Industrial marketers need to understand what content engineers consume, why they look for it, and how they find it. Therefore, IEEE GlobalSpec and TREW Marketing partnered to conduct a survey in major regions of the world to learn critical information from technical professionals. This research report details our findings, including the types of content engineers prefer, what portion of their buying process happens online, how they use content during the buying process, and more.

1. Smart Marketing for
Engineers®:
2017 Research
Report

2. Agenda
Agenda
Webinar Housekeeping
Purpose and Methodology
Summary
Respondent Demographics
Top 6 Findings
Q&A, Additional Resources

3. Housekeeping – Your View

4. Technical Issues? Email
erin@trewmarketing.com
Raise your virtual hand to ask a question at
the end
Submit questions and comments via the
Questions panel
Housekeeping – Control Panel

5. Rebecca Geier
CEO and Cofounder
TREW Marketing,
Author, Smart Marketing for Engineers:
An Inbound Marketing Guide
to Reaching Technical Audiences
Today’s Presenters
Linda Uslaner
Director, Product Management
IEEE GlobalSpec
Media Solutions
Amber Cooleen
Director, Marketing
IEEE GlobalSpec
Media Solutions

6. Understand Content, Search and Online Preferences of Today’s
Engineers
Take a Deeper Dive into the Engineer’s Buyer Journey
Compare By Region, Age and More
TREW Marketing and IEEE GlobalSpec Media Solutions
Purpose

7. • Recipients chosen from IEEE GlobalSpec, TREW
Marketing databases
• Web-based survey promoted via email
• Data collected: July 2017
• Targeted to technical professionals
• 893 respondents
Methodology

8. Respondent Profile

9. Under 25-35
16%
36-45
19%
46-55
24%
56-65
25%
66+
16%
Age
n=893
Smart Marketing for Engineers 2017 Survey
TREW Marketing and IEEE GlobalSpec

10. Engineering
65%
R&D
15%
General Management/Corporate
Leadership
11%
Product/Technical Marketing
4%
Technical Sales
5%
Smart Marketing for Engineers 2017 Survey
TREW Marketing and IEEE GlobalSpec n=893
Primary Job Function

11. Company’s Primary Industry
Consumer Electronics +
Electronics/ Electronic
Components/
Semiconductor
6%
Energy
5%
Automotive
5%
Engineering Services
21%
Manufacturing
(products/services,
automation, process
control, etc)
25%
Other
38%
Other includes: Aerospace/Defense + Academic/University + Government + Communications and Networking Products
+ Food and Beverage + Chemicals + Scientific and Measuring Equipment +
Pharmaceutical + Materials + Medical Devices/Equipment/Software + Software
Smart Marketing for Engineers 2017 Survey
TREW Marketing and IEEE GlobalSpec
n=893

12. United States +
Canada
28%
Latin America
8%
UK/Ireland
5%
EU
21%
Middle East/Africa
12%
India/Asia/Russia
26%
EU includes: Belgium, Germany/Austria,
France, Italy, Netherlands, Scandinavia, Spain, Other
Geographic Location
Smart Marketing for Engineers 2017 Survey
TREW Marketing and IEEE GlobalSpec n=893

13. 34% 34% 17% 9% 6%
I make recommendations and someone else makes the decision
I am part of a group that makes the decision
I am the sole decision-maker
I am the final decision-maker in a group decision
I am not involved in making the purchase decision
Purchase Authority
Smart Marketing for Engineers 2017 Survey
TREW Marketing and IEEE GlobalSpec n=893

14. 1. The content types most valued by engineers globally are case studies, longer-length e-
books and books, and white papers.
2. Engineers value online content sources most, primarily vendor websites and search
engines. However, engineers in Latin America value trade publications more than other
content source while engineers in the UK/Ireland value online sources more than in any
other region.
3. Over 90% of engineers surveyed are more likely to do business with companies that
regularly produce new and current content.
4. Nearly 50% of engineers subscribe to 4+ e-newsletters. Engineers in the UK/Ireland
subscribe to more e-newsletters than any other region.
5. Nearly 60% of the buying process happens online for the majority of engineers.
6. Most engineers have 3-4 interactions with a vendor before communicating with them
directly.
Top Findings

15. Survey Findings

16. 1.The most valued content types of
engineers globally are case studies,
longer-length e-books and books, and
white papers.

17. 16%
16%
18%
18%
22%
26%
27%
27%
27%
31%
34%
36%
38%
44%
51%
50%
43%
46%
43%
44%
41%
42%
43%
39%
39%
43%
34%
29%
29%
30%
26%
27%
23%
26%
25%
22%
21%
20%
17%
6%
4%
2%
9%
5%
4%
6%
6%
6%
4%
5%
4%
2%
Infographic
Trade publication article (print)
Trade publication article (online)
Webcast/webinar
How-to video < 3 min
Product demo/video < 3 min
Online Course
Product demo/video >3 min
How-to video > 3 min
White papers
Book
e-Book
Case study/Application note
Very valuable Moderately Valuable Somewhat valuable Not very valuable
How valuable are the following types of content when
researching the latest engineering technologies,
industry trends, and products or services?
n=811

18. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
India/Asia/Russia
Middle East/Africa
Latin America
UK/Ireland
EU
United States + Canada
Case study/Application note e-Book White papers Book How-to video > 3 min
How valuable are the following types of content when
researching the latest engineering technologies,
industry trends, and products or services? (by region)
US+Canada = 227; EU = 170; UK/Ireland = 42; Latin America = 66;
Middle East Africa = 97; India/Asia/Russia=209
Shown: very & moderately valuable combined; top 5

19. Under 25-35 = 131; 36-45 = 147;
46-55 = 198; 56-65 = 206
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
56-65
46-55
36-45
Under 25 -35
Case study/Application note e-Book White papers Book How-to video > 3 min
How valuable are the following types of content when
researching the latest engineering technologies,
industry trends, and products or services? (by age)
Shown: very & moderately valuable combined; top 5

20. 2. Engineers value online content
sources most, primarily vendor
websites and search engines.

21. 4%
7%
7%
8%
9%
11%
14%
19%
20%
27%
28%
29%
37%
43%
15%
30%
29%
31%
21%
34%
47%
47%
35%
49%
40%
51%
48%
39%
26%
39%
34%
46%
32%
32%
33%
29%
30%
20%
24%
17%
13%
16%
55%
24%
30%
15%
39%
23%
5%
4%
15%
4%
8%
3%
2%
3%
Twitter
Blogs
RSS feeds that I have set up
Advertisements
Other social media (e.g., Facebook, Google+, Instagram)
LinkedIn (Groups, Pulse, etc.)
Vendor emails/e-newsletters I subscribe to
Publication emails/e-newsletters I subscribe to
YouTube
Technical trade publications (print)
Trade Shows
Technical trade publication (website)
Supplier/vendor websites
Search engines
Very valuable Moderately valuable Somewhat valuable Not very valuable
How valuable are the following sources when seeking
information on the latest engineering technologies,
industry trends, and products?
n=811

22. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Latin America
Middle East/Africa
India/Asia/Russia
EU
UK/Ireland
United States + Canada
Supplier/vendor websites Search engines Technical trade publication (website) Technical trade publications (print) Trade Shows
How valuable are the following sources when seeking
information on the latest engineering technologies,
industry trends, and products? (by region)
Shown: very & moderately valuable combined; top 5
US+Canada = 227; EU = 170; UK/Ireland = 42; Latin America = 66;
Middle East Africa = 97; India/Asia/Russia=209

23. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
56-65
46-55
36-45
Under 25 -35
Supplier/vendor websites Search engines Technical trade publication (website) Technical trade publications (print) Trade Shows
How valuable are the following sources when seeking
information on the latest engineering technologies,
industry trends, and products? (by age)
Under 25-35 = 131; 36-45 = 147;
46-55 = 198; 56-65 = 206
Shown: very & moderately valuable combined; top 5

24. Q: What are your two greatest content
marketing challenges?
1. Bandwidth from engineering SMEs at my company/client
2. Producing content consistently
3. Lack of commitment to content from leadership
4. Knowing what topics will drive traffic and leads
5. Measuring the impact of content through the funnel
Poll: Content Marketing
Challenges

25. 3. Over 90% of engineers surveyed are
more likely to do business with
companies that regularly produce new
and current content.

26. Wow! 92% of engineers are more likely to do business
with companies that regularly produce new and current
content.
30% 62% 7% 1%
Strongly agree Agree Disagree Strongly disagree
Agree or disagree: You are more likely to do business
with a company that regularly produces new and
current content. n=811

27. 4. Nearly 50% of engineers subscribe to
4+ e-newsletters. Engineers in the
UK/Ireland subscribe to more e-
newsletters than any other region.

28. 12% 40% 25% 22%
0-1 2-3 4-5 More than 6
How many newsletters do you subscribe to?
n=811

29. 15%
12%
12%
7%
11%
11%
43%
36%
50%
50%
27%
46%
22%
30%
24%
26%
28%
26%
21%
22%
14%
17%
35%
17%
India/Asia/Russia
Middle East/Africa
Latin America
UK/Ireland
EU
United States + Canada
0-1 2-3
4-5 More than 6
How many newsletters do you subscribe to? (by region)
US+Canada = 227; EU = 170; UK/Ireland = 42; Latin America = 66;
Middle East Africa = 97; India/Asia/Russia=209

30. 49% 21% 17% 7% 6%
I scan for subject lines that intrigue me, and delete the rest
I read every one for important information
I open most or all to scan for content, and delete the rest
I delete most automatically
They get filtered to a folder (I don’t see it in my main inbox)
How do e-newsletters behave in your inbox? Consider
the ones you subscribe to and trust and check the
option that best fits.
n=811

31. 52%
34%
35%
50%
45%
59%
27%
34%
36%
5%
19%
9%
13%
15%
12%
29%
21%
18%
3%
8%
8%
10%
10%
8%
5%
8%
9%
7%
5%
6%
India/Asia/Russia
Middle East/Africa
Latin America
UK/Ireland
EU
United States + Canada
I scan for subject lines that intrigue me, and delete the rest
I read every one for important information
I open most or all to scan for content, and delete the rest
I delete most automatically
They get filtered to a folder (I don’t see it in my main inbox)
How do e-newsletters behave in your inbox? Consider
the ones you subscribe to and trust and check the
option that best fits. (by region)
US+Canada = 227; EU = 170; UK/Ireland = 42; Latin America = 66;
Middle East Africa = 97; India/Asia/Russia=209

32. 5. Nearly 60% of the buying process
happens online for the majority of
engineers.

33. 64% 14% 13% 9%
I want to search online on multiple vendors' and distributors’ websites and read content
about their products and services first before talking to a salesperson
I want to talk to a salesperson early in your research to learn about the company's products
and services
I want to talk to colleagues to learn about their experiences with the supplier and their
products
I want to watch videos about how the products work
When you are in the buying process for a new product
or service for work, which best describes your
preference?
n=811

34. 20% 22% 18% 23% 17%
Less than half Over 50% Over 60%
Over 70% Over 80%
In thinking about the entire buying process for
significant purchases you make for work, from early
research to the final purchase decision, what
percentage of the process happens online before you
finally speak to someone at the company?
n=811

35. 16%
19%
14%
29%
20%
23%
24%
21%
26%
10%
16%
25%
20%
16%
30%
12%
20%
13%
22%
28%
17%
43%
27%
19%
18%
16%
14%
7%
16%
21%
India/Asia/Russia
Middle East/Africa
Latin America
UK/Ireland
EU
United States + Canada
Less than half Over 50% Over 60% Over 70% Over 80%
In thinking about the entire buying process for
significant purchases you make for work, from early
research to the final purchase decision, what
percentage of the process happens online before you
finally speak to someone at the company? (by region)
US+Canada = 227; EU = 170; UK/Ireland = 42; Latin America = 66;
Middle East Africa = 97; India/Asia/Russia=209

36. Q: What statement best describes your
process for handing leads to sales?
1. Sales and marketing have agreed upon definitions of what
constitutes a qualified lead and leads are distributed
appropriately.
2. We have lead scoring and nurturing processes in place.
3. We pass all leads to sales.
4. We do not have a defined process in place.
Poll: Lead Qualification

37. 6. Most engineers have 3-4 interactions
with a vendor before communicating
with them directly.

38. 35% 50% 11% 4%
1-2 times 3-4 times
5-7 times 8+ times
In thinking about your purchase decision process for a
significant product or service for work, how many
interactions do you typically have with the vendor
before communicating directly with the company (e.g.
visits to their website, email communication, visiting
their trade show booth, attending a webinar, etc.)?
n=811

39. TrewMarketing.com
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40. • Submit questions
through Questions
pane in control panel
Q&A

41. • Please complete short exit survey upon
closing
• Email with report resources to come
Thank You