How Surging Demand Drove 18.8% Development: NetLine’s 2023 B2B Content material Consumption Report


Scorching off the heels of our 2022 State of B2B Content material Consumption and Demand Report for Entrepreneurs being named the Finny Award winner within the Greatest Analysis-Based mostly Content material class, we’re ecstatic to announce the seventh version has been launched. 

Introducing the 2023 State of B2B Content material Consumption and Demand Report for Entrepreneurs

If there’s one takeaway to glean from our 2023 State of B2B Content material Consumption and Demand Report for Entrepreneurs, let or not it’s this:

B2B content material consumption continues to surge. 

All instructed, we analyzed greater than 5.4 million first-party registrations—an 18.8% enhance YOY.

NetLine’s analysis unearthed dozens of unbelievable insights into the behaviors of B2B patrons.

Listed below are a number of key highlights from this quantity:

  • Professionals registering for Webinars are 43.5% extra prone to be correlated with a purchase order choice <6 months.
  • Consumption throughout the Laptop/Expertise business—the biggest phase in NetLine’s platform—elevated 13.2% YOY.
  • eBooks represented 33.6% of complete registrations and had been 3.5x extra prone to be downloaded in 2022 in comparison with White Papers—but Entrepreneurs produced 30% extra White Papers than eBooks.
  • 18.8% of B2B professionals count on to take a position throughout the subsequent 6 months.

This final bullet on buyer-level intent information is the place we’ll decide up in only a second. 

First, let’s discuss in regards to the B2B consumption “huge image.”

Complete Demand Has Risen 54.8% Since 2019

Sure, that’s proper. Since 2019, complete request quantity is simply shy of 55%. That’s wild. 

There’s no approach to keep away from the outsized affect COVID had on these figures and its ripples transferring ahead. The pandemic ushered in an excellent larger reliance on digital supplies, codecs, and advertising and marketing autos to permit companies to attach with their audiences. (This case research that includes our consumer Mercer US Well being is an ideal instance of this.)

Now, onto the good things.

Greater than One-Third of B2B Patrons Are Investing Inside the Subsequent 12 Months

Companies need to know when their prospects are probably to purchase. As our President, Werner Mansfeld likes to say, the timing factor is usually forgotten within the gross sales course of. Contemplating how pertinent it’s to any relationship, having little to no understanding of timing is lower than excellent.

Backed by our substantial buyer-level intent insights, we discovered that regardless of the dearth of stability within the financial system, B2B patrons nonetheless discover themselves greater than prepared to purchase, as 33.4% of them count on to make buy selections throughout the subsequent 12 months—a YOY enhance of 8.8%. 

Patrons want to put money into the extra rapid future, too, as 18.8% of all respondents acknowledged they had been trying to make extra investments throughout the subsequent six months, a 23.6% YOY enchancment.

For years, we assumed that content material consumption was straight linked to funding. The assumption was the extra your viewers consumes, the nearer they’re to a purchase order choice. Because of our 2022 Consumption Report, we confirmed this. 

You don’t want your complete B2B market to purchase from you. Apart from this being extremely unbelievable, it’s merely not vital. What we’ve discovered, nevertheless, is that patrons are prepared, as long as you’re learning the suitable alerts.

The Consumption Hole Shrunk 4.6 HoursThat’s Good

The Consumption Hole is certainly one of NetLine’s most original and impactful statistics present in every report. We outline the Consumption Hole because the time between the second content material is requested and the second it’s opened for consumption.

From the time COVID hit, the Consumption Hole started widening even additional, finally evolving from hole to canyon. B2B professionals had been taking longer and longer to truly eat the knowledge they’d requested.

(That is exactly why we suggest our shoppers and different B2B professionals chill for 48 hours earlier than reaching out to a brand new content material lead—just because they in all probability haven’t consumed the content material but!)

Nevertheless, we’re completely satisfied to report that for the primary time in three years, The Consumption Hole has shrunk. As we clarify each within the report and in in the present day’s social posts, we offer a number of theories as to why this can be the case.

The most effective idea we have now is that, given the state of the financial system and the necessity for improved efficiencies, B2B patrons and professionals are merely extra motivated and desperate to eat the belongings they’ve requested.

The (Evolving) Relationship Between Shopping for Journey and Content material Format

Entrepreneurs promoted 30% extra White Papers than eBooks in 2022. Nevertheless, eBooks had been 3.5x extra prone to be requested. On the floor, these figures don’t align. However keep in mind what we realized from final yr’s report: Recognition ≠ buy intent. 

Final yr’s analysis revealed that White Paper registrations had been a larger indication of a consumer being within the later phases of a buying choice. 

White Papers, Survey Stories, On-Demand Webinars, and Dwell Webinars nonetheless discover themselves within the Extra Possible class, whereas the identical applies to Ideas and Tips Guides, Cheat Sheets, and E-book Summaries on the Much less Possible facet.

Nonetheless, codecs showing within the Extra Possible class maintain completely different weight. Figuring out which codecs maintain a stronger, extra rapid sign is essential to raised understanding the behaviors and intentions of your viewers.

Web page 30: NetLine’s 2023 State of B2B Content material Consumption and Demand Report for Entrepreneurs

Content material Codecs Extra Possible

 Related to a Shopping for Choice in Beneath 3 Months 

Content material Codecs Extra Possible

Related to a Shopping for Choice in 3 – 6 Months 

Software program Particular Report
Dwell Webinar On-Demand Webinar
How-to Information Survey Report
Greatest Practices Video
Package Playbook
Govt Transient White Paper

From these findings, 4 insights stood out from the remainder, particularly that B2B professionals registering for…

  • eBooks had been 10.4% extra probably
  • Stories had been 4.6% extra probably
  • On-Demand Webinars had been 43.4% much less probably
  • Dwell Webinars had been 25.4% extra probably

…to state that they might make investments throughout the subsequent three months in comparison with respondents from 2021. 

Notably, eBooks don’t seem on both facet of the ledger above. Even with being 10.4% extra prone to say they’d make investments throughout the subsequent three months YOY, eBook registrants discovered themselves in the course of pack for each classes.

Webinar Fatigue Isn’t Actual

Because the again half of 2020, we’ve heard the time period, “Webinar Fatigue,” bandied about.

As entrepreneurs turned to #webinars to succeed in and serve their audiences through the COVID pandemic, NetLine noticed a complete 103% enhance in webinar uploads. Equally, between March and April 2020, ON24 reported a 333% spike in webinar attendance, with a rise of 251% in complete demand YOY.

As soon as the in-person enterprise resumed, it appeared probably {that a} pure decelerate may happen. We stored ready to see if and when B2B professionals would start to reject webinars.

And ready…and ready…

Almost three years later, we’re nonetheless ready. We waited so lengthy that Webinar registrations rose 81.2% in 2022.

It seems secure to say that Webinar Fatigue isn’t actual.

Individually, On-Demand Webinar registrations elevated 54.9% and Dwell Webinars grew a staggering 132.7%.

B2B entrepreneurs proceed to obviously consider in Webinars, too, as organizations uploaded 39.3% extra Webinars. On-Demand Webinars fell by 21.2% whereas Dwell Webinar uploads grew 58.1%.

Did we point out that Webinar registrations are a high-intent sign? It’s an necessary element.

Simply don’t count on them to drive vital quantity. That’s a narrative for a special weblog put up.

Be taught Extra About 2023 B2B Content material Advertising Developments

Early returns from the info we’re monitoring for our 2024 consumption report present that curiosity and demand from B2B professionals is barely rising. As we enter into a brand new, AI-affected period, it’s very important to once more reiterate the necessity to assess your advertising and marketing and the way it aligns with actual purchaser behaviors.

We promise you that there are insights and stats inside this report that may change the way you market in 2023. 

NetLine’s 2023 Content material Consumption Report is now out there for obtain. We hope you be taught a factor or two.


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