Content Marketing, Engineered Podcast | TREW Marketing

TREW Marketing & Wendy Covey
  • 4.8 (23)
  • Marketing
  • Updated Biweekly

If 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. 

  1. 4d ago

    Inside the European Engineer's Buying Journey

    How do European engineers research, evaluate, and purchase technology today? How do these behaviors differ from their North American counterparts? I sat down with Udo Bormann to discuss the 2026 State of Marketing to Engineers Research report with a European lens. In this episode, Wendy Covey connects with Udo Bormann, Senior Sales and Marketing Manager at Elektor, to talk about the Europea-specific insights from the 2026 State of Marketing to Engineers research report. One of the most important findings: European engineers complete approximately 64% of their buying journey online before ever speaking with a salesperson. This is slightly higher than their North American counterparts. This means manufacturers must focus on becoming part of the research process rather than interrupting it. Udo explains how engineers are skilled at filtering out promotional messages and quickly identifying content that lacks substance. He says successful marketing strategies provide practical, in-depth information through articles, webinars, videos, datasheets, and demonstrations that help engineers evaluate solutions on their own terms. The research also revealed an interesting contradiction around artificial intelligence. While nearly 70% of engineers report using generative AI during the buying process, trust remains low particularly in Europe. Bormann noted that engineers often use AI as a starting point, but they still seek validation from credible sources before making decisions. That emphasis on credibility helps explain another surprising trend: the growing influence of trusted technical publications. Engineers have been increasingly gravitating toward sources they trust to provide accurate, verified information. For marketers targeting European engineers, it's important to prioritize technical accuracy, invest in trusted content channels, and focus on building credibility at every stage of the buyer's journey.  Resources Connect with Udo on LinkedInConnect with Wendy on LinkedInDownload the 2026 State of Marketing to Engineers Research ReportWatch the Research Webinar Related Episode: What Surprised Us Most in the 2026 State of Marketing to Engineers Research Report

    37 min

  2. May 28

    What Surprised Us Most in the 2026 State of Marketing to Engineers Research Report

    For the first time in the report’s nine-year history, technical publications surpassed vendor websites as engineers’ top source for researching purchases, signaling a growing demand for trusted, third-party content. Listen to the latest episode of Content Marketing, Engineered to hear what we found most surprising in this year's State of Marketing to Engineers Research Report.  In this episode, Wendy Covey and CJ Haight pull back the curtain on the 2026 State of Marketing to Engineers Research Report and explore the trends reshaping technical buying behavior. The conversation dives into the growing role of AI in the research process, revealing a fascinating contradiction: engineers are increasingly using generative AI tools, yet trust in AI-generated information remains low. Wendy and CJ discuss how technical buyers may be leveraging AI as a shortcut for discovery while still relying on verification from credible, independent sources. The episode also explores why online technical publications overtook supplier websites as the preferred research destination for engineers. CJ suggests this may reflect a desire for less biased information and frustration with overly generic or AI-generated vendor content. Wendy and CJ share practical advice for industrial marketers: invest in credible third-party visibility, maintain a strong and unique market position, and prepare for continued disruption as AI changes how engineers discover information online. Resources Connect with CJ on LinkedInConnect with Wendy on LinkedInDownload the 2026 State of Marketing to Engineers Research ReportWatch the Research Webinar

    25 min

  3. May 14

    How Your Visual Brand Affects Your Sales and Recruitment Efforts

    When was the last time your updated your visual brand? An outdated visual identity could be costing you more than you realize. From lost sales opportunities to recruiting challenges and diminished credibility, visual branding isn’t just about looking polished; it’s a strategic tool for building trust, standing out from competitors, and attracting top talent. Paul Kiesche shares how to know when it's time to give your brand a refresh and the best practices to consider.  In this episode, Paul Kiesche, President and Creative Director of Aviate Creative, shares how an outdated visual brand can be detrimental not only to your sales and marketing efforts, but your company's internal culture and external recruitment efforts as well.   Paul shared that one of the biggest misconceptions in industrial marketing is the belief that buyers “don’t care” about creative. While technical buyers may prioritize seeking out technical content, they still make judgments based on professionalism and trustworthiness. A dated or amateur-looking brand can create hesitation, especially when prospects are making large purchasing decisions. Employee recruitment and retention is also a major reason to modernize you company's visual brand. Modern, polished branding can energize internal teams, attract younger talent, and help manufacturers compete for skilled workers in a tight labor market. So, when companies should consider a brand refresh? According to Paul, businesses that haven’t updated their branding in 10 years or more are likely already feeling the effects of an outdated brand. Signs can include declining engagement, difficulty hiring, or slower lead generation.  Resources Connect with Paul on LinkedInConnect with Wendy on LinkedInLearn more about Aviate Creative

    25 min

  4. Apr 30

    Media Training Tips for SMEs and Executives in Technical Publications

    PR becoming a critical strategy for visibility. In this episode, Morgan Norris, VP of Marketing at TREW, breaks down why PR matters more than ever and how to properly prepare subject matter experts and executives for media opportunities. One of the biggest shifts driving renewed interest in PR is the evolution of search and AI. Traditional website-first strategies are no longer enough. Today, brand visibility increasingly depends on being featured in trusted third-party sources like technical and trade publications. These outlets not only influence human audiences but also shape how AI models surface and prioritize information. To take advantage of this, companies need to rethink how they prepare their spokespeople. For SMEs, success starts with thoughtful media training. That includes providing briefing documents with background on the publication, the editor, and likely interview angles. Even a short practice session can help reduce nerves. SMEs should come equipped with real-world examples: customer stories, performance data, or application use cases to bring technical concepts to life. On the other hand, executive interviews require a different level of preparation. Leaders must align on what information can be shared publicly, especially when it comes to company data. Morgan recommends preparing key facts in advance and developing three core stories executives can consistently return to during interviews. This ensures messaging stays focused, strategic, and impactful. Across both groups, one theme stands out: consistency. Without clear, aligned messaging, PR efforts aren't as effective.  Resources Connect with Morgan on LinkedInConnect with Wendy on LinkedInRelated article: News Releases in B2B Tech: Why They Matter and How to Do Them RightRelated episode: How B2B PR Should Fit into Your Integrated Marketing StrategyRelated episode: A Technical Editor-in-Chief's Perspectives on PR, Hot Industry Topics, and AIDownload the News Release TemplateLearn more about TREW's PR and Thought Leadership Services

    24 min

  5. Apr 16

    Stop Selling, Start Educating: The Secret to Binge-Worthy Webinars

    Let's face it. Industrial webinars can be...forgettable. But what if yours could keep people watching for hours? Aya Takase produces 40 webinars a year. She breaks down how to turn technical expertise into binge-worthy content that educates, builds trust, and leaves viewers coming back for more.  In this episode, Aya Takase, Head of Global Marketing Communications at Rigaku, shares how her team transformed webinars into a powerful, scalable content engine.One of the biggest insights is simple but often overlooked: meet your subject matter experts where they are. Many technical experts struggle to write blog posts, but they’re comfortable presenting. By turning webinars into the primary content format, Aya’s team unlocked expertise that would have otherwise stayed hidden. Aya emphasized that “binge-worthy” webinars are possible, even in highly technical industries. The key is to understand your audience. For technical audiences, break down complex concepts clearly without oversimplifying. For less technical users, focus on real-world pain points and practical solutions. Engagement is another critical factor. Instead of relying only on polls or chat, Aya recommends using rhetorical questions throughout the presentation. This keeps viewers mentally involved, prompting them to actively think through the content rather than passively listen. Preparation also plays a major role. Aya goes through multiple dry runs with her team and reviews the structure and flow of the webinar to make sure it applies to the audience’s knowledge level.  Perhaps the most counterintuitive advice is to stop selling. Promotional content erodes trust and reduces credibility. Instead, focus entirely on delivering value. Over time, consistent, helpful webinars build brand recognition and position your company as a trusted authority.  Finally, don’t let your webinar content go to waste. Repurpose recordings into blog posts, summaries, eBooks, and more. A single webinar can fuel an entire content strategy. Resources Connect with Aya on LinkedInConnect with Morgan on LinkedInLearn more about RigakuExplore Rigaku's webinars and videosPurchase the Industrial Marketing Digital Pass

    34 min

  6. Apr 2

    Using Your Sales Team to Amplify Your Marketing Efforts

    Your marketing efforts may be strong, but are you using your sales team to take them to the next level? Many industrial marketers overlook sales as a powerful extension of marketing. In this episode, we show you exactly how to build relationships with your sales team to amplify your marketing efforts.  In this episode, Wendy talks with, Luke Wittenbraker, Sales and Marketing Director at Mactech, about how building strong relationships with your sales team can significantly amplify your marketing efforts. Luke’s career spans both disciplines, giving him a unique perspective on bridging the gap. One of his biggest insights? Marketers need to understand what truly motivates salespeople. While marketing teams often focus on content and campaigns, sales teams are driven by outcomes like revenue and incentives. When marketers frame opportunities in terms of potential earnings or pipeline impact, they immediately capture attention. Luke emphasizes the importance of getting in the trenches with sales he advises marketers to attend trade shows, join conversations, and understand their day-to-day challenges. Just like marketers seek to understand customer pain points, they must also invest time in understanding their internal sales audience. One standout example from Mactech is a simple LinkedIn engagement initiative. By encouraging sales reps to like, comment, and post content, Luke saw not only increased participation, but lasting behavior change. One team member even took ownership of posting regularly, extending the company’s reach organically. Resources Connect with Luke on LinkedInConnect with Wendy on LinkedInPurchase the Industrial Marketing Digital PassRegister for the 2026 State of Marketing to Engineers WebinarRelated Episode: Sales vs. Marketing

    35 min

  7. Mar 12

    Inside the Industrial Marketing Summit: Takeaways and Future Plans

    Missed the Industrial Marketing Summit? Wendy and Lee recap the biggest takeaways and behind-the-scenes moments from the event and even tease a few plans already in motion for 2027. Tune in to hear what industrial marketers can’t stop talking about this week.  In this episode, Wendy Covey and Lee Chapman debrief the recent Industrial Marketing Summit, sharing behind-the-scenes insights, key takeaways, and innovative strategies discussed at the event.  One of the most notable changes since last year’s summit was the dramatic increase in AI adoption among industrial marketers. While only about 10% of attendees reported using generative AI in their daily work the previous year, roughly 80% raised their hands when asked the same question this year. The discussion extended beyond experimentation to practical implementation, including custom GPTs, AI agents, and workflow automation.  Another major takeaway came from keynote speaker Rand Fishkin, who highlighted how buyer behavior is evolving in the era of generative search. Website sessions may be declining, but revenue continues to rise suggesting that traditional attribution models are becoming less reliable. Instead of focusing solely on traffic metrics, marketers should prioritize high-quality engagement and conversions from more informed buyers. The Industrial Marketing Summit is already gearing up for its 2027 event, which Wendy and Lee said will be returning to Austin, Texas in late February. After another successful year, the team will review attendee survey feedback to refine the program and continue growing the conference experience. Planning will ramp up in the spring, with calls for presenters and sponsors expected around June. A notable addition for 2027 will be the introduction of the Industrial Marketing Summit Awards, designed to recognize standout work and innovation in industrial marketing. As the conference enters its fourth year, the goal is to build on its momentum while continuing to deliver a highly relevant, community-driven event. Resources Connect with Lee on LinkedInConnect with Wendy on LinkedInPurchase the Industrial Marketing Digital PassRegister for the 2026 State of Marketing to Engineers Webinar

    29 min

  8. Feb 26

    Evolving Your Website Alongside AI and Shifting Buyer Expectations

    Chatbot technology has evolved dramatically in just the past few years. Powered by today’s large language models, what was once a clunky, frustrating tool is now transforming industrial websites into dynamic, conversational buying experiences while also giving marketers unprecedented visibility into what their buyers truly want to know.  In this episode, Wendy Covey sits down with John Greely, VP of Marketing at Navu, to explore a pressing question facing B2B marketers today: What is your website for anymore?  For years, industrial and B2B websites followed a predictable formula. Drive traffic through SEO and campaigns, guide visitors through structured navigation, capture a form fill, and nurture from there. But as John explains, that formula is breaking down. Buyer behavior has shifted dramatically. Prospects are increasingly turning to AI tools and large language models for answers, often getting the information they need without ever clicking through to a website. This shift forces marketers to rethink the role of their website. In industries where purchases involve significant investment and technical detail like infrastructure, manufacturing, or engineered products, buyers need fast, specific answers. Traditional navigation and even older chatbots often create friction rather than clarity. John shares how modern AI-powered chat tools are transforming website experiences by making content conversational rather than purely navigational. Instead of digging through PDFs or layered menus, this technology allows visitors to ask detailed questions and receive precise answers pulled directly from approved site content. This not only improves user experience but also surfaces valuable insight for marketers. The questions buyers ask reveal content gaps, misunderstood messaging, and emerging needs. Key Takeaways Buyers no longer rely on websites as the primary source of truth.Many get answers from AI tools before ever visiting.Modern buyers expect to ask specific questions and receive direct answers.Content Is only valuable if it’s accessible. Resources Connect with John on LinkedInConnect with Wendy on LinkedInLearn more about Navu Register for the Industrial Marketing Summit

    41 min
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About

If 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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