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1、2024STATE OF B2BCONTENTCONSUMPTION&DEMANDREPORTTABLE OF CONTENTSINTRODUCTION TO THE RESEARCH .3EXECUTIVE SUMMARY .5APPLYING THE LEARNINGS FROM THIS REPORT .6TOTAL REGISTRATIONS .7THE CONSUMPTION GAP.8THE TITANS OF TECH .11BY JOB LEVEL .16BY COMPANY SIZE.17CHECKING IN ON THE C-SUITE .18AI:ABSOLUTELY

2、INTERESTED .20ANALYZING YOUR TARGET BUYERS .21INTENT FINDINGS .22THE RELATIONSHIP BETWEEN THE BUYERS JOURNEY AND CONTENT FORMAT .26FORMAT FINDINGS.28CONSUMPTION PROBABILITY AND PURCHASE INTENT.31WRAPPING UP A YEAR OF CONSUMPTION.37ABOUT NETLINE .3822024 State of B2B Content Consumption and Demand Re

3、port for MarketersNetLineINTRODUCTION TOTHE RESEARCHWelcome to our 8th annual State of B2B Content Consumption and Demand Report.Before you read on,there is a key distinction to callout that sets this report apart from other industry studies:This report is not a summary of survey findings.When we sa

4、y we have insights into what B2B professionals actually want and need,we mean it.This year,were sharing real user insights from 6.2 million first-party content registrationsrevealing the true needs and intentions of B2B buyers everywhere.We cannot wait to hear which stats and insights you find most

5、impactful.Share your breakthrough moments with#ImaDataMarketer.Cheers,David FortinoChief Strategy Officer,NetLine32024 State of B2B Content Consumption and Demand Report for MarketersNetLineINSIGHTS FROM 6.2 MILLION FULLY-PERMISSIONED,FIRST-PARTY LEADS.42023 State of B2B Content Consumption and Dema

6、nd Report for MarketersNetLineKey findings that shaped the year:Despite the growing push for ungated content from marketers,user demand for gated B2B content rose 14.3%YOYup 77%since 2019.While professionals requested historic levels of content,time to consume slowed by 2.5 hours,widening The Consum

7、ption Gap by 8.8%YOY.In a year of economic distress and uncertainty,buyers stated they were 5.3%more likely to make investments within the next 12 months compared to 2022.35.2%of professionals expected to make a purchase decision within the next 12 months.C-Level consumption represented 12.7%of audi

8、ence demand,growing 7.9%YOY.eBooks remain the most popular content format for B2B professionals,representing 39.5%of all demandwith registrations increasing 34.5%.Compared to 2022,users requesting Case Studies were 78.5%more likely to make a purchase decision in the next 12 months.Webinars saw a 7.6

9、%YOY increase in registrations;On-Demand Webinars were the eighth most popular format of 2023,growing 56.7%.Demand for AI-related content skyrocketed 5.5x YOY.EXECUTIVE SUMMARY1435856%CONSUMPTIONINCREASEINDICATE PURCHASE INTENT IN 12 MONTHSINCREASE IN C-LEVEL CONSUMPTIONINCREASE IN ON-DEMANDWEBINAR

10、CONSUMPTION52024 State of B2B Content Consumption and Demand Report for MarketersNetLineAPPLYING THE LEARNINGSFROM THIS REPORTYoure busy and we respect your time.Assuming youre looking to build your pipeline and accelerate sales outcomes in 2024,heres what you need to know from this years report.EMB

11、RACE THE GATE.77%growth since 2019 proves users are not averse to sharing their information in exchange for high-quality content.Gated content=great first-party sourced intent signals.B2B PROFESSIONALS NEED TIME TO CONSUME.The Consumption Gap widened to 31.2 hours in 2023.If youre not giving people

12、at least two days to consume the content theyve requested before you follow up,youre not going to be successful.IF YOURE LOOKING TO BUILD AWARENESS,CREATE EBOOKS.There is nothing more appealing to professionals at the top of the funnel.Users are 3x more likely to request an eBook than the second mos

13、t popular format(Guides).THE IMPACT OF AI IS JUST BEGINNING.Total demand for AI-related content jumped 5.5x in 2023 and seems to be following a similar trajectory for 2024.THE C-SUITE LOVES SIMPLE CONTENT.Executives consume a lot of content,but it needs to be easily digestible.53.9%of their consumpt

14、ion came in the form of eBooks,Cheat Sheets,Book Summaries,and Tips and Tricks Guides.CASE STUDIES ARE LINKED TO PURCHASE DECISIONS.In 2023,compared to 2022,users requesting Case Studies were 78.5%more likely to make a purchase within the next 12 months.DONT IGNORE INTENT.Third-party cookies are goi

15、ng away.Leveraging buyer-level intent data is your best bet to knowing precisely who your prospects are.62024 State of B2B Content Consumption and Demand Report for MarketersNetLineCONTENT CONSUMPTIONGREW 14.3%YOYRegistrationsTHE PROGRESSION OF B2B CONTENT DEMANDNetLine delivered 6.2 million fully-p

16、ermissed,first-party leads in 2023.Thats a 14.3%YOY increase in total registrations.Since 2019,NetLine has recorded a 77%increase in overall demand.Users have given no indication that their behaviors will change anytime soon.3.5M4.3M4.6M5.5M6.2M72024 State of B2B Content Consumption and Demand Repor

17、t for MarketersNetLineTHE CONSUMPTION GAP2.5 ON AVERAGE,PROFESSIONALS TOOKHOURSLONGER TO CONSUME REQUESTED CONTENTTHE EVOLUTION OF THE CONSUMPTION GAPThe Consumption Gap is the time between when content is requested and the moment its opened for consumption.This past year,it widened,with the time to

18、 consume increasing from 28.7 hours to 31.2.Hours82024 State of B2B Content Consumption and Demand Report for MarketersNetLine321PRO TIP:Close the Consumption Gap with content that your buyers are actively looking for.Discover your buyers interests in our 2024 Content Trends&Planning Guide Have pati

19、ence with your prospects.Unless theyve specifically requested to hear from you,give them time and space to consume your content.WHY DID THE CONSUMPTION GAP GROW?As registrations increase,so does the time to consume.Ultimately,the widening of the Consumption Gap for 2023 comes down to some very real

20、issues:CONTENT IS BEING REVIEWED BY MORE PEOPLE.59%of B2B buyers have at least four people involved in their buying committee.25%have at least seven people.While collaborative efforts signify a healthy organization,multiple rounds of vetting can delay work,underscoring the importance for marketers t

21、o tailor content strategies to the complex decision-making ecosystems of their audiences.THE URGENCY TO PROVE ROI MORE SWIFTLY.Present economic conditions necessitate a balance between immediate needs and future gains.Ultimately,it requires a strategic shift in content creation and distribution to f

22、ocus on clear,measurable outcomes that align with business goals that address both ROI concerns and timelines.PROFESSIONALS ARE BEING ASKED TO DO MORE WITH LESS.More work,less time/resources,same expectations.Marketers and sellers must leverage tools and strategies that maximize impact without addin

23、g to the already high demands on their audiences time and attention.92024 State of B2B Content Consumption and Demand Report for MarketersNetLineInformation Technology179%32%HOURSDECREASEINCREASEFrom registration to download was the fastest consumption rate.SVPs were the hungriest.In consumption rat

24、e of professionals within organizations 50k+employees.However,they still consumed content 6%faster than the average professional.In consumption rate of professionals within the Automotive Industry,averaging at 21.5 hours.CONSUMPTION CALLOUTSNetLine2024 State of B2B Content Consumption and Demand Rep

25、ort for Marketers10THE TITANS OF TECH Information TechnologyEducationHealthcare/MedicalManufacturingFinanceGovernmentRetail&Consumer GoodsService IndustryCorporate ServicesConstruction2022 2023Registrations(%)18.0%10.4%7.2%6.9%6.5%5.4%5.3%4.2%4.0%3.5%The IT Industry was the most active,representing

26、18%of total audience.Total registrations grew 20.8%YOY.21%INCREASE IN THE IT INDUSTRY CONSUMPTIONTHE TOP 10 ACTIVE INDUSTRIESAs usual,all things technology-related accounted for the largest share of audience registration across each Job and Industry category.112024 State of B2B Content Consumption a

27、nd Demand Report for MarketersNetLineIT:Technology/ServicesEducation:Higher EdHealthcare/Medical:Hospital/Health CareIT:Computer SoftwareService Industry:GeneralFinance:Financial ServicesTelecommunications:GeneralIT:GeneralEducation:GeneralManufacturing:General14%OF REGISTRATIONS FROM OF ALL REG FRO

28、M IT SERVICES,COMPUTER SOFTWARE,GENERAL COMPUTER&TECHNOLOGY SERVICESB-INDUSTRIES16%INCREASE IN TOTAL REGISTRATIONS FOR THE TOP 10 SUB INDUSTRIESTHE TOP 10 ACTIVE SUB-INDUSTRIES6.9%5.5%4.9%3.3%3.0%2.8%2.5%2.2%2.2%2.o%2022 2023Registrations(%)122024 State of B2B Content Consumption and Demand Report f

29、or MarketersNetLineJob Area vs.Job FunctionsJob Areas define a discipline within an organization.Job Functions define specific tasks and roles an individual has within a given discipline.The IT/Computers/Electronics Job Area was the most active,representing 27.9%of total audience.Registrations for t

30、his group grew 21.5%.Information TechnologyExecutivesHuman ResourcesEducationEngineeringBusinessMarketingFinance/AccountingSalesMedical and HealthTHE TOP 10 ACTIVE JOB AREAS27.9%13.4%6.9%6.7%6.6%6.1%4.7%4.6%3.3%3.1%2022 2023Registrations(%)132024 State of B2B Content Consumption and Demand Report fo

31、r MarketersNetLineIT/Computer/Electronics:General Management was the most active Job Function,representing 4.8%of total audience.Registrations for this group grew 27.1%.IT:General ManagementExecutives:CEOIT:Software DevelopmentEducation:Teacher/ProfessorHuman Resources:General ManagementBusiness:Ser

32、vices/SupportIT:Network/Server AdministrationExecutives:Senior ManagementIT:Senior ManagementSales:General ManagementTHE TOP 10 ACTIVE JOB FUNCTIONS4.8%3.7%3.1%2.2%2.2%2.1%2.0%2.0%1.8%1.8%2022 2023Registrations(%)142024 State of B2B Content Consumption and Demand Report for MarketersNetLine18%10%7%o

33、f the total audience from the IT industry of the total audience from the Education industry of the total audience from the Manufacturing Industry INDUSTRY CALLOUTS152024 State of B2B Content Consumption and Demand Report for MarketersNetLineBY THEJOB LEVELIndividual ContributorManagerDirectorC-Level

34、Senior EmployeeConsultantOwnerVPSenior ManagerSupervisorIndividual Contributors were the most active Job Level,representing 31.2%of total audience,with this groups registrations growing 20.7%.Manager,Director,and C-Level Job Levels saw their total registrations grow by an average of 7.9%.However,the

35、ir total audience share dropped by an average of 6%.Historically,these three Job Levels have been the drivers of consumption.To see all three“dip”YOY is quite interesting.Its possible that this drop could be due to mass layoffs,specifically within the tech industry.60%OF ALL DEMAND FROM MANAGERS AND

36、 ABOVETHE TOP 10 JOB LEVELS 31.2%13.2%12.7%12.3%8.3%5.6%4.5%3.1%2.7%1.4%2022 2023Registrations(%)162024 State of B2B Content Consumption and Demand Report for MarketersNetLineBY THECOMPANY SIZEIn 2023,registrations from the largest enterprises(10,000-19,999 employees)grew by 1.4%.However,demand from

37、 companies with 1,000 to 49,999 employees dipped by an average of 5.6%.Organizations employing 10 to 24 requested 5.7%more content in 2023.Demand from organizations employing 20,000 to 49,999 employees dropped by 10.2%.1-4100-24925-4950,000+1,000-2,4995-910-24250-49910,000-19,999500-99910%DECREASE I

38、N 20,000 TO 49,999 COMPANY SIZE6%INCREASE IN 10 TO 24 COMPANY SIZE THE TOP 10 COMPANY SIZES BY EMPLOYEESCompany Sizes by Employees2022 2023172024 State of B2B Content Consumption and Demand Report for MarketersNetLineCHECKING IN ONTHE C-SUITEEveryone wants to reach the C-Suite.The good news is theyr

39、e listening quite attentively.18%of Audience Represented by C-Level Increase in Total Registrations27%17%7%37%of C-Suite Registrations from CEOs of the C-Level Audience from the IT Industry of the C-Level Audience from the IT/Services Sub-Industryof registrants preferred eBooks7%INCREASE IN TOTALREG

40、ISTRATIONS182024 State of B2B Content Consumption and Demand Report for MarketersNetLine21%8%10%in total demand from Individual Contributors in Managers,Directors,and C-Level consumptionin demand from company sizes 20,000 to 49,999AUDIENCE ATTRIBUTESINCREASEINCREASEDECREASE192024 State of B2B Conten

41、t Consumption and Demand Report for MarketersNetLineAI:ABSOLUTELY INTERESTED2023 was the year AI went mainstream,thanks in large part to OpenAIs ChatGPT.During this period of exponential growth,our assumption was that B2B consumption behaviors would change alongside it,thus validating that this is a

42、 point of no-return.That is indeed the case.After years of see-sawing,demand for AI content exploded in 2023,increasing 5.5x YOY.Marketers,Journalists and HR professionals were more likely to consume ChatGPT-related content.Healthcare professionals,collectively,had the highest percentage of users co

43、nsuming Natural Language Processing(NLP)related content.AI topic registrations for 2024 have already eclipsed the totals for 2018-2020,and are currently pacing to finish the year up 1.9x from 2023.The world will not be changing.The world has changed.Our 2023 Report did not feature any AI insights.At

44、 time of publication,we were just beginning to track the explosion of demand within this new market opportunity.This will continue to be an area of strategic focus for NetLine in 2024.5.5xINCREASE IN DEMAND FOR AI CONTENTTHE TOTAL AI CONTENT DEMANDRegistrations202024 State of B2B Content Consumption

45、 and Demand Report for MarketersNetLineANALYZE YOUR TARGET BUYERSAs much as we would love to cover each and every audience,we simply cant do it.Fortunately,you can uncover exactly what your prospects are consuming right now with our free,interactive tool,Audience Explorer.Audience Explorer allows yo

46、u to break down audience content consumption by Job Area and Industryas well filtering options by Region,Company Size,and Job Levelwith real-time data from the past 180 days.Start Exploring your ICP Today.212024 State of B2B Content Consumption and Demand Report for MarketersNetLineINTENT FINDINGSKn

47、owing what could happen next is a superpower.Its like having the answers to a test or knowing precisely how an opponent plans to move.While it may not be a cure-all,intent dataspecifically buyer-level intent datais the closest thing we have to tangibly understanding WHO our prospects and future buye

48、rs are.It also helps us identify what they want and when they want it.With the introduction of INTENTIVEthe only buyer-level intent platform delivering real-time insights into“who”is actively expressing intent in an account(as well as“what”,“when”,and“where”)NetLine now has access to billions of int

49、ent-rich data points that provide insight into the future behaviors of B2B buyers.Lets review what INTENTIVE has discovered.222024 State of B2B Content Consumption and Demand Report for MarketersNetLinePURCHASE READINESS INCREASEDDespite economic turmoil,B2B organizations continue to spend in areas

50、in which they deem valuable.A mid-year report from The Winterberry Group projected that B2B advertising and marketing spend was forecasted to be$53.7B in 2023an increase from$49.9B in 2022.This might explain why 35%of B2B buyers showed a greater likelihood of purchase intent over the next 12 months,

51、up from 33%in 2022.Under 3 Months3-6 Months6-12 MonthsOver 1 Year20228.8%10.0%14.5%66.7%20239.4%8.8%17.0%64.8%Delta6.8%-12.0%17.2%-2.8%5%MORE LIKELY TO INVESTIN 12 MONTHS,YOYRESPONDENTS WERE 7%MORE LIKELY TO INVESTIN 3 MONTHS,YOYRESPONDENTS WERE 12%LESS LIKELY TO INVESTIN 3-6 MONTHS,YOYRESPONDENTS W

52、ERE 232024 State of B2B Content Consumption and Demand Report for MarketersNetLineWHO IS READY TO BUY?More Likely Associated with Immediate Buying Decision Less Likely Associated with Immediate Buying DecisionC-LevelSupervisorExecutive VPSenior EmployeeOwnerSenior ManagerIndividual ContributorDirect

53、orSenior VPManagerThe C-Suite and Senior leadership were the most likely to be aggressive.Middle management andsenior employees were more reserved.Percentages are nice but they dont tell us the story about the people.Who across the B2B landscape is most likely to make an immediate buying decision?Mo

54、re Likely Associated with Immediate Buying DecisionLess Likely Associated with Immediate Buying DecisionQuality Assurance/SafetyBanking/MortgageLogistics/TransportationCustomer Support/Client ServicesManufacturing/Production/OperationsEngineeringHuman ResourcesEducationSalesMedical and HealthThe nat

55、ure of these roles speak to the needs for each:Sales and Manufacturing/Production/Operations,for example,want and need solutions immediately.Professionals in the Education and Engineering space,for example,are associated with planning ahead,allowing more time for consideration.JOB LEVELSJOB AREAS24N

56、etLine2024 State of B2B Content Consumption and Demand Report for MarketersMore Likely Associated with Immediate Buying DecisionLess Likely Associated with Immediate Buying DecisionBiotech and PharmaceuticalsEducationRetail and Consumer GoodsNon-Profit/OrganizationsUtility/EnergyInsuranceAdvertising

57、/MarketingTransportation and LogisticsReal EstateGovernmentReal Estate and CPG professionals live in a,“what have you done for me lately?”world where inflation and interest rates are also a major factor.NPOs and Government professionals ponder every decision and often take considerable time before a

58、rriving at any result.INDUSTRIES25NetLine2024 State of B2B Content Consumption and Demand Report for MarketersNetLineThe Relationship Between the Buyers Journey and Content FormatThere is a clear connection between a users choice in format and their readiness to buy.Based on our first-party buyer-le

59、vel intent data,we categorized 12 unique content formats with two Immediate Buying Decision Association distinctions:More Likely and Less Likely.More Likely Associated with a Buying DecisionLess Likely Associated with a Buying DecisionPlaybookTips&Tricks GuideCase StudyCourseTrend ReporteKitAnalyst

60、ReportReportWhite PaperArticleLive WebinarCheat SheetsPLAYBOOKS,CASE STUDIES,AND TREND REPORTSwere the three formats most likely to be associated with a buying decision over the course of the next year.TIPS AND TRICKS GUIDES,COURSES,AND EKITSwere the three formats least likely to be associated with

61、a buying decision over the course of the next year.Users requesting these formats are seeking tangible ways to action a product or service in an optimal fashion and to study how their peers have had success.Users requesting these formats are looking to begin with the basics or refresh their knowledg

62、e.CONTENT FORMATS262024 State of B2B Content Consumption and Demand Report for MarketersNetLine47%More likely to Purchase in 0-3 Months compared to other formatsMore Likely Associated with a Buying Decision in Under 3 MonthsMore Likely Associated with a Buying Decision in 3-6 MonthsGuidePlaybookLive

63、 WebinarTrend ReportBest PracticesCase StudyWhite PaperSpecial ReportLive Virtual EventWhite PaperChecklistLive WebinarFrom these findings,four insights stood out from the rest:13%62%6xGUIDESWHITE PAPERSMore likely to purchase in 0-3 Months compared to eBooksPLAYBOOKS Less likely to purchase in 0-3

64、months,despite being the top formatHOWEVER,PLAYBOOKSMore likely to purchase in the next 3-6 months.CONTENT FORMATS272024 State of B2B Content Consumption and Demand Report for MarketersNetLineWeve learned how content formats can signal different levels of purchase intent.But what else can format tre

65、nds teach us about B2B buyers?FORMAT FINDINGSeBooks were 3x and 5.8x more likely to be requested compared to Guides and White Papers,respectively.Guides,after increasing in demand by 75%in 2022,fell 14.9%YOY.In the Top 10,only Research Reports saw a greater dropoff.Cheat Sheets(21.5%),Tips and Trick

66、s Guides(26.0%)and Book Summaries(43.1%)all saw increases.This highlights the clear need for the majority of content(read:Top-of-Funnel content)to focus on delivering value as directly and efficiently as possible.eBookGuideWhite PaperCheat SheetResearch ReportTips and Tricks GuideArticleBook Summary

67、On-Demand WebinarLive WebinarEBOOKS WERE KING ONCE AGAIN,WITH GUIDES AND WHITE PAPERS DECLINING IN TOTAL DEMAND.THE TOP 10 CONTENT FORMATS39.5%9.7%9.1%6.0%5.8%5.5%4.6%3.7%1.8%1.3%2022 2023Registrations(%)282024 State of B2B Content Consumption and Demand Report for MarketersNetLine15%22%43%in Demand

68、 for Guides in Demand for Cheat Sheets in Demand for Book SummariesFORMAT FEATURESDECREASEINCREASEINCREASE292024 State of B2B Content Consumption and Demand Report for MarketersNetLine8%INCREASE IN COMBINED WEBINAR REGISTRATIONS3%INCREASE IN LIVE WEBINARS12%INCREASE IN ON-DEMAND WEBINARSCombined as

69、a format,including Live and On-Demand,Webinars saw a 7.6%YOY increase in demand.On-Demand Webinar demand grew 12.1%YOY,finishing as the tenth most popular format of 2023.WEBINAR WATCHING302024 State of B2B Content Consumption and Demand Report for MarketersNetLineMore Likely Associated with a Buying

70、 Decision in 0-3 Months compared to other formatsCONSUMPTION PROBABILITYAND PURCHASE INTENTNetLine has studied format consumption trends for the past eight years.Our 2022 and 2023 reports highlighted the probability of purchase intent and how it relates to content format and other parameters.THE PRO

71、GRESSION OF EBOOK CONSUMPTIONeBooks are the most popular format for B2B professionals.While there are many who will debate the semantics of eBooks,Guides,Reports,and White Papers,NetLines data is clear:eBooks rule.eBooks are also linked to a greater likelihood of purchase within the next six months.

72、For this format,getting a first date is quite easy.A second?Not so much.Users who requested an eBook and go on to consume additional content consume a different format 96.4%of the time.This is where things get fun.This could mean that eBook consumption is more tightly aligned with purchase intent th

73、an previously believed.The truth is more complicated.Users registering for eBooks were most likely to progress to:Each of these formats were less likely to be associated with a buying decision in the next 12 months.40%OF ALL DEMAND,WITH A YOY INCREASE OF 34.5%EBOOKS REPRESENTED8%Book Summaries12%Sof

74、tware15%Courses312024 State of B2B Content Consumption and Demand Report for MarketersNetLineWhile users registering for eBooks were most likely to progress to Courses,this progression is not unique to this content format.In fact,users registering for one of the seven most requested formats are most

75、 likely to progress to Courses following their initial registration.eBookGuideWhite PaperCheat SheetResearch ReportTips and Tricks GuideArticleFrom Research Report to Trend ReportFrom On-DemandWebinar to On-Demand WebinarFrom Live Webinar to Live Virtual EventTHE PROBABILITY OF PROGRESSION OF POPULA

76、R FORMATS TO COURSESTHE PROBABILITY OF PROGRESSION OF POPULAR FORMATS TO DIFFERENT CONTENT TYPES15.3%20.8%23.4%9.2%20.9%19.8%22.2%6.4%12.3%25.4%Whats evident immediately is the popularity of Courses as a secondary format following initial consumption.A remarkable feat for the 26th most requested con

77、tent format overall.322024 State of B2B Content Consumption and Demand Report for MarketersNetLineTYING IT BACK TO PURCHASE INTENTEven as we expanded our analysis to the top 25 content formats of 2023,we found that,on average,there was an 18.8%chance that a user would next register for a Course,maki

78、ng it the most likely next step.While Course registrations reside on the Content Formats Less Likely Associated with a Buying Decision,not all outcomes are made equal.However,just because Courses are the most likely outcome,doesnt mean its a dead-end in terms of intent.On the previous chart,six of t

79、he 10 formats are associated with greater purchase intent.Four of those formats(White Papers,eBooks,Articles,and Guides)each feature sequences with Courses as the next most likely format request.FromToProbability of ProgressionWhite PaperCourse9.2%eBookCourse15.3%ArticleCourse19.8%GuideCourse20.8%Wh

80、at you should take note of is the Probability Progression to this Format percentages.White Papers being at only 9.2%is indicative of users choosing other formats.Of the users requesting White Papers,the most likely content formats they request next include Trend Reports,Live Virtual Events,Playbooks

81、,and Webinars,all of which are associated with greater purchase intent.CONTENT FORMAT CONSUMPTION SEQUENCE332024 State of B2B Content Consumption and Demand Report for MarketersNetLineCourses were popular as a second registration.While the format isnt immediately associated with purchase intent,the

82、format residing at the opposite end of the spectrum is.On average,the probability of users requesting Case Studies as their second piece of content is only 0.1%.Despite users choosing Case Studies last out of a group of 25 choices,it represents one of the richest intent signals possible.Users reques

83、ting Case Studies were 78.5%more likely to make a purchase decision in the next 12 months,second only to users requesting Playbooks(115.3%more likely).While volume may not be there,interested prospects certainly are.VOLUME VS.HIGH VALUE CONTENT79%MORE LIKELY TO PURCHASE WITHIN 12 MONTHSUSERS REQUEST

84、ING CASE STUDIES WEREUSERS REQUESTING PLAYBOOKS WERE 115%MORE LIKELY TO PURCHASE WITHIN 12 MONTHS 342024 State of B2B Content Consumption and Demand Report for MarketersNetLine0 0 0 0 0 0 01 1 1 1 1 1 1 1 1 1 1 1 1 12 2 2 2 2 2 2 2 2 2 2 2 2 23 3 3 3 3 3 3INTENT SEQUENCESNetLines INTENTIVE has demon

85、strated that B2B marketers cannot rely on a single datapoint to determine a users intention.The more high-intent registrations your team sees across your marketing the better.LOW INTENTMODERATE INTENTHIGH INTENTProgression of ConsumptionCONTENT FORMAT INTENT MATRIXArticle+Tips&Tricks GuideWhite Pape

86、r+eBookLive Webinar+Case StudyLive WebinarPlaybookIn Person EventPricingCourseeBookPodcastVideoBlog PostUNGATED12+352024 State of B2B Content Consumption and Demand Report for MarketersNetLineA user requesting and consuming high-intent content formats and taking additional actions is a tremendous si

87、gn of a buyers true intentions.To further demonstrate this,we visit our exploration of eBook registrations.These requests were associated with late stage purchase behavior in the next 3-6 months.For this reason,we reviewed the probability of users progressing to one of these formats.More Likely to B

88、e Associated with a Buying Decision in 3-6 MonthsProbability of Users Progressing to this format from eBookseBook3.6%Trend Report1.7%Live Virtual Event1.3%Live Webinar0.8%Playbook0.6%Guide0.6%Special Report0.5%Research Report0.3%Case Study0.1%White Paper0.1%USER PROGRESSION FROM EBOOKSSans eBook to

89、eBook progression,users who requested an eBook and go on to consume additional content are more likely to register for Trend Reports,Live Virtual Events,and Live Webinars.Therefore,it can be assumed that users progressing from eBooks to Trend Reports,Live Webinars,or Live Virtual Events demonstrate

90、significantly stronger purchase intent signals than users registering for one of these formats alone.362024 State of B2B Content Consumption and Demand Report for MarketersNetLineWRAPPING UP A YEAR OF CONSUMPTIONGATED CONTENT ISNT DEAD.NetLine has seen a 77%increase in demand for gated content since

91、 2019.Any report telling you users shy away from gates is unsubstantiated.PATIENCE IS A VIRTUE.Your prospects need time:Time to consume,time to digest,and time to discuss with their colleagues.Unless they have requested a meeting,assume they are not ready to buy quite yet.INCREASED BUYER READINESS.B

92、uyers are more likely to invest within the next year.To keep buyers progressing,be sure your content library includes formats that span across the Buying Decision Spectrum.KEY DECISION MAKERS IDENTIFIED.C-Level and Sales job roles are crucial in immediate buying decisions.Consider the types of detai

93、l and information these professionals want and need to make a purchase.AI WILL LIKELY INCREASE CONTENT CONSUMPTION.Based on current demand for AI-focused and overall content,2024 is pacing to be a historic year of registrations.Expect this to hold true for the foreseeable future,as AI accelerates ev

94、erything across the content marketing universe.372024 State of B2B Content Consumption and Demand Report for MarketersNetLineABOUTNETLINENetLine empowers B2B marketers to scale revenue via an all-in-one buyer engagement platform that delivers unparalleled buyer-level intent data and lead generation

95、capabilities.Operating the only buyer-level intent platform,INTENTIVE,delivering real-time insights into“who”is actively expressing intent in an account,“what”actions that person is taking,“when”those actions took place,and uniquely“where”those actions occurred,including offline Event Intent data,Ne

96、tLine fast tracks buyer transparency.In addition,NetLine also operates the largest B2B content-centric lead generation platform offering content syndication,lead generation,account-based marketing,lead management,and more.Founded in 1994,NetLine is a part of Informa Tech,a leading provider of market

97、 insight and market access to the global technology industry.Successful B2B Marketers Start with NetLine.Visit .OUR COMMITMENTTO YOUAs the#1 B2B Buyer Engagement Platform,we feel that it is important to share with you how we do business.NetLine operates according to five core values:innovation,teamw

98、ork,integrity,customer satisfaction and accountability.Our advanced technology and massive scale are uniquely positioned to achieve the results Marketers are looking for.NetLines performance-based Portal and our dedicated team of experienced lead generation experts ensure that you will only pay for leads that meet your assigned campaign criterianothing less.Expand your footprint and competitive market share.38NetLine2024 State of B2B Content Consumption and Demand Report for Marketers