【GlobalSpec】2024年面向工程师的营销报告_26页_2mb

报告摘要

2024 State of Marketing to Engineers Report Summary

Report Overview: This report, published by GlobalSpec and TREW Marketing, analyzes buying behaviors and communication preferences of engineers and technical buyers worldwide. It is based on a survey of over 900 qualified respondents from various industries, age groups, and regions. The study explores trends in AI usage, information sources, social media, events, newsletters, content preferences, podcasts, and sales interactions.
Key Respondent Demographics:
- Primary industries: Electronics, Process Technology, Automotive, Utilities, Energy, Aerospace/Defense, Chemicals, Medical Devices, Food/Beverage, and others.
- Job functions: Mostly engineers and R&D (80%), with product management and manufacturing staff.
- Age: Predominantly young to middle-aged, with 35% under 35 and increasing older respondents.
- Region: Americas (49%), Asia (17%), Europe (14%), Africa (10%), Oceania (10%).
- Company size: Mix of small (1-250 employees: 29%) to large enterprises (over 1000: 20%).
Key AI Findings:
- 63% of technical buyers regularly use AI-based tools for work, such as content creation, data analysis, and optimization.
- Average trust score for AI tools is 6.5 (on a 1-10 scale), with mixed feelings: some are optimistic or curious, others are reluctant or need verification for accuracy.
- Common applications include improving solutions, searching for info, and creating content; AI is seen as beneficial but requires validation, especially in fields like engineering due to ethical responsibilities.
Information Sources:
- Most common sources: Supplier/vendor websites (41%), technical publications (37%), and sales/application engineers (29%).
- AI models (like ChatGPT) are emerging as a resource, alongside traditional channels.
- Value attributed to unbiased information from publications; 98% subscribe to newsletters, with 81% specifically using LinkedIn newsletters.
Social Media:
- For work: YouTube (most helpful), LinkedIn, and GitHub are top platforms.
- Personal use: YouTube (51%) and LinkedIn (38%) remain popular.
- Platform usage varies by age: Younger respondents use more YouTube and LinkedIn, while older groups favor Facebook and GitHub.
- Annoyances include ads, long introductions, and lack of technical depth in videos.
Events:
- 89% plan to attend in-person industry events in 2024, with a significant portion attending multiple events.
- Events are key for networking and skill development; potential to maximize ROI through pre-event marketing.
Newsletters:
- High subscription rates: 98% subscribe to at least one newsletter, and 66% subscribe to three or more; 81% use LinkedIn newsletters.
- Age skew: Younger buyers (26-45) are more active in email newsletter subscriptions.
- Increases in subscriptions show ongoing interest in reliable, up-to-date information.
Content Preferences:
- High value on technical details, like datasheets (56% for hardware) and CAD drawings.
- For software, reviews, testimonials, and demos are useful; hardware focuses more on technical specifics.
- Audiences are hands-on and varied in learning styles (visual, read/write, auditory, kinesthetic).
- Willing to share info for valuable content, such as tutorials or trials.
Podcasts and Videos:
- 90% listen to work-related podcasts, with time spent increasing from 2023 (73% in 2023).
- Ideal video length: Shorter videos (10 minutes or less) preferred by most; on average, 78% spend over an hour weekly on work videos.
- Online engagement is a key part of the buying process, with 77% spending at least half before contacting sales.
Overall Insights:
- The digital landscape heavily influences buying decisions, with 66% of the buying process occurring online.
- Content must be technical, credible, and tailored to audience needs; AI and new digital tools are integral.
- Companies should leverage these trends for targeted marketing, ensuring accuracy and relevance in AI-driven and other content.