TREW Marketing – Helping engineering and technical companies elevate their brand, engage with their audiences, and generate new opportunities

Most engineers are skeptical of marketing, do not like being marketed to, and as business leaders, are dumbfounded by where to even begin with marketing given how it has transformed in the last decade. However, TREW has seen firsthand that marketing to technical audiences does work, but it has to be as smart as the people it targets.

TREW Marketing is a full-service marketing agency uniquely serving engineering and scientific companies that target technical audiences. It is marketers who get engineers. In fact, TREW wrote the book on it and are constantly researching how to be even smarter about it. It starts with your business, your products and services, your application areas, and your competition. It seeks to understand your unique situation, and then take the big concepts of inbound and content marketing and create a long-term, actionable plan that strengthens your brand and drives demand for your business. Every dollar and hour you spend with TREW helps you position your company to compete in technical markets and generate opportunities for your sales team.

Marketing Strategy for Engineering Companies

A trade show, a few newsletters, or a co-marketing activity might boost your leads once, but to create a steady stream of qualified leads, you need a comprehensive marketing plan with defined goals and measurable objectives to help you ensure you have the right mix of integrated tactics including content, website development, SEO, social media, and email marketing. They can help develop and customize your marketing plan to fit your unique business goals, reach your target audiences, and generate qualified leads. The best companies plan ahead, has their leadership engaged in marketing, and are proactive, looking to the future while staying on top of the present. In the world of B2B marketing, priorities can change overnight and organizational needs can shift quickly. Having stakeholder alignment and a documented roadmap are the keys to future marketing success.

Just as an engineer would never print a PCB without a design or take a product to manufacturing without a prototype, a marketer needs a plan to guide the process and achieve predetermined goals. A collaborative SWOT analysis with your leadership team can help you assess your current marketing efforts to determine areas of focus. Based on your desired outcomes, this activity can help you prioritize tactics to reach your personas, grow awareness, and generate qualified leads. Mapping out a clear, strategic direction will ensure a cohesive plan that connects you to your personas through campaigns and is time-bound, budget-driven, and that delivers measurable results. The final marketing plan is your roadmap for the year – and TREW Marketing works alongside your team to help you implement it.

Brand Marketing

Your brand message is the narrative of your company. It empathizes with your customers and the problems they face, guides them to the solutions you provide, and shows the results your solutions bring. Brand marketing brings that brand message together along with visual elements, spokespeople, and internal culture to proactively position your company. Brand positioning and messaging identifies the critical aspects of both your customers and your business. The process aligns internal stakeholders and results in clear, compelling messaging for external audiences. To develop your brand positioning and messaging, they work to identify your personas, understand your customers' pains, and articulate what you do to solve those pains, define unique differentiators, and hone your corporate pitch.

Thought leadership campaigns include executive advisement, spokesperson training, pitching speaking opportunities and follow-on speechwriting, managing a corporate or individual LinkedIn presence and posts, writing news releases and executing PR outreach. TREW works to establish thought leadership for companies and specific company leaders. This process involves identifying topics where your expertise runs deep, and then planning, creating and publishing multiple types of content on different platforms.

Content Marketing

Technical audiences invest significant time researching available solutions. For most engineers, more than half of the buying process happens online. Every time a prospect searches for answers, there's an opportunity for you to provide value with content. Relevant, compelling, and easy-to-find content attracts new prospects, helps close new business, and educates existing customers. Content is an important part of the buyer’s journey and creating a content marketing plan that delivers value to your audience requires time, attention, and a commitment to understanding where you fit in the market.

TREW evaluates your target buyers and what content they need at each stage of their journey. By understanding the strengths and opportunities in your current content marketing efforts, they outline key initiatives to help your prospects find you, trust you, buy from you, and become loyal customers for years to come. Their content plans set out an agenda for 6–12 months, so you can execute confidently throughout the year.

Wendy Covey | Co-Founder & CEO

Wendy Covey is a CEO, a technical marketing leader, author of Content Marketing, Engineered, one of The Wall Street Journal’s 10 Most Innovative Entrepreneurs in America, and she holds a Texas fishing record.

With 25 years as a marketing leader in engineering design and manufacturing, Wendy knows the key to building trust and converting technical buyers is understanding their pain and developing compelling, technical content that leads to a solution. Through her company, TREW Marketing, Wendy has helped hundreds of engineering and technical companies become trusted advisors, grow sales pipelines, and increase market share through content marketing.

Wendy’s book, Content Marketing, Engineered (and her podcast of the same name), helps technical marketers looking to adopt or improve their content marketing programs. He often shares her expertise in industry presentations, workshops and on the keynote stage. He gained national recognition when she was named one of WSJ’s 10 Most Innovative Entrepreneurs in America for bringing a unique, informed perspective to guide business leaders in technical industries.