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