Start-up and fast growing tech companies have great opportunities and some unique challenges as they go to market. Often smaller tech companies have limited campaign budgets, but a need to generate leads and ramp revenues; therefore optimizing campaign spend is critical. IDG Connect recently completed a study with IT Buyers to determine what content types and formats are most relevant to them as they consider new tech purchases. This brief shares the findings of the study and provides growing tech companies with insight on the types of assets that buyers want. This insight will enable marketers to prioritize their content development dollars to get the best ROI, and offers best practices on marketing content development.