Chances are, your ideal buyer isn't limited to just North America. That's why we expanded our State of Marketing to Engineers report to include data about the buying decisions of engineers and technical buyers across Europe. We dive into the differences and similarities between the two audiences.

In this episode, Wendy Covey chats with Udo Bormann, Senior Marketing Manager at Elector Media, to discuss the findings from the 2025 State of Marketing to Engineers report. They explore regional differences in marketing strategies, the importance of digital content such as video, social media trends, and the evolving role of AI in marketing. Udo shares insights on engineers' content preferences, the significance of trade shows, and the challenges of localization in Europe. The conversation emphasizes the need for marketers to adapt their strategies based on regional behaviors and preferences to effectively reach their target audience.

Key Takeaways

• Engineers in Europe and the US prioritize detailed and in-depth information
• Digital platforms are crucial for the buying process
• GitHub is a leading platform for engineers in Europe
• Video content is increasingly important for engagement
• Trust in AI tools is lower in Europe compared to the US
• Trade shows remain significant for networking and showcasing products in Europe
• Localization is key in European marketing strategies
  
  

Resources

• Connect with Udo on LinkedIn
• Connect with Wendy on LinkedIn
• Download the 2025 State of Marketing to Engineers Report
• Watch the Webinar
• Related Article: Your Top Questions Answered from the 2025 State of Marketing to Engineers Webinar
• Learn more about Elektor