Sometimes it feels like you are operating in a vacuum where nobody seems to be listening or responding to your initiatives. It is heartening then to read about an industrial company’s success in building an engineering community, which in turn generates leads, produces sales and increases the company’s awareness among its target audience. recent article by Paul Gillin ( @pgillin ) and published in BtoB Online , caught my attention because it talks about how engineers can have fun while doing serious business. distribution arm. This is not about advertising.”.