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 LinkedIn
• Connect with Wendy on LinkedIn
• Learn more about Navu
  
  
• Register for the Industrial Marketing Summit

What if your customers could explore every angle of a complex machine, product, or system without ever stepping onto the factory floor? For industrial buyers evaluating intricate systems and components, static images and brochures rarely tell the full story. That’s why immersive 3D visualization is transforming how manufacturers showcase, explain, and ultimately sell their products.

In this episode, Mark Worger, Managing Director of MarTech3D, shared how 3D product visualization is helping manufacturers modernize both their marketing and their sales funnels. Brochures, static images, and even trade show booths struggle to fully demonstrate large machinery, embedded systems, or intricate components. It's also very challenging to set up in-person demonstrations or ship large equipment to in-person events. So, sales and marketing teams must figure out how to effectively present a 10-ton machine or a fully integrated process line during an early-stage sales meeting.

That’s where interactive 3D visualizations come in. By transforming engineering CAD files into marketing-ready, photorealistic 3D models, manufacturers can create product visuals, animations, augmented reality experiences, and even virtual showrooms. These tools can be applied to a variety of marketing channels and serve multiple stages of the sales funnel. At the top, they create visual impact and differentiation. In the middle, they educate buyers with interactive demonstrations that showcase internal workings and unique selling points. And at the bottom, they help shorten the sales cycle by allowing prospects to fully understand the product before scheduling in-person visits.

Key Takeaways

• 3D accelerates complex industrial sales funnels.
• It's easy to transform CAD files into marketing-ready visual assets.
• Interactive demos improve buyer education and engagement.
• Better visualization shortens the sales cycle.
• Marketing processes should match manufacturing efficiency.
  
  

Resources

• Connect with Mark on LinkedIn
• Connect with Wendy on LinkedIn
• Learn more about MarTech3D
• Register for the Industrial Marketing Summit

For marketers who’ve felt that video is too expensive, too technical, or too time-consuming, this episode offers a clear takeaway: you don’t need a big budget or a big team to make video work, you just need the right approach and tools.

Video is one of the most powerful content formats for marketers, but for years it also felt out of reach. That’s no longer the case. Today, creating high-quality video for every channel is easier and more affordable than ever and video consistently ranks as one of the top-performing content types across channels. In this episode, Elise Beck, Senior Director of Product Marketing at Wistia, shares how today’s marketers can create impactful video easily and affordably, even with lean teams and limited budgets.

Video is uniquely effective for companies with complex products, long buying cycles, and technical audiences. From product demos and explainers to webinars and podcasts, video allows marketers to scale knowledge, replace in-person demos or plant tours, and communicate ideas that are difficult to explain with text alone.

Video creation has become far more accessible in recent years. Elise explains how modern tools for recording, editing, and polishing video, has lowered the barrier to entry for marketers who don’t have video production backgrounds. Features like screen recording, simple editing, AI-powered audio cleanup, social clip generation, and automated captions help marketers develop and publish quality video content.

This episode also explores the evolving role of video in search and AI-driven discovery. As generative search and large language models change how buyers find information, Elise explains how making video content readable by AI is becoming increasingly important for visibility and reach. The episode goes beyond creation into measurement, highlighting how video analytics can give marketers and sales teams deeper insight into buyer engagement.

Finally, the discussion looks ahead to emerging trends in video marketing, including AI-assisted ideation, localization, and the ongoing debate around synthetic video and avatars. Elise emphasizes the importance of balancing innovation with authenticity, especially for technical and industrial brands where trust and credibility matter most.

Key Takeaways

• Video’s true power lies in its ability to simplify complexity and enable authentic communication at scale
• Embedding transcripts and enabling AI to read video content transforms videos into accessible, searchable assets, increasing reach and relevance.
• AI streamlines recording, editing, and post-production, making video creation feasible for small teams or individuals.
• Features like integrated editing tools enable quick turnaround and testing of video content.
• Organizations are bringing video production internally, leveraging AI for ideation, scripting, and editing, reducing reliance on external vendors.
• Trust and genuine human connection are prioritized over AI-generated video, especially in technical fields
• All-in-one video solutions like Wistia empower lean teams to execute comprehensive video strategies efficiently.
  
  

Resources

• Connect with Elise on LinkedIn
• Connect with Wendy on LinkedIn
• Learn more about Wisita
• Learn more about Wistia's State of Video Research Report
• AI Benchmark: Will Smith Eating Spaghetti
• Related Episode: How to Add Value-Driven Videos to Your Content Marketing Mix<

Jake Hall is back on Content Marketing Engineered for a deep dive into what actually works on LinkedIn for industrial brands. We break down best practices for approaching LinkedIn not just as a company page, but through your spokespeople and employees, too. We also dig into the evolving role of influencers in the marketing mix and what it really takes to build successful, authentic influencer partnerships in manufacturing and engineering.

In this episode, Jake Hall, aka the Manufacturing Millennial discusses the evolving landscape of content marketing, particularly focusing on the importance of LinkedIn as a platform for authentic engagement. He shares insights on effective content creation strategies, the role of influencers in the industrial sector, and the necessity of maintaining authenticity in a world increasingly dominated by AI-generated content. The conversation emphasizes the need for marketers to adapt their strategies to foster genuine connections with their audience while leveraging the unique advantages of social media platforms.

Key Takeaways

• LinkedIn is still a powerful platform for industrial marketing in 2026.
• Authenticity is crucial in content creation.
• Engagement is more important than clicks.
• Influencers can help brands reach new audiences.
• Posting consistently builds trust with your audience.
• AI should be a tool, not the core of your strategy.
• Content should tell a story and address real problems.
• Influencer marketing is evolving and should be embraced an another marketing tool.
• Companies need to empower employees to share authentic content.

Resources

• Connect with Jake on LinkedIn
• Connect with Wendy on LinkedIn
• Learn more about the Manufacturing Millenial
• Related Episode: Trade Show Tips with Jake Hall
• Related Episode: 2026 Marketing Trends: The Power of a Strong Differentiated Strategy
• Register for the Industrial Marketing Summit

Erin Moore sits down with Rand Fishkin, one of the most influential voices in modern marketing, to unpack how audience behavior, search, and content strategy are fundamentally changing in 2026. They discuss the rise of zero-click marketing, the myth that AI tools are “killing” search, and why audience research now matters more than competitive research. Rand brings data-backed clarity to some of the biggest questions marketers are grappling with right now.

In this episode, we’re joined by Rand Fishkin, founder of SparkToro, Alertmouse, and Snack Bar Studio; former co-founder of Moz; and, if we can add one more title, keynote speaker at the 2026 Industrial Marketing Summit. Rand brings decades of experience helping marketers understand how people actually discover, consume, and trust information online.

The conversation dives into why audience research has become critical step of marketing strategy as traditional inbound tactics lose effectiveness. Rand explains how data powers audience insights and why these insights are often most valuable for gaining internal buy-in, or just as importantly, for saying "no" to ineffective channels and trends.

The episode also discusses the impact AI tools have had on search, zero-click marketing, and how marketers should rethink attribution in a world where impressions and brand lift matter more than direct clicks. Rand shares advice for teams stuck in outdated SEO playbooks, emphasizing the importance of following audience behavior over competitor behavior, and pushing back against the dangerous mindset of “doing more with less”.

Resources

• Connect with Rand on LinkedIn
• Connect with Erin on LinkedIn
• Learn more about SparkToro
• Learn more about Alertmouse
• Related Episode: What is THE SEO Alligator? A New Challenge in Search Metrics
• Register for the Industrial Marketing Summit

What if one of the most influential channels for industrial buyers isn’t LinkedIn or Google, but Reddit? Reddit is shaping how engineers research products, validate vendors, and even influence AI-powered search results. In this episode, we dig into how one industrial brand embraced Reddit as a low-cost, high-impact awareness channel.

In this episode, Mandee Nguyen, Content Marketing Manager at SICK Sensor Intelligence, shares her journey through her marketing career and how her current role led her to focus on using Reddit to reach SICK's technical audience. Mandee’s journey to Reddit didn’t start with enthusiasm. Like many marketers, she initially associated the platform with gaming threads and pop culture debates. But shifting search behavior, Google’s increased surfacing of Reddit threads, and the platform’s growing influence on AI-driven search quickly changed her perspective. Engineers, it turns out, are actively using Reddit as a trusted source of information.

At SICK, Reddit began as a low-risk pilot focused on paid advertising. With most ads costing under $1,000, the barrier to entry was far lower than LinkedIn. Mandee shared examples and said video ads, especially demo-focused, educational content, performed best.

The conversation also explores why Reddit is best approached as an awareness channel rather than a direct lead-generation engine. Reddit’s lead gen tools are still in beta, and users are notoriously resistant to marketing. Authenticity is critical, both in ad copy and any organic, used-based participation.

Beyond Reddit, Mandee offers broader advice for industrial marketers heading into 2026: invest in partner marketing, leverage credible external influencers, and use AI strategically for efficiency.

Key Takeaways

• Reddit is a trusted source for information in the engineering community.
• Advertising on Reddit is more cost-effective than LinkedIn.
• Authenticity is crucial when marketing on Reddit.
• Video ads perform better than image ads on Reddit.
• Engaging with external influencers enhances credibility.
• Content should be educational rather than promotional.
• AI tools are used for content repurposing and ad creation.

Resources

• Connect with Mandee on LinkedIn
• Connect with Wendy on LinkedIn
• Learn more about SICK Sensor Intelligence
• Learn more about TREW's Marketing Strategy services
• Register for the Industrial Marketing Summit

Every December, we wrap up Content Marketing, Engineered with a tradition: a trends conversation with TREW Marketing’s own Lee Chapman. This episode focuses on how Industrial Marketers can reckon with with the new age of AI and differentiate themselves among a "sea of sameness" and what marketing strategies to focus on in 2026.

2025 was a year of massive transformation for industrial marketers. As AI tools matured and generative search became a primary gateway for technical buyers, long-standing content and inbound strategies were forced to evolve. Marketers saw firsthand how important differentiation, depth, and authentic expertise is to stand out and earn trust.

AI Has Leveled the Tactical Playing Field

According to Lee, 2024 and 2025 were years of experimentation. Marketers used AI to produce content faster than ever but this caused everyone to sound alike and create an overwhelming amount of noise. Lee says the biggest trend for 2026 is a differentiated strategy.

With AI providing instant answers to basic queries, surface-level content no longer cuts it. Technical buyers still end up on your website, and when they do, they’re looking for clarity, technical depth, and authenticity. If your content doesn’t communicate a strong value proposition and true expertise, it’s easy for prospects to bounce back to AI or head to a competitor.

Your Website Must Earn Its Keep

Lee highlighted two extremes plaguing engineering websites today:

• The “museum” site: outdated, bloated, and difficult to navigate.
• The “brochure” site: modern and pretty, but shallow, lacking specs, case studies, and proof points.

Both fail to meet the needs of technical buyers. Lee recommends a website and content audit using a keep/kill/create framework, elevating high-value content, and ensuring users can find what they need with minimal clicks.

Trade Shows: Substance Over Swag

Events are booming again, but many companies are “checkboxing” their presence rather than building a strategic plan around them. Lee stressed the importance of:

• Strong booth messaging
• Demos and SMEs
• Pre-event outreach and partner activation
• Thoughtful, timely post-show follow-up

Content: Go Deep, Get Specific, Prove It

Technical audiences still value white papers, webinars, case studies, and research if they contain meaningful depth. Lee emphasized developing more proof-driven assets, including unnamed case studies when needed, and turning high-performing content into webinars or videos. Voice-of-customer research and even closed-lost surveys are underrated tools for uncovering differentiators AI can’t replicate.

Resources

• Connect with Lee on LinkedIn
• Connect with Wendy on LinkedIn
• Learn more TREW's Marketing Strategy services
• Register for the Industrial Marketing Summit

As industrial marketers plan out their 2026 marketing strategies, it's important to take into consideration the difference in research and buying behavior of engineers across generations. EETech's Terra Gledhill in on this week's episode to share what sources these engineers trust, and what strategies marketers should emphasize in 2026.

In this episode Wendy Covey sat down with Terra Gledhill, Director of Marketing and Research at EETech, to unpack findings from the 2025 Engineering Insights Report (EIR). Now in its ninth year, the EIR captures responses from more than 3,000 engineers across roles, industries, and experience levels, making it a great resource for industrial marketers as they plan their 2026 marketing strategy.

A dominant theme in this year’s report is the rapid rise of AI adoption. Among millennial and Gen Z engineers, usage of AI tools (including LLMs, code generation, and simulation) jumped from 45% to 64% year over year. Even seasoned career professionals saw a significant increase, from 20% to 46%. Terra explained that while younger engineers overwhelmingly see AI as a positive accelerator, seasoned engineers remain more cautious, emphasizing the need for regulation and security.

The report also highlights major generational differences in research behavior. Communities and forums have become the top resource for Millennial and Gen Z engineers, who seek out peer validation and authentic, real-world solutions. Career pros, however, still rely on manufacturer websites. Across all groups, engineers increasingly expect robust online tools such as CAD models, reference designs, and simulation resources directly on supplier websites.

When it comes to challenges, both groups cite staying on schedule and on budget as their top concerns. But younger engineers struggle more with skill gaps on their teams, often inheriting outdated systems and incomplete documentation. Career pros, conversely, feel the pressure of keeping pace with technology’s rapid evolution.

For marketers planning 2026 strategies, Gledhill’s advice is clear:

• Prioritize technical depth over marketing polish.
• Equip engineers with self-serve digital tools on your website.
• Show up in trusted communities and authoritative third-party publications.
• Encourage SMEs to share their expertise on technical forums like Reddit and Github.
• Market not just to today’s decision-makers, but to the next generation.

Resources

• Connect with Terra on LinkedIn
• Connect with Wendy on LinkedIn
• Learn more about EETech
• Related Episode: Comparing Content Preferences of Engineers in Europe and the US
• Related Episode: Your Top Questions Answered from the 2025 State of Marketing to Engineers Webinar
• Register for the Industrial Marketing Summit