GlobalSpec：2024年面向工程师的营销报告

2024

STATEOFMARKETING

TOENGINEERS

THEQUESTFORTECHNICALSOLUTIONSANDTHEINFLUENCEOFAI

TRCWAARKETING

Globalspec

CONTENTS

ºIntroduction

ºAbouttheSurveyRespondents

ºKeyTakeawaysforIndustrialMarketers

ºSurveyFindings

⊲Artificial

Intelligence

⊲InformationSources

⊲SocialMedia

⊲Events

⊲Newsletters

⊲ContentPreferences

⊲Podcasts&Video

⊲InteractingwithSales

ºAboutGlobalSpecandTREWMarketing

2024StateofMarketingtoEngineers

.

2

INTRODUCTION

Welcometothe2024StateofMarketingtoEngineersReport.Thismarkstheseventh

consecutiveyearGlobalSpecandTREWMarketinghavepartneredtobetterunderstandthebuying

behaviorsandcommunicationpreferencesofengineersandtechnicalbuyers.

Oursurveycontainsamixofpopulartopicswe’ve

askedaboutconsistentlytomonitortrends,along

withfreshquestionsthattakeadeeperdiveinto

buyingbehaviors.Thisyear’sresearchtouchesonattitudestowardartificialintelligence(AI),content

preferences(andhowtheyvary)betweenhardware

andsoftwarepurchases,andpopularsocialmediachannelsforworkneedsversuspersonaluse.

TheStateof

MarketingtoEngineersReportisdesignedto:

Helpyoubetterunderstandtheinformationneedsoftechnicalbuyers

Providecriticalinsightstoguideyourmarketingplans

Educateandforgealignmentwithyourleadershipandsalesorganizations

2024StateofMarketingtoEngineers

3

4

Participantsby

JOBFUNCTION

Chemicals/Materials8%

MedicalDevices/Equipment8%

FoodandBeverage8%

CommunicationsandNetworking8%

LifeSciences5%

Academic/University4%

ABOUTTHE

SURVEYRESPONDENTS

Over900qualifiedengineersandtechnical

professionalsacrossthegloberespondedto

ourmostrecentsurvey.

Participantsby

PRIMARYINDUSTRY

Participantswerenotrequiredtoanswereach

andeveryquestion,sosamplesizesvary

slightlyquestion-to-questionandarenoted

(n=920)

Electronics/ElectronicComponents/Semiconductor

ProcessTechnology

Automotive

Utilities/UtilitiesInfrastructure

EnergyandNaturalResources

Aerospace/Defense

11%10%10%9%9%

9%

throughoutforclarity.Insomecases,wemake

comparisonstodatafrompreviousyear(s)when

thequestionwasasked.

(n=981)

Engineering/R&D80%

ManufacturingStaff10%

ProductManagement10%

2024StateofMarketingtoEngineers

.

49%17%14%10%

10%

35andunder35%36–4533%46–5510%

56–6514%

66+8%

Americas(North,Central,South)

Asia

Europe

Africa

Oceania

2024StateofMarketingtoEngineers

ABOUTTHE

SURVEYRESPONDENTS,CONTINUED

Participantsby

AGE

Participantsby

REGION

(n=973)

(n=977)

Participantsby

COMPANYSIZE

(#ofEMPLOYEES)

29%

21%

15%

15%

20%

1–250

251–500

501–750

751–1,000

over1,000

(n=976)

5

KEYTAKEAWAYSFORINDUSTRIALMARKETERS

Onaverage,

technicalbuyersspend66%

ofthebuying

processonline.

63%oftechnicalbuyersuse

AItoolsforwork

Technicalbuyerscontinuetofind

tobethemostvaluablesocialmedia

platformsforwork

41%oftechnicalbuyersturnto

vendorwebsitesforinformation

onaregularbasis,followedby

37%foronlinetechnical

publications

51%oftechnicalbuyersuse

YouTubeintheirpersonallives.

90%oftechnicalbuyerslistentowork-related

podcasts,73%in2023

2024StateofMarketingtoEngineers

89%oftechnicalbuyersplantoattendat

leastonein-personindustryeventin2024

98%oftechnicalbuyers

subscribetonewsletters,and

81%subscribetoLinkedIn

newsletters

6

SURVEY

FINDINGS

⊲ArtificialIntelligence

⊲InformationSources

⊲SocialMedia

⊲Events

⊲Newsletters

⊲ContentPreferences

⊲PodcastsandVideo

⊲InteractingwithSales

2024StateofMarketingtoEngineers

.

7

INFORMATIONSOURCES

SOCIALMEDIA

CONTENTPREFERENCES

PODCASTS&VIDEO

ARTIFICIALINTELLIGENCE

EVENTS

NEWSLETTERS

INTERACTINGWITHSALES

ARTIFICIALINTELLIGENCE

Sixty-threepercentoftechnicalbuyersregularlyuseAI-basedtoolsforwork.TechnicalbuyersuseAI-based

toolsforavarietyofpurposesincludingcontentcreationanddistribution,salesenablement,programming,and

dataanalysis,amongothers.

AreyouregularlyusingAI-basedtoolsforwork?

(n=926)

Yes63%No31%Unsure6%

HowareyouusingAI-basedtoolsforwork?

Selectallthatapply.

(n=916)

Searchingfor

technicalinformation

Improving/

testingsolutions

26%

24%

CreatingContent

19%

Analysingpurchase

options

20%

2024StateofMarketingtoEngineers

“Technicalbuyersexperimentingwith

LLMstoresearchatopicareincreasinglyfrustratedbytheneedtovalidateor

refutetheinformationpresented.Asmoresearchtoolsmovetoagenerativesearchexperience(lookingatyou,Google),itwillbekeytoprovidelinkstocrediblesourceswhichsupportedtheprovidedanswer.”

--WendyCovey

CEOandCo-Founder,TREWMarketing

8

ARTIFICIALINTELLIGENCE

Overall,thejury’sstilloutonAI-basedtools.Mosttechnicalbuyersdon’tconsiderthemselvesparticularlytrustingordistrustingofthem,butthey’resomewhereinthemiddle.Whilethirty-fivepercentofrespondentsarecuriousaboutAI-basedtools,they’refeelingsaremixed.

Onascalefrom1to10,where10iscompletetrust,

and1isacompletelackoftrust,towhatextentdo

youtrustanswersfromAI-basedtools?

6.5

Average

(n=883)

12345678910

7

Median

Whichadjective(s)bestdescribehowyoufeel

aboutthefutureofAI-basedtools?

(n=890)

Curious35% Optimistic33%

Impartial24%

“Allin”/Committed23%

Reluctant9%

6%Nervous

3%Other

Perspectivessharedbyrespondents...

“Inchemicalengineering,AItoolsexpeditesimulationsandassistindesigningnovelprocesses.Theyoptimizereactionpathwaysandimproveproductdevelopment.”

-“Allin”/Committed,Curious

“AI-basedtoolsarelikelytoplayakeyroleinhealthcare,contributingtodiagnostics,drugdiscovery,personalizedmedicine,andoverallhealthcaremanagement.The

potentialforAItoimprovepatientoutcomesandstreamlinehealthcareprocessesisenormous.”–Optimistic

“Idon’ttrusttheoutputoftheAIverymuch.It’sonlyasgoodasitsprogrammerandadaptivelearningalgorithm.Somearebetterthanothers.”–Reluctant

“Asalicensed[ProfessionalEngineer(PE)]Ihaveanethicalresponsibilitytomy

clients.AnyinformationpresentedbyAI-basedtoolsshouldbeverifiedandcheckedforaccuracy.TheadditionaltimeinvolvedinverifyingtheaccuracyofAI-generatedinformationgreatlyreducesthebenefit(timesaving)ofusingAI-basedtoolsfor

technicalmaterial.AI-basedtoolsmakemuchmoresensewhenliabilityislessofanissueorwheregeneralitiescanbeapplied.”–Curious,Impartial,Reluctant

2024StateofMarketingtoEngineers

9

INFORMATIONSOURCES

SOCIALMEDIA

CONTENTPREFERENCES

PODCASTS&VIDEO

ARTIFICIALINTELLIGENCE

EVENTS

NEWSLETTERS

INTERACTINGWITHSALES

INFORMATIONSOURCES

Whilemoreresearchhappensatthebeginningstagesofdesignanddevelopment,itcontinuesthroughouttheprocess.Nearlytwentypercentoftechnicalbuyerssaytheydothemostresearchonproductsandservicesinthetestanddebugstage.

Atwhatstageofdesignanddevelopmentdoyoufindyourselfdoing

themostresearchonproductsandservices?(n=925)

Conceptualdesign

Detaileddesign

27%

23%

Startinganew

designproject

31%

Testanddebug

18%

1%Other

2024StateofMarketingtoEngineers

10

Wheredoyou routinelyseekinformationwhen researchingaproductorserviceforawork-related purchase?Pleaseselectallthatapply.

(n=925)

INFORMATIONSOURCES

Consistentwithyearspast,mosttechnicalbuyers

turntosupplier/vendorwebsiteswhenlooking

forinformationaboutproductsandservices.Tradepublications,bothonlineandprint,arealsopopularinformationresources.Newthisyear,respondentsweregiventheoptiontoselect“Sales/ApplicationEngineers”and“LargeLanguageModel(ChatGPT,Bard,etc.).”Twenty-ninepercentselectedSales/ApplicationsEngineersasaresourceintheirmostrecentpurchasingprocess.

“Tradepublicationsareavaluableresource

becausetheyoffereducationalcontentand

productinformationfrommanycompaniesinoneplace.Theycancutthroughtheclutter

andmarketingnoisetooffermoreunbiased

informationthancompanywebsites,andour

editorsandtechnicalreviewboardareindustryexpertswhounderstandthetechnologyandthebestwaytopresentittoengineers.”

--PatrickHindle

Editor,MicrowaveJournal

Supplier/vendorwebsites

Technicalpublications(online)

Technicalpublications(print)

Sales/applicationengineers

Industrydirectorywebsites

YouTube

Vendoremails/newsletters

Publicationemails/newsletters

Industry/associationgroups

Webinars

Conference/tradeshows

Vendorseminars

LinkedIn

LargeLanguageModel(ChatGPT,Bard,etc.)

Podcasts

Other(pleasespecify)

41%

37%

29%

29%

24%

24%

23%22%22%

22%

20%

19%

16%

13%

13%

1%

2024StateofMarketingtoEngineers

11

INFORMATIONSOURCES

SOCIALMEDIA

CONTENTPREFERENCES

PODCASTS&VIDEO

ARTIFICIAL

INTELLIGENCE

EVENTS

NEWSLETTERS

INTERACTINGWITHSALES

6%4%13%

16%16%15%14%14%14%14%14%

13%

21%

20%

22%

21%

22%

24%

24%

19%

19%

18%15%

17%

17%

16%

15%

19%21%21%21%21%

19%

22%

14%

18%

17%

22%

20%

12%

19%

21%

SOCIALMEDIA

Similartoyearspast,YouTube,LinkedIn,andGitHubaremosthelpfulfortechnicalbuyerslookingforwork-relatedinformation.“Threads,”“WeChat,”and“Discord”werenewadditionstoourresearchin2024.

Howvaluableareeachofthefollowingsocialmediaplatformswhen

seekinginformationforwork?

(n=866)

YouTube

LinkedIn

GitHub

Facebook

StackOverflow

X(formerlyTwitter)

Quora

Reddit

TikTok

Threads

WeChat

Instagram

Discord

23%33%24%14%212

18%26%27%18%3%17%

17%21%22%16%4%218%

3%222%

5%3%18%

4%3%17%

4%3%17%

6%4%23%

14%4%3%25%

4%225%

6%3%18%

5%3%23%

EXTREMELY

valuable

VERY

valuable

SOMEWHAT

valuable

NOTVERY

valuable

NOTATALL

valuable

N/A

mycompany

doesnot

allowthis

platform

N/A

Idon’tusethis

platform

2024StateofMarketingtoEngineers

12

26-35(n=295)

36-45(n=293)

YouTube............................56%

LinkedIn............................50%

Threads.............................49%

YouTube............................54%

Facebook.........................48%

LinkedIn............................47%

55-65(n=109)

66andolder(n=67)

YouTube............................55%

LinkedIn............................27%

GitHub................................15%

YouTube............................54%

GitHub................................19%

LinkedIn............................13%

SOCIALMEDIA

Whenisolatingthetoptwosocialmediaplatformsthatwerecitedas“extremely”and

“veryvaluable”byage,YouTubeandLinkedInholdmostofthetopspots.WithFacebook

andGitHubholdingmorevaluebythe36-45andthe66andolderagegroups.

MostValuableSocialMediaPlatformsForWork(T2B*)

25andunder(n=16)

YouTube............................69%

LinkedIn............................63%

Reddit,X,Github,

Discord..............................50%

46-55(n=84)

YouTube............................61%

LinkedIn............................38%

GitHub,Facebook....24%

*Top2Box(T2B)=“Extremely”and“Very”valuable

2024StateofMarketingtoEngineers

13

SOCIALMEDIA

Intheirpersonaltime,fifty-onepercentoftechnicalbuyersarestillonYouTubeandthirty-eightpercentarestillusingLinkedIn.

Whichofthefollowingsocialmediaplatformsdoyouuseinyourpersonallife?(n=863)

YouTube

51%

Facebook

42%

LinkedIn

38%

Instagram

28%

(formerlyTwitter)

X

24%

TikTok

Reddit

23%

19%

WeChat

GitHub

19%

17%

17%Quora

14%Threads

StackOverflow

13%Discord

12%

2024StateofMarketingtoEngineers

Mostusedsocialmediaplatform(personal)byage

25andunder(n=16)

Instagram,LinkedIn....50%X(formerlyTwitter).....38%

Reddit,Quora..............31%

36-45(n=293)

Youtube.......................45%

Facebook....................37%

LinkedIn......................33%

56-65(n=107)

Youtube.......................75%

Facebook....................65%

LinkedIn......................62%

26-35(n=296)

Youtube.......................36%

F35%

TikTok.........................31%

acebook....................

46-55(n=84)

Youtube.......................64%

F57%

LinkedIn......................49%

acebook....................

66andolder(n=65)

Youtube.......................86%

F54%

LinkedIn......................42%

acebook....................

14

EVENTS

INFORMATIONSOURCES

SOCIALMEDIA

CONTENTPREFERENCES

PODCASTS&VIDEO

ARTIFICIAL

INTELLIGENCE

NEWSLETTERS

INTERACTINGWITHSALES

EVENTS

Eighty-ninepercentoftechnicalbuyersplantoattendatleastonein-personindustryeventin2024.Twenty-threepercentsaythey’llbeattendingmorethanthree.

Morethan3

23%

3events

21%

Howmanyin-person

industryevents

(i.e.,tradeshows,

conferences)doyou

plantoattendin

2024?(n=867)

2events

26%

Idonotattend

in-person

industryevents

11%

1event

19%

2024StateofMarketingtoEngineers

Whenaskedwhatspecificshowstechnicalbuyersplantoattend(unaided),therewasabalancebetweenskilldevelopmentandindustry-focusedconferencesandevents.AI-specificeventswerecitedacrossmultipleindustries.Themostcited

eventwastheConsumerElectronicsShow(CES),followedbytheAISummit,OffshoreTechnologyConference(OTC),andRockwellAutomationFair.

“Withnearly90%ofrespondentsplanningtoattendliveeventsthisyear,thequestionisnot‘shouldeventsbepartofmymarketingstrategy’but‘howcanImaximizethereturnfrommyeventinvestment’byrepackagingandamplifyingthecontent,personalityandsubjectmatterexpertisedisplayedinthebooth

throughpre-andpost-eventbrandandcontentmarketing.”

--DavidNecessary,EVPProductDevelopment,GarderBusinessMedia

15

INFORMATIONSOURCES

SOCIALMEDIA

CONTENTPREFERENCES

PODCASTS&VIDEO

ARTIFICIAL

INTELLIGENCE

EVENTS

NEWSLETTERS

INTERACTINGWITHSALES

19%

3-5LinkedInNewsletters

28%

34%

17%

0LinkedInNewsletters

1-2LinkedInNewsletters

NEWSLETTERS

Ninety-eightpercentoftechnicalbuyerssubscribe

toatleastonenewsletter,whilesixty-sixpercent

subscribetoatleastthreenewsletters.

Eighty-onepercentoftechnicalbuyerssaythey

specificallysubscribetoLinkedInnewsletters.Ofthe

subscribers,seventy-ninepercentarebetweenthe

agesof26and45.

Approximatelyhowmanywork-relatedemailnewslettersdoyousubscribeto?

43%

40%

39%

39%

35%

34%

32%

30%

27%

19%

16%

14%

12%

11%

8%

2%

0

1-2

6+

3-5

2021

(n=1130)

2022

(n=747)

2023

(n=613)

2024

(n=868)

ApproximatelyhowmanyLinkedInnewsletters

doyousubscribeto?(n=868)

6+LinkedIn

Newsletters

I’veneverheard

2%

ofaLinkedIn

Newsletter

“Engineersareconstantlylookingforreliablesourcesofdataandinformation,andtheirinterestinnewslettersisnoexception.Thestronguptickinsubscriptionsdemonstratesanunwaveringcuriosityanddesiretolearnaboutnewtechnologiesand

productapplications.”

--TinaStreett,NewslettersProductManager,GlobalSpec

2024StateofMarketingtoEngineers

16

INFORMATIONSOURCES

SOCIALMEDIA

CONTENTPREFERENCES

PODCASTS&VIDEO

ARTIFICIAL

INTELLIGENCE

EVENTS

NEWSLETTERS

INTERACTINGWITHSALES

Other

5%

Hardware

48%

CONTENTPREFERENCES

Whiledatasheetspresentingthefactsaboutaproductorserviceareimportantacrosstheboard,thoseseekingsoftware

andturnkeysolutionsfoundreviews,testimonials,anddemosusefulintheirdecision-makingtoo.Forhardwarepurchases,CADdrawingswereamongthemostvaluedformsofcontent.

Inthinkingofthatpurchase,whatform(s)ofcontentdoyou

findmostvaluablewhenresearchingtomakeasignificant

purchaseforwork?Pleaseselectallthatapply.(n=927)

Datasheet

29%

Technicalpublicationarticle

Productreview/testimonial

Productdemovideo

CADDrawing

Instructional/how-tovideo

26%

24%

24%

22%

Whitepaper

Casestudy

PrintCatalog

Webinar

1:1interview(audioorvideo)

Ebook

In-depthblogpost9%

3%Other

19%

18%

17%

15%

13%

13%

40%

Whatwasyourmostrecentmajorpurchase?

(n=925)

SoftwareTurnkey

27%19%

2024StateofMarketingtoEngineers

17

Software(n=252)

Productreview/

testimonial.........................24%

Productdemovideo....23%

Datasheet............................49%

“Manydifferenttypesofcontentarevaluedbytechnicalbuyers.Beoriginal,technical,

andchooseacontentformfactorthatbestshowcasesthematerialonchannelswhereyourprospectsgotoseekinformation.”

--LeeChapman

President,TREWMarketing

CONTENTPREFERENCES

Consistentwithyearspast,technicalbuyersfindcontentwithspecifictechnicaldetail(e.g.,datasheets)tobethemostvaluableintheirdecision-makingprocesses.Theyalsofindvalueintechnicalpublicationarticlesanddemonstrative

content(e.g.,testimonials,demovideos,how-tovideos).

MostValuableFormsofContent(Top3)

Hardware(n=448)

Datasheets.........................56%

TechnicalPublication

Article.......................................50%

CADDrawing...................49%

Turnkey(n=176)

Datasheets.........................18%

Productreview/

testimonial..........................17%

Technicalpublication

article........................................16%

2024StateofMarketingtoEngineers

18

37%

CONTENTPREFERENCES

Gatedcontent(contentthatrequiresthecompletionofaform)isapopularandeffectivewaytogeneratewebleads.Ninety-sevenpercentoftechnicalbuyersarewillingtoprovidetheirinformationfortechnicalcontenttheyfind

valuable(e.g.,tutorials,trials).

Whenofferedtechnical

content,butaskedfirstto

completeashortform(e.g.,name,emailaddress)to

downloadthematerials,

whichtypesofcontentaremostlikelytoenticeyoutoprovideyourinformation?Pleaseselectallthatapply.

2024

(n=846)

2022

(n=881)

Ebook/Guide

Videotutorial

Freetrial

CADdrawing

In-depthcasestudy

Whitepaper

Webinar

Productconfigurator

Newsarticle

ROIcalculator

Infographic

Other

Iamneverwillingtofilloutawebforminexchangeforcontent

36%

35%

26%

32%

32%

35%

29%

31%

30%

29%

30%

27%

28%

24%

18%

9%

6%

1%

5%

3%

17%

2024StateofMarketingtoEngineers

19

INFORMATIONSOURCES

SOCIALMEDIA

CONTENTPREFERENCES

PODCASTS&VIDEO

ARTIFICIAL

INTELLIGENCE

EVENTS

NEWSLETTERS

INTERACTINGWITHSALES

Kinesthetic:

Learnbydoing

(e.g.,movement,

hands-onactivity,etc.)

26%

PODCASTS&VIDEO

Whiletechnicalbuyershaveareputationforbeinghands-onprofessionals,theyrepresentavarietyoflearningstyles.Thirty-threepercent

considerthemselvesvisuallearners,twenty-ninepercentconsiderthemselvesread/writelearners,andtwenty-sixpercentconsiderthemselveskinestheticlearners.

Whatlearningstyledoyouidentifywiththemost?

(n=865)

Visual:

Read/Write:

Learnbyreading

andwriting

(e.g.,books/text,

note-taking,etc.)

29%

Learnbyseeing

(e.g.,graphs,outlines,

presentationslides,

12%

etc.)

33%

Auditory:

Learnbyhearing

(e.g.,discussions,verbal

instructions,etc.)

2024StateofMarketingtoEngineers

20

Between1and5hours

20%

Lessthan1hour

▼25pp*

Between1and5hours

62%

▲38pp*

Morethan5hours

8%

▲4pp*

10%

Idonotlistentowork-relatedpodcasts

PODCASTS&VIDEO

Approximatelyhowmuchtimeperweekdoyou

spendlisteningtowork-relatedpodcasts?

Lessthan1hour

Nintey-percentoftechnicalbuyerslistentowork-relatedpodcasts,comparedtoseventy-threepercentin2023.Twentypercentspendlessthananhourperweeklisteningtopodcasts,whileseventy

percentlistenforanhourormore.

Approximatelyhowmuchtimeperweekdo

youspendlisteningtoworkrelatedpodcasts?

(n=885)*percentagepoint(pp)changefrom‘23

pp

▼17*

25&under.........13%

35&under.........10%

3–=.................13%

4–=2.................33%

5=40%

66&older...........44%

(n=71)

(n=111)

(n=16)

.................

Morethan5hours

25&under.........13%

35&under.........11%

3–=......................8%

4–=2.................12%

5=3%

66&older................

(n=71)

1%

(n=111)

(n=16)

......................

25&under.........63%

31nder.........76%

3–=.................76%

4–=2 36%

5= 27%

6lder...........30%

(n=71)

Donotlistento

work-relatedpodcasts

25&under.........13%

3%3%

4–=2 19%

5= 31%

6lder...........25%

(n=71)

(n=16)

35&under..............

(n=304)

36–45......................

“Aspodcastlistenershipcontinuestorise,technicalaudiencesdemandgreaterfrequencyofepisodesratherthanlongerdurations.Werecommendweeklyoreventwice-weeklyepisodesat30minutesinduration,whichisthesweetspotthatcorrespondswiththeaverageAmericancommute”

--EricSinger,ExecutiveProducer,CoupeStudiosMusic+SoundDesign

2024StateofMarketingtoEngineers

21

PODCASTS&VIDEO

Similarto2021,whenwelastaskedthisquestion,ninety-sevenpercentoftechnicalbuyerswatchwork-relatedvideos,buttheamountoftimethey’respendinghasincreased.Seventy-eightpercentspendanhourormoreoftheirweekwatchingwork-relatedvideos,whileeighteenpercentspendlessthananhour.

Approximatelyhowmuchtimeperweekdoyouspend

watchingwork-relatedvideos?

70%

48%

43%

5%4%

0%

67%

18%

11%

3%

2023

(n=1130)

2024

(n=853)

Between1-5hours

Lessthan1hour

Morethan5hours

Idonotwatch

work-relatedvideos

“B2Baudiencesengagewithvideotolearnaboutproductsandservices--butalsotolearnaboutthepeoplewhousethem–andthepeoplebehindthem.Prospectswantahumanconnection–andvideooffersthat.Videos,especiallyshortform,aremore

prevalenteverywherethesedays,whichhelpsexplainwhytimeengaginghasincreased;however,longvideoscertainlyhavetheirplace.Italldependsonyourgoalsforeachvideo.”--LisaMurtonBeets,ResearchDirector,ContentMarketingInstitute

2024StateofMarketingtoEngineers

22

23

Lessthan2minutes

2-5minutes

6-10minutes

11-15minutes

16-30minutes

Morethan30minutes

Nopreference

5%

25%2-5minutes

26%

15%11-15minutes

14%

13%Morethan

30minutes

4%

25andunder

(n=16)

26–3

(n=299)

36–4

(n=294)

46–55

(n=78)

56–65

(n=99)

66+

(n=63)

PODCASTS&VIDEO

Fifty-sixpercentoftechnicalbuyersprefervideosthatare10minutesorless,andanotherfourty-twopercentpreferlonger.

Whatistheideallengthforavideo?(n=853)

Lessthan

2minutes

6-10minutes

16-30minutes

Nopreference

IdealVideoLengthbyAge

13%

25%

25%

13%

0%

13%

13%

54%

24%

24%

17%

13%

15%

2%

54%

20%

25%

14%

17%

18%

2%

6%

32%

21%

13%

14%

5%

9%

5%

31%

32%

14%

9%

1%

7%

6%

29%

32%

8%

16%

2%

8%

2024StateofMarketingtoEnginee