# How technical professionals influence purchase decisions

- Show: [The Manufacturing Executive](https://hardwarepodcasts.com/podcast/the-manufacturing-executive)
- Published: 2022-07-12
- Length: 51m
- Episode: 110
- Page: https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-07-12-how-technical-professionals-influence-purchase-decisions
- Listen: https://www.spreaker.com/show/the-manufacturing-executive#episode-b41f9d7f-3bd4-46d9-ad9e-c4c22c3fc2d2

## Summary

Wendy Covey, CEO and Co-Founder of TREW Marketing, discusses findings from her 2022 'State of Marketing to Engineers' study, revealing that engineers primarily use supplier websites and trade publications to research purchases. She highlights that 83% of engineers will fill out forms for technical content like white papers and CAD drawings, and that YouTube and LinkedIn are the dominant social channels for reaching them. The conversation emphasizes the importance of creating high-value, educational content to build trust with technical buyers before they engage with sales teams.

## Chapters

- [0:58](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-07-12-how-technical-professionals-influence-purchase-decisions#t=58) Introduction: Joe Sullivan and Wendy Covey
- [4:00](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-07-12-how-technical-professionals-influence-purchase-decisions#t=240) TREW Marketing's 2022 Study Methodology
- [7:37](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-07-12-how-technical-professionals-influence-purchase-decisions#t=457) Information Sources and Form Conversion Rates
- [15:20](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-07-12-how-technical-professionals-influence-purchase-decisions#t=920) Social Media Strategy: LinkedIn, YouTube, and Facebook
- [33:33](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-07-12-how-technical-professionals-influence-purchase-decisions#t=2013) The Rise of Podcasts and Video Content
- [43:03](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-07-12-how-technical-professionals-influence-purchase-decisions#t=2583) Email Marketing and Newsletter Engagement

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)

## Most relevant to

early-stage companies

## Mentioned

- TREW Marketing (company)
- Gorilla 76 (company)
- Content Marketing, Engineered (other)
- State of Marketing to Engineers (other)
- Global Spec (company)
- American Piping Products (company)
- Hotjar (tool)
- Cadina (company)
- Interview Connections (company)
- Industrial Marketing Summit (other)
- Content Marketing World (other)

## Related episodes from other shows

- [Marketing to a Technical Audience with Wendy Covey](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-09-01-marketing-to-a-technical-audience-with-wendy-covey) (Manufacturing Happy Hour)
- [BONUS: Publishing & Promoting Strategies for Marketing to a Technical Audience](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-09-04-bonus-publishing-promoting-strategies-for-marketing-to-a-technical-audience) (Manufacturing Happy Hour)
- [256: Timeless Industrial Marketing Strategies and New Ways Manufacturers Can Reach Their Ideal Customer featuring Wendy Covey of TREW Marketing and Joe Sullivan of Gorilla 76](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2025-10-07-256-timeless-industrial-marketing-strategies-and-new-ways-manufacturers-can-reac) (Manufacturing Happy Hour)
- [S6E42 Ramzi Marjaba | From Idea to Approval: Persuasion for Engineers](https://hardwarepodcasts.com/podcast/being-an-engineer/2025-10-17-s6e42-ramzi-marjaba-from-idea-to-approval-persuasion-for-engineers) (Being an Engineer)
- [‘I Feel Like Little God!’ | The Pop of the TOPS | The Most Hated Company in The Biz](https://hardwarepodcasts.com/podcast/ee-times-current/2020-08-28-i-feel-like-little-god-the-pop-of-the-tops-the-most-hated-company-in-the-biz) (EE Times Current)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-07-12-how-technical-professionals-influence-purchase-decisions. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to The Manufacturing Executive.