# Marketing to a Technical Audience with Wendy Covey

- Show: [Manufacturing Happy Hour](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour)
- Published: 2020-09-01
- Length: 37m
- Page: https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-09-01-marketing-to-a-technical-audience-with-wendy-covey
- Listen: http://manufacturinghappyhour.com/25

## Summary

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.

## Chapters

- [0:10](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-09-01-marketing-to-a-technical-audience-with-wendy-covey#t=10) Introduction and Guest Background
- [6:35](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-09-01-marketing-to-a-technical-audience-with-wendy-covey#t=395) The Role of the Technical Specifier
- [9:31](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-09-01-marketing-to-a-technical-audience-with-wendy-covey#t=571) Founding TREW Marketing and Niche Focus
- [12:31](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-09-01-marketing-to-a-technical-audience-with-wendy-covey#t=751) Common Technical Marketing Mistakes
- [14:42](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-09-01-marketing-to-a-technical-audience-with-wendy-covey#t=882) Content Strategy: Pillar Pages and Evergreen Topics
- [20:18](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-09-01-marketing-to-a-technical-audience-with-wendy-covey#t=1218) Case Study: WTI's Dynamometer Webinar Success
- [24:27](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-09-01-marketing-to-a-technical-audience-with-wendy-covey#t=1467) Collaborating with Subject Matter Experts
- [26:51](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-09-01-marketing-to-a-technical-audience-with-wendy-covey#t=1611) Making Technical Content Cool and Storytelling
- [30:11](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-09-01-marketing-to-a-technical-audience-with-wendy-covey#t=1811) Steps to Start Technical Content Marketing
- [31:52](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-09-01-marketing-to-a-technical-audience-with-wendy-covey#t=1912) Content Writing Engineered Course and Closing

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)

## Most relevant to

companies scaling up

## Mentioned

- TREW Marketing (company)
- Content Marketing Engineered (product)
- Content Writing Engineered (product)
- Texas Instruments (company)
- National Instruments (company)
- WTI (company)
- Wyman Technology (company)
- Google AdWords (tool)
- GoToMeeting (tool)

## Related episodes from other shows

- [Why Engineering Knowledge Should Drive Marketing Messaging w/ Adam Kimmel](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2024-07-23-why-engineering-knowledge-should-drive-marketing-messaging-w-adam-kimmel) (The Manufacturing Executive)
- [How technical professionals influence purchase decisions](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-07-12-how-technical-professionals-influence-purchase-decisions) (The Manufacturing Executive)
- [When Engineering and Marketing are in Sync w/ Adam Beck and Jeffrey Abell](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2024-07-02-when-engineering-and-marketing-are-in-sync-w-adam-beck-and-jeffrey-abell) (The Manufacturing Executive)
- [The Intersection of Engineering and Content Marketing](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-03-29-the-intersection-of-engineering-and-content-marketing) (The Manufacturing Executive)
- [Why Manufacturing Marketing Is Different and The Event to Support Your Team w/ Wendy Covey](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2026-10-06-why-manufacturing-marketing-is-different-and-the-event-to-support-your-team-w-we) (The Manufacturing Executive)

## Citing this page

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