Explorez tous les épisodes du podcast Content Marketing, Engineered Podcast | TREW Marketing
| Titre | Date | Durée | |
|---|---|---|---|
| The Power of Qualitative Research to Level Up Your Brand | 12 Dec 2024 | 00:38:06 | |
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. Takeaways
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| The State of AI: Chatbots, Reasoning Models, and Agents | 05 Dec 2024 | 00:38:36 | |
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. Takeaways
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| The Eight Pillars of ROI-Driven Marketing for Manufacturers | 26 Sep 2024 | 00:31:46 | |
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. Takeaways
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| ABM Readiness, Measurement, and Winning Tactics with Joe Quinn | 07 Apr 2022 | 00:44:55 | |
Award-winning ABM strategist shares his decade-long journey with ABM and advice for getting started or improving your programs. Many companies may think they need to be doing ABM given how buzzy it is in our marketing world, but here are a few criteria Joe suggests using to assess whether or not your organization is ready for ABM:
If all signs look positive, Joe suggests a multi-phase ABM framework with associated metrics, including account research and prioritization, content development, tailored tactical execution, and closed-loop reporting. During the episode Joe shares some of his award-winning ABM tactics, including case study briefs, customized LinkedIn introductions from Account Managers, and contact acquisition. We also touch on the role of technology to help enhance, automate and measure ABM initiatives -- and when these should and should not integrate into the CRM or other platforms in use. | |||
| A Technical Leader's Inbound Marketing Journey with Matt Eurich | 24 Mar 2022 | 00:22:06 | |
Coming up through the technical ranks to leading a business, how do executives ramp up and keep up with inbound marketing? During the episode you'll hear how, over a decade, WTI went from a trade show and brochure website approach to a holistic inbound marketing model where content investment made the greatest impact. He describes some of his a-ha moments and tools that were most helpful to keep things on track, such as a marketing scorecard and content editorial calendar. You'll also learn that WTI's high-performing marketing program helped raised its valuation when seeking to be acquired and what happened next to the WTI brand and other entities that were acquired. His advice to other technical leaders? Find a strategic marketing partner and trust them and their process. Even if some of what they bring to the table sounds odd at first (you'll hear him poke fun at persona development), trust in your marketing partner and their proven experience. (Spoiler alert: he now thinks personas are one of the best things that has ever come out of marketing planning). | |||
| Evolve Your Google Adwords Strategy with Glenn Schmelzle | 10 Mar 2022 | 00:36:40 | |
The Google Adwords platform has grown tremendously in sophistication. Are you keeping up? By applying AI, Google continues to make significant changes to which advertising campaigns are accepted, how ads appear, who they appear for, and what the ad says. During the episode, Glenn fills us in on how the platform has evolved and big changes that are afoot for 2022. Some of these changes have introduced more complexity for the marketer, but also better performing ads through context and relevancy. Glenn is the podcast host of The Funnel Reboot, a show that shares strategies from leading marketers. | |||
| Communicating Through Body Language With David Schneer | 24 Feb 2022 | 00:37:28 | |
David Schneer is a Ph.D., CEO, and Body Language Master Trainer at The Merrill Institute. Through conducting qualitative focus groups in the electronics industry for 30 years, he recognizes that each and every one of us are surrounded by communications contradictions. David became passionate about helping business professionals and other interested folks (hello parents of teenagers!) discern someone's truth through body language. During the episode, David quizzes me about common body language myths, such as reading someone from an expression or a handshake, and figuring out when someone is lying. He also provides practical advice on how to facilitate effective communications in the workplace, such as creating a comfortable environment. We also discuss how to read body language via Zoom, when only a portion of someone's body is in view. Viewer note: our Zoom video feed cuts out around 18 minutes into the episode, but the audio file sounds great. Our apologies for this technology hiccup. | |||
| Manufacturing Marketing Research Findings with Lisa Beets | 11 Feb 2022 | 00:17:53 | |
Learn where to invest and pitfalls to avoid when crafting your 2022 marketing plan. During the episode, Lisa walks me through CMI's Manufacturing Marketing report and we discuss several datapoints that jumped out to us both, such as:
We concluded that there was a close synergy between the CMI Manufacturing Marketing Report and the TREW Marketing & Global Spec State of Marketing to Engineers report, and that both are helpful for marketers to educate and advocate for content marketing with internal leadership. | |||
| 2022 State of Marketing to Engineers Research Highlights with Christian Haight | 27 Jan 2022 | 00:26:41 | |
The 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.
For show links and more, visit the Content Marketing, Engineered podcast blog | |||
| Context Matters: Writing for Engineers with Adam Kimmel | 13 Jan 2022 | 00:25:08 | |
Understanding the context of why and who makes all the difference when writing for engineers and technical buyers. Adam Kimmel, Principal Technical Content Writer at ASK Consulting, spends his days boiling down highly technical information into consumable content targeted to specific audience personas. During this episode, we covered a ton of ground -- from what behaviors make a technical writer successful to how to extract the right information from subject-matter experts. Aside from the numerous nuggets of advice, what struck me most about this episode is one word that kept creeping in throughout our discussion: context. When interviewing a subject-matter expert (SME), it's important to contextualize why a solution is significant and where it fits into the broader market landscape. Data is great, but the context of why the data is significant (e.g. competitive comparisons, etc.) helps to demonstrate value and build preference. Your audience needs to first care about a topic, then be enticed to go deeper and learn more. Understanding the context of where your content piece fits into the buyer's journey helps you to position the material at the right technical level and build upon information served elsewhere. | |||
| 2021 Wrap Up and Look Ahead to 2022 | 30 Dec 2021 | 00:11:54 | |
Shifting strategy, LinkedIn, media and advice from technical marketers in the trenches were all highlights of our 2021 podcast season.
A huge thank you to all of these guests for sharing their wisdom and experiences on Content Marketing, Engineered! We have an exciting line-up for the start of 20 | |||
| Media Miniseries | Successfully Pitching Media with Lisa Peterson | 16 Dec 2021 | 00:30:00 | |
In the Content Marketing, Engineered Media Miniseries, we’re learning from media experts about how working with external news outlets and trade publications fits into your content marketing strategy. Today, we're learning how to pitch media successfully, and what goes into a successful media relations campaign. In today's episode, Lisa Peterson, owner of Lisa Peterson PR, has spent decades pitching reporters, building relationships, and securing coverage on behalf of her clients. She believes that you need a strong message, an integrated approach, and a determination to identify and pitch the right journalists. | |||
| Media Miniseries | Using Newswires in Your Media Strategy with Glenn Frates | 14 Dec 2021 | 00:27:23 | |
In the Content Marketing, Engineered Media Miniseries, we’re learning from media experts about how working with external news outlets and trade publications fits into your content marketing strategy. Today, we're breaking down news wiring services and covering -- what they are, when to use them, and how to use them to get your message across as effectively as possible. In today's episode, Glenn Frates, VP of Cision Media, gives us all of the "how-to" information we need to wire news. Glenn talks about frequency of releasing news, what topics are relevant, and what you need to include in your release for it to be successful...down to the character count of your headline. This episode is incredibly practical. One of my favorite messages that Glenn shares is that a news release isn't a standalone strategy, you need additional marketing activities and content that supports an overall campaign. | |||
| AI Strategies and Tools for Industrial Marketers | 19 Sep 2024 | 00:39:24 | |
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.
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| Media Miniseries | Connecting Via Online Communities with Erik Jansen | 09 Dec 2021 | 00:27:50 | |
In the Content Marketing, Engineered Media Miniseries, we’re learning from media experts about how working with external news outlets and trade publications fits into your content marketing strategy. Today, we're exploring opportunities to connect with prospects via online communities In today's episode, Erik Jansen from Elektor Media shares how to connect with engineers using online communities as a media channel. Elektor is a magazine that also has a strong community forum called Elektor Labs where users can test hardware, tinker with new technologies and share what they've created. If you have customers experimenting with your products or platforms you think Elektor would be interested in sharing your hardware with their community, this is a great example of an additional media channel you can use to connect with prospects. | |||
| Media Miniseries | Match Your Marketing Goals to Advertising Products with Patrick Carmody | 07 Dec 2021 | 00:35:08 | |
In the Content Marketing, Engineered Media Miniseries, we’re learning from media experts about how working with external news outlets and trade publications fits into your content marketing strategy. Today, we're diving deeper into advertising -- and in particular how to align your marketing goals with the right advertising products to support your business. In today's episode, Patrick Carmody, Area Sales Manager at Endeavor Business Media which owns publications like Electronic Design and Machine Design, will talk to us about some of the detailed products that we can use to build brand awareness, generate leads, and grow sales. From sponsored content to podcasts to email marketing, Endeavor brings many different forms of advertising to the table. And like other publishing houses, Endeavor owns a host of publications, so you can target your specific, niche audience exactly where they go to find information. | |||
| Media Miniseries | Intro to Advertising for Technical B2B Companies with Lee Douglas | 02 Dec 2021 | 00:38:25 | |
In the Content Marketing, Engineered Media Miniseries, we’re learning from media experts about how working with external news outlets and trade publications fits into your content marketing strategy. Today, we're exploring advertising -- how to think about it, what goals are reasonable, and where to focus your spend. The printed trade publications of the 80s and 90s were full of advertising content (if you were around then, I'm sure you remember seeing who secured that back cover ad each month). With the rise of digital content, those print ads gave way to clunky banner ads in the early oughts and for many of us, the advertising knowledge stops there. But, advertising has evolved a ton. In today's episode, Lee Douglas, an Account Director from Aspencore which owns publications like EE Times, EDN, embedded.com, and Planet Analog, will talk us through all of the available advertising options and how to find advertising opportunities that help you meet your marketing goals. The opportunities range from optimized banners to sponsored podcasts to even retargeted ads that your prospects can engage with when they're on a site other than yours or a publication's. For show links and more, visit the Content Marketing, Engineered podcast blog | |||
| Media Miniseries | Engaging Technical Editors with Gary Lerude | 30 Nov 2021 | 00:38:04 | |
In the Content Marketing, Engineered Media Miniseries, where we’re learning from media experts about how working with external news outlets and trade publications fits into your content marketing strategy. In today’s episode, we cover working with technical B2B trade publications from an editorial perspective. There are dozens of reputable B2C technical publications but a few rise to the top. Microwave Journal is one of those few. Today, Microwave Journal editor Gary Lerude will talk to us about how you can use trade publications to share your news, grow your audience, and build your brand. This content is particularly relevant with the recent advancements in 5G mmwave -- Gary notes that while there are a handful of significant test and measurement providers who have relationships with editors, industries like communications and medical are full of smaller companies and startups with niche technologies who can benefit from the brand awareness that comes with editorial coverage. On this episode you'll hear details of exactly how and when to engage with technical editors as well as what editors are looking for, what's helpful to them, and what to expect to have prepared when you reach out. For show links and more, visit the Content Marketing, Engineered podcast blog | |||
| Your 2022 Marketing Planning Guide, Jennifer Dawkins | 22 Nov 2021 | 00:29:43 | |
Learn where to invest and pitfalls to avoid when crafting your 2022 marketing plan. During the episode, Jennifer walks through key elements of her marketing planning approach. She advises on what and how to analyze your current performance, the competitive landscape, and how to set meaningful goals. Persona development, a messaging audit, and campaign plans are all part of the marketing plan. Jennifer describes how she measures success and the importance of quarterly evaluation and plan update meetings with your core marketing committee. We then shift gears to touch on trends for 2022, including tried-and-true tactics that are waning in effectiveness in addition to new areas of investment. | |||
| Misconceptions About Engineering & Scientific Buyers with Sandy Williams | 18 Nov 2021 | 00:42:07 | |
Too many marketing and sales professionals are targeting technical buyers with approaches that are either too aggressive, too fluffy, or too dry. Fluffy content is a big trust-breaker. Sandy recommends quality over quantity, saying that technical buyers tend to lurk more than share, absorbing information incognito until late in the buyer's journey. Marketing attribution can be difficult with this type of behavior, with engagement metrics not telling the full picture. During the episode, Sandy shares a list of "don'ts" for technical marketing and sales professionals and provides greater insight into the minds of the engineer and scientific buyer.
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| Using a Data-Driven SEO Approach with Kyle Roof | 04 Nov 2021 | 00:32:07 | |
Analysis and testing are key on-page SEO tactics that can significantly lift search engine rankings. This of course doesn't mean that fresh, quality content isn't important to converting prospects to customers. But it is clearly a call-to-action for marketers to spend time analyzing and testing SEO tactics on key pages. Kyle points to four key areas within a page that Google scans to determine ranking for a keyword or phrase. By just focusing here, companies may see a significant boost. Throughout the episode, he also provides pointers on how to research competitors and use SEO analysis software tools for more insight and direction. When looking to supplement some of the popular SEO tools with specifics for page optimization, Kyle and his team developed their own algorithm which has evolved into the software tool PageOptimizer Pro. They also offer SEO training through a program called Internet Marketing Gold.
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| INBOUND 2021 Recap with Julia Fellows | 21 Oct 2021 | 00:22:34 | |
Did you miss INBOUND 2021? Never fear, we have you covered with this recap episode. Email marketing has been hugely important to fill the face-to-face void during these COVID days, so it's not a surprise that this was a hot INBOUND topic. Speaker Jay Schwedelson from Subjectline.com shared insights into what's really working now. He broke down two specific ways to improve open rates: personalize the sender name, and use special characters in the subject line. Also popular were the ABM sessions, such as the presentation by Terminus' Justin Keller. He emphasized the importance of sales and marketing alignment for ABM to gain traction, and encouraged companies new to ABM to start with content and personalization There was also buzz around RevOps, no doubt a focus since HubSpot's product announcements were mostly tied to this topic. The idea is to make the customer's experience with your brand as streamlined and frictionless as possibly, and to accomplish this, you need organizational alignment, data and connected systems. HubSpot Co-Founder Darmesh Shah gave some powerful examples from his own car shopping experience to prove the point that customers expect consistency, but companies are siloed and struggle to deliver a consistent experience. While these are a few highlights, Julia shares even more during the episode. Also, look for a TREW Marketing blog post on HubSpot's new product announcements coming early next week. | |||
| Digital Customer Engagement Maturity Model with Richard Barnett | 07 Oct 2021 | 00:46:29 | |
How well does your company fare at engaging customers online? Find out where you fall in the digital engagement spectrum and why companies with long sales cycles are shifting more spend towards digital sales and marketing programs. Richard Barnett, CMO of Supplyframe, is a self-professed fan of #models. Specifically, models and processes to help global electronics suppliers address engineering and production life cycles, from design to new product introduction. He has recently introduced the Digital Customer Engagement Maturity Model to the industry, which helps companies evaluate their current state in how they engage with prospects and customers online. According to Richard, "the electronics industry has been fairly stagnant in its approach to embracing a digital transformation over the last two decades" and the COVID shut-down helped executives to begin opening their eyes to the benefits of digital marketing and sales. For show links and more, visit the Content Marketing, Engineered podcast blog | |||
| Takeaways from 346 Marketing & Sales Books with Douglas Burdett | 24 Sep 2021 | 00:51:52 | |
What recurring themes are found in 346 marketing and sales books? After recording 346 episodes (and counting!), Douglas has noticed some important recurring themes across these books, including:
Through his agency Artillery, Douglas works with manufacturers and industrial companies. He sees technical marketers making some critical mistakes in not understanding their customers, talking about themselves/their products too much, and having unrealistic expectations of marketing set against a long sales cycle. On the flip side, he praised engineer leaders working with marketing on their appreciation of the planning process, measurement and iteration, and the similarities of marketing and a system...both with many moving parts. During the episode you'll hear many references to helpful B2B books (go figure!) which are listed below with links to each. | |||
| Building a Career Marketing for B2B Tech Startups | 12 Sep 2024 | 00:45:52 | |
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
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| Secrets to Building a High-Peforming B2B Website With Erin Moore and Jamie Tokarz | 09 Sep 2021 | 00:32:52 | |
While most marketers have design on their mind, strategic planning and quality content are key steps to creating a high-performing B2B website. Erin walks us through the website redesign strategy process, and why this step is critically important. During the website redesign strategy, you'll set goals and expectations, think through the user’s journey and identify their needs, and map out all of your functional web needs. Design preferences, wireframing, navigation, and CMS selection are also part of this process. Developing a thorough strategy before kicking off the redesign implementation allows you to set a realistic budget and timeline, vs diving into development quickly leads to unplanned activities that increase costs and timelines unexpectedly. Jamie then gives her perspective on content development. Share shared that to be successful with your content development and minimize the time spent/number of iterations needed, there is a lot of work that needs to be done prior to ever starting a draft. This includes corporate and segment messaging, page templates or wireframes to guide writing, and identifying your writing team and reviewers. When it is time to roll up your sleeves, Jamie recommends using the 4 Cs of web writing: clear, concise, cohesiveness, and consistency. | |||
| Overcoming Imposter Syndrome in Manufacturing Marketing with Sam Morgan | 26 Aug 2021 | 00:26:49 | |
As a solo marketer, it can be a daunting task to ramp up (and keep up!) on all things inbound marketing while also wrapping your head around the technical solutions offered by your company. Sam turned to books and podcasts to ramp up on all the ways marketing had changed since his college marketing classes. At the same time, he was taking a self-directed crash course in the business to understand their target personas, solutions, and value proposition. With all of this knowledge sinking in, Sam began putting best practices into action, measuring, and in some cases failing forward. He brought in expert help to guide him and tapped contractors too to make sure his time is spent in the smartest and most impactful ways. In the episode, Sam also shares some of his favorite tools and advice for fellow manufacturing marketers. | |||
| Why B2B Companies are Adopting HubSpot | 12 Aug 2021 | 00:51:21 | |
If you are considering what CRM to adopt, seeking marketing and sales technology, or a new website CMS platform then this episode is for you. We also walk through how the HubSpot platform has evolved over time. In this episode, Andre and I walk through the basics of what HubSpot is, how it's structured, and ways in which the platform has evolved over time. Andre then dives into each Hub, providing highlights of our favorite features. We also talk pricing -- everyone's favorite topic! The Hubs include:
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| Engineer Transformed To Marketer With Chad Pasho | 15 Jul 2021 | 00:28:43 | |
"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 more impactful messaging. For example, MSI engineers create diagnostic videos in their work with customers, which makes for excellent marketing content when woven into a broader story connecting the customer pain and business impact, not just details of the technical problem/solution. These explainer videos have high video retention on LinkedIn and the MSI website. In this episode, you'll learn about MSI's highest performing types of content and how Chad ramped up and stays current on all things content marketing. Learn more about TREW Marketing Order the book! Content Marketing, Engineered About TREW Marketing For more than a decade, we’ve helped engineering and technical companies elevate their brand, engage with their audiences, and generate new opportunities. We base our work on insightful research, unrivaled industry expertise, and detail-oriented execution. We understand that highly technical audiences look past standard marketing tactics, so we take a strategic, nuanced approach to meet the technical buyer exactly where they are and help guide them to your solution. About Wendy Covey Wendy Covey is a CEO, technical marketing leader, author of Content Marketing, Engineered, one of The Wall Street Journal’s 10 Most Innovative Entrepreneurs in America...and she holds a Texas fishing record. Over the last 20 years, Wendy and her team at TREW Marketing have helped hundreds of engineering and technology companies build trust and fill their pipelines using compelling technical content. | |||
| Serving Engineers Through Visual Search with Matt Judge | 01 Jul 2021 | 00:29:57 | |
Imagine you are a worker on an offshore oil rig and your machine goes down. You notice a part has fallen off and is broken. You need to figure out who manufactured the machine (20 years ago!), describe the part to customer service, and hopefully find a replacement. And to make matters more complicated, you don't speak the same language as the manufacturer's service department. Meanwhile, the drilling has stopped, and which has a significant monetary impact on the company. Now envision an alternate scenario where you can snap a picture of the part with your iPhone, upload it to the manufacturer's website, and within seconds identify the part and place a replacement order. This is one of many examples shared during the episode to illustrate the power of visual search for manufacturers and distributors. Matt Judge, VP of Sales at Vizseek, has found himself in the middle of several intersecting trends in the industrial space. Buyers have moved online for a significant portion of the buyer's journey, applying pressure on manufacturing companies to invest in their websites and digital technology across the enterprise. Artificial intelligence is more accessible and becoming the driving force behind new approaches to work smarter and more efficiently. Then you have consumer-oriented companies such as Amazon and Pinterest training all of us on the power of visual search to find solutions. In this episode, you'll learn more about what visual search is, where it can be applied, and how manufacturers and distributors can leverage this technology as a competitive differentiator. | |||
| Acquisition Rebranding With Genuen Leadership | 17 Jun 2021 | 00:38:47 | |
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 Jeff Gray, Genuen SVP of Business Development Todd VanGilder, and TREW Marketing President Lee Chapman. We cover everything from internal alignment, company naming and brand messaging development, and the external brand launch. You'll hear what the Genuen team enjoyed most about the process, and what surprised them along the way. If you are considering a rebranding effort or have one underway, there is a ton of insightful information on this episode to help with your own plans. Learn more about TREW Marketing Order the book! Content Marketing, Engineered About TREW Marketing For more than a decade, we’ve helped engineering and technical companies elevate their brand, engage with their audiences, and generate new opportunities. We base our work on insightful research, unrivaled industry expertise, and detail-oriented execution. We understand that highly technical audiences look past standard marketing tactics, so we take a strategic, nuanced approach to meet the technical buyer exactly where they are and help guide them to your solution. About Wendy Covey Wendy Covey is a CEO, technical marketing leader, author of Content Marketing, Engineered, one of The Wall Street Journal’s 10 Most Innovative Entrepreneurs in America...and she holds a Texas fishing record. Over the last 20 years, Wendy and her team at TREW Marketing have helped hundreds of engineering and technology companies build trust and fill their pipelines using compelling technical content. | |||
| Women In Electronics With Jackie Mattox | 03 Jun 2021 | 00:23:14 | |
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. Learn more about TREW Marketing Order the book! Content Marketing, Engineered About TREW Marketing For more than a decade, we’ve helped engineering and technical companies elevate their brand, engage with their audiences, and generate new opportunities. We base our work on insightful research, unrivaled industry expertise, and detail-oriented execution. We understand that highly technical audiences look past standard marketing tactics, so we take a strategic, nuanced approach to meet the technical buyer exactly where they are and help guide them to your solution. About Wendy Covey Wendy Covey is a CEO, technical marketing leader, author of Content Marketing, Engineered, one of The Wall Street Journal’s 10 Most Innovative Entrepreneurs in America...and she holds a Texas fishing record. Over the last 20 years, Wendy and her team at TREW Marketing have helped hundreds of engineering and technology companies build trust and fill their pipelines using compelling technical content. | |||
| Serving Our Industrial Heros Through Content Marketing with Chris Grainger | 20 May 2021 | 00:26:23 | |
With a helpful mindset, EECO uses content marketing to educate and highlight the achievements of their "heroes" who build things and keep them running. Chris Grainger, Engineering and Services Manager for industrial automation and power supply distribution company EECO, has an unusual job. In addition to the many typical responsibilities you'd expect in his role, he is also deeply passionate about helping customers through content marketing. On this episode, learn why EECO calls customers "heroes" and how thoughtful messaging, blogging, video, and the EECO Asks Why podcast have helped them serve those heroes and grow revenue in a scalable way. Chris shares a ton of content marketing tips and success stories, and one that stands out is the tight-knit relationship between marketing and the engineering and services team, resulting in a shared commitment to publishing quality content that converts. We have a chuckle over the buyer's journey mindset when crafting a content marketing strategy, which has led him to look at other websites through a very different lens. You'll also hear a touching story about Chris' personal ministry to help young (and not-so-young) people take control of their personal finances. | |||
| Shifting to Inbound Marketing in Acoustic Engineering with Sabrina De Veylder-Pahwa | 06 May 2021 | 00:31:09 | |
Understanding the customer, taking on one initiative at a time, and measuring results were key to ushering inbound marketing into an Acoustic Engineering company. Sabrina De Veylder-Pahwa, R2Sonic Marketing Director, has accomplished something which many industry peers struggle greatly with -- shifting her highly technical engineering company into an inbound marketing model. During this episode, she shares her journey, including the fantastic results they've achieved. One of the most interesting parts of this episode was hearing about the close relationship she has with the global sales and technical support teams. R2Sonic invested in a sales enablement platform where Sabrina can efficiently share content, and salespeople know they have the latest assets at their fingertips. You'll also hear about website improvements, content assets that perform well, and which vehicles Sabrina has found most and least effective for promotion. | |||
| Virtualizing the Field Sales Role in Electronic Components with Michael Knight | 22 Apr 2021 | 00:47:25 | |
After a year of working virtually the vaccinations are here, which means companies can shift the field sales force back to their road-warrior ways. But should they? Michael Knight, President of the TTI Semiconductor Group, is a naturally curious person. He asks a lot of questions, which leads to new ideas, and he invariably finds himself serving as a change agent for the company. When it comes to TTI's sales model, this was no different. Back in those blissful pre-COVID days, Michael was already questioning the traditional field sales model. It started with Applications Engineers (AEs), who were in high demand and spread very thin, leading to lack of coverage for important customer engagements. The TTI team set up a formal pilot program, complete with demo kits and Zoom accounts, to provide more AE coverage with the same personnel through virtual meetings. Having successfully implemented the pilot and adopting the Virtual AE model is their norm, TTI was well-positioned when COVID hit and field sales was grounded to keep business moving with little disruption. Now that vaccines are in arms and people are headed back to the office, I was curious to hear from Michael how TTI planned to approach the future of field sales. I won't spoil all the surprises from the episode, but I'll summarize Michael's response in this way: there are five unique generations in the workplace today, and not all of them learn or want to interact the same way. Just as our marketing should be tailored to meet the buyer where they are, so should our field sales approach. Check out the full episode to learn more about TTI's plans for field sales, lessons learned from a year of social selling, and their biggest marketing investments for 2021. | |||
| Overcoming Recruitment Challenges with Strategic Marketing and Community Engagement | 05 Sep 2024 | 00:26:40 | |
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. 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
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| April Fools Special: When and How to Newsjack | 01 Apr 2021 | 00:28:58 | |
Tie your brand to a current event to boost brand recognition and reinforce corporate values. In this episode, Lance and I debate the benefits and risks of newsjacking, and he shares four questions every marketer should consider before jumping in: 1. Is there a tie between this event and my brand? 2. Did someone get hurt? 3. Is the timing right? 4. Is this funny or offensive? | |||
| LinkedIn | New Features & Key Takeaways with Julia Fellows | 29 Mar 2021 | 00:37:16 | |
Review key takeaways from the March LinkedIn Madness Miniseries and get the scoop on recent marketing features offered on the LinkedIn platform. Julia Fellows, TREW Inbound Marketing Specialist, set a personal goal this quarter for improving her knowledge of all things LinkedIn and this LinkedIn Miniseries was timed perfectly to help as a resources. Through listening to each episode, combined with Julia's own independent research and experience, she has distilled key themes and takeaways every marketer should know. During the episode, Julia also shares some of LinkedIn's new marketing features, such as stories, articles and newsletters. Whether you've listened to all the previous miniseries episodes prior to now, or are looking for some cliff note takeaways first, you'll gain helpful new tips to improve your LinkedIn engagement and performance for your personal and professional brand. | |||
| LinkedIn | High-Performing Campaigns with Erin Moore | 25 Mar 2021 | 00:31:56 | |
A whooping 88% of technical buyers find LinkedIn valuable, so it is no surprise that TREW Marketing clients are seeing success leveraging the platform as part of their marketing strategy. On this episode of our March LinkedIn Miniseries, TREW Marketing Account Director Erin Moore walks me through specific examples of how TREW clients have seen success leveraging LinkedIn. Each client's business is different and so are their goals, including start-up disruptor looking to educate the market on a new way of designing a product, an electronic components supplier using a meaty white paper to generate leads, and an engineering association running a contest to improve of their dataset storage solutions. For each example, Erin outlines the campaign goals, calls-to-action, and results achieved. We also touch on other LinkedIn success in sales and recruiting. Erin provides specific examples of budget spend, leads generated, and cost per lead which can be helpful datapoints when approaching your first/next LinkedIn Ad campaign. She also offers advice on how to make sure your investment pays off. | |||
| LinkedIn | Boost your Ad Performance with AJ Wilcox | 22 Mar 2021 | 00:29:17 | |
LinkedIn provides a powerful, pricy platform for reaching technical buyers and it pays to take the time to plan your ad and measure performance early to maximize ROI. AJ Wilcox, Founder of B2Linked and Host of the LinkedIn Ads Show podcast, has managed some of the world's largest LinkedIn Ads accounts. He's seen the triumphs and the terrible, and shares advice on how to improve ad performance. During the episode, we contrast budget spend and how it relates to measurement. You'll hear us discuss which types of ads perform the best, and how ad copy and calls-to-action targeted to your persona are key. You'll also learn where the LinkedIn Ads platform is headed and how best to keep abreast of changes. | |||
| LinkedIn | Measure and Master Engagement with Scott Ingram | 18 Mar 2021 | 00:35:59 | |
What are best-in-breed sales and marketing people doing to engage and grow their LinkedIn networks? It all starts with understanding a simple, meaningful metric. Scott Ingram is a busy guy. He hosts three marketing and sales-focused podcasts, has authored three books, and holds down a quota-carrying day job as a Relationship One Account Director. Lately though, he's gotten a lot of attention due to his LinkedIn Sales Stars list and companion ebook, Finding Sales Success on LinkedIn. As you might imagine, this episode is full of LinkedIn tips. That being said, the way Scott went about tapping top performers for their knowledge and networks in order to create value for himself, the participants, and the consumers of that content is nothing short of content marketing star performance. | |||
| LinkedIn | Become a Trusted Sales Advisor with Nick Capozzi | 15 Mar 2021 | 00:31:31 | |
Expand your reach, make human connections, and positioning yourself as a trusted sales advisor using LinkedIn as your engine. Nick Capozzi, CEO of Sales Pitching helps companies improve their conversion sales rate, and on this episode I get into his head about the importance of flexible scripts, making human connections, becoming a trusted advisor, and how LinkedIn can be a powerful engine for accomplishing those goals. After twenty years in high pressure marketing and sales in the cruise industry, Nick has turned his expertise towards helping B2B companies improve their sales pitches. He does this by sitting in on tons of sales conversations, and in that time, he's seen some common mistakes and missed opportunities, including:
Nick goes on to talk about the antidotes to each of these issues, with a deep-dive into how salespeople can more fully leverage LinkedIn. Using his own consulting business as an example, Nick walks through how he uses the platform to grow awareness into new audience groups through strategic relationship building with complementary partners. He posts videos weekly, always with the same format and background, to build up his reputation as a trusted advisor. Prospect research is also quick and fruitful - he was once short-listed for an opportunity because of a mutual connection. | |||
| LinkedIn | Stop the Sales Noise with Susan Tatum | 11 Mar 2021 | 00:33:24 | |
More and more salespeople have turned to LinkedIn to network and connect with prospects, and aided by automation, the volume of outreach has gone up exponentially. How do salespeople cut through the noise and make real connections with prospects? Key takeaways:
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| LinkedIn | Don't Be Boring with John Espirian | 08 Mar 2021 | 00:39:39 | |
How can you improve your reach and engagement on LinkedIn? It all starts with your content. John Espirian, Technical Copywriter and author of Content DNA thinks that boring is the new risky. He's seen too many companies and individuals crank out mediocre and often self-promoting LinkedIn content on an inconsistent basis, and then those same folks wonder why they aren't getting value out of the platform. Think about the last time you were on LinkedIn. What prompted you to visit? I imagine you spinning the scroll wheel on your mouse at a rapid pace, and then something makes you stop. What was it about the content that drew your attention? Was the post from a company or a person? John shared a research finding that LinkedIn visitors are more likely to interact with people in their network rather than businesses. Add to this the expansive nature of personal networks over business, the case is compelling that your company's LinkedIn strategy should have employees, not the company, at the forefront. Successful LinkedIn engagement springs from consistently posting on-brand content that follows the XX rule of challenges, inspires or draws a chuckle. In the most recent LinkedIn algorithm change, posts that cause people to linger longer than x seconds are prioritized, giving advantage to video and long-form content. John shares an interesting hack for this utilizing PDF documents. We also cover how to strengthen you LinkedIn profile and even touch on Clubhouse (an up-and-coming invitation-only social networking platform). | |||
| Introducing the March LinkedIn Madness Miniseries | 04 Mar 2021 | 00:05:07 | |
Take a sneak peek at our upcoming miniseries focused on all things LinkedIn, from crafting that perfect post or ad to expanding your reach through deeper network engagement. Here is the line-up:
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| Deconstructing the Writing Process with Morgan Norris | 01 Mar 2021 | 00:44:49 | |
Morgan Norris, TREW Senior Brand & Content Strategist is passionate about writing and creating really strong content. The 2021 State of Marketing to Engineers research found that 62% of engineers and technical professionals complete more than half of the buyer's journey online. They are seeking multiple pieces of information along their buyers journey for education, to find solutions, and build trust in potential vendors and suppliers. The barrier is much higher for technical content than your average B2B pieces. Technical audiences are skeptical and analytical, and do not want to be "marketed" or "sold" on a solution. Education, including deeply technical subject matter, is what they are seeking. In this episode, Morgan walks through the proven technical writing process that she uses to create content that builds trust and converts. | |||
| What to Expect at the Marketing AI Conference (MAICON) 2024 | 22 Aug 2024 | 00:23:00 | |
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. 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
Resources
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| 2021 State of Marketing to Engineers Research Findings with Jenn Corcoran | 18 Feb 2021 | 00:39:25 | |
Hear from the marketing strategists responsible for the 2021 State of Marketing to Engineers research report as they discuss key findings, their biggest surprises, and give advice on how marketers should approach the dynamic year that is 2021. Engineers can be a tough audience to crack, which is the catalyst for the State of Marketing to Engineers Report. For the fourth year in a row, TREW Marketing, which focuses exclusively on marketing to technical audiences, and GlobalSpec, a provider of data-driven industrial marketing solutions, have collaborated to research and survey the tactics, digital content types, and social platforms that are most effective for reaching engineers. 2020 brought unprecedented challenges with the COVID-19 crisis, and this year’s report included questions about how engineers are navigating the unexpected emphasis on virtual events and how they’re finding new ways to learn about new products and trends. | |||
| What The #*$! is Digital Transformation and How To Get Started | 04 Feb 2021 | 00:47:17 | |
What is digital transformation, how can it help your business, and how do you get started? Douglas Karr, Founder of Martech Zone and VP of Highbridge, has seen decades of digital transformation. From his time in the US Navy programming PLCs (shout out to the industrial engineers and marketers!), realigning satellite feeds for newspaper digitization, and pushing the envelope for personalization with a certain pro football team, he has seen how digital technology can truly transform the customer experience and usher in intelligence and efficiency for companies small and large. The challenge lies in going from idea to successful implementation, and it is no small feat. Douglas talks about the high failure rate of technology implementation, and typical mistakes companies make during the process. He gives smart advice on how to gain approval, get started, and gain executive approval. | |||
| Video Shouldn't Be This Complicated With Bryan Fittin | 22 Jan 2021 | 00:27:20 | |
Break through dated attitudes and misconceptions about video, and learn how to get started and make the most out of your video content assets. Bryan Fittin, Founder of Go Rogue X, believes B2B marketers are missing a BIG opportunity. Video is a powerful tool to create a human connection between your brand and your customers. By showcasing company leadership and staff on video versus in written form, many additional aspects of your brand can be communicated, such as company culture, personality, and dare I say, endearing human imperfection. | |||