Comparing Content Preferences of Engineers in Europe and the US

05/15/25 • 38 min

Content Marketing, Engineered Podcast | TREW Marketing

Chances are, your ideal buyer isn't limited to just North America. That's why we expanded our State of Marketing to Engineers report to include data about the buying decisions of engineers and technical buyers across Europe. We dive into the differences and similarities between the two audiences.

In this episode, Wendy Covey chats with Udo Bormann, Senior Marketing Manager at Elektor Media, to discuss the findings from the 2025 State of Marketing to Engineers report. They explore regional differences in marketing strategies, the importance of digital content such as video, social media trends, and the evolving role of AI in marketing. Udo shares insights on engineers' content preferences, the significance of trade shows, and the challenges of localization in Europe. The conversation emphasizes the need for marketers to adapt their strategies based on regional behaviors and preferences to effectively reach their target audience.

Key Takeaways

Engineers in Europe and the US prioritize detailed and in-depth information
Digital platforms are crucial for the buying process
GitHub is a leading platform for engineers in Europe
Video content is increasingly important for engagement
Trust in AI tools is lower in Europe compared to the US
Trade shows remain significant for networking and showcasing products in Europe
Localization is key in European marketing strategies

Resources

Key Takeaways

Engineers in Europe and the US prioritize detailed and in-depth information
Digital platforms are crucial for the buying process
GitHub is a leading platform for engineers in Europe
Video content is increasingly important for engagement
Trust in AI tools is lower in Europe compared to the US
Trade shows remain significant for networking and showcasing products in Europe
Localization is key in European marketing strategies

Resources

Previous Episode

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 Takeaways

Year-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.

Resources

Next Episode

Lessons from the Automate 2025 Show Floor

In this episode, Kasey Tyring and the host discuss their experiences at the Automate Show, highlighting innovative demos, engaging booth strategies, and effective marketing practices. They explore the historical context of the show, share insights on attendee engagement, and emphasize the importance of follow-up strategies post-event. The conversation also touches on networking opportunities and the excitement surrounding future events in the industry.

Key Takeaways

Engaging demos are crucial for attracting attention at trade shows.
Interactive booths create memorable experiences for attendees.
Staffing strategies significantly impact booth engagement and success.
Post-show follow-up is essential for nurturing leads and maintaining momentum.
Networking is a valuable aspect of attending trade shows.
Fun and creative booth themes can enhance brand visibility.
Content marketing should leverage insights gained from conversations at the show.

Resources