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1 min read

2024 State of Marketing to Engineers: The Quest for Technical Solutions and the Influence of AI

In partnership with GlobalSpec, we are excited to announce the release of our seventh annual State of Marketing to Engineers Research Report

Our award-winning research report is designed to help marketers better understand the information needs of technical buyers to guide data-driven marketing plans and align marketing, sales, and leadership teams.


2024 State of Marketing to Engineers_The Quest for Technical Solutions and the Influence of AI


This year's research examines technical buyers' evolving perspectives on artificial intelligence (AI), contrasts content preferences between hardware and software purchases, and compares popular social media channels for professional versus personal use.

The survey contained a mix of questions around popular topics to monitor trends, along with fresh questions that took a deeper dive into buying behaviors.

Ninety percent of technical buyers listen to work-related podcasts, compared to seventy three percent in 2023.

The research spotlights several trends, including:

  • A 38% increase from 2023 in the percentage of respondents who spend between 1 and 5 hours listening to work-related podcasts weekly
  • An 18% increase in the percentage of respondents who subscribe to 6 or more work-related email newsletters
  • A reduction in the percentage of respondents who are never willing to exchange information for content

For a comprehensive understanding of attitudes towards AI, the media mix technical buyers now prioritize across channels, and the value they place on different content types at different points in their buying process, download the full report.




Join CEO and Co-Founder of TREW Marketing, Wendy Covey, along with GlobalSpec Content Marketing Manager, CJ Haight, as they discuss how technical audiences view the industry shift toward online and content marketing, and how to adapt marketing efforts.

Watch the on-demand webinar for practical tips on how to apply the findings from this year's research and improve your B2B technical marketing efforts.


2024 SMTE Webinar_On Demand


TREW Marketing is an 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. 


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Morgan Norris

Morgan believes that the process of brand positioning and messaging powers companies by aligning corporate leadership, building a story that fuels staff and engages customers, and creating a foundation for consistent content – and she’s seen these results come true for TREW clients time and again over the last decade. She holds degrees in Public Relations and Spanish, with a minor in Business from The University of Texas at Austin. Morgan, her husband, and three kids recently moved from Austin to downtown DC, where they enjoy walking the city, visiting the local museums, and playing a guess-who-is-in-that-motorcade game.

About TREW Marketing

TREW Marketing is a strategy-first content marketing agency serving B2B companies that target highly technical buyers. With deep experience in the design, embedded, measurement and automation, and software industries, TREW Marketing provides branding, marketing strategy, content development, and digital marketing services to help customers efficiently and effectively achieve business goals.