Inside the European Engineer's Buying Journey

In this episode, Wendy Covey connects with Udo Bormann, Senior Sales and Marketing Manager at Elektor, to talk about the Europe-specific insights from the 2026 State of Marketing to Engineers research report. One of the most important findings: European engineers complete approximately 64% of their buying journey online before ever speaking with a salesperson. This is slightly higher than their North American counterparts. This means manufacturers must focus on becoming part of the research process rather than interrupting it.

Udo explains how engineers are skilled at filtering out promotional messages and quickly identifying content that lacks substance. He says successful marketing strategies provide practical, in-depth information through articles, webinars, videos, datasheets, and demonstrations that help engineers evaluate solutions on their own terms.

The research also revealed an interesting contradiction around artificial intelligence. While nearly 70% of engineers report using generative AI during the buying process, trust remains low particularly in Europe. Bormann noted that engineers often use AI as a starting point, but they still seek validation from credible sources before making decisions. That emphasis on credibility helps explain another surprising trend: the growing influence of trusted technical publications. Engineers have been increasingly gravitating toward sources they trust to provide accurate, verified information.

For marketers targeting European engineers, it's important to prioritize technical accuracy, invest in trusted content channels, and focus on building credibility at every stage of the buyer's journey.

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