Do you know the communication preference of the engineers and technical buyers visiting your website? Some are quick to pick up the phone, others prefer filling out a form, while many now expect instant, human-powered responses. Nelson Bruton of Manufacturing Chats explores how live chat influences the buyer’s journey and boosts sales efficiency.

In this episode, Wendy Covey is joined by Nelson Bruton, President of Manufacturing Chats and Interchanges, to explore the pivotal role of chat technology in enhancing customer communication for manufacturers and technical companies.

They discuss how chat can shorten the buyer's journey, reduce friction in the sales process, and cater to different communication preferences. The conversation also covers the integration of AI and human elements in chat systems, the importance of offering multiple communication options, and the impact of chat on sales and customer service efficiency. Tune in to gain insights into leveraging chat technology for better customer engagement and increased sales conversations.

Resources

• Connect with Nelson on LinkedIn
• Connect with Wendy on LinkedIn
• Learn more about Manufacturing Chats
• Read the State of Marketing to Engineers Research Report
• Register for the Industrial Marketing Summit

Do you ever feel like your marketing efforts are undervalued by sales, or worse, misunderstood by leadership? This episode is all about working through one of the most persistent challenges in business: aligning sales and marketing.

In this episode, Wendy Covey sits down with A. Lee Judge, who introduces the CASH framework designed to help organizations strengthen collaboration and prove the true value of marketing. Too often, marketers are asked to justify budgets, campaigns, and outcomes in terms that don’t resonate with sales leaders. The CASH Method provides a practical approach to shifting that conversation—focusing on Communication, Alignment, Systems, and Honesty.

This conversation is packed with insights for industrial marketers who want to strengthen internal relationships and gain buy-in from leadership. Whether you’re struggling with proving ROI, building credibility with sales, or simply trying to get both teams speaking the same language, this episode offers practical advice.

Resources

• Connect with A. Lee on LinkedIn
• Connect with Wendy on LinkedIn
• Related Episode: A Sales Leader’s Perspective on Content that Earns Engineers’ Trust
• Related Episode: Sales vs. Marketing: How to Bridge the Divide
• Register for the Industrial Marketing Summit

Have you noticed a steady drop in your click through rate in Google Search Console, even as impressions seem to be increasing? You're not alone! TREW's Account Director, Erin Moore, explains the "SEO Alligator" phenomenon and how marketers should pivot when AI search results siphon off your traffic.

In this episode, Wendy Covey and Erin Moore discuss the concept of the 'SEO alligator,' a term describing the widening gap between impressions and clicks in Google Search metrics. They explore the impact of AI-generated content on click-through rates and the need for marketers to adapt their strategies in response to these changes. The conversation emphasizes the importance of creating unique, valuable content that resonates with audiences, rather than relying on high-volume keywords that may no longer drive engagement.

Key Takeaways

• The 'SEO alligator' refers to the gap between impressions and clicks in Google Search Console.
• AI overviews are affecting click-through rates significantly.
• Unique content based on your company's deep expertise is more valuable in search than generic content (even when that generic content ranks for higher volume search queries).
• AI overviews are answering top-of-the-funnel queries directly in search results, turning these terms into zero-click results.
• Marketers should explore multiple channels for audience engagement and traffic.

Resources

• Connect with Erin on LinkedIn
• Connect with Wendy on LinkedIn
• Register for the Industrial Marketing Summit
• Related Episode: Is Inbound Marketing Still Working?
• Related Episode: What the Heck is Going on at Google?!