When searching for content related to B2B vendors, senior leaders at enterprise tech companies say they are most concerned with whether the information will help them meet a specific goal, according to recent research from Ah Um.

The report was based on data from a survey of 286 senior leaders who work for tech, analytics, or AI companies in the United States with 5,000 or more employees. The researchers segmented the respondents into two groups: "shapers," who influence decisions, and "makers," who are responsible for purchase decisions.

Some 50% of respondents say they prioritize the type of information (whether it will help them achieve a specific end goal) when searching for B2B content, 28% say they prioritize the standard of information (whether it is high quality), and 17% say they prioritize the format (whether it is easy to consume).