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?!

In this episode, Morgan Norris speaks with Susan Poeton, Publisher, Owner and CEO of Industry Today Media. They discus the evolution of publishing and strategies for technical companies to effectively communicate their news. They explore the importance of understanding the audience, the role of press releases, and the current trends in manufacturing and technology. Additionally, they talk through advertising strategies, paid media opportunities, and the significance of building brand awareness in a competitive market. 

Key Takeaways

• Smaller companies can still tell valuable stories despite budget constraints.
• Brand awareness is key in a competitive market.
• Paid media opportunities should be part of a broader campaign strategy.
• Building long-term relationships with media platforms enhances exposure.

Resources

• Connect with Susan on LinkedIn
• Connect with Morgan on LinkedIn
• Learn more about Industry Today Magazine
• Listen to Industry Today's Industry Insights Podcast
• Submit news to Industry Today
• Learn more about TREW's Brand Marketing Services

As your company grows and changes, whether through acquisitions, new products, or expansion into new markets, it's important your messaging evolves, too. Learn how to evolve your messaging and align both internal and external stakeholders along the way. 

In this episode of Content Marketing Engineered, Morgan Norris speaks with Chris Zmijewski, VP of Marketing at SAM, about the evolution of brand marketing and the transition of SAM into a data-driven solutions provider. They discuss Chris's journey in the company, the importance of internal messaging, leadership support, and the need for consistent communication across platforms, especially while acquiring multiple brands and entering new sectors. 

Key Takeaways

• The integration of new technologies requires clear communication.
• Internal messaging is critical during acquisitions.
• Leadership support is vital for effective internal communication.
• Consistent messaging across platforms enhances brand recognition.
• Engaging staff at all levels fosters learning and innovation.
  
  

Resources

• Connect with Chris on LinkedIn
• Connect with Morgan on LinkedIn
• Learn more about SAM 
• Learn more about TREW's Brand Marketing Services

 As AI-generated content becomes more common, technical buyers and engineers are turning to more vetted sources than just company blog articles. Trusted technical and trade publications are gaining influence, and a strong PR strategy can help your brand break into these outlets—and boost visibility in AI-driven search results. Here's how to build a successful PR campaign. 

In this episode, Morgan Norris, Senior Brand Strategist at TREW Marketing, discusses the evolving landscape of public relations (PR) and its significance in today's marketing strategies. The conversation covers the barriers marketers face in implementing effective PR campaigns, the importance of identifying newsworthy content, and the best practices for executing successful PR strategies. Morgan shares insights from a recent successful PR campaign for Path Robotics, illustrating the impact of a well-structured PR approach. The episode concludes with practical advice for marketers looking to enhance their PR efforts.

Key Takeaways

• PR is experiencing a renaissance 
• Identifying newsworthy content is crucial for effective PR
• PR campaigns should focus on brand awareness, not immediate sales
• Contributed articles can enhance the reach of a PR campaign
• Building a targeted media list is essential for successful outreach
• Effective PR requires follow-up and engagement with media contacts
• Visual content can greatly enhance PR announcements
  
  

Resources

• Connect with Morgan on LinkedIn
• Connect with Wendy on LinkedIn
• Learn more about the Industrial Marketing Summit
• Download our News Release Template

Ever wonder if wiring and pitching press releases to technical publications is worth the effort? We spoke to the Editor-in-Chief of R&D World to uncover how marketers should be communicating and developing relationships with journalists to get the most out of their PR efforts. 

In this episode, Morgan Norris, Senior Brand and Content Strategist at TREW Marketing, talks with Brian Buntz, the Editor-in-Chief of R&D World at WTWH Media. They discuss the evolving landscape of public relations, content marketing, and journalism, particularly in the context of technical publications. They explore how news consumption has changed over the years, the impact of AI on content creation and journalism, and the importance of press releases. Brian shares insights on best practices for brands to engage with media effectively.

Key Takeaways

• Trade publications are key sources for technical audiences.
• The voice of the customer is essential for effective storytelling.
• Press releases should include customer perspectives and data-driven insights.
• Engaging with media requires flexibility and adaptability.
• SEO strategies are evolving due to AI and changing search behaviors.
• Technical brands should focus on building relationships with journalists.
  
  

Resources

• Connect with Brian on LinkedIn
• Connect with Morgan on LinkedIn
• Learn more about R&D World
• Learn more about WTWH Media

As AI-generated content becomes more widespread, marketers in technical industries are facing new challenges in building trust and visibility.

In this episode, Morgan Norris interviews Elizabeth Evans, a senior marketing leader working in the engineering space, about her personal journey from product marketing to corporate brand strategy.

Together, they explore how marketers can create more effective brand campaigns by focusing on messaging clarity, internal brand alignment, and long-term consistency. Elizabeth shares her own experiences leading brand initiatives in a complex B2B environment, highlighting the importance of cross-functional collaboration, internal brand evangelism, and customer journey mapping.

This episode offers practical, peer-to-peer insights for marketers navigating the evolving landscape of technical audiences and AI-driven search.

Ansys Global Brand Campaigns:

• Simulation World
  
  
• Earth Rescue
• Driven By Simulation
• Simulating Space

Key Takeaways

• Messaging is crucial for successful brand campaigns.
• Internal brand evangelism can be supported through a brand portal.
• Brand campaigns should be long-term and consistent.
• Success metrics for campaigns include top-of-funnel metrics like website visits and video views.
• Collaboration across teams is essential for effective brand marketing.

Resources

• Connect with Elizabeth on LinkedIn
• Connect with Morgan on LinkedIn
• Learn more about TREW Brand Marketing Services

In this episode, Kasey Tyring and the host discuss their experiences at the Automate Show, highlighting innovative demos, engaging booth strategies, and effective marketing practices. They explore the historical context of the show, share insights on attendee engagement, and emphasize the importance of follow-up strategies post-event. The conversation also touches on networking opportunities and the excitement surrounding future events in the industry.

Key Takeaways

• Engaging demos are crucial for attracting attention at trade shows.
• Interactive booths create memorable experiences for attendees.
• Staffing strategies significantly impact booth engagement and success.
• Post-show follow-up is essential for nurturing leads and maintaining momentum.
• Networking is a valuable aspect of attending trade shows.
• Fun and creative booth themes can enhance brand visibility.
• Content marketing should leverage insights gained from conversations at the show.
  
  

Resources

• Connect with Kasey on LinkedIn
• Connect with Wendy on LinkedIn

Chances are, your ideal buyer isn't limited to just North America. That's why we expanded our State of Marketing to Engineers report to include data about the buying decisions of engineers and technical buyers across Europe. We dive into the differences and similarities between the two audiences. 

In this episode, Wendy Covey chats with Udo Bormann, Senior Marketing Manager at Elektor Media, to discuss the findings from the 2025 State of Marketing to Engineers report. They explore regional differences in marketing strategies, the importance of digital content such as video, social media trends, and the evolving role of AI in marketing. Udo shares insights on engineers' content preferences, the significance of trade shows, and the challenges of localization in Europe. The conversation emphasizes the need for marketers to adapt their strategies based on regional behaviors and preferences to effectively reach their target audience.

Key Takeaways

• Engineers in Europe and the US prioritize detailed and in-depth information
• Digital platforms are crucial for the buying process
• GitHub is a leading platform for engineers in Europe
• Video content is increasingly important for engagement
• Trust in AI tools is lower in Europe compared to the US
• Trade shows remain significant for networking and showcasing products in Europe
• Localization is key in European marketing strategies
  
  

Resources

• Connect with Udo on LinkedIn
• Connect with Wendy on LinkedIn
• Download the 2025 State of Marketing to Engineers Report
• Watch the Webinar
• Related Article: Your Top Questions Answered from the 2025 State of Marketing to Engineers Webinar
• Learn more about Elektor

Have you ever wondered how we decide which questions make it into our annual State of Marketing to Engineers report—and why those questions matter? In this episode, we pull back the curtain on the research process, revealing the strategy and collaboration that shape the insights industrial marketers rely on year after year.

Whether you're a longtime reader of the report or new to marketing to technical audiences, this behind-the-scenes look offers valuable context for understanding the data and how it reflects the evolving behavior of engineers and technical buyers.

In this episode, Wendy Covey is joined by CJ Haight, Content Marketing Manager at GlobalSpec, to unpack the findings from the eighth annual State of Marketing to Engineers Research Report. Together, they dive into the expanded scope of this year’s study—conducted in collaboration with Elektor International Media—which now includes insights from engineers and technical buyers across Europe and Asia.

The conversation covers key demographics of the respondents and highlights emerging trends in how technical audiences consume marketing content. Wendy and CJ explore the importance of recognizing regional nuances, tracking year-over-year shifts, and understanding which information sources—from social media and newsletters to the growing influence of generative AI—are shaping buyer behavior in the engineering world.

Key Takeaways

• Year-over-year trends help identify changes in buyer behavior.
• Engineers prefer direct sources for information.
• Social media platforms like LinkedIn have varied importance.
• Podcasts saw a decline in listenership this year.
• Independent sources are valued by technical buyers.
• Brand messaging should adapt to market conditions.

Resources

• Connect with CJ on LinkedIn
• Connect with Wendy on LinkedIn
• Download the 2025 State of Marketing to Engineers Report
• Watch the Webinar
• Related Article: Your Top Questions Answered from the 2025 State of Marketing to Engineers Webinar
• Learn more about GlobalSpec