A recent study titled “The State of Engineering Marketing” confirms what many B2B marketers have long believed, namely that reaching a tech audience requires a different approach. Developers are more savvy, research-driven, and, now, digital in their buying journey. But they are wary of hype, selective of channels, and rely heavily on reliable technical content. For agencies and brands trying to influence purchasing decisions, the report’s message is clear: authority, relevance, and trust matter more than ever.
New findings from the 2026 State of Marketing to Engineers report confirm that engineers are not responding to marketing programs in the same way as other audiences. That’s because engineers are highly analytical, independent-minded, and especially careful about the sources they choose to trust.
The survey, conducted by GlobalSpec, and TREW Marketing in partnership with Elektor, collected and analyzed responses from more than 1,100 engineers and technology professionals around the world. Among the many highlights of the report, it shows that technology buyers are now spending the majority of their journey online, using a broad combination of independent editorial content, vendor information, video, newsletters, and peer-led forums before making their business decisions.
One of the most interesting things on everyone’s agenda is the rise of productive AI. According to the report, 69% of tech buyers now use artificial intelligence at some point in the buying process. Interestingly, although the adoption of AI is increasing, it is not an indication of full reliance on it. Instead, developers experiment with AI to frame problems, familiarize themselves with new terms, and filter their options, but remain wary of relying on it for final answers.
In fact, the survey shows that only a small minority believe that AI insights – in isolation – are sufficient to make a big decision. The truth, the report suggests, is that AI is becoming the first step in research to correct existing choices rather than being the final word. What this means for B2B marketers is that they need more than ever to produce strong, accessible, and technically accurate content that is compelling enough to warrant serious investigation by potential decision makers.
The report also reinforces the continued importance of trusted channels. Online technical publications remain one of the most widely used research resources, followed closely by vendor websites. That combination is important because it shows that developers want both independent verification and direct access to product information. Newsletters are always a specialty in this type of marketing, most tech consumers subscribe to work-related articles and actively engage with the content. Rather than being passive readers, many click through to find full articles, download databases, and visit provider websites.
Video is another growing force, especially short how-to clips, technical explainers, and product demonstrations. YouTube continues to dominate social media, while LinkedIn, Reddit, GitHub and Stack Overflow each play a significant role depending on that audience’s age, discipline, and location.
Product visibility is still a strong influence, too. When consumers are presented with similar technology solutions, most are more likely to choose a brand that is better known, and more than half say that familiarity has influenced recent purchases. For an engineering audience, a product is not just about awareness; it shows reliability, expertise, and low perceived risk.
The report also revealed that engineers still prefer low-stress communication, with email preferred over phone. That preference reflects a typical developer’s desire to stay in control of the process, review information carefully, and get involved when the time is right for them, not the other way around.
At Napier, these insights shape the way we build campaigns for B2B technology clients. We know that effective marketing to a tech audience depends on a credible message; strong technical content; smart use of earned and owned channels; and campaigns that support longer buying cycles rather than disrupt them. That’s why we focus on helping clients create authored content; strengthen their visibility in all media they and their trusted peers; creating brands that showcase their expertise; and use channels such as email, video, and social media in ways that match actual consumer behavior.
As AI reshapes other aspects of marketing, the 2026 State of Marketing to Engineers Report is a timely reminder that the basics are still as important or more important than ever. Developers may be testing new tools, but they continue to prize clarity, reliability, and value just as much as they always have, and that’s exactly what Napier strives to deliver.
The full report can be downloaded here.
