2022年工程师营销报告(英）.pdf

2022 State of Marketing to Engineers Reaching Technical Buyers in an Ever-Changing Environment TREWM GlobalS/advertising GLOBALSPEC AND TREW MARKETING 2022 STATE OF MARKETING TO ENGINEERS Contents Introduction 3 About the Survey Respondents 4 Key Takeaways for Industrial Marketers 7 Survey Findings 8 Section 1: Where Engineers Find Information 8 Section 2: Videos, Podcasts, and Content Preferences of Engineers 13 Section 3: Engineers Engagement With Vendors 21 About GlobalSpec 26 About TREW Marketing 26 GlobalS/advertising | sales@GlobalS PAGE 2 TREWM | info@ GLOBALSPEC AND TREW MARKETING 2022 STATE OF MA RKETING TO ENGINEERS Introduction Welcome to the 2022 State of Marketing to Engineers Report. This marks the fifth consecutive year GlobalSpec and TREW Marketing have partnered to better understand how engineers and technical buyers find the information they need to make critical work-related decisions. Each year, we’ve empathized with the industrial marketer’s need to justify their marketing spend. They’ve long needed to make informed decisions on resources – including people, time, and budget – to deliver maximum ROI. This year, our survey contains a mix of popular topics asked consistently to monitor trends, along with fresh questions that take a deeper dive into particular channels and buying behaviors. This year’s research examines valued sales behavior, LinkedIn interaction, and a few new webinar and podcast questions. The State of Marketing to Engineers Report is designed to help you better understand the information needs of your target audience, giving you critical insights to guide your marketing plans in 2022 and beyond. GlobalS/