Content Marketing, Engineered Podcast | TREW Marketing
189 episodes - English - Latest episode: 5 days ago - ★★★★★ - 19 ratingsIf you are a marketer in a technical company, this podcast is for you. On each episode, host, author, and TREW Marketing CEO Wendy Covey will breakdown an industry trend, challenge or best practice in marketing to engineers and like-minded technical buyers. You'll meet colleagues and industry friends who will stop by to tell you their stories along the way. Learn B2B content marketing strategies and tips to build trust and grow your business with technical content. Visit trewmarketing.com/podcast for show notes, resources and to subscribe so that you'll never miss an episode.
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Episodes
Why B2B Companies are Adopting HubSpot
August 12, 2021 15:00 - 51 minutes - 35.3 MBIf 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. Andre Leonard, Inbound Marketing Specialist for TREW Marketing, spends much of his time helping clients onboard and be successful with the HubSpot platform. He and I field many questions about HubSpot, running the gambit from what the platform is to which features have the biggest ba...
Engineer Transformed To Marketer With Chad Pasho
July 15, 2021 15:00 - 28 minutes - 19.8 MB"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 ultima...
Serving Engineers Through Visual Search with Matt Judge
July 01, 2021 15:00 - 29 minutes - 20.6 MBImagine 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 alt...
Acquisition Rebranding With Genuen Leadership
June 17, 2021 15:00 - 38 minutes - 26.7 MBTake 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...
Women In Electronics With Jackie Mattox
June 03, 2021 15:00 - 23 minutes - 16 MBResearch 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 co...
Serving Our Industrial Heros Through Content Marketing with Chris Grainger
May 20, 2021 15:00 - 26 minutes - 18.2 MBWith 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...
Shifting to Inbound Marketing in Acoustic Engineering with Sabrina De Veylder-Pahwa
May 06, 2021 15:00 - 31 minutes - 21.5 MBUnderstanding 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 inte...
Virtualizing the Field Sales Role in Electronic Components with Michael Knight
April 22, 2021 15:00 - 47 minutes - 32.6 MBAfter 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 ...
April Fools Special: When and How to Newsjack
April 01, 2021 15:00 - 28 minutes - 20 MBTie your brand to a current event to boost brand recognition and reinforce corporate values. Lance Looper, TREW Marketing Brand and Content Strategy Director, has watched newsjacking evolve from a PR best practice to a well-honed content marketing strategy since his early days in the business. In that time, he's seen many successes but some BIG crash-and-burn attempts as well. In this episode, Lance and I debate the benefits and risks of newsjacking, and he shares four questions every ma...
LinkedIn | New Features & Key Takeaways with Julia Fellows
March 29, 2021 15:00 - 37 minutes - 25.7 MBReview 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 ev...
LinkedIn | High-Performing Campaigns with Erin Moore
March 25, 2021 15:00 - 31 minutes - 22 MBA 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 ...
LinkedIn | Boost your Ad Performance with AJ Wilcox
March 22, 2021 15:00 - 29 minutes - 20.2 MBLinkedIn 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 d...
LinkedIn | Measure and Master Engagement with Scott Ingram
March 18, 2021 15:00 - 35 minutes - 24.8 MBWhat 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...
LinkedIn | Become a Trusted Sales Advisor with Nick Capozzi
March 15, 2021 15:00 - 31 minutes - 21.7 MBExpand 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...
LinkedIn | Stop the Sales Noise with Susan Tatum
March 11, 2021 16:00 - 33 minutes - 23 MBMore 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? In this episode, Susan and I discuss key ways salespeople can leverage LinkedIn, and how marketing can help. Key takeaways: Marketing focuses on one-to-many communications while sales focuses on one-to-one; the approach to LinkedIn should follow ...
LinkedIn | Don't Be Boring with John Espirian
March 08, 2021 16:00 - 39 minutes - 27.3 MBHow 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 ...
Introducing the March LinkedIn Madness Miniseries
March 04, 2021 16:00 - 5 minutes - 3.58 MBTake 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. COVID-19 continues to make a big impact on business operations, and one clear trend for marketing and sales is a greater focus on LinkedIn. To help you learn more and perform better with your LinkedIn efforts, I'm kicking off a month-long series studying trends and best practices across different facets of the platform...
Deconstructing the Writing Process with Morgan Norris
March 01, 2021 16:00 - 44 minutes - 30.8 MBMorgan 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 y...
2021 State of Marketing to Engineers Research Findings with Jenn Corcoran
February 18, 2021 16:00 - 39 minutes - 27.1 MBHear 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 o...
What The #*$! is Digital Transformation and How To Get Started
February 04, 2021 16:00 - 47 minutes - 32.5 MBWhat 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 custo...
Video Shouldn't Be This Complicated With Bryan Fittin
January 22, 2021 16:00 - 27 minutes - 18.8 MBBreak 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, personali...
2020 Wrap Up and Look Ahead to 2021
January 07, 2021 16:00 - 10 minutes - 7.1 MBOn this episode I'll take a look back at some of the episodes that were most liked and downloaded by our listeners, including a few of my own favorites. This will be a great short-cut if you are new to the podcast. You'll also get a sneak peek at episodes coming in early 2021, including a short series on LinkedIn and coverage of our newly published research report, 2021 State of Marketing to Engineers, conducted in partnership with GlobalSpec.
Survival Tips For The Solo Marketer With Julia Fellows
December 17, 2020 16:00 - 18 minutes - 12.9 MBBeing a solo marketer at a technical company can be lonely and challenging. Hear tips for gaining influence, working efficiently, and how to stay sane wearing all those hats. If you are a solo marketer, Julia Fellows has walked in your shoes. In her former role at a technical engineering company before joining TREW Marketing, Julia was responsible for all things marketing....all by herself.
Two-Step Content Approach Grows Consulting Business With Jason Swenk
December 03, 2020 16:00 - 22 minutes - 15.2 MBBuild brand trust and shorten the sales cycle using a one-two punch of rich content combined with derivative micro-content. Jason Swenk, host of the Smart Agency Master Class podcast and coach to growth-oriented agencies nationwide, does not enjoy writing blogs. And he's certainly not alone in that sentiment! But what Jason does enjoy is helping businesses grow through education. He's developed a one-two content marketing punch that capitalizes on his strengths and expertise, with rich podca...
Why Product Launches Fail With Sean Sheppard
November 19, 2020 16:00 - 30 minutes - 20.8 MBWhen launching a product to a new market, think of your company as a stranger entering into a strange world, talking to other strangers about strange things. In short, you have a lot to learn. Sean Sheppard, Founder of GrowthX and GrowthX Academy, has over 20 years of experience bringing new products to market, and has started and sold 5 businesses. Through his work with GrowthX, Sean helps entrepreneurs find product-market fit and grow a profitable business.
AI-Powered Marketing With Paul Roetzer
November 12, 2020 16:00 - 32 minutes - 22.4 MBLearn why marketing technology powered by artificial intelligence, not a Marketing professional, might be your best next hire. Paul Roetzer is on a mission to educate marketers about how AI technology, applied to marketing applications, can help companies reduce costs and accelerate revenue growth. He's CEO and Founder of the Marketing Artificial Intelligence Institute, which offers courses, certifications, and a ton of free education to help demystify the AI marketing landscape. He's also ...
Establishing A Community With James Mulvany
November 05, 2020 16:00 - 23 minutes - 15.9 MBJames Mulvany, Founder of Podcast.co and it's flagship solution MatchMaker.fm, believes in offering value first in foremost to grow a community. To prove out his community concept and value proposition, he started with a test utilizing Google forms and sheets to connect podcast hosts and podcast guests. From these small beginnings he has developed a platform for this community, and is about to achieve a big milestone of 10,000 members.
Conducting Customer Interviews With Morgan Norris
October 29, 2020 15:00 - 26 minutes - 18.4 MBThe voice of the customer provides powerful insight for messaging and content development. Learn how to conduct productive customer interviews. Morgan Norris, TREW Marketing Brand and Content Strategist, knows when she has nailed a customer interview, and the impact it can have on a company's messaging. She uses data from interviews to inform persona development, reinforce or debunk company differentiators, and uncover surprises (good and bad) touching everything from product quality to ope...
Sales And Marketing Teamwork With Todd VanGilder
October 22, 2020 15:00 - 14 minutes - 9.83 MBWhat does sales appreciate most about marketing, and where do the wheels come off in the quest for forging an aligned revenue team? What does sales appreciate most about marketing, and where do the wheels come off in the quest for forging an aligned revenue team?
Creating a Personal Brand With Doc Williams
October 08, 2020 15:00 - 33 minutes - 23.2 MBPersonal branding can help companies gain a thought leadership position and help company leaders grow their careers. Doc Williams, CEO and Founder of the Brand Factory, has worked with many leaders to hone their personal brands, from pro athletes to technology company executives. Through this work he has developed a framework to breakdown the process into clear steps.
Why Business Strategy is Key to Effective Marketing
October 01, 2020 15:00 - 21 minutes - 15 MBWithout a solid business strategy and plan, marketing is dead in the water. Jack Barber, Senior Business Consultant at Exotek, has been a long-time advisor to company leaders in the system integration industry. As such, one of the most confounding things he has run across are businesses trying to operate and grow without a business strategy and plan.
Building An Audience With Josh Tapp
September 24, 2020 15:00 - 35 minutes - 24.4 MBFor new companies or ventures into new segments, one of the most challenging and time consuming tasks is getting those first qualified names into your database.
Niche Content Marketing In Metalworking With Nick Goellner
September 17, 2020 15:00 - 20 minutes - 14 MBNarrow your focus to grow your business. It is easy to say but not always easy to do. Learn how one marketer uses a niche-focused strategy within the metalworking industry to provide tailored content and grow business.
Why Marketing Is Not Respected And What To Do About It
September 03, 2020 15:00 - 12 minutes - 8.87 MBIf you feel marginalized in your marketing role within your company, there is a good chance you are the cause your own problem.
Google's New Algorithm Change With Jeff Atkinson
August 27, 2020 15:00 - 19 minutes - 13.6 MBRetargeting is practically a staple of B2C digital advertising campaigns, but should B2B technical companies adopt this tactic too?
The Power Of Co-Marketing With Chris McLaughlin
August 20, 2020 18:00 - 20 minutes - 14.3 MBCo-marketing is a powerful way to boost two complementary brands with half the effort. How do you evaluate and engage potential partners to get started, and what types of activities should you pitch?
No Excuse Approach To Industrial Videos And Podcasts With Chris Luecke
August 13, 2020 15:00 - 30 minutes - 21.2 MBWhy are industrial marketers hesitant to add videos and podcasting to their content mix, even when trends show that technical buyers are seeking this content more than ever? Learn how to overcome obstacles to make it happen.
Should You Add Retargeting To Your Content Marketing Plan?
July 31, 2020 15:00 - 32 minutes - 22.6 MBRetargeting is practically a staple of B2C digital advertising campaigns, but should B2B technical companies adopt this tactic too? Let the debate begin.
The Ins and Outs of B2B Podcasting With Alban Brooke
July 23, 2020 15:00 - 31 minutes - 21.5 MBIf you are thinking of starting a podcast for your B2B company, learn shortcuts to get started quickly from a fellow B2B marketer who is also a podcast host about podcasts.
Episode 25: The Ins and Outs of B2B Podcasting With Alban Brooke
July 23, 2020 15:00 - 31 minutes - 21.5 MBIf you are thinking of starting a podcast for your B2B company, learn shortcuts to get started quickly from a fellow B2B marketer who is also a podcast host about podcasts.
Episode 24: What Makes A Purchasing Agent Tick With Nate Peo
July 16, 2020 15:00 - 35 minutes - 24.1 MBA key member of technical buying teams is the purchasing agent. Their content needs are quite different than engineer specifiers, but many marketers don't understand how to craft targeted messages to this unique persona.
What Makes A Purchasing Agent Tick With Nate Peo
July 16, 2020 15:00 - 35 minutes - 24.1 MBA key member of technical buying teams is the purchasing agent. Their content needs are quite different than engineer specifiers, but many marketers don't understand how to craft targeted messages to this unique persona.
Episode 23: Introducing Content Marketing, Engineered Academy
July 09, 2020 15:00 - 13 minutes - 9.65 MBThe newly launched Content Marketing, Engineered Academy offers on-demand courses for marketers and writers in technical industries. Our first course, Content Writing, Engineered is an 8-hour, self-paced course that walks you through a proven technical research and writing process. You'll learn how to write content that converts, diving into specifics for eight of the most popular content types. The course includes how to collaborate with subject matter experts, manage the internal review pr...
Introducing Content Marketing, Engineered Academy
July 09, 2020 15:00 - 13 minutes - 9.65 MBThe newly launched Content Marketing, Engineered Academy offers on-demand courses for marketers and writers in technical industries. Our first course, Content Writing, Engineered is an 8-hour, self-paced course that walks you through a proven technical research and writing process. You'll learn how to write content that converts, diving into specifics for eight of the most popular content types. The course includes how to collaborate with subject matter experts, manage the internal review pr...
Getting Started With Content Marketing
June 25, 2020 15:00 - 19 minutes - 13.5 MBAdopting a content marketing model can be a daunting undertaking. What are the most important activities in the first year, how do you measure success?
Episode 22: Getting Started With Content Marketing
June 25, 2020 15:00 - 19 minutes - 13.5 MBAdopting a content marketing model can be a daunting undertaking. What are the most important activities in the first year, how do you measure success?
Episode 21: Be a Better Technical Content Writer With Lance Looper
June 19, 2020 15:00 - 42 minutes - 29.3 MBDo you have what it takes to be an excellent technical content writer? Expert Lance Looper shares how resourceful conversationalists, trusted SME partners, and thorough-but-succinct composers are top on his team.
Be a Better Technical Content Writer With Lance Looper
June 19, 2020 15:00 - 42 minutes - 29.3 MBDo you have what it takes to be an excellent technical content writer? Expert Lance Looper shares how resourceful conversationalists, trusted SME partners, and thorough-but-succinct composers are top on his team.
Engage Potential Buyers With Webinars With Dani Hao
June 11, 2020 15:00 - 22 minutes - 15.6 MBNow more than ever, webinars are a fantastic way to engage potential buyers and grow your lead pipeline. Learn best practices and tips on how to get started or tweak your webinars for better performance.
Create High-Performing Technical Content With Peter Matthews
June 05, 2020 14:00 - 37 minutes - 25.5 MBContent marketers focused in deeply technical industries have unique challenges, from breaking down the complex into the consumable, managing SME writing anxiety and striking the right educational/promotional balance...while making it all interesting.