Wendy Covey: How Technical and Engineering Firms Are Capitalizing On Digital Marketing To Drive Business Growth
Play • 21 min

In this Martech Zone Interview, we speak to Wendy Covey, an author, speaker, and co-founder of Trew Marketing. Wendy's firm serves technical companies (middle-marketing, design engineering, manufacturing) assisting them in driving inbound lead growth through digital marketing strategies.

While B2B buying behavior has changed over the years where companies are researching and advancing the buying journey online... technical audiences are unique in that they devour much more content and utilize search and content far over any advertising mediums. It does require a different voice than engineering-based firms are used to, though. Publishing technology specifications isn't as advantageous as developing personas and speaking to the benefits of the products or solution, though.

Wendy discusses the research and associated strategies that technology firms are leveraging to drive awareness, engagement, and conversions with her clients' prospective customers. We also discuss how COVID-19 has required a change in the way technology-based organizations are interacting with prospects - moving from online conferences to virtual events and webinars.

See our show notes on the latest research that Trew Marketing has released as well as Wendy's book!

Special Guest: Wendy Covey.

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  • 2021 State of Marketing To Engineers — TREW Marketing and GlobalSpec have partnered together for research, with responses from nearly 1400 engineers and technical professionals located across global regions, to provide guidance on marketing to engineers. The report reveals data about information-gathering practices, content preferences, and engagement expectations of technical audiences. Marketers working for technical companies must make informed decisions – from allocating budgets to time, to personnel resources. This report helps marketers know where to focus so they can build trust with prospects, fill sales pipelines with the right leads, and lower customer acquisition costs. The report includes questions about the COVID-19 pandemic, evaluating the emerging marketing tactic of virtual events and other adaptations. The research report will help marketers better understand the needs of technical audiences to serve them better.
  • Content Marketing, Engineered: Build Trust and Convert Buyers with Technical Content — Content Marketing, Engineered guides you through the key steps in creating content to inform, educate, and help your technical buyers on their journey to purchase and beyond. By the time you reach the last page, you’ll be familiar with the entire end-to-end content marketing process, from planning and writing to publishing, promoting, and measuring the performance of your content.
  • Trew Marketing — Trew Marketing assists B2B engineering and technology companies create brand identity, engage with audiences, and generate new opportunities through insightful research, unrivaled industry expertise, and detail-oriented execution.
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