TREW Marketing and Elektor have unveiled a comprehensive report titled "Decoding Engineer Preferences," shedding light on the intricacies of marketing to engineers and technical buyers in Europe. This follow-up to a survey conducted in June delivers insights that are essential for anyone marketing to this niche audience.

The report is the result of an alliance between TREW Marketing, renowned experts in engineer engagement based in the United States, and Elektor, Europe's premier engineering community. With responses from over 1,200 technical buyers in Europe, the findings offer invaluable information that can shape the way businesses market their products to engineers in Europe. You can download the report here.
Decoding Engineer Preferences

First Highlights about the Engineer Preferences:

  1. Engineer Aversion to Paid Search Links: A surprising revelation from the survey is that 58% of engineers actively avoid clicking on paid search links when searching online. However, 29% will consider clicking if the paid link appears genuinely helpful.

  2. Preferred Sources of Information: The primary sources engineers turn to when researching products are technical publications (online) and supplier/vendor websites.

  3. Most Valuable Content: Datasheets take the top spot with an overwhelming 86% of engineers naming them as the most valuable content in their decision-making process. This is followed by Technical Articles (60%) and Product Reviews/Testimonials (50%).

  4. Trust in AI-Based Tools: On a scale from 1 (no trust) to 10 (complete trust), engineers rated their trust in AI-based tools at 4.14.

The report provides unique and practical insights into how engineers interact with marketing materials, helping businesses tailor their strategies effectively. It will be complemented by an exclusive webinar, scheduled for November 9, 2023, at 16:00 CET.

BAN_TREW Webinar_v02 (1).jpgThe November 9 Webinar:

Hosted by Erik Jansen, Managing Director of Elektor, and Wendy Covey, CEO of TREW Marketing, this webinar will delve into the report's highlights. Wendy Covey will also draw insightful comparisons to the State of Marketing to Engineers research released earlier this year. In one hour, the duo will share results, highlight both similarities and differences, and provide attendees with a holistic view of engineer preferences when marketed to.

The webinar will conclude with an interactive Q&A session, allowing attendees to engage directly with the experts and explore the survey findings further.

Direct registration for the webinar is available at

Erik Jansen, Managing Director of Elektor, expressed his enthusiasm about this collaboration, saying, "We're thrilled to use our unique market position to share these insights with our community and clients. Collaborating with the experienced team at TREW Marketing has not only added immense value to the report but has also been a rewarding experience for the Elektor team."

Wendy Covey, CEO of TREW Marketing, emphasized the importance of understanding engineer preferences, stating, "This collaboration allows us to offer a global perspective on engineer behavior, empowering businesses to make informed decisions and strengthen their marketing efforts."

To learn more about TREW Marketing, a leading expert in marketing to engineers and technical buyers, visit