Coming up through the technical ranks to leading a business, how do executives ramp up and keep up with inbound marketing? Matt Eurich, COO of Genuen and former President of WTI, is an engineer with a business mind. As he moved up the ranks from engineering to business leadership, he knew that the company's approach to marketing had some gaps.He thought that perhaps those gaps would be addressed by a once-every-three-year website project. He laughs now at the old him who just didn't know what he didn't know, and credits his trusted partnership with TREW for bringing him and the organization along to where they are today.During the episode you'll hear how, over a decade, WTI went from a trade show and brochure website approach to a holistic inbound marketing model where content investment made the greatest impact. He describes some of his a-ha moments and tools that were most helpful to keep things on track, such as a marketing scorecard and content editorial calendar. You'll also learn that WTI's high-performing marketing program helped raised its valuation when seeking to be acquired and what happened next to the WTI brand and other entities that were acquired. His advice to other technical leaders? Find a strategic marketing partner and trust them and their process. Even if some of what they bring to the table sounds odd at first (you'll hear him poke fun at persona development), trust in your marketing partner and their proven experience. (Spoiler alert: he now thinks personas are one of the best things that has ever come out of marketing planning). For show links and more, visit the Content Marketing, Engineered podcast blog https://bit.ly/CMEPodcast Learn more about TREW Marketing https://www.trewmarketing.com Order the book! Content Marketing, Engineered https://bit.ly/contentmktgeng

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