We know buyers are constantly evolving, adapting to changes in the ecosystem, like generative AI (GenAI) and to the shifting needs of their business. That’s why it’s so critical for companies to have a clear understanding of how their buyer’s research journey and preferences are changing.
To better understand how buyers are researching tech solutions, we surveyed 600+ global technology buyers across IT management and senior business roles in TechTarget’s 2024 Media Consumption Study. In this report, you’ll explore:
Trends in buyers’ purchasing processes, from where they spend time researching solutions to the media types buyers rely on to build a vendor shortlist.
The impact of GenAI on how buyers are thinking about content, including what content they trust when gathering information.
What buyers want from vendor content, including what motivates them to attend webinars.
What GTM leaders need to do to maintain a strong relationship with their prospects and customers.