7 min read
Wendy Covey: 4/15/26 10:00 AM
The way engineers research, evaluate, and make decisions continues to evolve; though, not always in the ways marketers expect. In our 2026 State of Marketing to Engineers webinar, we unpacked new data around AI usage, content preferences, and the...
Read More
10 min read
Morgan Norris: 8/12/25 10:00 AM
Technical B2B companies in manufacturing, robotics, aerospace, and semiconductors thrive on trust and expertise. A thought leadership campaign –...
6 min read
Morgan Norris: 7/29/25 10:00 AM
The lines between corporate and personal branding are becoming increasingly blurred. For engineering companies and other technical industries,...
3 min read
Morgan Norris: 6/10/25 10:00 AM
When it comes to brand marketing for technical B2B companies, news releases remain one of the most powerful tools in your PR arsenal. But let’s be...
12 min read
Wendy Covey: 3/27/25 6:49 AM
The 2025 State of Marketing to Engineers report, created in partnership between TREW Marketing and GlobalSpec in collaboration with Elektor...
1 min read
Morgan Norris: 3/4/25 11:10 AM
In partnership with GlobalSpec, we are excited to announce the release of our eighth annual State of Marketing to Engineers Research Report—our most...
2 min read
Lee Chapman: 2/4/25 10:00 AM
The marketing world is evolving rapidly, with AI at the center of change. Since ChatGPT’s launch two years ago, our approach to inbound marketing has...
9 min read
Kara Moon: 9/18/24 10:00 AM
HubSpot's CRM and marketing platform is a powerhouse for engineering companies, but sometimes you need that extra something to truly optimize your...
8 min read
Kasey Tyring: 7/23/24 10:00 AM
The marketing landscape has changed dramatically in recent years. In the past, marketers could rely on organic search to drive website traffic and...
4 min read
Erin Moore: 7/9/24 10:00 AM
Every marketing dollar counts. Attracting qualified leads who understand your complex solutions requires a strategic approach. But with a multitude...
4 min read
Kara Moon: 6/25/24 10:00 AM
If you’re like most companies, your website has seen a significant drop in traffic in the past couple years. You used to get a steady stream of...
4 min read
Kara Moon: 6/11/24 10:00 AM
Imagine this: you have a powerful engine under the hood of your car (Salesforce), but the dashboard (your marketing automation platform) is clunky...
1 min read
Lee Chapman: 6/4/24 9:30 AM
The Industrial Marketing Summit will be back in 2025! Taking place in Austin, Texas, February 26-28, 2025 at the AT&T Executive Conference Center.
5 min read
Jennifer Dawkins: 5/23/24 10:00 AM
There are just a few weeks left in the quarter and your marketing KPIs are not what you hoped. Website traffic? Stagnant. Lead generation? Crickets....
4 min read
Jennifer Dawkins: 4/30/24 10:00 AM
Until recently, we’ve been living in this wonderful marketing world of SEO magic, where you carefully tend to one primary marketing channel (your...
3 min read
Kara Moon: 4/2/24 10:00 AM
When it comes to creating a good content marketing strategy, there’s no better place to start than a content audit.
5 min read
Wendy Covey: 2/14/24 1:10 PM
The 2024 State of Marketing to Engineers research report, jointly produced by GlobalSpec and TREW Marketing, arrived with a bang. To dive deeper...
1 min read
Morgan Norris: 2/6/24 10:00 AM
In partnership with GlobalSpec, we are excited to announce the release of our seventh annual State of Marketing to Engineers Research Report. Our...
4 min read
Wendy Covey: 11/14/23 8:30 AM
Recently, Elektor and TREW Marketing released the 2023 Decoding Engineer Preferences research report based on a survey of over 1,200 engineers and...
3 min read
Morgan Norris: 9/13/23 1:52 PM
Whether you’re creating a headline for your homepage, a topic for your new white paper, or overhauling your corporate brand position and message, you...
4 min read
Wendy Covey: 9/5/23 10:30 AM
If you've ever had the responsibility of marketing to an engineer or other highly technical buyer, then you've probably heard some variant of "My...
1 min read
Lee Chapman: 8/8/23 10:00 AM
We're excited share our partnership with fellow industrial marketing leaders Gorilla 76 and CADENAS PARTsolutions to host the 2024 Industrial...
3 min read
Morgan Norris: 7/25/23 10:00 AM
Generative AI has the potential to revolutionize technical B2B content development, allowing businesses to produce high-quality content faster and...
4 min read
Morgan Norris: 5/24/23 9:30 AM
AI tools abound – But what does your company use? How do you use them? Is there anything that’s off limits? Would different people in your...
4 min read
Morgan Norris: 4/17/23 1:57 PM
When it comes to writing technical content, marketers often feel stuck – unsure how to know if their content will actually compel and convert...
8 min read
Morgan Norris: 4/7/23 5:41 PM
Often in small engineering companies, the marketing responsibilities are shared among a few technical staff. For instance, an R&D engineer may also...
8 min read
Julia Holliday: 4/7/23 2:23 PM
Thought leadership is a hot topic. Being a thought leader seems like a ticket to speaking opportunities, partnerships, authority, prestige, and...
5 min read
Morgan Norris: 4/6/23 3:35 PM
Brand positioning and messaging is a critical component to your business because it tells your buyers who you are and why you're different. When...
9 min read
Morgan Norris: 4/6/23 11:43 AM
Simply put, brand positioning is the process of getting your target audience to know your brand and associate it with specific characteristics and...
5 min read
Morgan Norris: 4/5/23 2:39 PM
You’ve defined your brand’s positioning and messaging. Now it’s time to develop content to share your engineering company’s story. A great way to do...
4 min read
Kasey Tyring: 3/21/23 10:00 AM
Big changes are on the horizon. Google's powerful Universal Analytics (UA) platform, the number one tool used to track website performance, is set to...
6 min read
Morgan Norris: 3/14/23 10:28 AM
For technical audiences, white papers have traditionally been seen as unbiased, lengthy academic articles that look like a chapter straight out of a...
4 min read
Morgan Norris: 3/7/23 8:57 AM
Buyer personas serve many purposes for your B2B technical company. During the marketing planning phase, it’s important to know the different...
3 min read
Wendy Covey: 3/1/23 7:03 PM
Why should you consider outsourcing your marketing? There are many good reasons but most of them come down to dollars and expertise. Unlike sales,...
3 min read
Lee Chapman: 2/21/23 10:07 AM
Did you know that only 25% of product launches are successful after launch? Generating brand awareness, justifying the budget, and establishing...
5 min read
Lee Chapman: 2/14/23 10:20 AM
Marketing without a plan leads to mediocre results and higher costs – in time, money, stress, and frustration. Creating a B2B marketing plan that...
5 min read
Lee Chapman: 1/31/23 10:01 AM
Marketing can seem daunting these days, especially with the explosion of media channels, generative AI tools, and ever-changing Google algorithms. By...
10 min read
Wendy Covey: 1/24/23 10:00 AM
Recently, GlobalSpec and TREW Marketing released the 2023 State of Marketing to Engineers research report. As always, we hosted a live webinar to...
5 min read
Wendy Covey: 1/17/23 10:41 AM
We live in an era characterized by endless information, data, and analytics. Marketers often have access to advertising or CRM database metrics that...
1 min read
Morgan Norris: 1/10/23 12:36 PM
Today along with GlobalSpec, we announced the release of the 2023 State of Marketing to Engineers Research Report. We designed this report to help...
6 min read
Kara Moon: 12/13/22 10:00 AM
Through the years, I've always looked forward to Christmas card letters. The ones that allow you to connect with the lives and stories from distant...
2 min read
Erin Moore: 11/8/22 10:00 AM
What will your marketing team look like six months from now? A year from now? How many people will you add? What new tools, systems, and data will...
3 min read
Hannah Schulze: 10/26/22 10:00 AM
Hosting a conference is a massive undertaking. Between deciding on topics and themes, organizing presentation tech, choosing speakers, and event...
3 min read
Lee Chapman: 10/12/22 10:01 AM
Company culture is a hot topic these days especially around recruiting and retaining top talent. But it’s always been at the center of...
3 min read
Morgan Norris: 10/4/22 10:15 AM
Earlier this month, Wendy and I had a chance to speak at Content Marketing World. We presented on getting inside the mind of the technical buyer –...
3 min read
Morgan Norris: 9/28/22 10:09 AM
If your company sells products through distribution or partner networks, then consider working with your channel partners to build a co-marketing...
3 min read
Jennifer Dawkins: 8/10/22 9:57 AM
Measurement should be baked into your marketing plan from the start – determining how you’ll measure the success of your activities is as important...
4 min read
Morgan Norris: 7/19/22 10:01 AM
Case studies are the holy grail of content.
3 min read
Wendy Covey: 7/12/22 10:07 AM
You’ve put in the countless hours to perfect your product, and worked hard to develop an effective product launch plan. You’re almost ready to...
