Join GlobalSpec and TREW Marketing, in collaboration with Elektor, as they share key findings from their award-winning annual research study. The 2026 State of Marketing to Engineers research examines the buying behaviors and communication preferences of engineers and technical buyers.
This research combines recurring themes with new topics to better understand emerging behaviors. This year, we take a closer look at evolving trust in generative AI platforms, how engineers navigate search experiences, and the continued shift in where (and how) they prefer to consume technical content.
During the webinar you will uncover new insights about technical buyers, including:
- Attitudes toward generative AI
- How technical buyers navigate independent sources, vendor content, and sponsored search results
- Popular social media channels for work
- Where technical buyers routinely seek information
- Which brand factors most influence credibility and vendor selection
Whether you’re adapting your strategy for AI-influenced search or refining your content strategy for technical audiences, the insights in this report will help you connect more effectively with technical buyers in 2026 and beyond.
ABOUT THE SPEAKERS
Wendy Covey
Wendy Covey is a CEO, technical marketing leader, author of Content Marketing, Engineered, one of The Wall Street Journal’s 10 Most Innovative Entrepreneurs in America. Over the last 20 years, Wendy and her team at TREW Marketing have helped hundreds of highly technical companies build trust and fill their pipelines through inbound marketing.
Christian Haight
CJ Haight is the Content Marketing Manager at GlobalSpec, where he focuses on creating and improving all customer-facing elements such as collateral, media kits, GlobalSpec’s Marketing Maven blog, social media presence, and websites. He is also a strong brand ambassador, making sure we are presenting our brand identity appropriately.
Udo Bormann
Senior Marketing Manager
Elektor International Media
Udo Bormann, Senior Marketing Manager at Elektor International Media, is an enthusiastic advocate for electronics innovation. With over a decade of professional experience, his expertise lies in crafting innovative marketing campaigns and integrating AI technologies to stay ahead of market trends while elevating the Elektor brand to new heights.
WATCH THE WEBINAR
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