: Practical Tips for Managing Change in Marketing16 Jan 202500:35:25

 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 book and offers practical advice for marketing leaders on managing change and fostering a supportive work environment.

Takeaways

  • Organizations often struggle with too many simultaneous changes.

  • Psychological safety is essential for team resilience and adaptability.
  • Effective change management involves clear communication and transparency.
  • Involving employees in the change process can reduce resistance.
  • Change should not be dictated solely by the organizational hierarchy.
  • Leaders must prioritize employee well-being during transitions.

Resources

 

The Power of Qualitative Research to Level Up Your Brand12 Dec 202400:38:06

Haven'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,' and offers advice for marketers navigating technical fields.

Takeaways

  • Qualitative research is essential for understanding consumer behavior.
  • Body language plays a crucial role in interpreting responses during research.
  • AI technology can enhance qualitative research by analyzing micro-expressions.
  • Qualitative research should focus on depth rather than just surface-level data.

Resources



The State of AI: Chatbots, Reasoning Models, and Agents05 Dec 202400:38:36

 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 and learn in the AI age.

Takeaways

  • Understanding the stages of AI transformation can help individuals adapt.
  • Creativity can be enhanced through AI tools in marketing roles.
  • Companies need leadership buy-in for successful AI implementation.
  • Learning in the AI age should be hands-on and practical.
  • Using AI effectively can provide a competitive advantage in careers.
  • Training AI on specific company data can enhance its usefulness.

Resources

Differentiate Your B2B Marketing in 2025: Strategies to Stand Out in an AI-Driven Landscape21 Nov 202400:33:04

Can 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 with their audience. As they look ahead, they emphasize the importance of adapting to new tools and trends while maintaining a clear and focused marketing strategy.

Takeaways

  • The inbound marketing playbook is evolving.
  • Having a well-formed strategy is crucial before experimenting with new tools.
  • AI tools can assist in creating more effective marketing strategies.
  • Brand differentiation is key in a crowded marketplace.
  • Quality of content is more important than quantity.
  • Webinars and short-form videos are effective for conversions.
  • Companies should focus on their unique expertise to stand out.
  • Leveraging customer feedback is essential for brand messaging.
  • Maintaining a clean CRM is vital for effective marketing.
  • 2025 will require marketers to adapt to new trends and tools.

Resources

Getting Personal: When Authenticity is a Winning Sales Strategy14 Nov 202400:27:00

 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 reflects on his personal experiences, including the loss of his mother, and how these experiences shape his online presence and interactions. The conversation emphasizes the need for sales professionals to be themselves and to nurture relationships rather than resorting to aggressive sales tactics.

Takeaways

  • Authenticity is key in social media engagement.
  • Different audiences require tailored content strategies.
  • Building relationships is crucial in sales.
  • Personal experiences can enhance professional interactions.
  • Humor can make sales approaches more relatable.
  • Sales professionals should avoid pitching in initial contacts.

Resources

Marketing Insights from Gardner's Industrial Buying Influence Report07 Nov 202400:43:20

 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 need for industrial marketers to adapt their strategies to meet the expectations of modern buyers. The conversation concludes with practical recommendations for marketers looking to enhance their outreach and engagement efforts.

Takeaways

  • 65% of buyers are open to considering new vendors during the purchasing process.
  • 98% of buyers look for alternatives when making a purchase decision.
  • The buying team typically consists of three or more members.
  • Multi-channel marketing is essential for reaching buyers effectively.

Resources

Recapping Our Time at Content Marketing World 202431 Oct 202400:27:41

 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 industry events like the Industrial Marketing Summit. Whether you're a seasoned marketer or just starting out, this episode is packed with actionable tips and inspiring stories.

Takeaways

  • Participating in the mentorship program was a highly rewarding experience.
  • The manufacturing masterclass focused on personal branding strategies.
  • Storytelling is a crucial element in marketing, especially for technical audiences.
  • AI is reshaping SEO strategies, emphasizing search intent over keywords.
  • Video marketing is becoming more accessible and less intimidating for companies.

Resources

Find Your People at the Industrial Marketing Summit24 Oct 202400:28:23

Calling 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 invited Joe on the podcast this week to talk about what he's most excited about for next year's event and why we started IMS in the first place. We'll peel back the curtain on the event schedule, covering workshops, keynote sessions, panels, and roundtables. We also talk about the positive feedback we received from the 2024 event and how this marketing summit is different from other marketing conferences you could attend. 

Takeaways

  • The Industrial Marketing Summit is designed for industrial marketers.
  • Workshops will provide actionable insights for attendees.
  • The event aims to build a community among industrial marketers.
  • Sponsorships opportunities are available for companies who want to get involved.
  • The summit will feature dual tracks of sessions: Brand & Strategy and Tactical Excellence
  • The event is inclusive for all levels of marketers.

Resources

Breaking Into New Markets: Prototyping, Messaging, and Managing Risk17 Oct 202400:36:21

If 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 the importance of experimentation, understanding customer needs, and developing a strong value proposition.

He discusses the iterative process of prototyping and feedback, risk management, and the necessity of collaboration across teams. Additionally, he highlights effective marketing strategies and the role of technical marketing in successfully penetrating new markets.

Takeaways

  • Experimentation is crucial when entering new markets.
  • Understanding customer needs is essential for success.
  • Prototyping can help capture customer interest and feedback.
  • Collaboration between R&D, marketing, and sales is vital.
  • Unlearning previous assumptions is necessary when entering new markets.
  • Iterative processes lead to better market fit and product success.

Resources

How to Leverage Clean Data and AI for Effective Email Marketing10 Oct 202400:35:03

 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 measuring success through revenue and key performance indicators. The conversation emphasizes the need for continuous testing and adaptation in marketing strategies.

Takeaways

  • Email marketing is still relevant and evolving.
  • Maintaining a clean database is crucial for email success.
  • Pop-ups on websites can effectively capture leads.
  • Testing different strategies is essential for success.

Resources

Sales vs. Marketing: How to Bridge the Divide03 Oct 202400:32:51

How 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 journey, the significance of effective communication, the need for alignment in strategies, and the need for quality metrics reporting. Mark discusses the role of personal branding on LinkedIn, and practical advice for bridging the gap between sales and marketing teams. 

Takeaways

  • The blame game between sales and marketing is unproductive.
  • Understanding the customer journey is crucial for both teams.
  • Salespeople should take responsibility for prospecting.
  • Marketing should create awareness and educate the market.

Resources

The Eight Pillars of ROI-Driven Marketing for Manufacturers26 Sep 202400:31:46

Chris 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 launch campaigns. We talk about value proposition and of course your MarTech stack and how AI factors into this equation. 

Takeaways

  • ROI is crucial in marketing and should be the focus of marketing operations.
  • A strong value proposition, messaging, and branding are essential for differentiation and attracting customers.
  • Content creation and AI are major obstacles faced by marketers in the industrial sector.
  • To get executive buy-in, marketers should demonstrate the impact of marketing on revenue and align marketing strategies with organizational goals.
  • Measuring and reporting on the right metrics is key to gaining executive support and demonstrating marketing effectiveness.

Resources

AI Strategies and Tools for Industrial Marketers19 Sep 202400:39:24

In 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 compelling content that stands out - with unique points of view and personal anecdotes. I also ask her about the new AI tools she's excited to learn about and try, including video editing tools and integration tools. 

The main takeaway from the conference? AI is here. If you don't learn it, you'll lose business to your competitors and it will ultimately hinder your career as a marketer. But it doesn't have to be impossible to learn or implement, start small and don't let initial AI mistakes dissuade you from taking advantage of the tools. 

Takeaways

  • AI literacy is essential for organizations to stay competitive.
  • Generic content will not perform well in the AI-driven landscape and compelling content must have a unique point of view.
  • Copyright laws regarding AI-generated content are still evolving.
  • Organizations must develop a clear AI strategy and guidelines.
  • The future of AI includes multimodal capabilities and Artificial General Intelligence (AGI).
  • Starting with small, low-stakes AI projects can ease the transition.

Resources

AI Tools Mentioned

Building a Career Marketing for B2B Tech Startups12 Sep 202400:45:52

Curious 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 strategic marketing foundation. Mary Anne also provides practical tips on navigating the volatile nature of startups, balancing sales and marketing alignment, and staying up-to-date in a fast-changing marketing landscape.

Takeaways

  • Embrace Flexibility for Career Growth: In the startup world, adaptability is a must. If you're willing to pivot quickly and tackle challenges head-on, you’ll develop a wide skill set that accelerates your marketing career.
  • Build Customer-Driven Strategies: Understanding customer pain points and shaping marketing strategies around their needs is essential. The deeper your insights, the more impactful your role becomes.
  • Focus on Metrics That Matter: Go beyond vanity metrics. As your career progresses, focus on efficiency and revenue-driven metrics that align with broader business objectives to position yourself as a strategic contributor.
  • Collaborate and Network: Partner with sales, product, and other departments to create more impactful marketing programs. Relationship-building skills are crucial to your success.
  • Stay Ahead of Marketing Trends: Keeping up with advancements in tools like AI can enhance your skills and make you more valuable, but never lose sight of the fundamentals—clear communication and a strong understanding of your market.

Resources

Overcoming Recruitment Challenges with Strategic Marketing and Community Engagement05 Sep 202400:26:40

If 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 episode, Mary shares the steps Batesville took to understand the root of their talent problem and the initiatives they launched to address those findings.

This episode is full of out-of-the-box initiatives that were very successful for Batesville Products Inc. From rewriting job descriptions, engaging in community events and local schools, and developing a children's book. 

Mary explains how they leveraged their company culture and unique selling points to attract the right candidates. Mary offers advice for marketers tasked with meeting recruiting goals and shares insights on reaching younger professionals.

Takeaways

  • Marketing can play a crucial role in supporting local communities and meeting recruiting goals.
  • Increasing brand awareness in the community is essential for attracting the right candidates.
  • Highlighting company culture and unique selling points can help differentiate from competitors.
  • Engaging with the community through initiatives like children's books can have a significant impact.
  • To reach younger professionals, it's important to show that the company is modern and offer workplace flexibility.
  • Connecting with other Department of one marketers can provide support and valuable insights.

Resources

What to Expect at the Marketing AI Conference (MAICON) 202422 Aug 202400:23:00

Fellow 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 provides many free resources to get started including blogs, white papers, podcasts, research, online courses, and events. The podcast is one great way to learn a little more each week about the latest in AI for marketing and beyond.

We spent a lot of time talking about MAICON and as a past attendee, I can say the event is something every marketer should add to their calendar. From networking, to valuable sessions, to learning from fellow marketers, MAICON is a can't-miss event. 

Takeaways

  • The Marketing AI Institute aims to make AI approachable, accessible, and actionable for marketers, focusing on AI literacy for all.
  • They provide various resources, including blogs, white papers, podcasts, research, online courses, and events.
  • The flagship event, MAICON, focuses on accelerating AI adoption and strategy.
  • Training and education are crucial for marketers to stay up-to-date with the rapidly changing AI landscape.
  • AI has significant relevance and potential in the manufacturing industry, with various use cases and success stories.

Resources

How We're Using AI Tools for Content Marketing08 Aug 202400:38:24

Writers 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 quality, or are they still seeing issues with AI "hallucinations"? We also revisit the strategy for prompting and returning to previous chat threads.

We touch on a few different AI tools including ChatGPT Teams, Claude, Perplexity AI, and Gemini.

The two TREW Crewers emphasized that AI is a tool that enhances the writing process but doesn't replace human creativity. Tips for integrating AI into marketing processes include starting small, treating AI as an assistant, and iterating on prompts. 

Takeaways

  • AI tools can be used for various stages of the content creation process, including research, ideation, content mapping, and editing.
  • The launch of ChatGPT Teams has provided a tool that allows for conversation-based AI assistance while ensuring data confidentiality.
  • Google search results are increasingly prioritizing discussion-based sites like Reddit and Quora, which may not always provide authoritative information for technical topics.
  • Organizing prompts by subject and providing detailed background information can improve the effectiveness of AI-generated responses.
  • Start small when integrating AI into marketing processes and iterate on prompts.

Resources

SEO Series: Is Inbound Marketing Still Working?01 Aug 202400:36:45

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 strategies to provide unique, valuable information that truly resonates with the target audience instead of chasing trends. Additionally, Wendy and Dale delve into the use of AI tools in marketing and stresses the importance of measuring success through conversions and sales rather than merely focusing on traffic and rankings.

Takeaways

  • Don’t panic about Google’s generative AI changes, but prepare for the uncertainties.
  • Shift your strategy to create content for customers who are problem-aware and solution-seeking.
  • Produce unique and valuable content that is easily consumable by your target audience.
  • Use AI to streamline your processes and develop interactive widgets or apps.
  • Focus on conversions and sales to gauge the true effectiveness of your marketing efforts, not just traffic and rankings.

Resources

SEO Series: What the Heck is Going on at Google?!25 Jul 202400:33:48

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 of page visits are ranking signals, while on-page SEO and technical backend optimization are less important than we previously thought. To adjust to these changes, marketers should diversify their strategies and focus on reaching their audience where they are through channels like YouTube, events, thought leadership, referrals, digital advertising, and public relations. Content strategies should prioritize deep technical content, real-world projects, and data, rather than introductory topics. It's important to stay flexible and adjust plans as Google's search landscape continues to evolve.

Takeaways

  • Google search results now prioritize content from discussion sites to provide a first-person perspective.
  • However, this shift has resulted in outdated and unreliable information appearing in search results due to a lack of oversight.
  • Google's AI overviews, previously known as SGE, provide automatic answers to queries but may pull in inaccurate information and are not always pulling from the most authoritative sources.
  • Clicks, click-through rates, and length of page visits are ranking signals, while on-page SEO and technical backend optimization are less important.
  • Marketers should diversify their strategies and focus on reaching their audience through channels like YouTube, events, thought leadership, referrals, digital advertising, and public relations.
  • Content strategies should prioritize deep technical content, real-world projects, and data, rather than introductory topics.

Resources

How B2B PR Should Fit into Your Integrated Marketing Strategy18 Jul 202400:24:13

Industrial 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 of PR with content marketing and social media. We also talk about how to measure your PR efforts.

Takeaways

  • PR is an essential component of B2B marketing and can help companies gain credibility and tell their stories.
  • Misconceptions about PR include confusing it with advertising.
  • PR should be integrated with content marketing and social media to maximize its impact.
  • Measurement of PR efforts can include placements, impressions, and traffic generated.
  • Consider adding PR to your marketing program to improve brand reputation and share company achievements.

  • Quality writing is crucial in PR to stand out and engage audiences.

Resources

The Secrets to Growth for System Integrators with Jack Barber11 Jul 202400:26:03

Has 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 be disciplined in order to grow leads and expand within their current clients.

 We talk about the importance of focusing on specific niches and differentiating yourself in the market. SIs oftentimes fall in the trap of saying they "do it all" which can leave potential buyers confused about their strengths. We also touch on the discipline it takes to be successful during account management, and the importance of expanding accounts instead of just completing a project and moving on to the next client.

Takeaways

  • Focus on specific niches and differentiate yourself in the market to attract clients.
  • Balance business development with project delivery and have discipline in account development.
  • Capture and transfer tribal knowledge from senior employees to younger ones.
  • Create visual content to showcase capabilities and engage clients.

Resources

Modern Public Relations: Micro Influencers, Niche Publications, and Generative AI27 Jun 202400:39:01

Sam Heimbach is a professor of Public Relations and she talks to us about how modern PR really works. Gone are the days of solely pitching traditional journalists for coverage.

In this episode, Morgan Norris, Senior Brand Strategist, interviews Sam Heimbach, a public relations professor at Texas State University. They discuss the evolution of PR, the impact of social media, and the role of employee voices in PR. 

They also touch on the use of generative AI and the changing landscape of journalism and PR. The conversation covers social listening tools, influencer research, and the impact of generative AI on the PR landscape as well as the importance of trust and authenticity in content creation. 

Takeaways

  • The evolution of PR has expanded beyond media relations to include social media and owned channels.
  • Employee voices play a significant role in company brand and reputation, but it requires a balance of control and freedom.
  • Generative AI is impacting the content landscape, emphasizing the importance of high-quality and trustworthy content.
  • The rise of social media has changed the way journalists source information and has created new opportunities for PR professionals.
  • The changing landscape of journalism and PR requires active digital and social media listening.
  • Influencer research involves evaluating the reach, alignment with brand values, and content quality.
  • Trust and authenticity are crucial in content creation, and AI should be used additively rather than as a replacement for human input.

Resources

How Honest and Strategic Messaging Led to Rapid Growth for Engineering Firm Hallam-ICS20 Jun 202400:30:34

Engineering firm Hallam-ICS has sustained growth over the last decade, crediting honest company culture, inbound marketing in niche service areas, and evolving brand messaging as the reason for their success. We talk to the president and CEO, Keith Flaherty on the latest episode of Content Marketing, Engineered.

TREW Marketing has worked with engineering firm Hallam-ICS for more than 7 years and over that time many of the marketing strategies and brand messaging have evolved to reflect the company's growth. We invited president and CEO Keith Flaherty to discuss the company's history, culture, and growth over the years. 

One thing that's truly special about Hallam-ICS is the company culture, it plays a huge role in recruiting and retaining employees and the messaging reflects this differentiator. 

Hallam-ICS is also seen rapid growth in niche expertise areas, such as toxic gas monitoring and arc flash, and Keith credits executive buy-in of inbound marketing as the reason they've grown and generated millions of dollars in leads in those areas.

We also discuss how messaging changes with growth, and how to blend "small and friendly" messaging with "large and expert" messaging and how to stay consistent as more regional locations are added to the company.

Takeaways

  • Company culture is a key differentiator in attracting and retaining employees.
  •  Achieve rapid growth in niche expertise areas by leveraging inbound marketing to generate leads.
  • Messaging should be evolved over time to blend an original small, friendly culture with the current larger, more capable image.
  • Opening new offices requires careful selection of leaders who understand the company's culture and can effectively communicate its messaging.

Resources

Navigating Data and Content in the Era of Generative AI with Christopher Penn13 Jun 202400:36:23

Christopher Penn is a co-founder and Chief Data Scientist at Trust Insights. Chris' newsletter is something the TREW Crew passes around our slack channel on a regular basis. His insights into the latest news about data analytics, automation, and generative AI, have been immensely valuable to or team, and we are thrilled he accepted our invitation to be a guest on Content Marketing, Engineered podcast.

In this episode, Morgan Norris, Senior Brand Strategist at TREW Marketing, asks Chris all of our burning questions about generative AI. They discuss the challenges and opportunities that arise when using generative AI or in-platform AI tools, and he provide a unique perspective about how AI should really be used as a research tool - something technical marketers can use to increase their knowledge of highly complex industries. They discuss AI disclosures to stay compliant with recent EU regulations, copyright issues, and a framework to help you decide which tasks are truly worthy of AI. 

They also have a conversation about the rise of AI generated, no-click search and how marketers should update the way they approach content marketing.

Resources

Pre-Show Partnerships and Post-Show Content: Trade Show Tips with Jake Hall06 Jun 202400:35:52

I 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. 

Key Takeaways

  • Promote trade show attendance before the event to generate interest and schedule meetings with potential customers and partners.
  • Create engaging and interactive booth experiences to attract and engage attendees.
  • Form partnerships and collaborations with other companies in the industry to showcase integrated solutions and expand reach.
  • Capture video content at trade shows to create post-show content and leverage for marketing purposes.
  • Recast manufacturing as a cool STEM industry to attract younger generations and change the perception of the industry.

Resources

Email Marketing Myths Debunked: What Really Works in 202430 May 202400:39:27

Ever 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 Takeaways

  • Measure Success with Business Metrics: Rely on business metrics as your key performance indicators (KPIs) to gauge the success of your email marketing campaigns.
  • Benchmark Internally: Focus on your own past performance instead of industry standards to assess the effectiveness of your email marketing.
  • Steer Clear of Third-Party Lists: Protect your sender reputation by avoiding the purchase of third-party email lists.
  • Prioritize Valuable Content: Engage your subscribers by focusing on delivering valuable content in your email newsletters.
  • Collaborate with AI Tools: Work iteratively with AI tools to fully leverage their capabilities and enhance your email marketing efforts.

Resources

Trade Show Marketing Strategies from Automate 202416 May 202400:22:13

It'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 the show floor. 

We discuss their impressions of the show, the booths and attractions that stood out to them, and the cool tech they saw. 

Key Takeaways

  • Attending trade shows can be a valuable opportunity to connect with prospects and stay competitive in the industry.
  • Interactive booths and attractions can make it easier for attendees to engage with exhibitors.
  • Timely follow-ups, such as same-day emails, can help maintain the momentum and interest generated at the trade show.
  • Collaborating with other companies in the industry can enhance credibility and create a more impactful presence.
  • Creative marketing strategies, such as limited swag giveaways and exclusive events, can help attract attendees and generate leads.
  • Trade show planning should involve a balance between eye-catching demos and targeted marketing efforts to attract quality leads.
  • Having a well-defined strategy and follow-up plan is crucial for maximizing the results and ROI of attending a trade show.

Show Notes

Navigating Modern Manufacturing: AI, Recruitment, and Marketing09 May 202400:28:15

Kristin Graybill is the Vice President of Commercial Strategy at the Manufacturers Alliance and in her role, she speaks to hundreds of manufacturers all across the country. In this episode, we talk about the work of the Manufacturers Alliance whose mission is to drive economic growth and foster collaboration within the manufacturing sector. They do this by hosting peer programs, conducting research initiatives, and providing resources to leaders across departments in mid to large manufacturing companies.

I ask her what trends trends she's seeing in manufacturing marketing, and we focused on the increasing risk and use of AI to streamline operations and enhance marketing efforts. We also talked about how "old school" manufacturers are being forced to modernize their marketing to compete in a tight talent market. Kristin echoed the need for marketers in the manufacturing sector to embrace innovation and leverage marketing strategies that appeal to the human element of their audience.

Near the end of the conversation we talk about diversity and inclusion in manufacturing leadership. Kristin shares findings from recent research conducted by the Manufacturers Alliance on women's leadership in manufacturing. She highlights the challenges women face in middle management and disparities in perceptions of gender equality within the industry. 

Key Takeaways

  • The Manufacturers Alliance helps leaders in manufacturing through peer groups and industry research.
  • AI is being used across manufacturing operations, marketing, and recruitment but comes with notable risks.
  • Modern and creative marketing is necessary to recruit talent.
  • Focusing on the advancement of women in manufacturing can help address the growing talent shortage.
A Masterclass in Rebranding and Authenticity with Gray Solutions02 May 202400:28:11

Melissa Geertz is the Director of Marketing at Gray Solutions and over her year and a half tenure at the company has overseen a complete rebrand of the system integrator. I had her on the podcast to discuss the scale of the rebranding project, including how to get executive and cross-company buy-in, what steps to take during the rebrand, and how to measure qualitative and quantitative ROI of a rebrand. 

We talk about the importance of authenticity to stand out in a crowded market and Melissa shares insights on how Gray Solutions used the culture of the company to guide the branding process. 

Key Takeaways

  • Establishing a unique brand identity is key to stand out in a crowded market.
  • A rebranding project can have a significant impact on growth if done authentically and with a unique point of view.
  • A unique rebrand can add to company culture and recruitment initiatives.
  • Measuring the ROI of a rebrand should focus on growth metrics, such as inbound traffic, conversions, and brand recognition.
  • Look at competitors to understand the space they are owning, but find your own unique brand identity and stay away from copying others.
  • Gain inspiration from outside industries to bring fresh ideas and perspectives to your rebranding project.
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