Hardware Podcasts

Marketing to a Technical Audience with Wendy Covey

Manufacturing Happy Hour · 1 Sept 2020 · 37m

What this episode covers

Wendy Covey, CEO and founder of TREW Marketing, explains how middle-market engineering companies can effectively market to technical buyers by focusing on the engineer specifier rather than just the C-suite. She details the importance of creating 'pillar pages' and evergreen content, citing a case study where a single webinar on dynamometers generated 1,500 leads annually for WTI. Covey also discusses the necessity of pairing subject matter experts with skilled writers to balance technical accuracy with engaging storytelling, and introduces her new digital training course, Content Writing Engineered.

Most relevant to

companies scaling up

Topics

Mentioned

Companies
TREW Marketing, Texas Instruments, National Instruments, WTI, Wyman Technology
Products
Content Marketing Engineered, Content Writing Engineered
Tools
Google AdWords, GoToMeeting

Related episodes from other shows

Other shows on the same ground, closest first.

  • The Manufacturing Executive · 40m

    Why Engineering Knowledge Should Drive Marketing Messaging w/ Adam Kimmel

    Adam Kimmel, founder of ASK Consulting Solutions, explains how his background as a chemical and mechanical engineer informs his current work in strategic marketing and fractional business development. He argues that marketers must collaborate with engineers to translate complex technical achievements into compelling 'why' narratives that build trust with technical buyers. Kimmel emphasizes the importance of Voice of Customer research and education-focused content to earn the right to sell, rather than relying on feature-heavy pitches. He also advocates for the fractional expert model as a way for mid-sized manufacturers to access high-level strategic guidance without the cost of full-time hires.

    Marketing & brandValidation & product-market fit
    8 chapters

  • The Manufacturing Executive · 51m

    How technical professionals influence purchase decisions

    Wendy Covey, CEO and Co-Founder of TREW Marketing, discusses findings from her 2022 'State of Marketing to Engineers' study, revealing that engineers primarily use supplier websites and trade publications to research purchases. She highlights that 83% of engineers will fill out forms for technical content like white papers and CAD drawings, and that YouTube and LinkedIn are the dominant social channels for reaching them. The conversation emphasizes the importance of creating high-value, educational content to build trust with technical buyers before they engage with sales teams.

    Marketing & brandDirect-to-consumer & e-commerce
    6 chapters

  • The Manufacturing Executive · 35m

    When Engineering and Marketing are in Sync w/ Adam Beck and Jeffrey Abell

    Jeffrey Abell, Director of Technical Services, and Adam Beck, Director of Marketing, both from Cadenas PARTsolutions, discuss how manufacturing organizations can break down silos between engineering and marketing to drive growth. They explain that aligning these departments allows engineering data to become valuable marketing content, such as product configurators, which helps engineers self-serve customers and qualify leads more effectively. The guests argue that providing transparent, online technical resources builds trust and competitive advantage, even if it risks giving away 'secret sauce,' because it positions the manufacturer as the expert before a sales conversation begins.

    Marketing & brandLeadership, teams & culture
    7 chapters

  • The Manufacturing Executive · 31m

    The Intersection of Engineering and Content Marketing

    Chris Grainger, Engineering and Services Manager at Electrical Equipment Company (EECO), explains how he leveraged his engineering background to drive content marketing by tying employee bonuses to blog and video production. He details the creation of the 'Eco Asks Why' podcast, which started just before the pandemic and has grown to nearly 200 episodes, serving as a tool for relationship building and market research. Grainger discusses the challenges of getting technical staff engaged, the importance of scripting to reduce anxiety, and the long-term 'snowball effect' of content marketing on lead generation and brand authority.

    Marketing & brandLeadership, teams & culture
    7 chapters

  • The Manufacturing Executive · 24m

    Why Manufacturing Marketing Is Different and The Event to Support Your Team w/ Wendy Covey

    Wendy Covey of TREW Marketing and Joe Sullivan of Gorilla 76 discuss the fourth annual Industrial Marketing Summit, an event for B2B industrial marketers held in Austin, Texas. They highlight the summit's focus on nuanced topics like reaching technical buyers, AI search, and foundational messaging, alongside new features like the Industrial Marketing Awards. The hosts explain how their competing agencies collaborated to create a unique community and educational experience for isolated manufacturing marketers.

    Marketing & brandAI & machine learning
    7 chapters

The summary, chapters and topics are generated from the episode’s audio by this directory, not written by Manufacturing Happy Hour. The episode itself belongs to its publisher.