2025 State of Marketing to Engineers: Building Trust in the AI Era

In partnership with GlobalSpec, we are excited to announce the release of our eighth annual State of Marketing to Engineers Research Report—our most comprehensive study yet on how engineers and technical buyers seek, evaluate, and engage with content to make informed purchasing decisions.

This year’s research expands our global reach with a new partner, Elektor International Media, and offers fresh insights into how technical buyers interact with content, navigate the evolving role of AI, and assess vendor credibility in an increasingly digital world.

Key trends of the report include:

• AI Skepticism vs. Adoption
  While AI tools are gaining traction, 70% of engineers rarely or never use AI to evaluate vendors, and trust in AI-generated content remains low (4.4 out of 10).
• Where Engineers Go for Trusted Information
  73% of technical buyers rely on vendor websites and online technical publications, reinforcing the importance of detailed, credible content.
• Shifts in Content Engagement
  64% of engineers listen to work-related podcasts, and 91% subscribe to newsletters, presenting new opportunities for marketers to connect through preferred channels.
• The Evolution of Industry Events
  While online research dominates, 75% of engineers plan to attend at least one in-person industry event in 2025, emphasizing the continued value of face-to-face interactions.

With 60% of the buying process happening online before engineers engage with sales, it’s more critical than ever to provide data-driven, high-value content that meets their research needs.

Download the full report now for an in-depth look at these findings.

Watch the Webinar

Want practical insight into what these trends mean for marketing? Join TREW Marketing CEO & Co-Founder Wendy Covey, GlobalSpec Content Marketing Manager, CJ Haight, and Elektor Senior Marketing Manager, Udo Bormann, for a live discussion on this year’s findings.

Register for the live webinar on March 20 at 10 AM EST to hear from industry experts and have the opportunity to ask questions. Save your seat here.

If you're looking to strengthen your marketing strategy for technical audiences, this research is your roadmap. Download the report and start building a marketing plan engineers will trust in 2025 and beyond.

TREW is a marketing agency dedicated to reaching engineering and technical audiences through a range of marketing initiatives. Contact us today to learn more about the services we offer.