『Content Marketing, Engineered Podcast | TREW Marketing』のカバーアート

Content Marketing, Engineered Podcast | TREW Marketing

Content Marketing, Engineered Podcast | TREW Marketing

著者： TREW Marketing & Wendy Covey
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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.

© 2026 Content Marketing, Engineered with Wendy Covey マネジメント・リーダーシップ マーケティング マーケティング・セールス リーダーシップ 経済学
エピソード
  • Breaking Down eCommerce Barriers for Industrial Brands

    Breaking Down eCommerce Barriers for Industrial Brands
    2026/10/08

    eCommerce is changing how industrial brands serve customers, support sales teams, and prepare for AI. In this episode, Jason Greenwood shares what successful digital transformation looks like for manufacturers and distributors.

    Jason explains that B2B eCommerce extends beyond an online checkout. B2B buyers want convenient access to inventory, pricing, order status, technical information, and quote requests. Even customers who purchase through other channels can benefit from digital tools that simplify everyday interactions.

    Successful adoption starts inside the business. Jason emphasizes aligning sales commissions across digital and traditional channels so representatives have a reason to encourage customers to use new tools. Automating administrative tasks gives experienced salespeople more time to build relationships and provide consultative support. Leadership commitment and employee buy-in are equally critical.

    The conversation also explores how conversational AI can help companies serve buyers through familiar channels, including email, WhatsApp, Slack, and Teams. Rather than requiring every customer to use a portal, businesses can bring digital capabilities into the workflows customers already prefer.

    However, Jason cautions against skipping foundational work to pursue AI. Complete, accurate product and customer data underpin effective eCommerce, automation, and AI applications. He also warns that hiding entire product catalogs behind login screens can limit visibility in search engines and AI research tools.

    For marketers, digital improvements create opportunities to connect brand promises with the customer experience. Something as straightforward as automated shipping updates can solve a significant operational problem and strengthen customer loyalty.

    Jason closes with a preview of his Industrial Marketing Summit session on eCommerce in complex and regulated industries. His message throughout the episode is practical: understand how customers want to buy, remove friction, and build the digital foundation that helps your business consistently deliver on its promises.

    Early bird tickets for the Industrial Marketing Summit are available now through October 16, 2026. Get your tickets today!


    Resources


    • Connect with Jason on LinkedIn
    • Connect with Wendy on LinkedIn
    • Learn more about Greenwood Consulting
    • Register for the Industrial Marketing Summit

    • Apply for the Industrial Marketing Awards
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    45 分
  • Inside IMS 2027: AI, Strategy, Community, and What’s Ahead

    Inside IMS 2027: AI, Strategy, Community, and What’s Ahead
    2026/09/24

    The Industrial Marketing Summit is returning to Austin for its fourth year! IMS 2027 is shaping up to bring even more depth, practical education, and connection to the industrial marketing community. In this episode, summit co-hosts Wendy Covey and Joe Sullivan preview what attendees can expect.

    The 2027 Industrial Marketing Summit will take place in Austin, Texas on February 23 -25. Co-hosted by TREW Marketing and Gorilla 76, this event is in it's fourth year. Wendy Covey and Joe Sullivan reflect on how IMS has evolved over the past three years, especially the sense of community that has formed among marketers working inside manufacturing, engineering, and other technical organizations.

    The 2027 program will balance foundational marketing strategies with the technologies reshaping the profession today. Sessions will explore topics including messaging, product launches, omnichannel content, trade shows, marketing measurement, AI search, and practical ways marketers can use AI within their organizations.

    Attendees can also go deeper through three hands-on workshops focused on AI context engineering, go-to-market strategy, and AI-powered search. The episode also introduces 2027 keynote speaker John Graff, former longtime CMO of National Instruments and current business strategy and AI instructor at the Texas McCombs School of Business.

    Another major addition for 2027 is the new Industrial Marketing Awards, created to recognize standout campaigns, product launches, content programs, events, innovation, and individual marketers across the industry.


    Resources

    • Connect with Joe on LinkedIn
    • Connect with Wendy on LinkedIn
    • Register for the Industrial Marketing Summit
    • Apply for the Industrial Marketing Awards
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    27 分
  • What’s Working on LinkedIn for Industrial Marketers Right Now

    What’s Working on LinkedIn for Industrial Marketers Right Now
    2026/09/11
    LinkedIn remains one of the most important social media platforms for industrial marketers trying to reach engineers and technical buyers. But succeeding on LinkedIn looks different than it did a few years ago. Company pages still matter, but individual thought leaders can often gain more traction and amplify your message. We discuss what strategies marketers should prioritize on LinkedIn today. What Should Industrial Marketers Prioritize on LinkedIn?Industrial marketers should build a LinkedIn strategy that combines company-page content with individual thought leadership.Company pages remain important for maintaining an active brand presence, sharing company news, promoting educational resources, and supporting campaigns. However, individual experts often have an advantage when it comes to reach and engagement because LinkedIn users want to hear directly from real people with real expertise.An effective LinkedIn strategy should also involve executives, salespeople, subject matter experts, engineers, and other employees who can share credible perspectives with their own networks.Why Is Thought Leadership Important on LinkedIn?Thought leadership helps companies extend their reach beyond what their corporate LinkedIn page can achieve alone.Industrial companies may spend significant time developing useful content only to see a company-page post receive a few hundred impressions. Individual profiles can generate much stronger reach because audiences are more interested in hearing directly from knowledgeable people over brands. Engineers and other subject matter experts can bring a level of credibility and experience to a post that is difficult for a corporate account to replicate.Instead of asking only, “What should our company post this week?”, marketers should also ask:Which experts inside our company could be sharing content?Which executives already have an active LinkedIn presence?Which engineers or technical SMEs have perspectives our audience would value?Start with the people who are easiest to activate, then expand your program over time. Executives, founders, and salespeople are often the easiest place to begin because they may already be comfortable posting or building their personal networks.However, some of the most valuable voices can also be the hardest to activate: engineers and technical subject matter experts. Technical audiences want to hear from people who understand their problems firsthand. An engineer explaining how they approached a design challenge may be more compelling than the same information presented as a traditional brand post.A strong thought leadership program can therefore include a mix of:Founders and executivesSales leadersProduct leadersEngineersTechnical subject matter expertsWhat Should LinkedIn Thought Leaders Post About?Thought leadership content should connect to your broader marketing strategy while reflecting the expertise of the individual posting it.Start with your existing campaigns, product launches, company messaging, customer challenges, and educational content. Then adjust the angle based on the person sharing it. For example, several employees could support the same product launch without posting the same message.A founder might discuss why the company invested in solving a particular problem.A sales leader might discuss what customers are asking about.An engineer might explain the technical challenge the team was trying to solve or how a particular approach could be applied.This approach allows industrial marketers to get more mileage out of existing campaigns without simply copying corporate posts onto employees’ profiles.Do Personal Posts Belong on LinkedIn?Yes. Personal content can help LinkedIn thought leaders increase reach, build familiarity, and make their professional content more effective. Photos from events, travel, team activities, career and personal milestones, and other personal experiences can give audiences a reason to stop scrolling. Those posts may also generate stronger engagement than traditional business content, which can increase the overall visibility of an individual’s profile.Personal posts should still use good judgment. Highly controversial topics or posts far outside what someone is comfortable associating with their employer may create risk. But authenticity itself is not something industrial marketers should be afraid of.Are LinkedIn Thought Leadership Ads Worth Testing?Thought leadership ads can be an effective way to expand the reach of strong individual posts while being significantly less expensive than other LinkedIn Ad types.Instead of building an advertisement from a traditional branded graphic or video, LinkedIn thought leadership ads allow companies to promote posts from individual profiles. This works particularly well when the original content is already educational and credible.At TREW, we have experimented with promoting thought leadership posts from experts. In our experience discussed, these posts...
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    28 分
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