2024年面向工程师的营销报告.docx

2024STATEOFMARKETINGTOENGINEERSthequestFortechnicalsolutionsANDTHEINFLUENCEOFAITraaarketng三GlobalSPeC2024Stateoff4arketingtoEngineers11WARttTtCGIahep<CONTENTSIntroduction9AbouttheSurveyRespondentssKeyTakeawaysforIndustrialMarketers2SurveyFindingsvArtificiallntelligenceV InformationSourcesV SocialMediaV EventsvNewslettersV ContentPreferencesvPodcasts&VideoyInteractingwithSales9AboutGIobaISpecandTREWMarketingINTRODUCTION一WeIcometothe2024StateofMarketingtoEngineersReport.ThismarkstheseventhconsecutiveyearGIobaISpecandTREWMarketinghavepartneredtobetterunderstandthebuyingbehaviorsandcommunicationpreferencesofengineersandtechnicaIbuyers.Oursurveycontainsamixofpopulartopicswe,veaskedaboutconsistentIytomonitortrends,alongwithfreshquestionsthattakeadeeperdiveintobuyingbehaviors.Thisyear,SresearchtouchesonattitudestowardartificialintelIigence(AI),ntentpreferences(andhowtheyvary)betweenhardwareqndsoftwarepurchases,andpopularsocialmediaChannelsforworkneedsversuspersonaluse.EducateandforgealignmentwithyourIeadershipandsaIesorganizationsAbouttheSURVEYRESPONDENTSOver900quaIifiedengineersandtechnicaIprofessionalsacrossthegloberespondedtoourmostrecentsurvey.Participantswerenotrequiredtoanswereachandeveryquestion,sosampIesizesvarysiightlyquestion-to-questionandarenotedthroughoutforclarity.Insomecases,wemakecomparisonstodatafrompreviousyear(s)whenthequestionwasasked.ParticipantsbyJOBFUNCTION(n=981)Engineering/R&D80%ManufacturingStaff10%ProductManagement10%.Automotive10%9%9%9%8%8%Utilities/UtilitiesInfrastructureEnergyandNaturalResourcesAerospace/DefenseChemicals/MaterialsMedicalDevices/EquipmentCommunicationsandNetworkingFoodandBeverage1.ifeSciencesAcademic/UniversityAbouttheSURVEYRESPONDENTS,CONTINUEDParticipantsby(n=973)ParticipantsbyREGIONAmericas(North,Central,South)ParticipantsbyCOMPANYSIZE(#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J®GitHUbX.Z.tobethemostvaIuabIesociaImediaplatformsforwork414)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 industry event in 202451%oftechnicalbuyersuseYTubeintheirpersonalIives.QYOUTubepubIications98%oftechnicalbuyerssubscribetonewsIetters.and81%SUbSCribetoLinkedInnewsIetters2024StateofMarketingtoEngineersTHtWMAIKTrcGIahJSpecSURVEYFINDINGSVArtificialIntelligence< InformationSources< SocialMedia< Events< Newsletters< ContentPreferences< PodcastsandVideo< InteractingwithSaIesARTIFICIALINTELLIGENCESixty-threepercentoftechnicaIbuyersregularlyuseAl-basedtoolsforwork.TechnicalbuyersuseAI-basedtooIsforavarietyofpurposesincludingntentcreationanddistribution,saIesenabIement1prograning,anddataanalysis,amongothers.AreyouregularlyusingAl-basedtoolsforwork?(n=926)"TechnicalbuyersexperimentingwithLLMstoresearchatopicareincreasinglyfrustratedbytheneedtovalidateorrefutetheinformationpresented.Asmoresearchtoolsmovetoagenerativesearchexperience(lookingatyou,Google),itwillbekeytoprovidelinkstocrediblesourceswhichsupportedtheprovidedanswer.ft-WendyCoveyCEOandCo-Founder,TREWMarketingARTIFICIALINTELLIGENCEOveralI,thejury,ssti11outonAl-basedtls.Mosttechnicalbuyersdon,tconsiderthemselvesParticularlytrustingordistrustingofthem,butthey,resomewhereinthemiddle.WhiIethirty-fivepercentofrespondentsarecuriousaboutAI-basedtls,they,refeelingsaremixed.Onascalefrom1to10fwhere10iscompletetrust,and1isacompletelackoftrust,towhatextentdoyoutrustanswersfromAl-basedtools?(n=883)6.5Average123456789107MedianWhichadjective(s)bestdescribehowyoufeelaboutthefutureofAl-basedtools?(n=890)uAlIinCommitted23%Perspectivessharedbyrespondents.,Inchemicalengineering,AItoolsexpeditesimulationsandassistindesigningnovelprocesses.Theyoptimizereactionpathwaysandimproveproductdevelopment/-"Allin"/Committed,CuriousmAI-basedtoolsarelikelytoplayakeyroleinhealthcare,contributingtodiagnostics,drugdiscovery,personalizedmedicine,andoverallhealthcaremanagement.ThepotentialforAItoimprovepatientoutcomesandstreamlinehealthcareprocessesisenormous/-Optimistic"Idon'ttrusttheoutputoftheAIverymuch.Ifsonlyasgoodasitsprogrammerandadaptivelearningalgorithm.Somearebetterthanothers/-Reluctant“AsalicensedProfessionalEngineer(PE)Ihaveanethicalresponsibilitytomyclients.Anyinformationpresen