To successfully engage tech buyers, B2B marketers need a thorough understanding of the media types these buyers prioritize when considering their purchasing options and where they gather information throughout their buying journey. This is why TechTarget* and Enterprise Strategy Group* conduct an annual study involving 600 global technology buyers. The insights from this study can help you align your marketing strategy with the media preferences of tech buyers. However, as marketers increasingly turn to generative AI (GenAI) to scale their content production, they should be cautious about over-relying on it. Their findings indicate that GenAI-authored content alone won’t significantly influence tech buyers. Despite a remarkable 909% year-over-year growth in GenAI purchase intent activity, tech buyers still prefer content created by analysts and experts.
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The Evolution of Media Consumption: Anticipations of Tech Consumers for 2024 and the Years Ahead
