Understanding What Buyers Want: Digging into B2B Content Consumption Data

The hope that the pandemic would cause society to slow down and recalibrate has proven naive. Instead, B2B content consumption increased dramatically for the second year in a row—reflecting what most marketers already know in their gut: B2B organizations continue to face new challenges from the pandemic to which they need to rapidly adapt in order to grow. Practitioners and executives alike are turning more and more to content to answer the question, “What do I do now?”

As content consumption increases, so does the importance of having simple but thorough content for multiple audiences at every stage of the funnel. But “content” is a vast category. For marketers wondering where to focus their resources, NetLine’s 2022 State of B2B Content Consumption and Demand Report for Marketers can provide some answers. To produce the report, NetLine examined data from more than 4.6 million interactions to understand the how, the what and the who of content consumption, and what it all means for where to go next.

Join us on April 28th at 11am PT for a coffee break discussion between Iron Horse’s Amber Keller and David Fortino, Chief Strategy Officer at NetLine. They’ll dig into the what NetLine’s findings say about: 

• Who to target with your content
• Which content formats generate the most interest
• How to understand intent from content consumption
• How to address the need for “more” without overwhelming your audience