The way engineers find, evaluate, and engage with content is constantly evolving, shaping how marketers must communicate with this highly technical audience. TREW Marketing and GlobalSpec, in collaboration with Elektor International Media, have released the 2025 State of Marketing to Engineers Report, providing deep insights into content preferences, trust in AI, and the platforms engineers rely on to make purchasing decisions.

As the eighth annual edition of this research, the report highlights critical shifts in engineers' content consumption habits, reinforcing the importance of credibility, independent validation, and technical accuracy in B2B marketing.

Findings from the 2025 Research

1. Engineers Remain Skeptical of AI-Generated Content

• 67% of engineers rate their trust in AI-generated content at 5 or below on a 10-point scale.
• 70% rarely or never use AI platforms to evaluate vendors.
• Engineers continue to favor expert-driven, technical content over AI-generated messaging.

2. Vendor Websites & Technical Publications Remain Top Information Sources

• Engineers consistently rely on supplier websites, case studies, and third-party reviews to research products.
• Technical publications continue to be critical channels for vendor visibility.

3. Independent Validation is Crucial

• 86% of engineers seek information from third-party sources before making a purchasing decision.
• Content backed by independent research, technical papers, and case studies is more effective in influencing engineers.

4. Video & Visual Content Are Gaining Traction

• Engineers increasingly prefer short-form videos, product demos, and webinars that showcase real-world applications.
• Video content is particularly effective for explaining complex technologies and increasing engagement.

Aligning Marketing Strategies with Engineers’ Preferences

To effectively engage engineers, marketers must:

• Prioritize technical accuracy over generic marketing messages.
• Leverage vendor websites, technical publications, and industry events to distribute credible content.
• Provide independent validation through case studies, third-party reviews, and peer recommendations.
• Utilize a mix of written, video, and interactive content to cater to evolving consumption habits.

Webinar: Exclusive Insights from Industry Experts

Wendy Covey (TREW Marketing), CJ Haight (GlobalSpec), and Udo Bormann (Elektor) will present the findings in a live webinar on March 20, offering actionable takeaways for marketers targeting engineers.

In an era of AI-generated content overload, engineers are doubling down on trusted sources and deep technical expertise when making purchasing decisions. Marketers must adapt their strategies by focusing on credibility, independent validation, and multi-channel content delivery to remain competitive in 2025.