Comparing Content Preferences of Engineers in Europe and the US

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 Elektor 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 TakeawaysEngineers in Europe and the US prioritize detailed and in-depth informationDigital platforms are crucial for the buying processGitHub is a leading platform for engineers in EuropeVideo content is increasingly important for engagementTrust in AI tools is lower in Europe compared to the USTrade shows remain significant for networking and showcasing products in EuropeLocalization is key in European marketing strategiesResourcesConnect with Udo on LinkedInConnect with Wendy on LinkedInDownload the 2025 State of Marketing to Engineers ReportWatch the WebinarRelated Article: Your Top Questions Answered from the 2025 State of Marketing to Engineers WebinarLearn more about Elektor