[trabant00]

One thing I know for sure about marketing to engineers: they are only human and vulnerable to the same tricks. They have particularities of course, but every consumer group has them.

For example I've seen this play out multiple times during my career: old tech has some problems. New tech products come in to solve those problems. They buy awareness at conferences, they invite influencers (yes, those exist for engineers) to use their product, they give incentives to the first wave of customers, they undercut the existing competition by initially taking a loss, they offer excellent support in the beginning (and only then), all the classical schemes from any market targeted at any buyer group.

By the time the new product establishes itself the fact the it isn't actually better - it just makes other compromises and thus introduces new problems - starts to become apparent. But guess what. The new shiny turd is already in production, may even be the new industry standard. And even if you are a marketing immune stellar engineer who saw through all the smoke and mirrors you have no choice but to use it. So the marketing worked.

And all of the above might be pointless theorizing because let's face it, engineers rarely hold the decision of what to buy.