Скачать или смотреть Behind the Questions: Inside the 2025 State of Marketing to Engineers Report

Have you ever wondered how we decide which questions make it into our annual State of Marketing to Engineers report—and why those questions matter? In this episode, we pull back the curtain on the research process, revealing the strategy and collaboration that shape the insights industrial marketers rely on year after year.

Whether you're a longtime reader of the report or new to marketing to technical audiences, this behind-the-scenes look offers valuable context for understanding the data and how it reflects the evolving behavior of engineers and technical buyers.

In this episode, Wendy Covey is joined by CJ Haight, Content Marketing Manager at GlobalSpec, to unpack the findings from the eighth annual State of Marketing to Engineers Research Report. Together, they dive into the expanded scope of this year’s study—conducted in collaboration with Elektor International Media—which now includes insights from engineers and technical buyers across Europe and Asia.

The conversation covers key demographics of the respondents and highlights emerging trends in how technical audiences consume marketing content. Wendy and CJ explore the importance of recognizing regional nuances, tracking year-over-year shifts, and understanding which information sources—from social media and newsletters to the growing influence of generative AI—are shaping buyer behavior in the engineering world.

Key Takeaways

Year-over-year trends help identify changes in buyer behavior.
Engineers prefer direct sources for information.
Social media platforms like LinkedIn have varied importance.
Podcasts saw a decline in listenership this year.
Independent sources are valued by technical buyers.
Brand messaging should adapt to market conditions.
Resources

Connect with CJ on LinkedIn:   / christianjhaight  

Connect with Wendy on LinkedIn:   / wendycovey  

Download the 2025 State of Marketing to Engineers Report: https://165060.hubspotpreview-na1.com...

Watch the Webinar: https://165060.hubspotpreview-na1.com...

Related Article: Your Top Questions Answered from the 2025 State of Marketing to Engineers Webinar: https://165060.hubspotpreview-na1.com...

Learn more about GlobalSpec: https://www.globalspec.com/