To understand how content drives purchasing decisions, tech and AI creativity agency Ah Um has released a study revealing how decision makers and shapers in tech, AI, and analytics consume content.

The study, based on responses from 286 leaders at top US technology, AI, and analytics companies with over 5,000 employees, reveals content consumption habits of some of the most influential people when it comes to purchasing and procurement decisions in the b2b tech sector.

The findings show leaders in the industry want the content they consume to be visual, varied, and valuable.

With over 7,500,000 new posts published online every single day by big brands and independent content creators, remaining innovative and cutting through the noise has never been more critical for selling services and aiding the growth of your business.

Key findings in the study have unveiled that 67% of senior decision makers read print and that 65% of business leaders are drawn in by visuals when browsing b2b content.

Furthermore, 63% prefer to consume video content above other formats and 59% of respondents said they read all of the content provided to them at events.

Ah Um’s Managing Director, Adrian McCusker (pictured) said: “The science and data that drives seemingly ‘everyday’ decision making has given us fascinating insight into the world of b2b content consumption.

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“Every good marketer is aware of the standard, and somewhat stale, performance marketing metrics that are used daily. But what we’ve done is expose the behavioural patterns that drive that activity.

“We’ve managed to capture something unique within the space to help our clients truly understand their prospective buyers; arming them with the tools to influence the buying cycle, and with great effect,” McCusker added.

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