This year we surveyed over 1,700 respondents to help B2B marketing professionals understand what’s going on with buyers right now.
In the technology industry, two uncontrollable factors impact how effective your go-to-market will be: One is that tech markets are constantly changing as new concepts arise. The other is that, both independently and in reaction to evolving tech, buyers and buyer behaviors are constantly changing. Obviously, as a Marketer, you need to constantly adjust and adapt. So that’s why, each year, Informa TechTarget conducts research to help B2B marketing professionals understand what’s going on with buyers right now.
As a major industry editorial and analyst ear-to-the-market, we’ve been researching enterprise tech buyer behavior for more than two decades — guiding the marketing efforts of the world’s most forward-looking companies.
This year, built from more than 1,700 responses, globally, across business and tech buyers alike, in the 2025 Informa TechTarget Media Consumption & Vendor Engagement Study, we explore:
- How the tech purchase process is changing for buyers
- What content sources are needed by buyers to inform purchase decisions
- What drives buyers’ direct engagement with vendors across their purchase process
- What types of vendor content buyers want – and where it can fall short
