Digging deeper into the engineering mindMarketing to Engineers (EMEA)Published 2017

www.publitek.com Bath • London • Hamburg • Munich • Portland • Singapore • Tokyo

1. Introduction2. Methodology and respondent profiles3. Summary4. Research insights:

Valuable channels for seeking latest information

Valuable types of content for seeking latest information

Top sources for gathering information

Preferred content structure

Credible blog characteristics

The level of technical content preferred

Use of ad blockers part 1

Use of ad blockers part 2

Preferred social media channels

Hierarchy of gated content

The B2B buying decision

Promotional messages

Programmatic advertising

Vendor selection criteria

Content

Introduction

Engineering is a niche marketplace – engineers and technical audiences are a unique breed – and it is essential for all marketers

operating in this industry to thoroughly understand 'the engineering mind' in order for their content to be a success. The engineering

customer personas and the buyer’s journey are constantly evolving and we as marketers have to work hard to maintain our

understanding of this market.

Pertinent and well-implemented content marketing, although sometimes challenging and demanding to create, lends credibility to a brand’s identity

and makes a company stand out from the crowd. Content that is just ‘good enough’ will not extend beyond the written word. By this we mean that

truly exceptional content will engage influencers ensuring a wider distribution of the message. These people will spread the message with an

effective endorsement; one which cannot be bought, no matter how big the marketing budget. For businesses to grow and stand out in a

competitive environment, content marketing must be a key strategic driver in the overall marketing plan.

While research exists in the broad B2B markets about content marketing, the technical audience’s use of content and their professional

preferences, there is a gap in the engineering industry. To give us the information we need, since it is currently not available from an independent

source, we decided at the turn of the year to ask engineers across EMEA, a series of questions about how they find, use and engage with

information that helps them with their day-to-day job. Our aim was to educate and inform B2B marketers of the most effective ways to target this

highly technical audience.

Simon Flatt

CEO, Publitek

References *67% of the customer journey is digital (Cisco's Tech Marketing in 2016) *70% of the B2B purchase process is complete before a buyer contacts a vendor or sales person (Google’s Digital Best Practice for B2B Marketers 2016)

With an estimated 67%* of the B2B customer journey now taking place digitally - today’s engineers are more socially

sophisticated and better informed than ever before. With a library of content now available at the touch of a button, getting

insights into the latest technology trends, products and services has never been easier for them. So it is no wonder that

70%* of the B2B purchase process is now complete before a buyer even contacts a vendor or sales person.

But what this piece of market research reveals is that engineers still, in fact, rely on both traditional and new content

sources in order to gather information or make a purchasing decision. Here’s an overview of the key insights:

• The most valuable channels for engineers when searching for new information are: search engines (37%),

trade publications – print, online and e-newsletters (31.5%), company websites (14%) and social media (9%).

• Over half of the engineers surveyed said the standard of technical content they receive is of a satisfactory level

and only 6% said it was of the best quality.

• A massive 48% of engineers across Germany, Italy and the UK said they use an ad blocker.

• LinkedIn is the favourite social media platform amongst the engineering community with 85% saying they use it

for work purposes.

• Engineers find the following types of content most valuable when sourcing information: product information

(35%), application stories (15%), white papers (11%), online communities (11%) and videos (10%).

Summary

This market research is based on an online survey of 1500 carefully selected engineers across Germany, Italy and the United Kingdom.

It was carried out throughout 2016. Response rate: over 4%*.

The following charts provide further details on the profile of survey respondents.

Respondent profiles and methodology

Publitek conducted this research targeting the average engineer to learn about how they find, use and engage with content that helps them to do their job better.

The survey included a URL link to an online questionnaire and participants were offered the opportunity to enter a prize draw to win an iPad.

Germany (40%)

Italy (25%)

United Kingdom (35%)

1-50 (8%)

500+ (39%)

200-500 (34%)

50-200 (19%)

COUNTRIES COMPANY SIZE

*The industry standard for research response rate is 4%.

Q. when seeking information on the latest engineering technologies, trends and products, how valuable are the following channels?

Valuable channels for seeking latest information

QUESTION ONE

GermanyItaly

United Kingdom

In the UK 27%of engineers use search engines

43% of engineers inItaly use search engines

33% of engineers in Germany like to use company websites

Search Engines

Social Media

Printed Publications

Online Publications

Supplier Newsletters

Publication Newsletters

Independent Newsletters

Company Websites

25%20%5%0% 10% 15% 30% 35% 40% 45% 50%

42%

27%

4%10%

14%

43%

26%5%

9%

13%10%

9%

9%5%5%

17%5%

13%5%

5%5%

33%

The most valuable channels for engineers when searching for new information were search engines (37%), trade

publications (print 13%, online 11% and e-newsletters 7.5%), company websites (14%) and social media

platforms (9%). The use of company websites in Germany is particularly strong with 33% of engineers finding it the

most valuable channel for sourcing information.

Q. when researching the latest engineering technologies, industry trends and products/services, how valuable are the following types of content?

Valuable types of content for seeking latest information

QUESTION TWO

Germany

Italy

United Kingdom

35% of engineersin Italy findapplication storiesto be the mostvaluable

32% of UK engineers find productinformation to be themost valuable

35% of

engineers in Germany find product information the most valuable type of content

Product InformationWhite Papers

Industry ReportsPublished Articles

Application StoriesBlogs

InfographicsE-books

Online CommunitiesVideos

Webcasts/WebinarsAdvertising

25%20%5%0% 10% 15% 30% 35% 40% 45% 50%

35%32%

4%19%

11%4%

5%14%

11%9%

35%5%5%5%

11%5%

11%

16%5%

9%

10%5%

16%9%

16%5%5%

9%5%

5%5%

35%

Overall, the respondents find the following types of content most valuable when sourcing information: product

information (35%), application stories (15%), white papers (11%), online communities (11%) and videos

(10%). Engineers in Italy find application stories extremely valuable with 35% of respondents choosing this type

of content as their preferred choice.

Q. Please can you confirm the top five sources you frequently read/visit for information?

Top sources for gathering information

QUESTION THREE

Engineers crowned trade publications (online/print) as the top source they visit frequently for information, followed by search engines taking second place and

then company websites. Social media was also a strong contender for engineers in Italy and the UK.

Trade Publications (Online/Print)

Search Engines (Google)

Company Websites

Social Media

YouTube

National Press

E-newsletters

Forum/Communities

United KingdomGermany Italy

Q. When reading through online information, how do you prefer the information to be structured?

QUESTION FOUR

Preferred content structure

Germany

Italy

United Kingdom

In Germany 48%of engineers like their information to include a video

71% of engineers inthe UK prefer images and graphs

61% of engineers in Italy want quick bullet pointed lists

Quick, bulleted list

Moderate bulleted list

Short paragraphs

Longer detailedparagraphs

Images, graphicsincluded

Videos included

50%40%10%0% 20% 30% 60% 70% 80% 90% 100%

Quick, bulleted list

Moderate bulleted list

Short paragraphs

Longer detailedparagraphs

Images, graphicsincluded

Videos included

50%40%10%0% 20% 30% 60% 70% 80% 90% 100%

19%61%

12%

38%22%

53%

38%17%

35%

19%26%

18%

71%83%

71%

48%26%

24%

A huge 75% of engineers surveyed prefer online information to feature images and graphics. Videos are also a

favourite with 32% of respondents saying they would prefer video featured when reading online content. 38%

also prefer content to be structured in short, bullet-pointed lists.

70% ofengineers in Italythink case studiesmake a credibleblog post

QUESTION FIVE

Credible blog characteristics

Q. Which elements or characteristics define a credible blog post?

Germany

Italy

United Kingdom

45%of engineers in Germanybelieve researchbased content definesa credible blog post

In the UK only 13%of engineers believe an author name/reputation makes a credible blog post

Quick, bulleted list

Moderate bulleted list

Short paragraphs

Longer detailedparagraphs

Images, graphicsincluded

Videos included

50%40%10%0% 20% 30% 60% 70% 80% 90% 100%

Case Studies

Objective Presentationof Material

Research-based Content

Application Focus

Author Name,Reputation

Company Name

All of the Above

50%40%10%0% 20% 30% 60% 70% 80%

38%70%

30%

30%35%

31%

45%43%

19%

19%

40%57%

25%30%

13%

40%22%

25%

25%13%

45%

Nearly half of the engineers define a blog as credible when case studies are featured or mentioned. Application

focus (39%), research based content (36%) and objective presentation of material (32%) are also favourites within

the engineering community. Respondents were not as concerned with the blog’s author or their reputation.

Q. What do you think of the level of technical content you read currently?

The level of technical content preferred

QUESTION SIX

Germany

Italy

United Kingdom

In Italy 74% of engineers

find technical content to be satisfactory

10% of engineers in Germanybelieve the technical content is of a poor standard

47% of engineers in the UKbelieve the technical content is of a good standard

Poor

Satisfactory

Good

Excellent

0% 80%50%40%10% 20% 30% 60% 70%

10%

43%

48%

74%

26%

48%

48%

6%

Over half of the engineers surveyed said the standard of technical content they receive is of a satisfactory

level and only 6% said it was of the best quality. These findings show how important it is for content to be

tailored to the audience as needs are different from region to region.

Q. Do you use an ad blocker?

Use of ad blockers

QUESTION SEVEN

Germany

Italy

United Kingdom

48% of

engineers inGermany use an ad blocker

53% of

engineers inthe UK use an ad blocker

In Italy 43% of engineers use an ad blocker

Yes

No

40%10%0% 20% 30% 45% 50% 55% 60%

48%

43%

53%

52%

57%

47%

Overall a massive 48% of engineers across Germany, Italy and UK said they use an ad blocker.

Q. Does your company provide you with an ad blocker or did you source it yourself?

Ad blockers

QUESTION EIGHT

Germany

Italy

United Kingdom

75% of engineers inGermany said their ad blocker is sourced by their company

69% of the engineers in

Italy and the UK said theirad blocker is sourced by their company

50%40%10%0% 20% 30% 60% 70% 80% 90% 100%50%40%10%0% 20% 30% 60% 70% 80% 90% 100%

Sourced It Myself

Sourced by myCompany

25%

31%

31%

69%

69%

75%

Nearly three quarters of the engineers who use an ad blocker said that their company

had provided them with it.

Q. Which of the following social media channels do you use for work purposes?

Preferred social media channels

QUESTION NINE

Germany

Italy

United Kingdom

In Italy 95% of engineers use

LinkedIn for

work purposes.

In the UK 87%of engineers use LinkedIn

53%of German engineers

use Xing

Twitter

LinkedIn

Facebook

Google+

Pinterest

Xing

Other

50%40%10%0% 20% 30% 60% 70% 80% 90% 100%

7%16%

20%

73%95%

87%

20%5%

7%

13%26%

7%

7%

7%

20%

11%53%

LinkedIn is the favourite social media platform amongst the engineering community with 85% of respondents

saying they use it for work purposes. Google+ and Twitter are also preferred choices for the community.

Q. how likely are you to provide basic contact information in order toaccess the following content related to your job/industry?

Hierarchy of gated content

QUESTION TEN

Webcasts, Webinars

Product Information

White Papers

Trade Publication

Case Studies

Surveys

How-to-Videos

Product Demo Videos

Online Communities

Blogs

25%20%5%0% 10% 15% 30% 35% 40% 45% 50%

Germany

Italy

United Kingdom

In the UK 29%of engineers provide contact information to access an industry blog

When accessing trade publications or case studies

25% of engineers in

Germany will provide

contact information

32% of engineers in Italy do not mind providing information to access

a webcast

15%32%

13%

13%

7%

14%

14%

7%

14%

21%

29%

10%

10%

10%

15%

15%

5%

17%

11%

20%

20%

25%

25%

5%

5%

5%

15%

15%

Overall respondents were most likely to provide basic contact information in order to access webcasts and

webinars (20%); blogs (18%), online communities (18%) and case studies (16%). Engineers are less likely to

provide their information for product demonstration videos and how-to videos.

Q. when you buy or specify a product, how many other colleagues mustyou consider in the decision making process?

The B2B buying decision

QUESTION ELEVEN

Germany

Italy

United Kingdom

In the UK 86%of engineers consider up to 5 colleagues

67% of engineers in Italyengineers consider up to 5 colleagues

In Germany 70% of engineers consider up to 5 colleagues

0

1-5

5-10

10+

50%40%10%0% 20% 30% 60% 70% 80% 90% 100%

70%67%

86%

25%

7%

7%

5%

14%

14%5%

The customer buying process has traditionally always been a complex journey in the B2B world. The survey

revealed that 74% of engineers have to consider up to five colleagues during the decision making process.

Q. if you are away from work, how receptive are you to work-related promotional messages?

Promotional messages

QUESTION TWELVE

50%40%10%0% 20% 30% 60% 70% 80% 90% 100%50%40%10%0% 20% 30% 60% 70% 80% 90% 100%40%10%0% 20% 30% 50% 60% 70%

Not Receptive

Receptive to a Level

Very Receptive

Germany

Italy

United Kingdom

30%32%

53%

60%55%

47%

10%14%

Overall, 54% of respondents said they are receptive to a level when it comes to receiving promotional

messages outside of working hours, with 38% stating that they are not receptive.

14% of engineers in Italy are very receptive to work related promotional messages away from work

53% of engineers in the UK are not receptive to work related promotional messages away from work

60% ofengineers in Germany are receptive to a level towork related promotionalmessages away from work

Q. how do you feel about advertisements that track your browsing history?

Programmatic advertising

QUESTION THIRTEEN

Germany

Italy

United Kingdom

In Germany 90%of engineers dislike ads that track their history

87% of engineers in the UK dislike these ads

73% of engineers in Italydislike ads that track their history

50%40%10%0% 20% 30% 60% 70% 80% 90% 100%50%40%10%0% 20% 30% 60% 70% 80% 90% 100%50%40%10%0% 20% 30% 60% 70% 80% 90% 100%50%40%10%0% 20% 30% 60% 70% 80% 90% 100%

Dislike Them

Don’t mind Them

Like Them

90%73%

87%

10%23%

13%

5%

A huge 83% of engineers surveyed stated that they disliked programmatic advertising – this response was

particular strong in Germany where 90% of engineers were against promotional ads that track browsing history.

Q. What is the most important thing you look for when you work with a company?

Vendor selection criteria

QUESTION FOURTEEN

Germany

Italy

United Kingdom

63% of engineers in Germanylook for quality

43% of

engineers in Italy look for reliability

In the UK 36% of engineers find innovation important

Innovation

Speed of Delivery

Quality

Trust

Loyalty

Reliability

Price

Total Cost of Ownership

0%0% 40%10%0% 20% 30% 50% 60% 70%

36%45%

21%

8%19%

16%

36%41%

63%

31%25%

47%

15%10%

37%

21%43%

58%

8%5%

16%

8%5%

21%

Quality (46%) is the most important thing the engineers responding to this survey look for when choosing a

company to work with, followed by reliability (40%). Innovation and trust (34%) are also considered important

qualities.

Publitek is a B2B tech marketing agency working with over 120 clients around

the world, many in highly technical markets.

We deliver integrated marketing and PR campaigns based on well-crafted

strategies, expert creative content, and cost-effective delivery using the best mix

of channels. We measure and analyze throughout the process to optimize results.

Our 85-strong team speak 18 languages and are located in eight countries

across Asia, Europe and North America. This enables us to offer an efficient

global service or simply a great local one.

Publitek’s experience of conducting research in B2B tech markets spans

quantitative and qualitative work using desk research, telephone and online

surveys, focus groups, online communities and expert panels.

www.publitek.com Bath • London • Hamburg • Munich • Portland • Singapore • Tokyo

About Publitek