November Luncheon – How Marketing to Engineers (and Everyone Else) Has Transformed

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Date(s) - Thursday, November 17, 2016
11:30 am - 1:00 pm

Maggiano's Little Italy at the Domain


Based on her highly reviewed book, Smart Marketing for Engineers: An Inbound Marketing Guide to Reaching Technical Audiences, Rebecca Geier, and her agency, TREW Marketing, have studied the impact of the digital transformation on the engineer’s buyer journey. Engineers are solving some of the world’s grandest challenges and to do their jobs, and solve these challenges, they need information they can trust, products they can use and services they can employ. As marketers and sellers targeting this highly technical audience, we need to transform how we work, and transform our businesses along the way.

Our buyers are in control of where, when and how they search for, develop consideration and build preference for the products and service they purchase. We as marketers and business leaders have the opportunity to take full advantage transformation, and turn this lost control into intelligence, efficiency, and ultimately create win-win relationships between our companies and our customers. Come to this session to hear about new research on the buyer journey, and how we, as marketers, have the opportunity to lead our companies into, and through, the digital transformation.


11:30am  – 11:50am – Networking

11:50am – 12:00pm – President Introductions and AMA Austin Updates

12:00pm – 1:00pm –  Presentation

About the Presenter

treRebecca Geier: CEO and Cofounder, TREW Marketing

Twitter: @rebeccag | LinkedIn: Rebecca Geier

With 25 years of global marketing experience and named by The Wall Street Journal editors among the Ten Most Innovative Entrepreneurs in America, Rebecca leads the TREW team in building strategic, thoughtful, and sustainable marketing programs for a wide variety of companies. In 2016, Rebecca released her debut book, Smart Marketing for Engineers: An Inbound Marketing Guide to Reaching Technical Audiences. In it, she details the steps, from the start with positioning to the end with measurement, to using 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, manufacturing, IT and oil/gas.

Prior to co-founding TREW Marketing, Rebecca managed marketing programs at a variety of technology and marketing companies and was a member of the marketing leadership team at National Instruments for 14 years, rising to Director of Corporate Communications and Investor Relations. With over two decades working in scientific and engineering industries, Rebecca is known for her passion for marketing, technical understanding of complex topics, and a sincere appreciation for the impact of scientists, engineers, and academic professionals have on society.

Rebecca is a regular speaker and writer on the topic of how to effectively market to technical audiences using a modern, inbound marketing approach, including lectures at The University of Texas at Austin and Texas A&M University, and marketing and industry conferences from NIWeek and Content Marketing World to the Texas Conference for Women.

In her downtime, she enjoys the outdoor lifestyle and live music of Austin and spending time with her family at their home away from home in the Texas Hill Country on the Pedernales River. She is also an avid snow skier, and gets to the mountains to take on the moguls any time she can. Rebecca graduated magna cum laude from Boston College and studied at Université de Grenoble in France (conveniently very close to Alp skiing!).