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, 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 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

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 Elector 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

Feeling a little uncertain in today’s economic climate? As the macroeconomic landscape continues to shift, marketers are being asked to do more with less. By focusing on efficiency and honing in on what truly drives results, marketing teams can continue to make a meaningful impact, even amid tightening budgets and evolving business priorities.

In this episode Wendy Covey interviews Karla Gregory, Digital Marketing Manager at Sumitomo Drive Technologies. They discuss Karla's career journey, the importance of strategic marketing planning, and the challenges faced in the current economic climate. Karla shares insights on leveraging AI for marketing efficiency, the significance of SEO, and the need for standardized processes. They also explore trends in industrial marketing, the value of employee-generated content, and the importance of building relationships in the industry. Karla concludes with advice for marketers to keep pushing forward despite challenges..

Key Takeaways

• Time blocking is essential for managing multiple marketing requests.
• AI can streamline data collection and analysis in marketing.
• SEO strategies should focus on long-tail keywords and content relevance.
• Standardized processes help ensure continuity in marketing efforts.
• Content created by employees often garners more engagement than traditional marketing posts.
• Marketers should adapt to changing economic conditions by automating processes.

Resources

• Connect with Karlaa on LinkedIn
• Connect with Wendy on LinkedIn
• Learn more about Sumitomo Drive Technologies

When your sales territory spans thousands of square miles, and your customers are highly technical decision-makers, you need more than a few cold calls and sales brochures to break through. For Wes Murray, Regional Sales Manager at Hayward Flow Control, that “more” has been LinkedIn and video content.

Like many of us, Wes saw a shift in how engineers and specifiers engaged during the pandemic. With travel and in-person meetings on pause, he ramped up his use of LinkedIn—not just to create awareness but to educate.

And it worked. When presenting at lunch-and-learns or industry events, Wes started hearing things like:

“I loved that post you shared last week.”

“That video with your kids—so relatable!”

Often this feedback came from people who never interacted with his posts. That’s when it clicked: visibility and familiarity were paying off in real conversations.

Video isn’t always easy. Wes shared the many real-life challenges of filming at home—chaotic dogs, noisy kids, desert wind. But the results are worth it. Video gives people a feel for who you are, how you communicate, and what you stand for—all key ingredients for building trust with skeptical technical audiences.

Wes is quick to admit he’s not a professional marketer. And yet, his content works because it’s authentic. He blends technical insights with glimpses into his personal life—fishing trips with his kids, behind-the-scenes looks at product installs, even the occasional chainsaw cameo.

The result?

Content that makes people feel like they know him before he ever steps foot on-site.

Wes had some advice for both sales and marketing professionals.

For Marketers:

• Create tools your sales team can actually use. From videos to application images to PowerPoint decks, think about how content can help a salesperson open a conversation or strengthen credibility.
• Think beyond spec sheets. Help salespeople connect—not just inform.

For Salespeople:

• Master your message. Content creation sharpens communication. Even if you never hit “publish,” the act of writing or recording helps you prepare for high-stakes conversations.
• Lean into your strengths. Wes isn’t trying to be polished—he’s trying to be real. And that makes all the difference.
  
  

Resources

• Connect with Wes on LinkedIn
• Connect with Wendy on LinkedIn
• Learn more about Hayward Flow Control

This week, we dive into how industrial marketers should be leveraging first-party data, Google Ads, and contextual targeting to drive smarter, more effective, privacy-conscious digital campaigns.

In this episode, Wendy Covey speaks with Devin Webb, Performance and Innovation Manager at EETech about the evolving landscape of digital marketing, particularly focusing on the transition from third-party cookies to first-party data. They discuss the implications of this shift for marketers, the importance of utilizing Google Ads for targeted campaigns, and the necessity of measuring success through tools like Google Analytics. Devin shares insights on contextual targeting and emphasizes the need for marketers to adapt to changing consumer privacy expectations.

Takeaways

• Third-party cookies are being phased out due to privacy concerns.
• Marketers are shifting towards first-party data for targeting.
• Google Ads can be leveraged for precise audience segmentation.
• Contextual targeting is an effective strategy that doesn't rely on cookies.
• Working with publishers can enhance targeting capabilities.

Resources

• Connect with Devon on LinkedIn
• Connect with Wendy on LinkedIn
• Purchase a Digital Pass to the Industrial Marketing Summit
• Download the 2025 State of Marketing to Engineers Research Report

In this episode, Wendy Covey, Morgan Norris, and Kasey Tyring discuss their experiences at the recent Industrial Marketing Summit. They share insights on key themes such as the impact of AI on marketing, the importance of customer voice, and the shift towards video-first content. The conversation highlights the community aspect of the event, emphasizing networking opportunities and the value of personal branding. They also touch on how to access recording of the Industrial Marketing Summit sessions via the Digital Pass. Plus, the team talked about future plans for the summit and the release of new research on marketing to engineers.

Takeaways

• AI is transforming marketing strategies and should be embraced.
• Understanding customer voice is crucial for effective marketing.
• Video content is becoming a primary focus for marketers.
• Personal branding can elevate corporate messaging.
• Future events will continue to focus on community and collaboration.
  
  

Resources

• Connect with Morgan on LinkedIn
• Connect with Kasey on LinkedIn
• Connect with Wendy on LinkedIn
• Purchase a Digital Pass to the Industrial Marketing Summit
• Download the 2025 State of Marketing to Engineers Research Report

Could Amazon really be the industrial sales channel you're missing? I talk to an Amazon account management firm that works with manufacturers to get their products on the Amazon platform and meet the buying preferences of a new generation of buyers.

In this episode of Content Marketing Engineered, Wendy Covey interviews Will Tjernlund, co-founder of Goat Consulting, about the significance of Amazon for B2B businesses. They discuss Will's background, the journey of transitioning to Amazon selling, the advantages of using Amazon over traditional e-commerce, and how to navigate distributor relationships. The conversation also covers identifying suitable B2B products for Amazon, inventory management, optimizing product listings for visibility, and strategies for driving traffic to Amazon listings.

Takeaways

• Amazon is a crucial platform for B2B businesses.
• Using Amazon can be less complex than setting up a standalone e-commerce site.
• Distributors can still play a valuable role in the Amazon ecosystem.
• Optimizing product listings can significantly impact visibility and sales.
  
  

Resources

• Connect with Will on LinkedIn
• Connect with Wendy on LinkedIn
• Learn More About GOAT Consulting
• Register for the Industrial Marketing Summit