英文【NetLine】2025年B2B内容消费和需求现状报告

2025STATEOFB2B

CONTENT

CONSUMPTION

&DEMANDREPORT

9THEDITION

2025StateofB2BContentConsumptionandDemandReportforMarketersNetLine

2

TABLEOF

CONTENTS

INTRODUCTIONTOTHERESEARCH 3

EXECUTIVESUMMARY 4

TOTALREGISTRATIONS 5

THECONSUMPTIONGAP 7

THECONVERGENCEOFCURIOSITYANDACTION 9

AI:ABSOLUTELYINTERESTED 12

CONSUMPTIONACROSSJOBPARAMETERS 15

FORMATFINDINGS 21

ANALYZINGYOURTARGETBUYERS 25

INTENTFINDINGS 26

WHOISREADYTOBUY? 27

THERELATIONSHIPBETWEENTHEBUYER,SJOURNEYANDCONTENTFORMAT 30

WRAPPINGUPAYEAROFCONSUMPTION 35

ABOUTNETLINE 36

NetLine2025StateofB2BContentConsumptionandDemandReportforMarketers

3

INTRODUCTIONTO

THERESEARCH

Welcometoour9thannualStateofB2BContentConsumptionandDemand

Report.

There’squiteabittogettointhesepages,soI’llmakemycommentsbrief.

Again,thisreportisnotasummaryofsurveyfindings.

Instead,theseareinsightsintowhatB2Bprofessionalsactuallywant.Weknow

thisbecausetheirfirst-partybehaviorssuggestit.

Thisyear,we’resharingrealuserinsightsfrom8millionfirst-partycontent

registrations.

BeyondrevealingthetrueneedsandintentionsofB2Bbuyers,you’lldiscover:

•WhytheConsumptionGapmustguideyournurturingprograms

•HowmuchAI-relatedcontentisbeingconsumed

•WhatthesurgeofC-Levelconsumptionmeans

•WhyPlaybookregistrationssignalhighintent

Weareeagertolearnwhichstatsandinsightsyoufindmostimpactful.

ShareyourbreakthroughmomentsbytaggingNetLineonLinkedIn.

Cheers,

DavidFortino

GeneralManager,NetLine

2025StateofB2BContentConsumptionandDemandReportforMarketersNetLine

4

EXECUTIVESUMMARY

8

M

CONTENTCONSUMPTION

FIRST-PARTY

REGISTRATIONS

Gatedcontent

demandsurged.

•Appetitesforgatedcontentcontinuetorise,asuserdemandforgated

B2Bcontentresultedin8Mfirst-partyregistrations.

•Demandgrew27%from2023and84%since2019.

%

•C-Levelconsumptionincreased27%YOY,representing13%oftotaldemand.

53

•TheConsumptionGapwidenedby

7hours—a23.3%slowdown.

OFALL

DEMAND

eBooks

remainedthetopformat.

PURCHASEDECISIONS

•34%ofprofessionalsexpectedtomakeapurchasedecisionwithin12months,down3%from2023.

•Playbooksdrovethehighestpurchase

%

MORELIKELY

Playbooks

signaledstrongpurchaseintent.

intent,withregistrations115%morelikelytosignalabuyingdecisionwithin

115

12months.

CONTENTFORMATSANDTRENDS

•eBooksdominatedwith53%ofall

demand—withregistrationsupby71.4%.

•WhitePaperregistrantswere31%morelikelythanin2023tomakeapurchasedecisionwithinayear.

YOYGROWTH

AI-related

content

skyrocketed.

•Webinarssawa29%YOYincreaseinregistrations;LiveWebinarswerethetenthmostpopularformatof2024,growing3%.

•DemandforAI-relatedcontentgrew186%YOY.

NetLine2025StateofB2BContentConsumptionandDemandReportforMarketers

TOTALREGISTRATIONS5

NetLinedelivered8millionfullypermissioned,first-partyleadsin2024—a

27%YOYincreaseintotalregistrationsandNetLine’slargesttotalever.

84%

NetLine,slargestever,reflecting

strongdemand.

8M

GROWTHSINCE2020

Significantsurgeincontent

registrations.

FIRST-PARTYLEADS

7.gM

REGISTRATIONS

YEAR

2025StateofB2BContentConsumptionandDemandReportforMarketersNetLine

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CONTENTSEASONALITY

Over12months,contentconsumptionhasitsebbsandflows.

2024REGISTRATIONSBYMONTH

720000

700000

680,000

640000

620000

REGISTRATIONS

MONTH

NetLine’sfourmostactivemonthsrepresentallfourquarters.Belowareourestimationsastowhyeachmonthgeneratedasmuchactivityasitdid.

SEPTEMBER

RETURNTOACTION

AFTERSUMMER

SLOWDOWN

OCTOBER

BIGGESTPUSH

OFYEARBEFORE

HOLIDAYS

MAY

PLANNINGAND

RAMPINGUPFORH2

JANUARY

TIMETOEXECUTEYOURQ1PLANS

HOURSBETWEENREGISTRATION

ANDDOWNLOAD

2025StateofB2BContentConsumptionandDemandReportforMarketers

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THECONSUMPTIONGAP

TheConsumptionGapmeasuresthetimebetweenwhencontentis

requestedandthemomentit’sopenedforconsumption.

Between2023and2024,theConsumptionGapwidenedfrom31hoursto

39hours—a7-hourincreaseand23%YOYrise.

EVOLUTIONOFTHECONSUMPTIONGAP

YEAR

7

39

HOURS

Theaveragetime

betweenrequestandconsumptionin2024.

HOURINCREASE

TheConsumptionGapwidenedsignificantly

7

2025StateofB2BContentConsumptionandDemandReportforMarketersNetLine

THECONSUMPTIONGAP

8

BYJOBLEVEL

2024

2023

HOURS

Q

Q

Q

JOBLEVEL

REGISTRATIONS

NetLine2025StateofB2BContentConsumptionandDemandReportforMarketers

THECONVERGENCEOF

CURIOSITYANDACTION

B2Bregistrationshaveincreasedeveryyearsince2020.

Atthesametime,theConsumptionGaphasalsowidened.

Thisindicatesadirectcorrelation:asregistrationsrise,contentconsumptionslows.

8,000,000

7,000000

5,000,000

4,000000

3,000,000

2628303234363840

HOURS

Adelayoftenexistsbetweencuriosity(contentrequest)andaction(contentconsumption).

Longergapssuggestpotentialhesitationorshiftsinpriority,causedbyenvironmentalfactorsorgo-to-marketobstacles.

9

2025StateofB2BContentConsumptionandDemandReportforMarketersNetLine

THECONVERGENCEOFCURIOSITYANDACTION

10

ENVIRONMENTALFACTORS—EXTERNALELEMENTSLARGELYOUTSIDEAMARKETER’SDIRECTCONTROL,SUCHAS:

•Budgetcycles:Organizationsmaydelaydecisionsduetofinancialplanning.

•Competingpriorities:Teamsfocusedonhigher-priorityprojectsorurgentdeadlines.

•Decision-makingcomplexity:Multiplestakeholderswithvaryingprioritiesslowingtheprocess.

•Economicuncertainty:Hesitationduetobroadermarketconditions.

•Industrydisruptions:Shiftsintrendsorunexpectedmarketchangesinfluencingpriorities.

GO-TO-MARKETFACTORS—ELEMENTSMARKETERSANDSELLERS

CANDIRECTLYINFLUENCE,LIKE:

•Contentrelevance:Misalignedtopicsorgenericcontent.

•Lengthandformat:Contentthatistoolongordifficulttoconsumeinonesitting.

•Timingofoutreach:Followinguptoosoonortoolate.

•Contentaccessibility:Complicateddownloadprocessesorrequiringexcessiveuserinformation.

•Follow-upquality:Ineffectivefollow-upsthatdon’treflecttheuser’sneedsorbehaviors.

KEY

DECISION-MAKINGCOMPLEXITY–MULTIPLESTAKEHOLDERSSLOWTHE

TAKEAWAY

PROCESS,IMPACTINGMARKETINGEFFECTIVENESS.

NetLine

2025StateofB2BContentConsumptionandDemandReportforMarketers

THECONVERGENCEOFCURIOSITYANDACTION

11

HOWMARKETERSANDSELLERSCANRESPOND

•Recognize:Assumetheassethasn’tbeenopenedwithinthefirsttwodays.Remember:aleadrequestedcontent,notcontact.

•Summarize:Offercondensed,actionablesummariestobridgethegapandencouragequickerengagement.

•Optimize:Ensurecontentistimelyandvaluable.Useintentdatatotailormessagingtoimmediateproblems.

•Incentivize:Nurtureleadsovertime.Intentdoesnotguaranteeimmediateaction,andregistrationsdon’talwaysequatetoengagement.

KEY

TAKEAWAY

WHILECONTENTCANSPARKCURIOSITY,REALENGAGEMENTDEPENDSONTHEEXPERIENCE—TIMING,ACCESSIBILITY,ANDRELEVANCE—SURROUNDINGIT.

2025StateofB2BContentConsumptionandDemandReportforMarketers

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12AI:ABSOLUTELYINTERESTED

If2023wastheyearAIwentmainstream,2024wastheyearAIbecame

embeddedinthefoundation.

YOYGROWTH

AI-relatedcontentdemandcontinued itsupwardtrend.

186%

TOTALAICONTENTDEMAND

1200000

REGISTRATIONS

800,000

400000

200000

III

2018201920202021202220232024

YEAR

NetLine2025StateofB2BContentConsumptionandDemandReportforMarketers

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NOTABLEINSIGHTS

5x

YOYINCREASE

Contentregistrationsfor“GenerativeAI”surged.

BIOTECHPROFESSIONALSLED

Highestconsumersof

NLP-relatedcontent.

LEGALPROFESSIONALSDOMINATED

MostengagedwithAI

Risk/Regulationcontent.

2025StateofB2BContentConsumptionandDemandReportforMarketers

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WHO’SLEADINGTHE

AIREVOLUTION?

FromBankingtoBiotech,differentindustriesareshapingthefutureofGenerative

AI,Chatbots,Robotics,andChatGPT.Seewhichjobareasaredrivingdemandfor

AI-poweredcontent.

JOBAREASMOSTLIKELYTOREQUEST“GENERATIVEAI”

CONTENT

JOBAREASMOSTLIKELYTO

REQUEST“CHATBOT”CONTENT

Banking/MortgageAgriculture

MarketingCreative/Design

Logistics/TransportationBanking/Mortgage

ExecutivesJournalism/Media/Entertainment

IT/Computers/ElectronicsBiotech

JOBAREASMOSTLIKELYTO

REQUEST“ROBOTICS”CONTENT

JOBAREASMOSTLIKELYTO

REQUEST“CHATGPT”CONTENT

Banking/MortgageJournalism/Media/Entertainment

14

Marketing

Creative/Design

Logistics/Transportation

Education

Executives

Marketing

IT/Computers/Electronics

Agriculture

2025StateofB2BContent

ConsumptionandDemandReportfor

15

Marketers

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CONSUMPTIONACROSS

JOBPARAMETERS

TechnologyDominatesRegistrations

Technology-relatedtopicsconsistentlyaccountedforthelargestshareofaudienceregistrationsacrossJobandIndustrycategories.

TOP10INDUSTRIES

●2024

●2023

INDUSTRY

computersandTechnologyEducation

ManufacturingHealthcare/Medical

Finance

Government

RetailandconsumerGoods

serviceIndustry

corporateservicesconstruction

REGISTRATIONS

20%

YOYINCREASE

Totalregistrationssurged

acrossInformationTechnology.

OFTOTALAUDIENCE

ComputersandTechnologyled

engagement.

2025StateofB2BContentConsumptionandDemandReportforMarketers

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TOP10SUB-INDUSTRIES

●2024●2023-

InformationTechnology/servicesHigherEducation

computersoftware

Hospital/HealthcareserviceIndustry(General)Finance:Financialservices

Telecommunications(General)

computersandTechnology(General)Education:Education(General)Manufacturing(General)

8%

SUB-INDUSTRY

REGISTRATIONS

REGISTRATIONTRENDSBYSUB-INDUSTRY

48%

GeneralComputersandTechnology

registrationssurged.

70%

INCREASE

GeneralTelecommunicationssaw

stronggrowth.

GROWTH

JOBAREAS

NetLine

2025StateofB2BContentConsumptionandDemandReportforMarketers

TOP10JOBAREAS

2024●2023-

T/computers/ElectronicsExecutives

Education

EngineeringBusiness

HumanResources

Finance/AccountingMarketing

sales

MedicalandHealth

REGISTRATIONS

REGISTRATIONTRENDSBYJOBAREA

38%

71%

38%

INCREASE

Educationmaintainedstrong

growthmomentum.

GROWTH

IT/Computers/Electronics

expanded,makingup31%of

theaudience.

SURGE

SecurityServicessawthe

highestgrowth.

17

JOBFUNCTION

INCREASE

CEOregistrationssawstronggrowth.

2024●2023-

ITGeneralManagement

CEOs

Teachers/professors

softwareDevelopmentNetwork/serverAdministration

seniorITManagement

ITsoftwareEngineerBusiness:services/support

cybersecurity/InformationsecurityseniorManagement

%

OFTOTALAUDIENCE

CEOsrepresentedakeysegment.

REGISTRATIONS

2025StateofB2BContentConsumptionandDemandReportforMarketers

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TOP10JOBFUNCTIONS

18

35%4%

JOBLEVEL

Reportfor

ContentConsumptionandDemand

StateofB2B

Marketers

NetLine

2025

JOBLEVEL

BYTHE

●2024

●2023

Individualcontributor

C-Level

ManagerDirector

seniorEmployeeconsultant

owner

VP

seniorManagersupervisor

REGISTRATIONS

28%27%

INCREASE

IndividualContributor

registrationsaccountedfor31%of

totalregistrations.

GROWTH

C-Levelregistrationsrosetosecond

overallsince2022,representing13%

oftheaudience.

19

OVERALLPROFESSIONALDEMAND

53%ofalldemandcamefromC-Levelexecutives,ExecutiveVPs,SeniorVPs,VPs,Senior

Managers,

Directors,Directors,SeniorEmployees,SeniorManagers,andConsultants.

COMPANYSIZE

2025StateofB2BContentConsumptionandDemandReportforMarketers

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BYTHECOMPANYSIZE

●2024●2023-

1-

100-24

25-4

5-

50,000

1000-2,49

10-2

250-49

500-99

10,000-19,99

2,500-4,99

50-9

5,000-9,99

20,000-49,99

REGISTRATIONS

REGISTRATIONTRENDSBYCOMPANYSIZE

36%

26%

YOYGROWTH

Smallbusinesses

(5–9employees)showedthehighestengagementincrease.

YOYGROWTH

Largeenterprises(50,000+employees)

maintainedstrongdemand.

20

21

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2025StateofB2BContentConsumptionandDemandReportforMarketers

FORMATFINDINGS

CONTENTTRENDS

2024’sTop10Formatshighlightabalancebetweenquick,easy-to-digestcontentandmore

substantive,in-depthresources.

●2024●2023

Q

人

人

35%

112%

GROWTH

NewslettershadthegreatestincreasewithintheTop10.

DECLINE

TipsandTricksGuidessawthelargestdrop

amongtheTop10formats.

2025StateofB2BContentConsumptionandDemandReportforMarketers

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THEEBOOKEMPIRE

There’snootherwaytosayit:eBooksareslowlyconqueringtheentiretyofB2B.

Presently,theformateffectivelyownsmorethanhalfofB2Bformatshare.

Thefiguresonthispagegiveyouanideaofjusthowoutrageouslydominanttheformatwasin2024:

KEYTAKEAWAY

eBooksdidn’tjustperformwell—theyoutpacedmostotherformatsbya

staggeringmargin,solidifyingtheir

positionasthego-toresourcefor

professionalsseekingbothdepthandaccessibilityintheircontent.

Somemaycontinuetoclaimthatthe

differencesbetweeneBooks,Guides,

andWhitePapersarenothingmorethansemantics.

Weknowof4MB2Bprofessionalswhobelieveotherwise.

48x

MORELIKELY

PreferredoverOn-DemandWebinars.

6x

MORELIKELY

RequestedoverGuides.

8x

MORELIKELY

PreferredoverCheatSheets.

12x

MORELIKELY

FavoredoverWhitePapers.

38x

MORELIKELY

SelectedoverWebinars.

49x

MORELIKELY

RequestedoverPlaybooks.

22

2025StateofB2BContentConsumptionand

DemandReportforMarketers

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WEBINARWATCHING

REGISTRATIONSFORWEBINARSANDYOY

TOTAL

DELTA

-18%

ON-DEMANDWEBINARS

3%

LIVEWEBINARS

29%

WEBINAR(ALL)

•Combineddemandforliveandon-demandwebinarsgrew29%YOY.

•On-demandwebinarsdeclined18%,followinga12%growthinthe

previousyear.

•Webinarregistrantswerealso

16%morelikelytomakeabuyingdecisionwithinthenext12months.

PURCHASE

READINESS

FORUSERSREQUESTINGWEBINARS

-5%

LIVEWEBINARS

-26%

ON-DEMANDWEBINARS

REGISTRATIONS

2025StateofB2BContentConsumptionandDemandReportforMarketers

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SUPPLYANDDEMAND

eBooksdominateB2Bcontentnotjustinpopularitybutalsoinefficiency:

ForeveryeBookassetuploadedtoNetLine,983registrationsaregenerated.

Comparatively,WhitePapers,themostuploadedformat,generateonly

60registrationsperasset.

REGISTRATIONSVS.OFFERSAVAILABLE|TOP10FORMATS

RegistrationvolumerelativetothenumberofoffersavailableontheNetLineplatform.

24

5,000,000

1,000,000

500,000

100,000

●

eBook

Cheat

Sheet

Guide

●

Live

Webinar

TipsandTGuide

ricks

Report

Article

●

WhitePaper

●

Book

Summary

Newsletter

8001,0002,0004,0006,000

OFFERS

WhileeBooksreignsupremeinpopularity,theyfailtosparkpurchaseintent.

DespitetheoverwhelmingpopularityofeBooks,marketersmustbalancebetweentheformatsprospectsprefertoconsumeandthecontentthatdrivesconversionsandsalesdialogue.

Successfulcontentmarketingprogramsrequireboth.

NetLine

2025StateofB2BContentConsumptionandDemandReportforMarketers

ANALYZINGYOURTARGETBUYERS25

Asmuchaswewouldlovetocovereachandeveryaudience,wesimplycan’tdoit.

Fortunately,youcanuncoverexactlywhatyourprospectsareconsuming(rightnow)withAudienceExplorer.

AudienceExplorerallowsyoutobreakdownaudiencecontentconsumptionbyJobAreaandIndustrywithreal-timedatafromthepast180days.

StartexpIoringyourICPtoday.

2025StateofB2BContentConsumptionandDemandReportforMarketersNetLine

26INTENTFINDINGS

Knowingwhat,scomingnextisasuperpower.lt,sIikehavingtheanswerstoatestorpredictinganopponent,smove.

Whilenotacure-all,intentdata—especiallybuyer-levelintentdata—offersatangiblewaytounderstandWHOyourprospectsare,whattheywant,andwhentheywantit.

WithNetLine’saudienceintentdata,B2Bprofessionalshaveaccesstoreal-timeinsightsinto

‘Who’isshowingintent(alongwith‘What,’‘When,’and‘Where’).NetLinetapsintobillionsofdatapointstoforecastB2Bbuyerbehavior.

Here’swhatNetLine’saudienceintentdatarevealedin2024.

NetLine2025StateofB2BContentConsumptionandDemandReportforMarketers

PURCHASEREADINESSDIPPED

27

Globaladspendingwasexpectedtoexceed$1trillionin2024.AIreshapedbudgeting,asupto40%oftraditionalspendwasreallocated.Digitaladspendinggrewacrossretailmedia(+21%),paidsearch(+6%),andsocial(+13%),withsteadyconversionrates.

Overall,theyearsawmeasuredgrowthinB2Bmarketingspend,withastrategicfocusonresourceallocationamideconomicuncertainties.

ThismeasuredapproachisreflectedinNetLine’saudienceintentdata.

3-6Months

6-12Months

Over1Year

Under3Months

20229%10%15%67%

20239%9%17%65%

20248%10%16%66%

DELTA-12%15%-7%1%

INCREASE

Mid-termintent(3-6months)rosecomparedto2023.

15%12%3%

DECLINE

Overallinvestmentlikelihood

within12monthsdropped

from2023.

DECREASE

Short-terminvestments(next3months)declined.

WhileForresterstatesonly5%ofB2Bbuyersareactivelyin-marketatanygivenmoment,NetLine’s2024audienceintentdatapaintsadifferentpicture—with16.5%ofusershavingindicatedthey’replanningtoinvestinaprojectoverthenextyear.

Thankstoouraudienceintentdata,we’reidentifyingin-marketbuyersatarate230%higherthantheindustrystandard.

Reportfor

StateofB2BContentConsumptionandDemand

Marketers

NetLine

2025

WHOISREADYTOBUY?

Percentagesarenicebuttheydon,ttellusthestoryaboutthepeople.

WhoacrosstheB2Blandscapeismostlikelytomakeanimmediatebuyingdecision?

JOBLEVELSMORELIKELYASSOCIATEDJOBLEVELSLESSLIKELYASSOCIATED

WITHIMMEDIATEBUYINGDECISIONWITHIMMEDIATEBUYINGDECISION

C-Level

ExecutiveVP

SeniorEmployeeConsultant

Owner

SeniorManagerSeniorVP

SupervisorDirector

VP

JOBLEVELSMORELIKELYASSOCIATEDWITHABUYINGDECISIONIN

UNDER3MONTHS

JOBLEVELSMORELIKELYASSOCIATEDWITHABUYINGDECISIONIN

3-6MONTHS

C-Level

ExecutiveVP

Individual

Contributor

Supervisor

Owner

IndividualContributor

ExecutiveVP

OwnerC-Level

SeniorEmployee

28

NetLine2025StateofB2BContentConsumptionandDemandReportforMarketers

WHOISREADYTOBUY?

JOBAREASMORELIKELYASSOCIATEDWITHIMMEDIATEBUYINGDECISION

JOBAREASLESSLIKELYASSOCIATEDWITHIMMEDIATEBUYINGDECISION

Manufacturing/Production/OperationsQualityAssurance/Safety

29

Executives

HumanResources

Banking/Mortgage

MedicalandHealth

Finance/Accounting

Sales

Logistics/Transportation

Engineering

INDUSTRIESLESSLIKELYASSOCIATEDWITHIMMEDIATEBUYINGDECISION

INDUSTRIESMORELIKELYASSOCIATEDWITHIMMEDIATEBUYINGDECISION

Aerospace/AviationGovernment

RetailandConsumerGoods

Finance

Non-Profit/Organizations

Education

Media

CorporateServices

BiotechandPharmaceuticals

RealEstate

2025StateofB2BContentConsumptionandDemandReportforMarketersNetLine

THERELATIONSHIPBETWEENTHEBUYER’SJOURNEY

30

&CONTENTFORMAT

Thereisastrongconnectionbetweenauser’schoiceofformatandtheirreadinesstobuy.

Basedonourfirst-partybuyer-levelintentdata,wecategorized12uniquecontentformatswithtwoImmediateBuyingDecisionAssociationgroups:MoreLikelyandLessLikely.

CONTENTFORMATSLESSLIKELY

ASSOCIATEDWITHABUYINGDECISION

WITHINTHENEXT12MONTHS

CONTENTFORMATSMORELIKELY

ASSOCIATEDWITHABUYINGDECISION

WITHINTHENEXT12MONTHS

PlaybookTipsandTricksGuide

Infographic

Course

CaseStudy

eKit

TrendReport

Report

Buyer’sGuide

Article

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31

TOPPURCHASE-INTENTFORMATS:

•Aswasthecasein2023,PlaybooksandCaseStudiesremaintwoofthetopthreeformatsmoststronglyassociatedwithabuyingdecisionwithin12months.

•Surprisingly,Infographicshavejoinedthisgroup,being110%morelikelytobeassociatedwithabuyingdecisionwithinthesametimeframe.

CONTENTFORMATSMORELIKELY

ASSOCIATEDWITHABUYINGDECISION

IN3-6MONTHS

CONTENTFORMATSMORELIKELY

ASSOCIATEDWITHABUYINGDECISION

INUNDER3MONTHS

GuidePlaybook

LiveWebinar

TrendReport

BestPractices

On-DemandWebinar

WhitePaper

CaseStudy

LiveVirtualEvent

WhitePaper

115%

MORELIKELY

Playbooksledallformatsinoverallpurchaseintent(12months).

97%

MORELIKELY

On-DemandWebinarssignaled

mid-termpurchaseintent

(3-6months).

46%

MORELIKELY

Guidesdroveshort-termbuying

decisions(0-3months).

OVERALLPURCHASEINTENT(12MONTHS):

•Overall,Playbooksledallformats,withregistrations115%morelikelytobeassociatedwithabuyingdecisionwithin12months.

•eBookregistrationswere12%lesslikelytoindicatepurchasedecisionsoverthenext12months.

2025StateofB2BContentConsumptionandDemandReportforMarketers

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KEYTAKEAWAYSFROM

32

NETLINE’S2024INTENTDATA

THECONSUMPTIONGAP:ASIGNOFOVERLOADANDDELAY

Buyersareburiedunderamountainofcontent,andthe39-hour

ConsumptionGapisthecanaryinthecoalmine.Thisisn’tjustabout

timing—it’saboutbreakingthroughthenoise.Marketersneedtosimplify,summarize,anddeliverupfrontvaluetocutthroughdecision(andevenconsumption)fatigue.

FORMAT=INTENT,NOTJUSTPREFERENCE

PlaybooksandInfographicsaren’tjusttrendy—they’repurposeful.

Playbooksare115%morelikelytodriveapurchaseinthenext12months,andInfographicsareup110%.Marketersshouldfocusonwhatworks

insteadofwhat’sflashy.

TIMINGIS(STILL)EVERYTHING

Withintentsurginginthe3–6monthrange(+15%),it’stimetorethinkyournurturingstrategies.It’snotjustaboutstayingvisible;it’saboutdeliveringinsightsthathitwhenbuyersareactivelyweighingtheiroptions.

ROLE-BASEDENGAGEMENTISAMUST

C-Levelleadersdominatethe“ready-to-buy-now”group,butdon’tsleeponIndividualContributors—manyofthemplayacrucialroleinmid-termdecisions.Tailoringyourapproachbasedonabuyer’sinfluencelevelcanmakeorbreakyouroutreach.

URGENCYVARIESBYINDUSTRY

Ifyou’retargetin