New Survey Data: Identifying Content Needs along the Engineers’ Buyers Journey and Preferences for Webcasts

Original Air Date: Tuesday, June 2, 2015 at 11 a.m. PT /1 p.m. CT/2 p.m. ET

As marketers targeting highly technical audiences, we know that engineers have distinct preferences when it comes to consuming content. To effectively develop and promote content to reach and engage this skeptical, fact oriented audience, we need to know:

  • How engineers’ consume content
  • Which content sources are valuable and why
  • Which content types are valuable and why
  • How they engage with online content
  • The impact content has on their buying preferences

We asked a series of questions on these topics in a recent survey, and heard from over 1,000 engineering related professionals who shared their opinions and insights.

Join this webcast to discover key findings and answer questions that will help you better market to engineers, including:

  • How to identify content needs along the engineers’ buy/specify journey.
  • At what stage in the buy/specify process does an engineer contact a supplier.
  • What factors are the most important to an engineer when buying or specifying products?
  • What are the most valuable webcast components to an engineer?
  • How many minutes are engineers willing to attend accredited vs. non-accredited webcasts?
  • What content types and content sources are the most valuable to an engineer during their buy/specify process?

While a great deal of general content marketing research exists, very little engineering related content marketing research has been available. This study, the third in the series, takes a deep dive into engineers’ content needs along the buy/specify journey, along with insight into webcast preferences for the engineers.

Webcast presenter Sean Callahan, Senior Manager, Content Marketing, LinkedIn will also discuss key topics from the book “The Big Data-Driven Business: How to Use Big Data to Win Customers, Beat Competitors, and Boost Profits,” which he co-wrote with Russell Glass, Head of Product at LinkedIn Marketing Solutions. The book shows how the profusion of data is transforming business in general and marketing in particular, and also demonstrates how many companies are already using big data to learn more about their customers, better identify prospects, and measure marketing performance.


Patrick Lynch, Director of Marketing to Engineers, CFE Media

  • As Director of Content Marketing Solutions, Lynch strives to collaborate with CFE Media’s marketing partners to help them build successful content marketing campaigns for targeted engineering audiences. Using Marketing to Engineers® research and ContentStream® content, solutions are built on proprietary insight and professionally developed content from CFE Media brands and content partners. By focusing the content on the manufacturing, commercial construction, and industrial automation markets, the content marketing solutions Lynch provides help those companies trying to target the consulting engineer, plant engineer, and controls engineer.

Sean Callahan, Senior Manager, Content Marketing, LinkedIn

  • Sean has been a professional writer for more than 20 years. As part of the LinkedIn Marketing Solutions content team, Sean contributes to the LMS blog and writes guides to help B2B marketers do their jobs better. With Russell Glass, Head of Product for LinkedIn Marketing Solutions, Sean co-authored the book, “The Big Data-Driven Business: How to Use Big Data to Win Customers, Beat Competitors and Boost Profits.” Prior to joining LinkedIn, Sean was an editor-marketing director at Bizo and he joined Bizo after spending most of his career as an editor and journalist at Crain Communications, GeezerJock Media, and the Daily Southtown. Sean has also been a freelance journalist writing for publications such as The New York Times,,, Notre Dame Magazine, Chicago Tribune, Chicago Sun-Times, and Washington Post. Sean has also published five children’s books with more on the way.

Sponsored by: CFE Media