In this Martech Zone Interview, we speak to Wendy Covey, an author, speaker, and co-founder of Trew Marketing (https://www.trewmarketing.com). Wendy's firm serves technical companies (middle-marketing, design engineering, manufacturing) assisting them in driving inbound lead growth through digital marketing strategies.
While B2B buying behavior has changed over the years where companies are researching and advancing the buying journey online... technical audiences are unique in that they devour much more content and utilize search and content far over any advertising mediums. It does require a different voice than engineering-based firms are used to, though. Publishing technology specifications isn't as advantageous as developing personas and speaking to the benefits of the products or solution, though.
Wendy discusses the research and associated strategies that technology firms are leveraging to drive awareness, engagement, and conversions with her clients' prospective customers. We also discuss how COVID-19 has required a change in the way technology-based organizations are interacting with prospects - moving from online conferences to virtual events and webinars.
See our show notes on the latest research that Trew Marketing has released as well as Wendy's book!
Special Guest: Wendy Covey.