As industrial marketers plan out their 2026 marketing strategies, it's important to take into consideration the difference in research and buying behavior of engineers across generations. EETech's Terra Gledhill in on this week's episode to share what sources these engineers trust, and what strategies marketers should emphasize in 2026. In this episode Wendy Covey sat down with Terra Gledhill, Director of Marketing and Research at EETech, to unpack findings from the 2025 Engineering Insights Report (EIR). Now in its ninth year, the EIR captures responses from more than 3,000 engineers across roles, industries, and experience levels, making it a great resource for industrial marketers as they plan their 2026 marketing strategy.A dominant theme in this year’s report is the rapid rise of AI adoption. Among millennial and Gen Z engineers, usage of AI tools (including LLMs, code generation, and simulation) jumped from 45% to 64% year over year. Even seasoned career professionals saw a significant increase, from 20% to 46%. Terra explained that while younger engineers overwhelmingly see AI as a positive accelerator, seasoned engineers remain more cautious, emphasizing the need for regulation and security.The report also highlights major generational differences in research behavior. Communities and forums have become the top resource for Millennial and Gen Z engineers, who seek out peer validation and authentic, real-world solutions. Career pros, however, still rely on manufacturer websites. Across all groups, engineers increasingly expect robust online tools such as CAD models, reference designs, and simulation resources directly on supplier websites.When it comes to challenges, both groups cite staying on schedule and on budget as their top concerns. But younger engineers struggle more with skill gaps on their teams, often inheriting outdated systems and incomplete documentation. Career pros, conversely, feel the pressure of keeping pace with technology’s rapid evolution.For marketers planning 2026 strategies, Gledhill’s advice is clear:Prioritize technical depth over marketing polish.Equip engineers with self-serve digital tools on your website.Show up in trusted communities and authoritative third-party publications.Encourage SMEs to share their expertise on technical forums like Reddit and Github.Market not just to today’s decision-makers, but to the next generation.ResourcesConnect with Terra on LinkedInConnect with Wendy on LinkedInLearn more about EETechRelated Episode: Comparing Content Preferences of Engineers in Europe and the USRelated Episode: Your Top Questions Answered from the 2025 State of Marketing to Engineers WebinarRegister for the Industrial Marketing Summit

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