Smart Marketing for Engineers: An Inbound Marketing Guide to Reaching Technical Audiences

Rebecca Geier brings decades of marketing experience working with hundreds of engineers and scientists to promote their innovations to technical audiences. Named by The Wall Street Journal editors among the Ten Most Innovative Entrepreneurs in America, Geier details the steps, from start to finish, to use an inbound marketing methodology to generate awareness and demand in B2B technical markets. Rich in data showing engineers online content and browsing behavior and preferences, the book is filled with lists, templates, and examples from B2B engineering and scientific companies in industries including automotive, military/aerospace, consumer electronics, manufacturing, IT, and oil/gas. If you are an engineer or technical business leader looking for a straightforward, research-based guide to modern marketing or a professional marketer new to targeting technical audiences, this book is for you.

With over 20 years of experience marketing to technical audiences, Rebecca Geier is the CEO and Cofounder of TREW Marketing, a full-service marketing firm based in Austin, Texas uniquely serving B2B companies in engineering, science and technology. Named by The Wall Street Journal editors among the Ten Most Innovative Entrepreneurs in America, Geier leads the agency in building strategic, data-driven marketing programs using a modern inbound approach to help its clients get found online, drive web traffic, convert leads, and generate a consistent pipeline of qualified opportunities to fuel growth. Prior to cofounding TREW Marketing, Geier served as a member of the marketing leadership team at National Instruments for fourteen years, rising to Director of Corporate Communications and Investor Relations with responsibility for global PR, content marketing, and stakeholder communications. During her tenure at NI, Geier's team was named the Best Public Relations Team in Texas and twice a finalist for Best Corporate Communications team in America by PRWeek along with Fortune 100 brands including USAA, American Airlines and American Standard. Geier is known for her technical understanding of complex topics and a passionate appreciation for the positive impact scientists, engineers, and academic professionals have on our society. She is a regular speaker and guest columnist on marketing to technical audiences, including for publications including EE Times and industry events such as the Control Systems Integrators Association and NIWeek.