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1、2024STATEOFMARKETINGTOENGINEERSthequestFortechnicalsolutionsANDTHEINFLUENCEOFAITraaarketng三GlobalSPeC2024Stateoff4arketingtoEngineers11WARttTtCGIahepCONTENTSIntroduction9AbouttheSurveyRespondentssKeyTakeawaysforIndustrialMarketers2SurveyFindingsvArtificiallntelligenceV InformationSourcesV SocialMedi
2、aV EventsvNewslettersV ContentPreferencesvPodcasts&VideoyInteractingwithSales9AboutGIobaISpecandTREWMarketingINTRODUCTION一WeIcometothe2024StateofMarketingtoEngineersReport.ThismarkstheseventhconsecutiveyearGIobaISpecandTREWMarketinghavepartneredtobetterunderstandthebuyingbehaviorsandcommunicationpre
3、ferencesofengineersandtechnicaIbuyers.Oursurveycontainsamixofpopulartopicswe,veaskedaboutconsistentIytomonitortrends,alongwithfreshquestionsthattakeadeeperdiveintobuyingbehaviors.Thisyear,SresearchtouchesonattitudestowardartificialintelIigence(AI),ntentpreferences(andhowtheyvary)betweenhardwareqndso
4、ftwarepurchases,andpopularsocialmediaChannelsforworkneedsversuspersonaluse.EducateandforgealignmentwithyourIeadershipandsaIesorganizationsAbouttheSURVEYRESPONDENTSOver900quaIifiedengineersandtechnicaIprofessionalsacrossthegloberespondedtoourmostrecentsurvey.Participantswerenotrequiredtoanswereachand
5、everyquestion,sosampIesizesvarysiightlyquestion-to-questionandarenotedthroughoutforclarity.Insomecases,wemakecomparisonstodatafrompreviousyear(s)whenthequestionwasasked.ParticipantsbyJOBFUNCTION(n=981)Engineering/R&D80%ManufacturingStaff10%ProductManagement10%.Automotive10%9%9%9%8%8%Utilities/Utilit
6、iesInfrastructureEnergyandNaturalResourcesAerospace/DefenseChemicals/MaterialsMedicalDevices/EquipmentCommunicationsandNetworkingFoodandBeverage1.ifeSciencesAcademic/UniversityAbouttheSURVEYRESPONDENTS,CONTINUEDParticipantsby(n=973)ParticipantsbyREGIONAmericas(North,Central,South)ParticipantsbyCOMPA
7、NYSIZE(#ofEMPLOYEES)36-4533%46-5510%EuropeAfrica35andunder251-500501-750751-1,000Oceania(n=976)over1,000KEYTAKEAWAYSFORINDUSTRIALMARKETERS63%of techn i caI buyers useAI tools for work1Onaverage,/technicalbuyersspendOO0ofthebuyingprocessonIine.TechnicaIbuyerscontinuetofind/、YouTubeLinked血JGitHUbX.Z.t
8、obethemostvaIuabIesociaImediaplatformsforwork414)f technicalvendor webs i tes for i nformat i on on a regular basis, fol lowed by37% for onl ine technicalbuyers turn to90 technical buyers I isten to work-related podcasts, 73% in 202389%.f technical buyers plan to attend atleast one in-person industr
9、y event in 202451%oftechnicalbuyersuseYTubeintheirpersonalIives.QYOUTubepubIications98%oftechnicalbuyerssubscribetonewsIetters.and81%SUbSCribetoLinkedInnewsIetters2024StateofMarketingtoEngineersTHtWMAIKTrcGIahJSpecSURVEYFINDINGSVArtificialIntelligence InformationSources SocialMedia Events Newsletter
10、s ContentPreferences PodcastsandVideo InteractingwithSaIesARTIFICIALINTELLIGENCESixty-threepercentoftechnicaIbuyersregularlyuseAl-basedtoolsforwork.TechnicalbuyersuseAI-basedtooIsforavarietyofpurposesincludingntentcreationanddistribution,saIesenabIement1prograning,anddataanalysis,amongothers.Areyour
11、egularlyusingAl-basedtoolsforwork?(n=926)TechnicalbuyersexperimentingwithLLMstoresearchatopicareincreasinglyfrustratedbytheneedtovalidateorrefutetheinformationpresented.Asmoresearchtoolsmovetoagenerativesearchexperience(lookingatyou,Google),itwillbekeytoprovidelinkstocrediblesourceswhichsupportedthe
12、providedanswer.ft-WendyCoveyCEOandCo-Founder,TREWMarketingARTIFICIALINTELLIGENCEOveralI,thejury,ssti11outonAl-basedtls.Mosttechnicalbuyersdon,tconsiderthemselvesParticularlytrustingordistrustingofthem,butthey,resomewhereinthemiddle.WhiIethirty-fivepercentofrespondentsarecuriousaboutAI-basedtls,they,
13、refeelingsaremixed.Onascalefrom1to10fwhere10iscompletetrust,and1isacompletelackoftrust,towhatextentdoyoutrustanswersfromAl-basedtools?(n=883)6.5Average123456789107MedianWhichadjective(s)bestdescribehowyoufeelaboutthefutureofAl-basedtools?(n=890)uAlIinCommitted23%Perspectivessharedbyrespondents.,Inch
14、emicalengineering,AItoolsexpeditesimulationsandassistindesigningnovelprocesses.Theyoptimizereactionpathwaysandimproveproductdevelopment/-Allin/Committed,CuriousmAI-basedtoolsarelikelytoplayakeyroleinhealthcare,contributingtodiagnostics,drugdiscovery,personalizedmedicine,andoverallhealthcaremanagemen
15、t.ThepotentialforAItoimprovepatientoutcomesandstreamlinehealthcareprocessesisenormous/-OptimisticIdonttrusttheoutputoftheAIverymuch.Ifsonlyasgoodasitsprogrammerandadaptivelearningalgorithm.Somearebetterthanothers/-Reluctant“AsalicensedProfessionalEngineer(PE)Ihaveanethicalresponsibilitytomyclients.A
16、nyinformationpresentedbyAI-basedtoolsshouldbeverifiedandcheckedforaccuracy.TheadditionaltimeinvolvedinverifyingtheaccuracyofAi-generatedinformationgreatlyreducesthebenefit(timesaving)ofusingAl-basedtoolsfortechnicalmaterial.AI-basedtoolsmakemuchmoresensewhenliabilityislessofanissueorwheregeneralitie
17、scanbeapplied.-Curious,Impartial,ReluctantINFORMATIONSOURCESWhiIemoreresearchhappensatthebeginningstagesofdesignanddeveIopment,itcontinuesthroughouttheprocess.NearlytwentypercentoftechnicaIbuyerssaytheydothemostresearchonproductsandservicesinthetestanddebugstage.Atwhatstageofdesignanddevelopmentdoyo
18、ufindyourselfdoingthemostresearchonproductsandservices?m=925)INFORMATIONSOURCESConsistentwithyearspast,mosttechnicaIbuyersturntosuppIier/vendorwebsiteswhenIkingforinformatiabtproductsandservices.Tradepublications,bothonlineandprint,arealsopopularinformationresrces.NewthiSyear,respondentsweregiventhe
19、optiontoselectuSalesApplicatiEngineers1(and44LargeLanguageModel(ChatGPT,Bard,etc.).Twenty-ninepercentseiectedSales/ApplicatisEngineersasaresourceintheirmostrecentpurchasingprocess.,tTradepublicationsareavaluableresourcebecausetheyoffereducationalcontentandproductinformationfrommanycompaniesinoneplac
20、e.Theycancutthroughtheclutterandmarketingnoisetooffermoreunbiasedinformationthancompanywebsites,andoureditorsandtechnicalreviewboardareindustryexpertswhounderstandthetechnologyandthebestwaytopresentittoengineers.,Supplier / vendor websitesTechnical publications (online)41%37%-PatrickHindleEditor,Mic
21、rowaveJournalSOCIALMEDIASimiIartoyearspast,YouTube,LinkedIn,andGitHubaremosthelpfulfortechnicalbuyersIkingforwork-reIatedinformation.“Threads,uWeChat1mand“Discord”werenewadditionstoourresearchin2024.Howvaluableareeachofthefollowingsocialmediaplatformswhenseekinginformationforwork?EXTREMELYMVERYvalua
22、bleHvaIuabIeSOMEWHATvaluableNOTVERYvaIuableNOTATALLvaluableN/AmycompanydoesnotalIwthisplatformN/AI2%35&under3牝304)rw3645D/o46n三5519%56n16531%66dder25%(n=71),tAspodcastlistenershipcontinuestorise,technicalaudiencesdemandgreaterfrequencyOfepisodesratherthanlongerdurations.Werecommendweeklyoreventwice-
23、weeklyepisodesat30minutesinduration,whichisthesweetspotthatcorrespondswiththeaverageAmericancommute,t-EricSinger,ExecutiveProducer,CoupeStudiosMusic+SoundDesignPODCASTS&VlDEOSimiIarto2021,whenwelastaskedthiSquestion,ninety-sevenpercentoftechnicaIbuyerswatchwork-reIatedvideos.buttheamountoftimethey*r
24、espendinghasincreased.Seventy-eightpercentspendanhourormoreoftheirweekwatchingwork-relatedvideos,whileeighteenpercentspendlessthananhour.Approximatelyhowmuchtimeperweekdoyouspendwatchingwork-relatedvideos?70,tB2Baudiencesengagewithvideotolearnaboutproductsandservices-butalsotolearnaboutthepeoplewhou
25、sethem-andthepeoplebehindthem.Prospectswantahumanconnection-andvideooffersthat.Videos,especiallyshortform,aremoreprevalenteverywherethesedays,whichhelpsexplainwhytimeengaginghasincreased;however,longvideoscertainlyhavetheirplace.Italldependsonyourgoalsforeachvideo.-LisaMurtonBeets,ResearchDirector,ContentMarketingInstitutePODCASTS&VlDEOFifty-sixpercentoftechnicaIbuyersprefervideosthatare10minutesorless,andanotherfourty-twopercentpreferlonger.IdealVideoLengthbyAgeWhatistheideall
