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1、2021 State of Marketing to Engineers THE COVID-19 IMPACT GlobalS the Survey Respondents.4Key Takeaways for Industrial Marketers.5Survey Findings.6Section 1:Engineers and Events.6Section 2:Videos,Podcasts and Content Preferences of Engineers.8Section 3:Where Engineers Find Information.13Section 4:Eng

2、ineers Engagement with Vendors.19About GlobalSpec.22About TREW Marketing.22GLOBALSPEC AND TREW MARKETING2021 STATE OF MARKETING TO ENGINEERSPAGE 2GlobalS TREWM| GLOBALSPEC AND TREW MARKETING2021 STATE OF MARKETING TO ENGINEERSGlobalS TREWM| PAGE 3IntroductionWelcome to the 2021 State of Marketing to

3、 Engineers Report.This marks the fourth consecutive year GlobalSpec and TREW Marketing have partnered to better understand how engineers and related professionals find the information they need to make critical work-related decisions.Each year,weve empathized with industrial marketers need to justif

4、y their marketing spend.Theyve long needed to make informed decisions including people,time and budget to deliver maximum ROI.The market in 2020 has further underscored those needs.To reflect current conditions,we have included questions about the coronavirus epidemic and its effect on engineers,as

5、well as the emerging marketing tactic of virtual events.This research report is designed to help you better understand the information needs of your target audience,giving you the critical insight needed to guide your marketing plans in 2021 and beyond.GLOBALSPEC AND TREW MARKETING2021 STATE OF MARK

6、ETING TO ENGINEERSGlobalS TREWM| PAGE 4About the Survey RespondentsA total of 1,361 engineers and technical professionals across the globe responded to our survey,making this our largest sample size of the past four years.Eighty-one percent of the respondents are 46 years old or older,up from fifty-

7、two percent in our previous years study.Thirty-seven percent are 56-65,followed by twenty-four percent at 46-55 years of age.The smallest portion of respondents are 35 and under at eight percent.Very large enterprises(over 1,000 employees)and very small businesses(under 20 employees)represent over h

8、alf of our respondents.Responses come from a widely diverse set of industries,from engineering services,energy and aerospace/defense to automotive,semiconductor and materials.Similar to previous years,the most responses are from engineering leadership or management at thirty-three percent followed b

9、y engineers in a staff role at thirty-two percent.GLOBALSPEC AND TREW MARKETING2021 STATE OF MARKETING TO ENGINEERSGlobalS TREWM| PAGE 5Key Takeaways forIndustrial MarketersWith trade shows cancelled,engineers are turning to supplier/vendor websites.To replacea traditionally valuable method of learn

10、ing about new trends and products,engineers areturning to supplier and vendor websites.Also popular are email/e-newsletters and online tradepublications.Engineers find value from virtual events,but even more so from webinars.Eighty-percentof engineers find value from virtual events,but twice as many

11、 prefer webinars over virtualevents.This supports prioritizing virtual event participation where technical conference sessionpresentations are available.Online content supports over 50%of the buyers journey.Our research findings haveconsistently shown that engineers rely upon online content heavily

12、during the buying process,and this year was no exception.Sixty-two percent of respondents complete more than halfof the buying process online,and when looking at engineers ages 45 and under,the onlinejourney lengthens to over seventy percent.How do we serve the technical buyers needs with online con

13、tent?Engineers are looking fordeeply educational content,placing the most in value datasheets,case studies,white papers,and product demo videos.Engineers are willing to fill out forms for highly technical content.White papers and CADdrawings are the most popular premium pieces of content.Video tutor

14、ials,webinars andproduct configurators are also desired by technical buyers.Our research shows that they aremost likely to fill out contact information forms for these valuable resources.Videos and podcasts grow in adoption.Ninety-six percent of engineers watch videos weeklyfor work,and over half li

15、sten to podcasts for work regularly.Twice as much time is spent onwatching video content than listening to podcasts.Retargeting part helpful,part risky.Forty-four percent of engineers find personalized(targeted)ads helpful,while thirty percent find them creepy.Tread carefully,marketers.Twitter an en

16、gineers wasteland?Social media is primarily used for networking and keepingup with industry trends,with professional networks and LinkedIn by far preferred over othersocial channels.One of the least favored channels for professional use is Twitter.While wedo recommend that your company have a presen

17、ce on all major social media channels forbranding and awareness,be wary of making too much investment in these channels.GLOBALSPEC AND TREW MARKETING2021 STATE OF MARKETING TO ENGINEERSGlobalS TREWM| PAGE 6Survey FindingsENGINEERS&ONLINE EDUCATIONNew for 2020,we asked engineers about online events.T

18、o date,a little less than half have participated in a virtual trade show or conference.We expect this to increase next year as the future of in-person gatherings remains unclear.Have you ever participated in a virtual industry conference or trade show event?For the engineers who have attended an onl

19、ine event,the overwhelming majority found the experience to be valuable.This should be encouraging to marketers that are looking to take their exhibits online.Did you find the virtual event experience valuable?YesNoYesNoN/A52%48%11%80%9%GLOBALSPEC AND TREW MARKETING2021 STATE OF MARKETING TO ENGINEE

20、RSGlobalS TREWM| PAGE 7Survey FindingsENGINEERS&ONLINE EDUCATIONWhen asked which was more valuable,webinars have a slight advantage over virtual events.However,what really stands out is the number of engineers who arent sure which they prefer.This makes sense,as virtual events are relatively new,at

21、least in terms of how they function in 2020.Furthermore,many engineers may fail to see a large difference between the two formats,as both offer a dedicated space for consuming information on the latest industry trends,education,and new products.Overall,highly technical presentations tend to be favor

22、ed over exhibitions whether in person or virtual.What would you find more valuable,virtual events or stand-alone webinars?Again,we see a fair amount of uncertainty surrounding online events.While only twelve percent outright reject the notion of attending an online event,more than half say maybe.Thi

23、s could depend on the format of the event,the quality of the technical conference program,how it is structured,as well as the cost of attendance.If your favorite in-person industry conference or trade show event is staged as a virtual event in 2021,are you likely to attend?Virtual EventsWebinarsNot

24、SureN/A49%28%20%3%YesMaybeNo56%13%31%GLOBALSPEC AND TREW MARKETING2021 STATE OF MARKETING TO ENGINEERSGlobalS TREWM| PAGE 8Survey FindingsVIDEOS,PODCASTS AND CONTENT PREFERENCES OF ENGINEERSEngineers are hungry for information,and consume content in a variety of forms.Datasheets,case studies,white p

25、apers,and product demo videos top the list as the most valuable content types for this audience.This is in line with previous years findings.When looking at the“not very valuable”category,youll see that most content is appreciated by engineer buyers.Podcasts are the least valued of content types,but

26、 youll learn on the next pages that even this type of content is regularly consumed by a good portion of engineers.How valuable are the following types of content when researching information to make a product or services purchase decision?DatasheetCase studyWhite paperProduct demo video How-to vide

27、o WebinarPrint catalog ROI calculatorROI calculatorTrade publication article In-depth blog post PodcastVery valuableSomewhat valuableNot very valuable73%24%3%41%50%9%40%48%12%39%50%11%34%50%16%31%52%17%28%49%23%23%48%29%21%59%20%14%52%34%9%52%39%0%20%40%60%80%100%GLOBALSPEC AND TREW MARKETING2021 ST

28、ATE OF MARKETING TO ENGINEERSGlobalS TREWM| PAGE 9Survey FindingsVIDEOS,PODCASTS AND CONTENT PREFERENCES OF ENGINEERSThis year we added new questions about podcasts.Slightly over half of engineers listen to podcasts for work.Out of the group of podcast listeners,half subscribe to podcast shows,where

29、as 48 percent of listeners have no subscriptions.Thirty-seven percent subscribe to 1-5 podcasts,and the number of subscriptions trickles downward to only four percent subscribing to 10 or more podcasts.Do you listen to podcasts?How many work-related podcasts do you subscribe to?37%11%2%2%48%1 to 55

30、to 1010 to 1515 or moreI listen to podcasts,but do not subscribe to any showsYesNo45%55%0%10%20%30%40%50%GLOBALSPEC AND TREW MARKETING2021 STATE OF MARKETING TO ENGINEERSGlobalS TREWM| PAGE 10Survey FindingsVIDEOS,PODCASTS AND CONTENT PREFERENCES OF ENGINEERSOut of those engineers that listen to pod

31、casts,33 percent listen for 6-20 minutes a week,followed by 26 that say they listen for 5 minutes or less.Given that the average podcast is 15-25 minutes per week,this data indicates that engineers are listening to one episode for work per week.How many minutes a week do you spend listening to work-

32、related podcasts?5 minutes or less6-20 minutes21-35 minutes36-60 minutesMore than 60 minutes26%33%16%14%11%0%5%10%15%20%25%30%35%GLOBALSPEC AND TREW MARKETING2021 STATE OF MARKETING TO ENGINEERSGlobalS TREWM| PAGE 11Survey FindingsVIDEOS,PODCASTS AND CONTENT PREFERENCES OF ENGINEERSWhen it comes to

33、video content,96 percent of engineers watch some videos for work,up from 93 percent from the previous year.Forty-eight percent watch less than one hour,while another 48 percent watch for one hour or more.How often do you watch videos for work?0%20%40%60%80%100%48%31%12%5%4%Less than 1 hour per week1

34、-2 hours per week3-5 hours per weekMore than 5 hours per weekNeverGLOBALSPEC AND TREW MARKETING2021 STATE OF MARKETING TO ENGINEERSGlobalS TREWM| PAGE 12Survey FindingsVIDEOS,PODCASTS AND CONTENT PREFERENCES OF ENGINEERSGated content(content that requires the completion of a form)is a popular and ef

35、fective way to generate leads on your website.The top three most valued content pieces remain the same from last years findings,with white papers jumping ten percentage points to bump CAD drawings into a close second place.Video tutorials is a new response option this year,and comes in at thirty-two

36、 percent,just ahead of webinars and product configurators.Engineers are least enticed to provide their contact information for ROI calculators and infographics.Only seventeen percent of engineers responded that they are never willing to fill out a web form in exchange for information.When offered te

37、chnical content,but asked first to complete a short form(e.g.name,email address)to download the material,which types of content are most likely to entice you to provide your information?(Check all that apply)White paperCADAD drawingIn-depth case study Video tutorial WebinarProduct configurator News

38、articleROIOI calculator InfographicI am never willing to fill out a web form in exchange for content0%10%20%30%40%50%44%41%40%32%30%30%20%14%12%17%GLOBALSPEC AND TREW MARKETING2021 STATE OF MARKETING TO ENGINEERSGlobalS TREWM| PAGE 13Survey FindingsWHERE ENGINEERS FIND INFORMATIONWith industry confe

39、rences and trade shows canceled,engineers are turning to their tried and true channels for information and networking opportunities.Supplier websites,e-newsletters,and industry websites have long been popular channels for engineers to turn to when seeking information.In the wake of cancelations,an i

40、ncreasing number of engineers are turning to trade publications.This switch may be because these publications are often responsible for organizing in-person events,and engineers are looking for the news they normally would have gathered in person.When industry conferences and trade show events were

41、cancelled,where did you go for alternate information and/or networking opportunities?(Check all that apply)Supplier/vendor websitesTrade publications(online)Publication emails/e-newslettersVendor emails/e-newslettersIndustry directory websitesTrade publications(print)YouT TubeSocial mediaPodcasts0%1

42、0%20%30%40%50%60%70%80%63%44%43%41%34%31%27%17%4%GLOBALSPEC AND TREW MARKETING2021 STATE OF MARKETING TO ENGINEERSGlobalS TREWM| PAGE 14Survey FindingsWHERE ENGINEERS FIND INFORMATIONEngineers interest in e-newsletters remains consistent.As in past years,92%of engineers subscribe to at least one new

43、sletter.43%of engineers subscribe to 3-5,and nearly one-fifth subscribe to 6 or more.How many e-newsletters do you subscribe to?None1 to 23 to 56 or more0%20%40%60%80%100%8%30%43%19%GLOBALSPEC AND TREW MARKETING2021 STATE OF MARKETING TO ENGINEERSGlobalS TREWM| PAGE 15Survey FindingsWHERE ENGINEERS

44、FIND INFORMATIONWhen broken out by age,we see that engineers 36-45 are most likely to subscribe to 6 or more newsletters,at nearly double the rate of their younger counterparts.While the youngest engineers are most likely to subscribe to at least one newsletter,they seem to be more discerning in how

45、 many newsletters theyre willing to receive.How many e-newsletters do you subscribe to?(By age)0%20%40%60%80%100%35 and Under36-4546-5556-65Over 6525%6%38%41%15%10%32%30%28%8%44%23%29%45%19%7%7%32%45%16%None1 to 23 to 56 or moreGLOBALSPEC AND TREW MARKETING2021 STATE OF MARKETING TO ENGINEERSGlobalS

46、 TREWM| PAGE 16Survey FindingsWHERE ENGINEERS FIND INFORMATIONEngineers are judicious when it comes to which emails deserve their full attention.Forty-two percent scan e-newsletters for intriguing subject lines and delete the rest.Twenty-one percent open most or all to scan for content.This undersco

47、res the need for marketers to focus both on relevant and attention-grabbing subject lines as well as valuable content.How do you interact with e-newsletters in your inbox?I scan for subject lines that intrigue me and delete the restI open most or all to scan for content and delete the restI read eve

48、ry one for important informationI save them to read at another time15%2%20%21%42%I delete most automatically0%20%40%60%80%100%GLOBALSPEC AND TREW MARKETING2021 STATE OF MARKETING TO ENGINEERSGlobalS TREWM| PAGE 17Survey FindingsWHERE ENGINEERS FIND INFORMATIONWhile retargeted advertisements might no

49、t make marketers bat an eye,30 percent of engineers are creeped out by them.However,nearly as many(26 percent)point to increased awareness and recall of the product,and 18 percent use it as a reminder to revisit the product page.To take full advantage of targeted ads without alienating customers,mak

50、e sure your targeting is accurate but not overbearing.Additionally,review your lead nurturing process to ensure that these prospects arent further creeped out by representatives that mentioned their browsing history.Imagine when browsing online,you are served up a personalized advertisement for a pr

51、oduct you recently viewed on a vendor website.What might your reaction be?(Check all that apply)30%0%5%10%15%20%25%30%27%26%19%18%Creeped out.I cant believe the vendor is following me around the internet.I take no notice of online advertisements.Heightened awareness and recall about the product.Oh y

52、eah,I remember looking at that product.Indifferent because you have already made a purchasing decision onthe product.Reminder to go back and evaluate and/or purchase the product.I should revisit this product page.GLOBALSPEC AND TREW MARKETING2021 STATE OF MARKETING TO ENGINEERSGlobalS TREWM| PAGE 18

53、Survey FindingsWHERE ENGINEERS FIND INFORMATIONSimilar to past studies,engineers do not place much value in social media when it comes to their work.Professional community networks,such as those tied to a professional association,were seen as slightly more valuable,possibly because in-person network

54、ing has been difficult.Despite not associating social networks with their work,most engineers(and people in general)have social media accounts,and will be exposed to your brand as they browse in their free time.How valuable are the following social media channels when seeking information on the late

55、st engineering technologies,industry trends,and products?Professional c community n networksLinkedInFacebookTwitterInstagramPinterestReddit0%20%40%60%80%100%43%49%8%22%46%32%26%69%5%4%3%3%2%18%78%18%79%22%75%21%77%Very ValuableSomewhat ValuableNot Very ValuableGLOBALSPEC AND TREW MARKETING2021 STATE

56、 OF MARKETING TO ENGINEERSGlobalS TREWM| PAGE 19Survey FindingsWHERE ENGINEERS FIND INFORMATIONWhen engineers do use social media for business,its most often in a networking capacity.However,more than half of engineers see social media as a source for industry news.In which situations are you likely

57、 to use social media platforms for business?(Select the top 3)Networking with other professionalsTo keep up with the latest industry newsWhen seeking information on a product or serviceTo learn about industry trendsIn conjunction with industry events To find job opportunities To address a problem/cu

58、stomer service issue related to a product or service 0%10%20%30%40%50%60%60%56%44%40%40%32%27%GLOBALSPEC AND TREW MARKETING2021 STATE OF MARKETING TO ENGINEERSGlobalS TREWM| PAGE 20Survey FindingsENGINEERS ENGAGEMENT WITH SALESEngineers have moved online to complete much of the buying process.Sixty-

59、two percent of respondents completed more than half of the buying process online,which falls in line with previous years findings.In thinking about the entire buying process for significant work purchases,from early research to the final purchase decision,how much of the process happens online befor

60、e you choose to speak to someone at the company?38%42%20%0%100%20%40%80%60%Under 50%50-70%Over 70%GLOBALSPEC AND TREW MARKETING2021 STATE OF MARKETING TO ENGINEERSGlobalS TREWM| PAGE 21Survey FindingsENGINEERS ENGAGEMENT WITH SALESEngineers 45 and under spend even more time online before choosing to

61、 speak to someone at a company.70 percent or more of people in these age groups report completing more than half of the buying process online.In thinking about the entire buying process for significant work purchases,from early research to the final purchase decision,how much of the process happens

62、online before you choose to speak to someone at the company?35 and under36-4546-5556-65Over 650%20%40%60%80%100%Under 50%50-70%Over 70%30%50%20%26%58%16%35%44%21%42%39%19%45%40%15%GLOBALSPEC AND TREW MARKETING2021 STATE OF MARKETING TO ENGINEERSGlobalS TREWM| PAGE 22Survey FindingsENGINEERS ENGAGEME

63、NT WITH SALESWhen engineers are ready to speak with a company,the majority prefer email over other forms of communication.Interest in online chat grew slightly over previous years,but adoption of this sales tool in the B2B engineering space remains low as a whole.When you are ready to speak with a s

64、alesperson at a vendor company for the first time,which of the following is your preferred communication preference?8%29%52%0%100%20%40%80%60%5%6%In-person meetingPhoneEmailNo preferenceOnline chatGLOBALSPEC AND TREW MARKETING2021 STATE OF MARKETING TO ENGINEERSGlobalS TREWM| PAGE 23About GlobalSpec

65、GlobalSpec is a provider of data-driven industrial marketing solutions designed to help companies promote their products and grow their businesses.Our audience of engineers and technical professionals relies on the GlobalSpec family of brands as a trusted resource for content,community,and engagemen

66、t at all stages of the research,design,and purchasing process.Our clients count on us to deliver deep industry intelligence,customized marketing programs,and measurable campaign performance.For more information about GlobalSpec,visit TREW MarketingTREW Marketing,headquartered in Austin,Texas,is a fu

67、ll-service content marketing firm serving B2B companies in North America that target technical buyers.With deep experience in the embedded,measurement and automation,and plant management industries,TREW Marketing provides branding,marketing strategy,content development,and digital marketing services

68、 to help customers efficiently and effectively achieve business goals.For more information,please visit .For more information about GlobalSpec:Visit:GlobalS Fuller RoadAlbany,NY 12203 GlobalS more information about TREW Marketing:Visit:TREWMCall:512.410.7337Email:infoTREWM4301 West William Cannon DriveAustin,TX