2017 MARKETING TO ENGINEERS® SPEAKERS

The Latest Marketing to Engineers® Research and Marketer Research Study
Speaker: Patrick Lynch, Director of ContentStream® Software, CFE Media LLC

As Director of ContentStream® Software, Lynch strives to collaborate with CFE Media’s marketing partners to help them build strategic and successful content marketing campaigns for their engineering audiences.

By leveraging a patented content marketing software called ContentStream® and garnering insights from a research brand called Marketing to Engineers®, the content marketing solutions that Lynch designs for his clients are built on proprietary insights and industry-leading content syndication technology.

From a strategic business perspective, Lynch’s MBA degree provides him the ability to view the comprehensive impact that successful marketing campaigns have on all business components; including sales, revenue, technology, and product development.


Speeding the Buyer’s Journey with Marketing Automation and Content
Speaker: Dan Hirsh, Partner, MediaSolve Group

Hirsh is a co-founder and partner at MediaSolve Group – a global marketing agency specializing on B2B companies servicing an industrial/engineering audience. Hirsh focuses his attention on using high value content to engage a target audience through social, online, newsletters and electronic direct marketing initiatives and more.

Prior to co-founding MediaSolve Group, Hirsh worked for ten years leading the marketing communications efforts at a division of Emerson Electric. After that role, he served as the Vice President of Global Communications at the engineering software company PTC. He left the client side of marketing to become a publisher of Business-to-Business magazines, first as Publisher of Design News Magazine (a Reed Business title focused on product design engineers) and then later as the Publisher of Network World (an IDC title focused on Network and IT managers).

Hirsh lives in Boston, MA and enjoys guest lecturing at Boston University’s Undergraduate School of Management.


A New Class of Buyers for Industry 4.0
Speakers: Jennifer Leigh Brown, Executive Planning Director, Godfrey and Alison Fetterman, Account Group Manager, Godfrey


As Executive Planning Director at Godfrey, Brown leads a team of senior brand, content, social media, and account strategists for global B2B marketing communications programs. Her nearly 20 years of experience working with industrial companies has included leadership roles in user experience, digital strategy, creative direction, and research. Her passion for user-centered design has helped clients improve customer experiences and build stronger brands. She is also an author for UX Booth, a website dedicated to using strategy, design, technology and to make the web a better place.

 


Fetterman is an account group manager at Godfrey with over 15 years of experience in marketing communications. Fetterman leads a team of account managers in developing strategic marketing programs for global brands in industrial automation, manufacturing and other B2B industries. She builds strong working relationships with clients to achieve successful, measurable results. Prior to joining Godfrey in 2010, she served as a senior web account manager where she was responsible for managing the strategy and development of digital properties.

 


Building Audience Personas that Work for You
Speaker: Leslie Maynes, Public Relations Director, Two Rivers Marketing


Maynes, public relations director at Two Rivers Marketing, has worked with brands across the B2B space for over 13 years. She’s put a journalism education to work helping brands tell their story in a meaningful way to target audiences, working with businesses in healthcare, agriculture, and construction. Most recently, she’s leveraged that experience to help her clients implement research-based content strategies to grow relationships between companies and consumers.

 


Customer Research: Creating Customer-Centric Marketing Programs to Drive Business Results
Speaker: Jane Sidebottom, President, Applied Marketing Knowledge

Sidebottom is the President of Applied Marketing Knowledge, a management and marketing consulting firm that provides market development and growth expertise to small and medium-size firms. She has more than 20 years of management and leadership experience in both consulting engineering and Fortune 100 organizations. 

Sidebottom has executed many voice-of-customer, market research projects for companies in the HVAC, building systems and services market.

  • She has conducted VOC/research projects for companies ranging from start-up to $10.0B in size.
  • Executed research for manufacturers, service companies, product liability law firms.
  • As President of AMK they have had a proven track- record of helping companies deliver growth through strong research.

Sidebottom was the marketing leader for Carrier’s residential HVAC division and executed VOC for the redesign of Carrier’s A/C product line ($2.5B product line distributed under 9 brands). She also lead Trane’s global market development team and developed and executed global owner research used to define business growth strategy, key sales and marketing priorities for all regions. Sidebottom was a past contributor to Consulting Specifying Engineer magazine.


Leverage Your Brand Identity to Improve Efficiency and Customer Success
Speaker: Richard Carvill, Brand Marketer, True Vine Marketing Communications


Carvill has 25+ years of corporate advertising and marketing experience. He most recently served Global Brand Marketing Manager with the Gates Corporation in Denver, prior to founding True Vine Marketing Communications in 2009.

Through his work with True Vine, Carvill works primarily with engineering-driven clients to leverage their unique value-creation potential for healthy growth. This is accomplished through identity-based brand strategies and communications.

Carvill has a BA in Advertising from the University of Maine and is a past president of the Business Marketing Association (BMA) of Colorado.