NetLine’s 2023 consumption report highlights surging B2B content demand

NetLine, an Informa Business, published the seventh edition of its award-winning, flagship research report—The 2023 State of B2B Content Consumption and Demand Report for Marketers. This comprehensive study details the platform’s first-party content consumption and demand data from the previous 12 months. It explores key insights from the content consumption behaviors of millions of B2B buyers. The company’s annual report lays the groundwork for B2B marketers. They can make data-backed decisions for their centric content demand generation marketing programs.

The successor to its sixth edition, and winner of The Killer Content Award’s Finny for Best Research-Based Content, analyzed a record 5.4 million first-party and buyer-level registrations. This represents an 18.8% increase year-over-year. The company also stated that total demand has risen 54.8% since 2019. This is a noteworthy figure highlighting the ever-growing importance of content marketing. Content acts as a key driver of buyer engagement. Additionally, NetLine reported a 12.2% reduction (4.6 hours) in overall time to consume content. This is a sign that professionals are consuming with a greater sense of urgency.

A year after introducing unrivaled buyer-level intent data insights, NetLine’s flagship report again explores the impact and advantages offered by this peerless data. In total, 113k+ first-party buyer-level intent observations were analyzed. This marks a 57% growth year-over-year. This data came from a variety of industries in a multitude of categories. From this data, the company found 18.8% of B2B professionals have confirmed projects in play. They expect to make a purchase decision within the next six months. Notably, 8.8% are looking to invest in three months or less.

NetLine’s buyer-level intent research also further examined and confirmed the unique relationship between Webinar registrations and purchase intent. The research found that users registering for Live Webinars are 22.0% more likely to be correlated...