A CFE Media study about marketing to engineers shows that 55 percent of decision makers use long-format papers and articles to inform their final decision during the research phase of product purchasing. Thought leadership content – case studies, application articles and technical papers – can shape customers’ opinions and help break down barriers to purchasing new products and technologies. Research conducted by LinkedIn shows that 41% of business decision makers say they have included a supplier in an RFP after seeing the supplier’s thought leadership content. Ingersoll Rand’s Assembly Power T ools business unit makes innovative fastening tools that help manufacturers achieve high-quality production output. T o increase its market share in the assembly and manufacturi

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