What makes content engaging for a B2B audience? It’s a question that we’ve been pondering, so we put it to leaders in tech, AI and analytics. We spoke to over 250 senior leaders in this sector to help us understand the factors that shape high-value, group-based buying decisions, and the role that content plays in this decision-making journey.

In this report we explore the three most important characteristics to keep in mind when you’re creating content for a B2B audience. Plus, we identify an often overlooked truth – content tends to target decision makers, when in reality their decisions are made with input from another influential group: decision shapers.

Find out how you can make sure you’re creating engaging content that hits the right target.