New research uncovers shifting trust in AI, engineers’ content preferences, and the importance of technical credibility
AUSTIN, Texas, March 3, 2025 /PRNewswire/ — TREW Marketing and GlobalSpec, in collaboration with Elektor International Media, today announced the release of its annual State of Marketing to Engineers research.
➡️ Download the research now: 2025 State of Marketing to Engineers
Now in its eighth year, the research provides deep insights into how engineers and technical buyers find, evaluate, and engage with content to make purchasing decisions. This year’s research reveals a growing skepticism toward AI, the continued dominance of vendor websites and technical publications as go-to information sources, and key shifts in content consumption and event participation.
Wendy Covey, CEO and Co-Founder of TREW Marketing, CJ Haight, Content Marketing Manager at GlobalSpec, and Udo Bormann, Senior Marketing Manager at Elektor, will present the findings live in a free webinar on March 20.
📅 Join the free, live webinar on March 20 at 10 AM EST: to register!
Key Findings from the 2025 Research:
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Engineers prefer trusted sources over AI-generated content. 67% of engineers rate their trust in AI at 5 or below on a 10-point scale, and 70% rarely or never use AI platforms to evaluate vendors.
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Supplier websites and technical publications remain dominant. Engineers continue to seek product details, case studies, and third-party reviews from these sources.
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Independent validation matters. 86% of engineers seek third-party sources when researching products, reinforcing the need for credibility beyond vendor claims.
The State of Marketing to Engineers Report is designed to help marketers better understand the information needs of technical buyers, provide critical insights to guide marketing plans, and educate and forge alignment between marketers, business leadership, and sales organizations.
“At GlobalSpec, we’ve spent years studying where engineers go for information, what content they engage with, and how marketers can earn their attention in a competitive landscape,” said Coppinger. “This year’s report reinforces what we see every day: engineers value content from independent sources.”
The State of Marketing to Engineers dives into trust in generative AI platforms, the ongoing evolution of content preferences, and the role of video and independent sources in purchasing decisions.
“In an era where AI-generated content is everywhere, engineers are doubling down on trusted sources and expertise,” said Covey. “This year’s findings reinforce that engineers value specific, technically accurate information over generic marketing messages. To stand out, marketers must provide content across channels and showcase deep industry expertise to align with how engineers truly seek and evaluate solutions.”
Get the full report: https://www.trewmarketing.com/state-of-marketing-to-engineers-research-report
Hear insights at the March 20 webinar: https://event.on24.com/wcc/r/4862115/387580FE9AE307702EFF88BEA86D3DEF
About TREW Marketing, GlobalSpec, and Elektor
Learn more about GlobalSpec, and its solutions for industrial marketers, at https://www.globalspec.com/advertising.
Learn more about TREW Marketing, a strategy-first content marketing firm serving technical companies, at https://www.trewmarketing.com.
Learn more about Elektor, a global platform connecting engineers, developers, and the electronics industry, at https://www.elektormagazine.com/partner-up.
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