NetLine: 2024 B2B Content Usage and Demand Report

According to NetLine’s analysis, 35.2% of B2B content executives on the NetLine platform last year expected to make a purchase within the next 12 months.

NetLine looked at data from INTENTIVE, its buyer-level intent platform, which includes “billions of intent-rich data points that provide insights into future B2B buyer behavior.”

The results show that nearly 1 in 10 content executives on the platform (9.4%) intend to make a purchase within 3 months (i.e. "buy now"), up from 8.8% in 2022. The proportion of those intending to purchase within 3-6 months has dropped slightly, from 10% to 8.8%, but the proportion intending to purchase within 6-12 months has increased, from 14.5% to 17%.

Regarding instant purchase decisions, the analysis showed that C-level and executive vice presidents were most likely to be associated with instant decisions, while directors, senior employees, and senior managers were least likely.

The report also claims that there is a clear link between users’ choice of format and their willingness to buy. In this case, the content formats most likely to be associated with a purchase decision in the next year are scripts, case studies, and trend reports; while the content formats least likely to be associated with a purchase decision are tips and tricks guides, courses, and e-tools.

For immediate purchase decisions (within 3 months), the most relevant content types are guides, live webinars, and best practices. For 3-6 months, the most relevant content types are playbooks, trend reports, and case studies.

Overall, the most downloaded content was eBooks (39.5% of all downloads), followed by guides (9.7%), tips (9.1%), white papers (6%), and research reports (5.8%). It’s worth noting that these numbers may be influenced by the type of content available for download on the NetLine platform, as multiple studies have shown that B2B buyers crave content that is backed by research.

The report link will be shared to 199IT Knowledge Planet, thank you for your support!