2026 State of Marketing to Engineers: Where Technical Buyers Turn for Answers and Who They Trust

TREW Marketing and GlobalSpec, in collaboration with Elektor, have released the 2026 State of Marketing to Engineers report, offering a fresh look at how engineers and technical buyers research solutions and select vendors. Now in its ninth edition, the study provides valuable insights into how evolving technologies — including AI — are shaping the technical buying journey.

The research confirms a clear trend: engineers prefer to conduct independent research and rely on credible, technically rich sources before engaging with vendors. Brands that consistently appear in trusted industry channels and demonstrate strong engineering expertise are significantly more likely to capture attention early in the decision-making process.

You can access the full research report here.

Key Highlights from the 2026 Research:

The report provides practical insights into how engineers evaluate vendors today, helping marketers better align their strategies with real-world buying behavior. It is complemented by a free webinar exploring the findings in more detail.

The 2026 Webinar:

Hosted by Wendy Covey (CEO & Co-Founder, TREW Marketing), CJ Haight (Senior Marketing Manager, GlobalSpec), and Udo Bormann (Senior Marketing Manager, Elektor), the webinar explores additional insights from the report and discusses:

• Where engineers go first when researching products and vendors
• How technical publications influence credibility
• The role of engineering expertise in building trust
• How brand familiarity affects vendor selection
• How marketers can reach buyers earlier in the research process

The webinar includes expert insights and practical takeaways for industrial marketers looking to improve their reach and effectiveness.

Direct registration for the webinar is available at this link.

Together, TREW Marketing, GlobalSpec, and Elektor provide a comprehensive perspective on how engineers evaluate vendors in today’s AI-influenced landscape — helping companies better connect with technical audiences.

To learn more about TREW Marketing, visit trewmarketing.com. Learn more about GlobalSpec at globalspec.com. Learn more about Elektor at elektormagazine.com.