Recent research entitled “The State of Marketing to Engineers” confirms what many B2B marketers have long believed, i.e., reaching technical audiences requires a different approach. Engineers are highly informed, research-driven, and, now, increasingly digital in their buying journeys. But they are cautious about hype, selective about channels, and deeply reliant on credible technical content. For agencies and brands trying to influence purchase decisions, the report’s message is clear: authority, relevance, and trust matter more than ever.
Fresh findings from the 2026 State of Marketing to Engineers report confirm that engineers do not respond to marketing initiatives in the same way as other audiences. That’s because engineers are highly analytical, independent-minded, and particularly discerning about the sources they choose to trust.
The survey, conducted by GlobalSpec, and TREW Marketing in collaboration with Elektor, gathered and assessed responses from more than 1,100 engineers and technical professionals around the world. Among the many highlights in the report, it shows that technical buyers are now spending more of their journey online, consuming a broad mix of independent editorial content, vendor information, video, newsletters, and peer-led platforms before they make decisions for their business.
One of the most interesting items on everyone’s agenda is the rise of generative AI. According to the report, 69% of technical buyers now use generative AI during some portion of the purchasing process. Interestingly, although the adoption of AI is becoming more widespread, it is not an indication of full trust in it. Rather, engineers are experimenting with AI to frame problems, familiarise themselves with new terminology, and shortlist their options, but they remain cautious about relying on it for final answers.
In fact, the survey shows that only a small minority believe AI summaries – in isolation – are enough to sway a major decision. The truth, the report suggests, is that AI is becoming a first step in research to finetune the available choices rather than be the final word. What this means for B2B marketers is that they more than ever still need to generate robust, discoverable, and technically accurate content that is compelling enough to warrant deeper investigation by a prospective decision maker.
The report also reinforces the continued importance of trusted channels. Online technical publications remain one of the most used research resources, closely followed by vendor websites. That combination matters because it shows engineers want both independent validation and direct access to product specifics. Newsletters also remain especially effective in this type of marketing, with the vast majority of technical buyers subscribing to work-related titles and actively engaging with the content. Rather than being passive readers, many click through to full articles, download datasheets, and visit supplier websites.
Video is another growing force, particularly short how-to clips, technical explainers, and product demonstrations. YouTube continues to dominate social media, while LinkedIn, Reddit, GitHub and Stack Overflow are each playing important roles depending on that audience’s age, discipline, and region.
Brand visibility is still a powerful influence, too. When buyers are presented with similar technical solutions, the majority are more likely to select the better-known brand, and more than half say familiarity had influenced a recent purchase. For engineering audiences, brand is not simply about awareness; it signals reliability, expertise, and a lower perceived risk.
The report also revealed that engineers still prefer low-pressure communication, with email favoured over phone outreach. That preference reflects a typical engineer’s desire to stay in control of the process, review information carefully, and engage when the timing suits them, not the other way around.
For Napier, these insights closely mirror how we build campaigns for B2B technology clients. We know that effective marketing to technical audiences depends on credible messaging; strong technical content; the intelligent use of earned and owned channels; and campaigns that support long buying cycles rather than disrupt them. That is why we focus on helping clients create authoritative content; strengthen their visibility across media they and their peers trust; build brands that reflect their expertise; and use channels such as email, video, and social platforms in ways that chime with real buyer behaviour.
As AI reshapes some aspects of marketing, the 2026 State of Marketing to Engineers Report is a timely reminder that the fundamentals still matter as much or more than they ever have. Engineers may be exploring new tools, but they continue to reward clarity, credibility, and value just as they always have, and that is exactly what Napier strives to deliver.
The full report can be downloaded here.
