Behind the Questions: Inside the 2025 State of Marketing to Engineers Report
Have you ever wondered how we decide which questions make it into our annual State of Marketing to Engineers report—and why those questions matter? In this episode, we pull back the curtain on the research process, revealing the strategy and collaboration that shape the insights industrial marketers rely on year after year.Whether you're a longtime reader of the report or new to marketing to technical audiences, this behind-the-scenes look offers valuable context for understanding the data and how it reflects the evolving behavior of engineers and technical buyers.In this episode, Wendy Covey is joined by CJ Haight, Content Marketing Manager at GlobalSpec, to unpack the findings from the eighth annual State of Marketing to Engineers Research Report. Together, they dive into the expanded scope of this year’s study—conducted in collaboration with Elektor International Media—which now includes insights from engineers and technical buyers across Europe and Asia.The conversation covers key demographics of the respondents and highlights emerging trends in how technical audiences consume marketing content. Wendy and CJ explore the importance of recognizing regional nuances, tracking year-over-year shifts, and understanding which information sources—from social media and newsletters to the growing influence of generative AI—are shaping buyer behavior in the engineering world.Key TakeawaysYear-over-year trends help identify changes in buyer behavior.Engineers prefer direct sources for information.Social media platforms like LinkedIn have varied importance.Podcasts saw a decline in listenership this year.Independent sources are valued by technical buyers.Brand messaging should adapt to market conditions.ResourcesConnect with CJ on LinkedInConnect with Wendy on LinkedInDownload the 2025 State of Marketing to Engineers ReportWatch the WebinarRelated Article: Your Top Questions Answered from the 2025 State of Marketing to Engineers WebinarLearn more about GlobalSpec
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30:42
Navigating Industrial Marketing Challenges in a Shifting Economy
Feeling a little uncertain in today’s economic climate? As the macroeconomic landscape continues to shift, marketers are being asked to do more with less. By focusing on efficiency and honing in on what truly drives results, marketing teams can continue to make a meaningful impact, even amid tightening budgets and evolving business priorities. In this episode Wendy Covey interviews Karla Gregory, Digital Marketing Manager at Sumitomo Drive Technologies. They discuss Karla's career journey, the importance of strategic marketing planning, and the challenges faced in the current economic climate. Karla shares insights on leveraging AI for marketing efficiency, the significance of SEO, and the need for standardized processes. They also explore trends in industrial marketing, the value of employee-generated content, and the importance of building relationships in the industry. Karla concludes with advice for marketers to keep pushing forward despite challenges..Key TakeawaysTime blocking is essential for managing multiple marketing requests.AI can streamline data collection and analysis in marketing.SEO strategies should focus on long-tail keywords and content relevance.Standardized processes help ensure continuity in marketing efforts.Content created by employees often garners more engagement than traditional marketing posts.Marketers should adapt to changing economic conditions by automating processes.ResourcesConnect with Karlaa on LinkedInConnect with Wendy on LinkedInLearn more about Sumitomo Drive Technologies
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29:16
A Sales Leader’s Perspective on Content that Earns Engineers’ Trust
When your sales territory spans thousands of square miles, and your customers are highly technical decision-makers, you need more than a few cold calls and sales brochures to break through. For Wes Murray, Regional Sales Manager at Hayward Flow Control, that “more” has been LinkedIn and video content. Like many of us, Wes saw a shift in how engineers and specifiers engaged during the pandemic. With travel and in-person meetings on pause, he ramped up his use of LinkedIn—not just to create awareness but to educate.And it worked. When presenting at lunch-and-learns or industry events, Wes started hearing things like:“I loved that post you shared last week.”“That video with your kids—so relatable!”Often this feedback came from people who never interacted with his posts. That’s when it clicked: visibility and familiarity were paying off in real conversations.Video isn’t always easy. Wes shared the many real-life challenges of filming at home—chaotic dogs, noisy kids, desert wind. But the results are worth it. Video gives people a feel for who you are, how you communicate, and what you stand for—all key ingredients for building trust with skeptical technical audiences.Wes is quick to admit he’s not a professional marketer. And yet, his content works because it’s authentic. He blends technical insights with glimpses into his personal life—fishing trips with his kids, behind-the-scenes looks at product installs, even the occasional chainsaw cameo.The result?Content that makes people feel like they know him before he ever steps foot on-site.“I want people to have a general idea of who I am and what I’m about. That familiarity helps me earn their time and attention.”Wes had some advice for both sales and marketing professionals.For Marketers: Create tools your sales team can actually use. From videos to application images to PowerPoint decks, think about how content can help a salesperson open a conversation or strengthen credibility.Think beyond spec sheets. Help salespeople connect—not just inform.For Salespeople: Master your message. Content creation sharpens communication. Even if you never hit “publish,” the act of writing or recording helps you prepare for high-stakes conversations.Lean into your strengths. Wes isn’t trying to be polished—he’s trying to be real. And that makes all the difference.ResourcesConnect with Wes on LinkedInConnect with Wendy on LinkedInLearn more about Hayward Flow Control
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23:31
Leveraging First Party Data in a Cookieless Marketing Landscape
This week, we dive into how industrial marketers should be leveraging first-party data, Google Ads, and contextual targeting to drive smarter, more effective, privacy-conscious digital campaigns. In this episode, Wendy Covey speaks with Devin Webb, Performance and Innovation Manager at EETech about the evolving landscape of digital marketing, particularly focusing on the transition from third-party cookies to first-party data. They discuss the implications of this shift for marketers, the importance of utilizing Google Ads for targeted campaigns, and the necessity of measuring success through tools like Google Analytics. Devin shares insights on contextual targeting and emphasizes the need for marketers to adapt to changing consumer privacy expectations.TakeawaysThird-party cookies are being phased out due to privacy concerns.Marketers are shifting towards first-party data for targeting.Google Ads can be leveraged for precise audience segmentation.Contextual targeting is an effective strategy that doesn't rely on cookies.Working with publishers can enhance targeting capabilities.ResourcesConnect with Devon on LinkedInConnect with Wendy on LinkedInPurchase a Digital Pass to the Industrial Marketing SummitDownload the 2025 State of Marketing to Engineers Research Report
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22:21
Recapping the 2025 Industrial Marketing Summit
In this episode, Wendy Covey, Morgan Norris, and Kasey Tyring discuss their experiences at the recent Industrial Marketing Summit. They share insights on key themes such as the impact of AI on marketing, the importance of customer voice, and the shift towards video-first content. The conversation highlights the community aspect of the event, emphasizing networking opportunities and the value of personal branding. They also touch on how to access recording of the Industrial Marketing Summit sessions via the Digital Pass. Plus, the team talked about future plans for the summit and the release of new research on marketing to engineers.TakeawaysAI is transforming marketing strategies and should be embraced.Understanding customer voice is crucial for effective marketing.Video content is becoming a primary focus for marketers.Personal branding can elevate corporate messaging.Future events will continue to focus on community and collaboration.ResourcesConnect with Morgan on LinkedInConnect with Kasey on LinkedInConnect with Wendy on LinkedInPurchase a Digital Pass to the Industrial Marketing SummitDownload the 2025 State of Marketing to Engineers Research Report
About Content Marketing, Engineered Podcast | TREW Marketing
If you are a marketer in a technical company, this podcast is for you. On each episode, host, author, and TREW Marketing CEO Wendy Covey will breakdown an industry trend, challenge or best practice in marketing to engineers and like-minded technical buyers. You'll meet colleagues and industry friends who will stop by to tell you their stories along the way. Learn B2B content marketing strategies and tips to build trust and grow your business with technical content. Visit trewmarketing.com/podcast for show notes, resources and to subscribe so that you'll never miss an episode.
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