What Engineers Want from Marketing in 2025 — And What That Means for Industrial Marketers.
At Rivergate, we’re always paying close attention to how engineers and technical buyers research and make decisions. That’s why we were excited to dive into the 2025 State of Marketing to Engineers Report, published by GlobalSpec in collaboration with TREW Marketing and Elektor. This annual research is one of the few studies that focuses exclusively on the industries we serve — manufacturing, automation, and industrial technology — and the engineers who are at the heart of those sectors.
For us, industry-specific data like this is gold. It doesn’t just tell us about generic marketing trends; it gives us real, direct insight into how the audiences we (and our clients) care about are consuming content, evaluating vendors, and making purchase decisions.
Here are the key takeaways from this year’s report — and how they align with (and reinforce) the strategies we’re already driving forward at Rivergate.
1. Engineers Want Technical Credibility and Third-Party Validation
The research shows that engineers are doing more of their own research than ever before — 60% of their buying process happens online before they ever talk to a salesperson. And when they’re researching, they’re looking for credible, independently validated information, not sales spin.
For us, this confirms why we continue to prioritize customer testimonials, third-party media coverage, case studies, and product comparisons in the content strategies we build. Buyers want real proof that you know what you’re doing — and they’re looking for it well before they ever get in touch.
2. AI Can’t Replace Trust
The report also highlighted that while 58% of engineers use AI tools in their research, their average trust score in AI-generated answers is just 4 out of 10.
That’s a clear signal to all of us in technical marketing: AI is a tool, not a source of authority.
We’ll continue to leverage AI strategically behind the scenes to work faster and more efficiently — but the content that reaches engineers will always be backed by real expertise, clear sources, and human insight. Maintaining your credibility is everything in an online space flooded with generic AI content.
3. Use Video Strategically — Both Short-Form & Long-Form Have a Place
One thing that stood out in the report is that 70% of engineers regularly watch work-related video content on YouTube, and when it comes to evaluating vendors, they tend to favor long-form, in-depth video content like product demos, reviews, and case studies.
That said, we also know there’s a place for short, eye-catching clips.
At Rivergate, we’ve been promoting short-form video as a way to grab attention on social feeds or add visual interest to websites — and that’s still a smart strategy. Those quick videos can break through the noise and make your brand approachable and accessible.
However, the research reminds us that technical buyers are ultimately looking for substance. Moving forward, we’ll be encouraging our clients to explore more meaningful video opportunities like:
- Customer testimonials
- Product reviews or demonstrations
- Quick, informal insights from team members or project sites
This doesn’t require a big production budget — often, the most effective content is an honest, lightly scripted video filmed on an iPhone. Your audience values your real voice and technical expertise far more than polished production.
4. Specific, Real-World Stories Set Brands Apart
The report emphasized how overwhelmed engineers are by generic marketing messages. In fact, 68% of B2B buyers said most brands sound the same.
That’s why we’ve always pushed our clients to lean into specific, real-world examples—the kinds of technical stories, challenges, and solutions that demonstrate true expertise.
And we’d add this: Don’t be afraid to be different.
Your company’s history, your people, and your unique approach are your greatest assets. Our job is to help make what sets you apart shine, not smooth you over into the same cookie-cutter image as everyone else in your industry.
This data reaffirms why it’s so important to tell authentic, specific, human stories — because that’s what cuts through the noise and builds lasting credibility.
5. Your Website Is Still Your Most Important Asset
One of the clearest points in the research was how technical buyers assess credibility:
Engineers are nearly twice as likely to view a well-maintained, informative website as a sign of credibility compared to a sponsorship at a trade show.
That doesn’t mean trade shows don’t have value — they do, and they’re still an important part of the marketing mix for many industrial companies. But this is a reminder that your website is not optional or secondary. It’s essential.
Your website is where engineers go when they’re actively researching. It’s where they look to validate what they’ve seen at events, in ads, or through personal connections. It’s where your technical content lives and where you control your brand’s message.
If you’re thinking about where to invest next, the data makes it clear: your website is money well spent.
6. Email Newsletters Are Essential
Another key finding: 91% of engineers subscribe to at least one newsletter, and 75% are open to sponsored content if it’s relevant.
We’ve been encouraging all of our clients to build strong email strategies for this reason. Newsletters remain one of the most effective ways to stay connected to your audience — and they’re a channel that technical buyers actively choose to engage with.
A lot of industrial companies hesitate to send email because they worry about bothering people. But that’s exactly what the unsubscribe button is for. Your mailing list will filter itself — and what remains is an audience who actually wants to hear from you.
This research confirms that newsletters are one of the most preferred ways engineers stay informed and keep up with their peers. So if you’ve been on the fence, it’s time to lean in.
7. Social Media: Time to Refocus
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The study also confirmed a shift we’ve been observing: platforms like Facebook and X (formerly Twitter) are declining in relevance for work-related research and professional engagement. Their value scores dropped significantly compared to previous years.
Meanwhile, LinkedIn, YouTube, and GitHub remain the most valued platforms for technical buyers.
This lines up with how social media habits have evolved. Facebook has become more of a personal platform for friends and family, while X has changed direction in ways that make it less useful for professional content.
LinkedIn, on the other hand, continues to thrive as the go-to space for professional networking and industry conversations.
That’s why we’ll continue focusing our clients’ social efforts on LinkedIn and other channels where technical audiences are actually paying attention.
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8. The Content Engineers Value Most — And How It Should Guide Strategy
One of the most actionable takeaways from the report is the clear data on which types of content engineers find most valuable when making purchasing decisions.
Here’s the graphic:
What stands out is how much engineers gravitate toward content that helps them make informed, confident decisions — things like product reviews, product demo videos, and independent reviews. These are the formats that deliver real value in the buying process.
This chart is a great reminder that when we’re building content strategies, we should stay focused on what actually helps our audience — not what’s flashy or trendy, but what engineers themselves say they trust and rely on when it matters.
Final Thoughts
The 2025 State of Marketing to Engineers Report reaffirmed much of what we already believe and practice here at Rivergate: credibility, specificity, and clear, educational content are what drive results with technical buyers.
But it also gave us fresh, concrete data to help sharpen how we approach content strategy in the year ahead. We’ll continue using research like this to help our clients connect with the engineers who are quietly researching, evaluating, and deciding who they trust — often before they ever pick up the phone.
If you’d like a full copy of the report or want to talk about how these findings could shape your marketing strategy, get in touch. We’d love to chat.