NetLine Corporation released its annual 2020 State of B2B Content Consumption and Demand Report for Marketers, a comprehensive research presentation distilled from 12 months of first-party content consumption and demand data. The Report translates the content-consumption patterns generated by millions of B2B buyers into actionable insights that marketers can leverage and act upon in their demand generation-centric content marketing initiatives.
By powering the largest content-centric lead generation platform, NetLine is uniquely positioned to deliver real-time B2B content engagement information with unrivaled insights. Supported by this first-party buyer-engagement activity, the 2020 Report arms marketers with pertinent and practical insights to make real-world decisions.
Compared to last year’s report, half of all job levels saw an increase in consumption time relative to the Consumption Gap — the span of time between initial content request and consumption. While it is not a complete increase across the board, this trend reverts back to what NetLine observed in its 2018 Consumption Report, which showed an increase of time to consume content. In addition, days between additional content requests rose again, slightly, for the third consecutive year, continuing to emphasize the need for marketers to have a greater impact with each engagement.
In this volume, NetLine’s research revealed dozens of remarkable observations into the direct behaviors of B2B buyers. Here are a few key highlights:
- 66% of all active B2B professionals are at or above the Manager level, illuminating the curiosity of Senior-level employees.
- Senior Directors are the fastest job level to consume content requested.
- Both C-Suite and Executive VPs employees took 16% longer to consume content requested.
- Tuesdays and Wednesdays are the best days of the week to reach B2B audiences.
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