2026 State of Marketing to Engineers: Where Technical Buyers Turn for Answers, and Who They Trust

Engineers are changing how they evaluate vendors and AI is only part of the story. The 2026 State of Marketing to Engineers report by TREW Marketing, GlobalSpec, and Elektor reveals how brand visibility, technical expertise, and trusted content influence buying decisions. Discover why 70% of engineers prefer well-known brands, how AI fits into their research process, and where they go first for reliable information.

TREW Marketing and GlobalSpec, in collaboration with Elektor, have released the 2026 State of Marketing to Engineers report, offering a fresh look at how engineers and technical buyers research solutions and select vendors. Now in its ninth edition, the study provides valuable insights into how evolving technologies — including AI — are shaping the technical buying journey.

The research confirms a clear trend: engineers prefer to conduct independent research and rely on credible, technically rich sources before engaging with vendors. Brands that consistently appear in trusted industry channels and demonstrate strong engineering expertise are significantly more likely to capture attention early in the decision-making process.

You can access the full research report here.

Key Highlights from the 2026 Research:

Technical Publications Take the Lead: Technical publications and vendor websites remain the most important sources of product information, with publications now slightly ahead — reinforcing the value of independent, trusted content.
Brand Familiarity Strongly Influences Decisions: 53% of technical buyers say brand familiarity influenced their most recent purchase, while 70% are more likely to choose a well-known brand when comparing similar solutions.
AI Is Growing — but Trust Still Requires Validation: AI tools are increasingly part of engineers’ research workflows. However, engineers continue to validate AI-generated information through trusted sources and expert insight.
Independent Research Dominates the Buyer Journey: Engineers rely heavily on self-directed research, often forming strong opinions before ever speaking with a vendor.

The report provides practical insights into how engineers evaluate vendors today, helping marketers better align their strategies with real-world buying behavior. It is complemented by a free webinar exploring the findings in more detail.

The 2026 Webinar:

Hosted by Wendy Covey (CEO & Co-Founder, TREW Marketing), CJ Haight (Senior Marketing Manager, GlobalSpec), and Udo Bormann (Senior Marketing Manager, Elektor), the webinar explores additional insights from the report and discusses:

Where engineers go first when researching products and vendors
How technical publications influence credibility
The role of engineering expertise in building trust
How brand familiarity affects vendor selection
How marketers can reach buyers earlier in the research process

The webinar includes expert insights and practical takeaways for industrial marketers looking to improve their reach and effectiveness.

Direct registration for the webinar is available at this link.

Together, TREW Marketing, GlobalSpec, and Elektor provide a comprehensive perspective on how engineers evaluate vendors in today’s AI-influenced landscape — helping companies better connect with technical audiences.

To learn more about TREW Marketing, visit trewmarketing.com.
Learn more about GlobalSpec at globalspec.com.
Learn more about Elektor at elektormagazine.com.