Marketing to Engineers® Research: Webcasts & The Buyer’s Journey

In February 2015, CFE Media surveyed its collective audience of engineers about how they value webcasts as a content type, as well as their general purchasing or specifying behavior. From previous studies, we know that engineers rely on various types of readily available content in order to make informed buying or specifying decisions, so for the Spring 2015 study we delved deeper into one specific type of content (webcasts/webinars) used by engineers. We also asked engineers about their buying or specifying process, such as their role in the process; when they begin to research products, technologies, and services; and when they contact vendors.

This survey—the third in the Marketing to Engineers® series—was designed to target the average engineer in order learn about how they find, use, and engage with content that helps them better do their job. Specific topics for this installment include webcasts/webinars as a valuable type of content and purchasing or specifying behavior related to engineering products, technologies, and services.

Notable Insights

  • Ninety-one percent of engineers found webcasts/webinars to be a valuable content type. The average respondent from this sample attends three or four webcasts per year and is willing to watch an accredited webcast for up to 47 minutes, or a non-accredited webcast for up to 29 minutes.
    • When asked about valuable webcast components, respondents identified the inclusion of application stories, case studies, and best practices as very beneficial. Other valuable components included how-to videos, question-and-answer sessions, and continuing education.
    • Only 47% of engineers are willing to pay to attend a 60-minute, accredited webcast; From this sample, the average respondent would pay $39 registration fee.
  • All respondents have buy/specify responsibility for engineering products, technologies, or services on the projects they are involved in. The average respondent will begin their research 3 to 8 months in advance of the project’s start date, and the top factors they are looking for include product quality, service support, and technical advantage.
    • Generally, an engineer will first contact a supplier or vendor about product or service information when their project is 39% complete.

Fill Out the Form For Your Free Copy