Research Report:
2021 Marketing to Engineers Survey Analysis

The Tactics and Channels Marketers are Investing
in for Growth in 2021 and Beyond

What will marketing to a technical audience look like over the next year?

To answer that question, surveyed leading technical marketing professionals about their strategies, budgets, objectives, and challenges for 2021 and their perspectives on the impact of COVID-19 on their marketing efforts.

The study's participants represented companies in manufacturing, software, and other engineering-related fields, from rapidly growing startups to companies at the top of the Fortune 500. Cumulatively, they managed total budgets of over $20M.

What's Covered?

In the pages of this report, we reveal:

  • What activities and channels do these marketers find most effective in sourcing new customers.
  • The tactics they're relying on to achieve their marketing objectives and what those objectives are.
  • How marketers deal with content, and what types of content are worthy of more investment and which ones are not.
  • The current state of marketing to engineers as measured by year-over-year budget growth, goals, and challenges.
  • The impact that the COVID-19 pandemic has had on overall marketing activities, methods, and ways of doing business.

2021 Survey Cover