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TREW Marketing and GlobalSpec Unveil Key Insights for 2025

In a groundbreaking announcement, TREW Marketing and GlobalSpec, in partnership with Elektor International Media, revealed their annual report titled State of Marketing to Engineers for 2025. Now in its eighth iteration, this report is an invaluable resource for marketers looking to connect with a technical audience. The research emphasizes evolving trust levels in artificial intelligence (AI), content preferences among engineers, and highlights the significance of technical credibility in marketing strategies.

Shifting Trust in AI Among Engineers

This year's research uncovered a notable decline in trust for AI-generated content among engineers. An alarming 67% of respondents rated their trust in AI at 5 or below on a scale of 1 to 10. Furthermore, 70% indicated that they rarely or never rely on AI platforms when evaluating vendors. This skepticism reflects a broader trend where professionals prioritize trustworthy and verifiable sources over automated content creation.

Dominant Information Sources

Despite the rise of digital technologies, traditional sources of information continue to dominate engineers' research habits. Supplier websites and technical publications are still the most sought-after channels for obtaining product information, case studies, and third-party reviews. This underscores the importance for marketers to maintain a strong online presence and provide detailed, credible content that engineers can refer to in their decision-making processes.

The Role of Third-Party Validation

A staggering 86% of engineers reported the necessity of independent validation when researching products. This reinforces the critical role of third-party endorsements and the need for marketers to emphasize credibility in their communication strategies. By addressing this need, businesses can enhance their reputations and better align their marketing efforts with engineers' criteria for trustworthy information.

Engaging with the Findings

Wendy Covey, CEO and Co-Founder of TREW Marketing, along with CJ Haight, Content Marketing Manager at GlobalSpec, and Udo Bormann, Senior Marketing Manager at Elektor, will be hosting a free live webinar on March 20 at 10 AM EST to discuss the report's findings. The session aims to equip marketers with the insights needed to adapt their strategies to meet engineers' expectations and preferences.

Join the conversation and explore strategies that can enhance engagement with a technical audience. The webinar will delve into the implications of the research and provide actionable insights for businesses striving to connect with engineers more effectively.

The Path Ahead

As AI-generated content continues to proliferate, engineers are returning to their roots, seeking information from trusted sources instead. This trend highlights the urgency for marketers to pivot their strategies, focusing on authentic, technically sound content that addresses real concerns faced by engineers.

Marketers are encouraged to provide content across diverse channels and showcase industry expertise to be relevant in this competitive environment. As Wendy Covey aptly stated, “In an era where AI-generated content is everywhere, engineers are doubling down on trusted sources and expertise.” This call to action urges professionals to be relentless in their pursuit of credibility and quality in their marketing endeavors.

For those interested in a deeper understanding of these findings, the full report is available at TREW Marketing. Don't miss out on this opportunity to stay ahead in the rapidly changing landscape of engineering marketing.

Additional Information

• - Webinar Registration: Join the webinar here.
• - Organizations: To learn more about GlobalSpec and the solutions they offer to industrial marketers, visit their website at GlobalSpec. Discover TREW Marketing's commitment to strategy-first content marketing for technical companies at TREW Marketing. Explore Elektor's platform that connects engineers and the electronics industry at Elektor.