State of Marketing to Engineers Research Report

Survey Results

 

Buying Process

 

On average, technical buyers spend sixty percent of the buying process online. Seventy-two percent spend at least half of the buying process online before choosing to speak to someone at the company.

 

 

Thinking back to their most recent work-related purchases, technical buyers were motivated to interact with sales to better understand a complex solution. Pricing and inventory information was also a major factor. Only six percent of respondents said they’d prefer not to interact with a salesperson at all. 

 

 

Download the full report to learn more about how the buying process is evolving in the age of AI. 

 

Information Sources

 

Technical buyers routinely turn to supplier/vendor websites and technical publications, both online and print, to find information on products and services.
The top six sources remained the same yearover-year, however online trade publications saw a significant leap in popularity, up thirty-six percentage points from 2024.

 

 

Social Media

 

Similar to years past, YouTube, GitHub, and LinkedIn are considered the most valuable social media platforms for work. X and Facebook experienced signficant drops as valued sources, each falling by more than thirty-five percentage points. Twenty-two percent of technical buyers noted that their company doesn’t allow TikTok. 

 

 

Video

 

When it comes to video, seventy percent of technical buyers frequently watch directly on YouTube. Twenty percent interact with video on more than one channel.

 

 

Podcasts

 

Sixty-four percent of technical buyers listen to work-related podcasts, down twenty-six percentage points from 2024. Forty-two percent are subscribed to at least one podcast, however twenty-two percent listen without subscribing. 

 

 

"64% of respondents listen to work-related podcasts, and they’re a great opportunity for companies and thought leaders to build their brand on different channels. A quick, low-barrier way to explore podcast engagement is to look for existing podcasts where you can be a guest."

-- Wendy Covey, CEO & Co-Founder, TREW Marketing

 

Events

 

Seventy-five percent of technical buyers are planning to attend at least one industry event in 2025, and fifty-five percent are planning to attend at least two. This represents a drop from last year’s report in which seventy percent of respondents were planning to attend at least two industry events.

 

 

Download the full report to learn more about where technical buyers are searching for information.

 

Content Preference

 

 

As in previous years, datasheets, technical publication articles, and CAD drawings are regarded as highly valuable resources in the purchasing process, as they offer clear and concrete information. Additionally, some technical buyers find demonstrations and reviews helpful for assessing whether product specifications align with their needs.

 

 

Technical buyers most value product reviews and product comparisons from independent sources, as opposed to vendor reviews.

 

 

Ninety-one percent of technical buyers subscribe to at least one newsletter, while sixty-nine percent subscribe to at least three newsletters.

 

 

Regardless of their tendency to seek independent sources, thirty-six percent of technical buyers can appreciate sponsored content in a newsletter if it’s demonstrably relevant to them. Thirty-nine percent are neutral or indifferent to the presence of sponsored content in newsletters.

 

 

Technical buyers are more likely to engage with a newsletter featuring sponsored content when the sender shows they’re paying attention. Fifty-seven percent say they would engage for content or resources they found valuable, and thirty-seven percent for trustworthy, relevant sponsors.

 

 

"At GlobalSpec, we’ve found that sponsored e-newsletters succeed when they deliver valuable, relevant content and feature trustworthy sponsors. By addressing audience needs and providing actionable insights, marketers can build credibility and drive engagement."

-- Kerry Coppinger, Marketing Director, GlobalSpec

 

To see how content preferences compare to last year's results, download the full report.

 

Artificial Intelligence

 

Most technical buyers don’t consider themselves particularly trusting of generative AI platforms. On a scale from 1 to 10, the average trust level came in at 4.4. This finding hints at a year-over-year trust drop. In 2024, when asked to what extent technical buyers trust answers from AI-based tools on a scale of 1 to 10, the average trust level was 6.5.

 

 

Seventy percent of technical buyers rarely or never use generative AI in the purchasing process.

 

 

Watch the webinar for a deeper dive into how technical buyers feel about and interact with artificial intelligence.

 

Brand

 

When it comes to technical credibility, expertise is everything. Industry- and application-related expertise are considered strong indicators of credibility. When your reputation for customer service and technical support precedes you, that’s a good sign too.

 

 

An informative and well-maintained website is the strongest indicator of quality for technical buyers assessing vendors. They also want to know other customers are willing to vouch for you through recommendations and case studies.

 

 

For additional insights, including valuable industry perspectives, download the full report. 

Watch the Webinar

 

March 20, 2025 | 10:00am ET

 

Join Wendy Covey, CJ Haight, and Udo Bormann as they share important findings from the research on the content, online search, and buying preferences of engineers and technical buyers.

During the webinar you will uncover new insights about technical buyers, including:

• How the buying process is changing
• Where technical buyers are searching for information
• Which kinds of content they find most valuable for making a buying decision—and how they feel about sponsored content
• Whether they trust AI-based tools
• What boosts a brand's technical credibility in their eyes

 

Meet the Speakers