2021 State of Marketing to Engineers …Top 5 Key Findings

by | Feb 5, 2021

by Matt Sonnhalter, Vision Architect

GlobalSpec recently released their latest annual “State of Marketing to Engineers” Report. In addition to measuring the usage and success of various marketing tactics, this year’s report also includes specific questions about the pandemic and its effect on engineers as well as emerging trends of virtual events.

Here are the Top 5 key findings I found interesting after reading the report.

1) Supplier/vendor websites #1 source for new trends and products

With trade shows cancelled for most of 2020, it’s no surprise engineers turned directly to suppliers/vendors for relevant and timely information.

2) Engineers find value from virtual events, but even more so from webinars

In general, our manufacturer clients did not see a lot of value, from an exhibitor standpoint, with 2020 virtual events targeting the “contractor” audience, but it’s nice to hear some positive news from virtual events targeting “engineers.”

3) Online content supports over 50% of the buyer’s journey

This percentage continues to increase every year, so having a well-thought out and planned content strategy is never more important for marketers trying to reach the engineering audience.

4) Videos and podcasts grow in adoption

Videos continue to be a key marketing tactic for engineers; this was the first year podcasts were measured and over half listen to them on a regular basis…will be interesting to see where this number goes in future reports.

5) Be wary of Facebook, Twitter and Instagram

Professional networks and LinkedIn are by far the preferred social media channels for engineers.

What marketing tactics are you finding successful for the engineering audience?

Link to full report: https://www2.globalspec.com/2021_report_stateofmarketingtoengineers



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