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70% of engineers choose the better-known brand. Is yours one of them?

Now in its ninth year, the State of Marketing to Engineers research report is the definitive resource for understanding how engineers and technical buyers research, evaluate, and make purchasing decisions. GlobalSpec, TREW Marketing, and Elektor examine the latest shifts in engineer buying behaviors, from AI-influenced search to the growing power of brand familiarity.

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Key Findings:

The 2026 report continues to track long-term trends while diving into the latest shifts in engineer buying behavior, including:

• AI usage is up, but trust isn’t: 69% use generative AI in purchasing, yet only 6% find AI summaries to be “enough.”
• Brand awareness is more important than ever: 70% prefer the better-known brand when solutions are technically similar.
• Technical publications overtook vendor sites: Engineers are gravitating toward editorially independent sources, is your brand showing up in the same spaces?
• Newsletters still convert: 94% of engineers subscribe to at least one

Backed by responses from over 1,000 engineers and technical professionals worldwide, this report delivers data-driven insights to keep you from relying on guesswork, providing you with the data to build a winning strategy.