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1 min read

What Surprised Us Most in the 2026 State of Marketing to Engineers Research Report

Picture of Wendy Covey Wendy Covey : 5/29/26 8:48 AM

Content Marketing, Engineered Research

For the first time in the report’s nine-year history, technical publications surpassed vendor websites as engineers’ top source for researching purchases, signaling a growing demand for trusted, third-party content. Listen to the latest episode of Content Marketing, Engineered to hear what we found most surprising in this year's State of Marketing to Engineers Research Report.

 
 
 

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In this episode, Wendy Covey and CJ Haight pull back the curtain on the 2026 State of Marketing to Engineers Research Report and explore the trends reshaping technical buying behavior. The conversation dives into the growing role of AI in the research process, revealing a fascinating contradiction: engineers are increasingly using generative AI tools, yet trust in AI-generated information remains low. Wendy and CJ discuss how technical buyers may be leveraging AI as a shortcut for discovery while still relying on verification from credible, independent sources.

The episode also explores why online technical publications overtook supplier websites as the preferred research destination for engineers. CJ suggests this may reflect a desire for less biased information and frustration with overly generic or AI-generated vendor content.

Wendy and CJ share practical advice for industrial marketers: invest in credible third-party visibility, maintain a strong and unique market position, and prepare for continued disruption as AI changes how engineers discover information online.


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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.