>What people say they like and what they respond to in ways that marketers want are not always the same thing. Also, people almost invariably underestimate the impact that marketing has on them. They think they can’t be swayed by it, but they can (why else would GEICO spend $2b a year on it?). More broadly, there has been a major shift towards using B2C-style, informal marketing for B2B campaigns. Even in long, complex B2B sales cycles, attention spans are shorter and audiences are engaging with more consumer-style content like short explainer videos, and not just the traditional 5,000 word whitepapers and such.

Agree, but would argue this is not marketing to engineers, this is marketing to the business which is interested in things like size and certifications.