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).
Both decision-makers and decision-shapers say they are most likely to be drawn into a piece of B2B content by its visuals.
Tech company decision-makers are significantly more likely to say they see B2B content on LinkedIn compared with decision shapers.
About the research: 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.
