AI, Video & Strategy: The Future of Industrial Marketing with Wendy Covey

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Navigating the Industrial Marketing Landscape with Wendy Covey

In the ever-evolving world of industrial marketing, staying aware of trends, tools, and best practices is vital. The latest episode of the Industrial Marketing Leaders Podcast features Wendy Covey, a powerhouse in technical marketing, and CEO of Trew Marketing. With a rich background and a slew of recognitions, Wendy dives deep into topics crucial to industrial marketers, including the upcoming Industrial Marketing Summit, the power of content marketing, and the impact of AI. This episode is a goldmine for anyone invested in the future of industrial marketing.

About Wendy Covey

Wendy Covey is not just a leader but a pioneer in technical marketing. She is the CEO of Trew Marketing, a company dedicated to helping engineering and technical companies enhance their content marketing strategies. Wendy is also an author of Content Marketing Engineered, a recognized thought leader in her field, and one of The Wall Street Journal’s 10 most innovative entrepreneurs in America. With over 25 years of experience and a Texas film fishing record under her belt, Wendy brings a unique mix of expertise and authenticity to the table.

Key Insights and Takeaways

The Importance of the Industrial Marketing Summit: One of the focal points of the episode is the upcoming Industrial Marketing Summit in Austin, Texas. Wendy highlights that this summit is more than just a series of lectures—it’s a community. Last year, attendees from across the U.S. gathered to share insights, network, and learn. The upcoming event promises to be even more enriching with varied tracks focused on strategy, branding, and tactical excellence.

AI in Marketing: Wendy aptly notes the skepticism and curiosity surrounding AI among industrial marketers. While AI holds immense potential, the key lies in understanding its capabilities and responsibly integrating it into your marketing strategy. She references the upcoming keynote by Paul Raitzer from the Marketing AI Institute at the Summit, emphasizing that AI should complement, not replace, human creativity and input.

Video as a Trust Builder: In an age where authenticity is paramount, video content becomes indispensable. Wendy points out that engineers and technical buyers prefer video for its ability to present authentic and transparent information. With trust being crucial in buying decisions, incorporating video content—whether it’s product demonstrations or expert talks—can set a company apart.

Content Marketing to Engineers: From her extensive research with Global Spec, Wendy reveals that engineers and technical buyers consume an average of 17 pieces of content before making purchase decisions. This statistic underscores the need for consistent, high-quality content that educates and builds trust. Moreover, video content’s popularity is rising, as engineers seek detailed, visual explanations of products and solutions.

Podcast Questions & Answers

What makes the Industrial Marketing Summit so unique? The Summit is tailored specifically for industrial marketers. It offers specialized tracks on branding, strategy, and tactical excellence, ensuring that participants can gain deep, targeted insights. It’s a place to find “your people” and engage in meaningful conversations.

How is AI expected to impact industrial marketing?
AI has both opportunities and challenges. While it’s crucial for automating processes and generating insights, it should be used responsibly. Authenticity remains key, and AI should aid in delivering transparent, valuable content.
Why is video so effective for industrial marketing? Video serves as a powerful tool for building authenticity and trust. It provides a transparent view into your company, showcasing experts and real-world applications. Given that engineers and technical buyers highly prefer video, incorporating it into your strategy is essential.

Can you share insights from your latest research on marketing to engineers?
Our research shows that engineers heavily rely on content for decision-making, consuming up to 17 pieces before making a purchase. They prefer detailed, authentic content that provides clear solutions to their technical problems, which aligns with their need for thorough and reliable information.

How can small marketing teams keep up with the demands of content creation?
Prioritizing is key. Small teams should focus on high-impact activities and ensure their messaging is precise. Being strategic about content planning and leveraging tools like AI can help manage workloads effectively.

Final Thoughts

This episode with Wendy Covey offers invaluable insights for anyone involved in industrial marketing. The discussion covers a breadth of topics, from the power of summits and community building to the intricate role of AI and the undeniable impact of video content. Wendy’s pragmatic and empathetic approach provides actionable advice that can help marketers navigate the complexities of today’s digital landscape.

Consistency, authenticity, and a deep understanding of your audience are central themes. By implementing these strategies, industrial marketers can significantly enhance their effectiveness, build trust, and ultimately drive better business outcomes.

Don’t miss this episode of the Industrial Marketing Leaders Podcast, and be sure to subscribe to stay updated with the latest trends and strategies in industrial marketing.