Wendy Covey
As industrial marketers plan out their 2026 marketing strategies, it's important to take into consideration the difference in research and buying behavior of engineers across generations. EETech's Terra Gledhill in on this week's episode to share what sources these engineers trust, and what strategies marketers should prioritize in 2026.
In this episode Wendy Covey sat down with Terra Gledhill, Director of Marketing and Research at EETech, to unpack findings from the 2025 Engineering Insights Report (EIR). Now in its ninth year, the EIR captures responses from more than 3,000 engineers across roles, industries, and experience levels, making it a great resource for industrial marketers as they plan their 2026 marketing strategy.
A dominant theme in this year’s report is the rapid rise of AI adoption. Among millennial and Gen Z engineers, usage of AI tools (including LLMs, code generation, and simulation) jumped from 45% to 64% year over year. Even seasoned career professionals saw a significant increase, from 20% to 46%. Terra explained that while younger engineers overwhelmingly see AI as a positive accelerator, seasoned engineers remain more cautious, emphasizing the need for regulation and security.
The report also highlights major generational differences in research behavior. Communities and forums have become the top resource for Millennial and Gen Z engineers, who seek out peer validation and authentic, real-world solutions. Career pros, however, still rely on manufacturer websites. Across all groups, engineers increasingly expect robust online tools such as CAD models, reference designs, and simulation resources directly on supplier websites.
When it comes to challenges, both groups cite staying on schedule and on budget as their top concerns. But younger engineers struggle more with skill gaps on their teams, often inheriting outdated systems and incomplete documentation. Career pros, conversely, feel the pressure of keeping pace with technology’s rapid evolution.
For marketers planning 2026 strategies, Gledhill’s advice is clear:
- Prioritize technical depth over marketing polish.
- Equip engineers with self-serve digital tools on your website.
- Show up in trusted communities and authoritative third-party publications.
- Encourage SMEs to share their expertise on technical forums like Reddit and Github.
- Market not just to today’s decision-makers, but to the next generation.
Resources
- Connect with Terra on LinkedIn
- Connect with Wendy on LinkedIn
- Learn more about EETech
- Related Episode: Comparing Content Preferences of Engineers in Europe and the US
- Related Episode: Your Top Questions Answered from the 2025 State of Marketing to Engineers Webinar
- Register for the Industrial Marketing Summit
Wendy Covey
Wendy Covey is a CEO, a technical marketing leader, author of Content Marketing, Engineered, one of The Wall Street Journal’s 10 Most Innovative Entrepreneurs in America, and she holds a Texas fishing record. She resides in a small Hill Country town southwest of Austin, Texas, where she enjoys outdoor adventures with her family.
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.