I feel like this piece itself plays to an Engineering audience (“ooh you’re soooo rational not like those others”). A bunch of this stuff is directionally true, but I’ll add that engineers often fall prey to “bullshit baffles brains” in marketing, so you can, say, emphasize individual performance metrics which in aggregate don’t make much difference but the Engineer will use to compare against competitors.
Also, making things sound complex (“I’m telling you this because you’re the only one smart enough to understand”) is a great approach. Your marketing material should look technical to support this.
As a former Sales Engineer in enterprise software, I agree. "Engineering audience" includes less skilled and more gullible individuals, the degree steadily increasing up the hierarchy. (And since decisions are made higher up, you can see how valuable this article would be to a sales rep...). A common "individual performance metric" is "single pane of glass", which is aggregating multiple systems, often with a dashboard. It often takes more work than they're willing to put in to get it to make a difference.
Also, making things sound complex (“I’m telling you this because you’re the only one smart enough to understand”) is a great approach. Your marketing material should look technical to support this.