Skip to the main content.


Marketing Strategy
- Annual Marketing Planning
- Product Launches
- Marketing Audits

Brand Marketing
- Brand Positioning and Messaging
- Targeted Messaging
- Rebrand and Acquisition Marketing

Content Marketing
- Content Planning
- Content Development
- Content Programs


Marketing Automation
- HubSpot Onboarding + Training
- Integrate HubSpot With Your CRM
- HubSpot Audits + Optimization

Sales Enablement
- Sales Enablement Strategy
- ABM Strategy
- Thought Leadership Content

Website Services
- Website Strategy
- Technical Web Content
- Corporate Web Pages

1 min read

Understanding the Technical Buyer: 2024 State of Marketing to Engineers Report

Targeting engineers and technical buyers? We walk through the ways your ideal audience is researching solutions, making purchasing decisions, and spending time online.


Listen on Apple Podcasts

Listen on Spotify

The State of Marketing to Engineers Research Report is in its 7th year! GlobalSpec and TREW Marketing have teamed up all these years to understand the behavior and strategy of the technical buyer and engineer. What are their research habits? What are their channel preferences? How are they spending their time online outside of work? On this week's episode, I'm joined with CJ Haight, Content Marketing Manager at Global Spec to go over some of the findings from our annual report. 

We discuss some of the most popular topics such as artificial intelligence (AI) and how technical buyers are using and feeling about AI tools. We also discuss topics that industrial marketers what to know about their ideal buyers:

  • What social platform do technical buyers value most for work?
  • How many trade shows will technical buyers attend this year?
  • How many newsletters are they willing to subscribe to?
  • Which types of content do they value most?
  • Which types of content are they willing to fill out a form for?
  • How much time do engineers spend researching a solution before reaching out to a sales person?
  • Where do engineers routinely seek out information for a work related purchase?

In this episode we go deep into the topics above and break down preferences and behavior by age and geography. Does an engineer in Europe use LinkedIn as much as an engineer in North America? What social platform do Engineers aged 66+ use the most for work? What about for engineers younger than 30?

Watch or list to this episode fore a great breakdown of the report or download the full research report here.



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.