Kerry McClenahan

As communications professionals, we regularly collaborate with editors, reporters, and freelance writers. It is commonly observed that most of the engineers and engineering managers in the electronics industry are men. Still, it is also worth noting that the majority of the trade press is also male. Women are better represented in engineering and electronics publishing than 20 years ago. That said, more progress could be made toward balancing gender representation in both professions.

The tech B2B buyer’s journey has grown increasingly complex and nonlinear, demanding a more strategic approach to engage potential customers. Most modern each with unique information needs and preferred channels for consuming content. These individuals often avoid direct engagement with salespeople, opting instead to conduct nearly 70% of their buying process independently. Alarmingly, 81% of buyers have already chosen a preferred vendor before contacting any potential suppliers.

Have you noticed how often the term “data-driven” is used in tech B2B companies? If not the exact words, certainly the sentiment? Data is at the very core of the products these companies make. So naturally, making decisions based on data and facts makes sense in technology-focused organizations. Making decisions based on data in the engineering department is pretty straightforward, because the data is so readily available. That’s not always been the case for marketing.