2024年面向工程师的营销报告.docx

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1、2024STATEOFMARKETINGTOENGINEERSthequestFortechnicalsolutionsANDTHEINFLUENCEOFAITraaarketng三GlobalSPeC2024Stateoff4arketingtoEngineers11WARttTtCGIahepCONTENTSIntroduction9AbouttheSurveyRespondentssKeyTakeawaysforIndustrialMarketers2SurveyFindingsvArtificiallntelligenceV InformationSourcesV SocialMedi

2、aV EventsvNewslettersV ContentPreferencesvPodcasts&VideoyInteractingwithSales9AboutGIobaISpecandTREWMarketingINTRODUCTION一WeIcometothe2024StateofMarketingtoEngineersReport.ThismarkstheseventhconsecutiveyearGIobaISpecandTREWMarketinghavepartneredtobetterunderstandthebuyingbehaviorsandcommunicationpre

3、ferencesofengineersandtechnicaIbuyers.Oursurveycontainsamixofpopulartopicswe,veaskedaboutconsistentIytomonitortrends,alongwithfreshquestionsthattakeadeeperdiveintobuyingbehaviors.Thisyear,SresearchtouchesonattitudestowardartificialintelIigence(AI),ntentpreferences(andhowtheyvary)betweenhardwareqndso

4、ftwarepurchases,andpopularsocialmediaChannelsforworkneedsversuspersonaluse.EducateandforgealignmentwithyourIeadershipandsaIesorganizationsAbouttheSURVEYRESPONDENTSOver900quaIifiedengineersandtechnicaIprofessionalsacrossthegloberespondedtoourmostrecentsurvey.Participantswerenotrequiredtoanswereachand

5、everyquestion,sosampIesizesvarysiightlyquestion-to-questionandarenotedthroughoutforclarity.Insomecases,wemakecomparisonstodatafrompreviousyear(s)whenthequestionwasasked.ParticipantsbyJOBFUNCTION(n=981)Engineering/R&D80%ManufacturingStaff10%ProductManagement10%.Automotive10%9%9%9%8%8%Utilities/Utilit

6、iesInfrastructureEnergyandNaturalResourcesAerospace/DefenseChemicals/MaterialsMedicalDevices/EquipmentCommunicationsandNetworkingFoodandBeverage1.ifeSciencesAcademic/UniversityAbouttheSURVEYRESPONDENTS,CONTINUEDParticipantsby(n=973)ParticipantsbyREGIONAmericas(North,Central,South)ParticipantsbyCOMPA

7、NYSIZE(#ofEMPLOYEES)36-4533%46-5510%EuropeAfrica35andunder251-500501-750751-1,000Oceania(n=976)over1,000KEYTAKEAWAYSFORINDUSTRIALMARKETERS63%of techn i caI buyers useAI tools for work1Onaverage,/technicalbuyersspendOO0ofthebuyingprocessonIine.TechnicaIbuyerscontinuetofind/、YouTubeLinked血JGitHUbX.Z.t

8、obethemostvaIuabIesociaImediaplatformsforwork414)f technicalvendor webs i tes for i nformat i on on a regular basis, fol lowed by37% for onl ine technicalbuyers turn to90 technical buyers I isten to work-related podcasts, 73% in 202389%.f technical buyers plan to attend atleast one in-person industr

9、y event in 202451%oftechnicalbuyersuseYTubeintheirpersonalIives.QYOUTubepubIications98%oftechnicalbuyerssubscribetonewsIetters.and81%SUbSCribetoLinkedInnewsIetters2024StateofMarketingtoEngineersTHtWMAIKTrcGIahJSpecSURVEYFINDINGSVArtificialIntelligence InformationSources SocialMedia Events Newsletter

10、s ContentPreferences PodcastsandVideo InteractingwithSaIesARTIFICIALINTELLIGENCESixty-threepercentoftechnicaIbuyersregularlyuseAl-basedtoolsforwork.TechnicalbuyersuseAI-basedtooIsforavarietyofpurposesincludingntentcreationanddistribution,saIesenabIement1prograning,anddataanalysis,amongothers.Areyour

11、egularlyusingAl-basedtoolsforwork?(n=926)TechnicalbuyersexperimentingwithLLMstoresearchatopicareincreasinglyfrustratedbytheneedtovalidateorrefutetheinformationpresented.Asmoresearchtoolsmovetoagenerativesearchexperience(lookingatyou,Google),itwillbekeytoprovidelinkstocrediblesourceswhichsupportedthe

12、providedanswer.ft-WendyCoveyCEOandCo-Founder,TREWMarketingARTIFICIALINTELLIGENCEOveralI,thejury,ssti11outonAl-basedtls.Mosttechnicalbuyersdon,tconsiderthemselvesParticularlytrustingordistrustingofthem,butthey,resomewhereinthemiddle.WhiIethirty-fivepercentofrespondentsarecuriousaboutAI-basedtls,they,

13、refeelingsaremixed.Onascalefrom1to10fwhere10iscompletetrust,and1isacompletelackoftrust,towhatextentdoyoutrustanswersfromAl-basedtools?(n=883)6.5Average123456789107MedianWhichadjective(s)bestdescribehowyoufeelaboutthefutureofAl-basedtools?(n=890)uAlIinCommitted23%Perspectivessharedbyrespondents.,Inch

14、emicalengineering,AItoolsexpeditesimulationsandassistindesigningnovelprocesses.Theyoptimizereactionpathwaysandimproveproductdevelopment/-Allin/Committed,CuriousmAI-basedtoolsarelikelytoplayakeyroleinhealthcare,contributingtodiagnostics,drugdiscovery,personalizedmedicine,andoverallhealthcaremanagemen

15、t.ThepotentialforAItoimprovepatientoutcomesandstreamlinehealthcareprocessesisenormous/-OptimisticIdonttrusttheoutputoftheAIverymuch.Ifsonlyasgoodasitsprogrammerandadaptivelearningalgorithm.Somearebetterthanothers/-Reluctant“AsalicensedProfessionalEngineer(PE)Ihaveanethicalresponsibilitytomyclients.Anyinformationpresen