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The EETech Engineering Insights Report: A Goldmine for B2B Marketing Executives Targeting Engineers

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The EETech Engineering Insights Report: A Goldmine for B2B Marketing Executives Targeting Engineers

Published by Joel Goldstein, on June 26, 2025
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EETech Engineering Insights Report

Targeting the technical buyer isn’t the same as the business buyer. Engineers and the technical audience in general look for different messages, different information sources and have different buyer’s journeys than other B2B decision-makers, so it’s critical to understand what they need and how to reach them.

That’s why the results in the annual EETech engineering insights report study on how to market to engineers is so important to understand. Our recent webinar co-presented with EEtech is must-see marketing for anyone trying to build a sales pipeline with engineers today.

The webinar, “AI and Next Gen Engineers: New Buying Patterns Call for New Marketing Approaches,” discusses new ways engineers are using to find information, source new products and evaluate potential new partners. The study presents data on the differences between engineering purchase patterns by generation, as well as in different regions of the world – North America, Europe and Asia.

There are several critical findings in this year’s study:

  1. The Shift in Information Search Behavior For years, Google has been the go-to platform for engineers seeking information, but that trend is rapidly changing. According to the report, for the first time ever, engineers are now more likely to visit a manufacturer’s website than to perform a search on Google. This shift is a game-changer for B2B marketers, as it means your website is now the primary source of truth for your target audience, rather than a third-party search engine.
    Actionable Insight:
    • Invest in website optimization. If your website isn’t designed to serve as a self-sufficient information hub, now is the time to prioritize that. Focus on providing clear, technical content, FAQs, product specifications, and case studies. Make it easy for engineers to find the exact information they need without having to reach out to your sales team or dig through external sites.
       
  2. Engineer Engagement and Their Unique Buyer’s Journey The report highlights that engineers are increasingly avoiding conversations with salespeople until the later stages of the buying process. In fact, engineers now prefer to make buying decisions based on the information they find online rather than through direct interactions with a sales rep. This behavior is particularly relevant in industries where purchasing decisions are complex and need to be researched thoroughly.
    Actionable Insight:
    • Create self-service content. Your website must cater to this trend by offering in-depth content that answers engineers’ questions and addresses their pain points at every step of the technical buyer’s journey. Go beyond just white papers to create in-depth product guides, calculators, comparison charts and lots and lots of demo videos. The goal is to offer a comprehensive self-service experience that reduces the need for early-stage sales interaction.
       
  3. Content Preferences: What Engineers Want to See The EETech Report also reveals some surprising preferences regarding content. Engineers have never liked sales-heavy content. Instead, they gravitate toward content that is educational, technical and value-driven. Engineers will lean toward real-world applications, case studies and practical solutions.
    Actionable Insight:
    • Focus on educational content. Create content that helps engineers solve problems or optimize their processes. Offer case studies that show how your product or solution has been used in similar industries or applications. Highlight your product’s unique technical features and explain how they directly benefit engineers, rather than relying on high-level, generalized marketing language.
       
  4. Social Media Influence Another key finding from the report is that social media has become a more significant influence on engineer buying behavior than previously thought. Engineers are increasingly turning to platforms like LinkedIn for recommendations, networking and professional content.
    Actionable Insight:
    • Leverage LinkedIn for thought leadership. LinkedIn has proven to be an invaluable platform for reaching engineers. Build a strategy around sharing informative articles, case studies, product demos and industry updates. Position your company as a thought leader in your field by engaging in relevant industry discussions and providing solutions to problems that engineers are facing.
       
  5. Sustainability and Compliance: A Growing Concern Sustainability is becoming an increasingly important issue, especially within industries like manufacturing and construction. Engineers are particularly sensitive to compliance and sustainability concerns, as they are often responsible for ensuring that products and processes adhere to strict regulatory standards.
    Actionable Insight:
    • Highlight your sustainability efforts. Engineers want to work with companies that understand the importance of sustainability. Whether it’s reducing carbon footprints, improving energy efficiency, or meeting specific environmental regulations, make sure your sustainability efforts are front and center in your marketing. Emphasize compliance with industry standards and regulations in your content to appeal to engineers who prioritize these aspects.
       
  6. The Importance of Trust and Quality Trust is paramount in the engineering world, and engineers are not easily swayed by flashy marketing tactics. They place a premium on quality and reliability when selecting suppliers, especially when dealing with high-stakes projects. The EETech report underscores that engineers want to partner with vendors who have a proven track record of delivering quality products and services on time.
    Actionable Insight:
    • Showcase your reliability. Beyond the case studies, testimonials and client success stories mentioned earlier, look for ways to demonstrate how your products have delivered consistent quality and performance. Highlight any certifications, standards or awards your company has achieved that reflect your commitment to quality. This will help establish trust and demonstrate your expertise in the field.
       
  7. ROI Metrics: Measuring the Impact of Engineering Content It remains a crucial metric for B2B marketers: aim for a 2% conversion rate from website traffic to lead generation. This benchmark is essential for understanding the effectiveness of your marketing efforts, especially when it comes to engaging with engineers. Given that engineers prefer to make decisions based on the information they find on your website, ensuring that this content converts visitors into leads is a critical objective.
    Actionable Insight:
    • Optimize your website for conversion. With engineers increasingly relying on your website for information, it’s vital that your site is optimized not only for search engines but also for lead conversion. Focus on clear calls to action (CTAs), easy-to-complete forms, and ensuring that your product pages are detailed enough to drive decision-making. Monitor your conversion rates regularly and adjust your strategy to improve performance.
       

Making The Shift Toward Engineer‑Centric Marketing

The EETech Engineering Insights Report gives us a strong roadmap for creating marketing campaigns that resonate with this busy, demanding and all-important decision-maker. Because GGC has been embedded in engineering-driven marketing for 30+ years, our campaigns are built on a foundation of technical understanding and depth that allows us to create engineer-to-engineer content that is seen as accurate, credible and compelling.

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