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Visuals an eye-catcher for leaders when browsing B2B content
Thu, 26th Jan 2023
FYI, this story is more than a year old

Ah Um has released a new study showing that 65% of business leaders are drawn in by visuals when browsing B2B content.

Ah Um is a creative agency in tech and AI and conducted its new study to understand how decision-makers in tech, AI and analytics consume content and how this affects their purchasing decisions.

The study gathers responses from 286 leaders at major US technology, AI and analytics companies with more than 5,000 employees.

Ah Um breaks these down into three key demographics: age, gender, and job level.

More than three-quarters (76%) of respondents are between the ages of 30-44, with 20% aged 45-60, and 4% 60+.

More women responded to the survey than men, with 55% of respondents identifying as female and 45% as male.

Lastly, job level is divided into owners, executives, and C-level employees, who make up 45%, and senior management, who make up 55%.

The study shows the consumption habits of some of the most influential people regarding purchasing and procurement decisions in the B2B tech sector.

The Ah Um study finds industry leaders want the content they consume to be visual, varied, and valuable.

It notes that big brands and independent content creators publish more than 7.5 million new posts daily, acknowledging that it is vital for businesses to stay innovative in the way they convey messages to sell their services and grow the company.

One of the key statistics from the report is that 67% of senior decision-makers read print.

However, 63% prefer to consume video content above all other formats.

Further, 59% of respondents say they read all of the content provided to them at events, with 26% reading most of it.

Ah Um is based in London and was founded in 2020 and has been set up to change how creative strategy and delivery runs throughout high-profile tech businesses.

The company does this by working with a particular company to create and run content squads that cater to their specific needs.

“The science and data that drives seemingly ‘everyday’ decision making has given us fascinating insight into the world of B2B content consumption,” says Adrian McCusker, Managing Director at Ah Um.

“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.”