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What do engineers like?

I’ve found the annual GlobalSpec State of Marketing to Engineers report to be very interesting for a number of years. Although it’s US-based, there’s no reason to assume things are much different here; if anything, I’d guess we were a bit ahead of North America on some trends. The report has plenty to talk about.

The survey summarises the thoughts of more than 850 engineers and technical professionals from “a variety of industries, including aerospace/defence, automotive, process technology, utilities, energy and natural resources, electronics, medical devices, and more.” Some of the key takeaways are as follows:

  • Researching products or services is dominated by supplier websites, increasing substantially to being used now by 82% of respondents.
  • While searching online, 43% of engineers claim to filter through at least 5 pages of search results to find the information they’re looking for, and 46% say they usually review at least 6 pieces of content as part of a vendor consideration process.
  • Online trade publications are read by over half as many more engineers again than print publications.
  • The most valuable content by far is the datasheet, followed by CAD files, product demonstration videos and testimonials.
  • Only 5% of respondents said they’d prefer not to interact with a salesperson; 51% of engineers prefer their initial salesperson interaction to happen via email, while only 23% would prefer a phone call and in-person meetings are even less desirable at only 9%.

Read a summary and send for a copy of this year’s report here.