You understand that scene in a film the place somebody frantically runs via an airport, hoping to catch their flight—solely to attend on the tarmac for 2 hours as soon as they board?
In fact not. That scene doesn’t exist in films, solely in actual life.
However that, my mates, is B2B advertising and marketing in 2025.
Retaining with the aviation analogies, NetLine’s 2025 State of B2B Content Consumption and Demand Report has landed—and its findings is perhaps described by some as turbulent.
Demand for content material has by no means been larger: NetLine recorded a file 7.9 million first-party content material registrations in 2024*, a 27% YOY enhance. And but, the time it takes for professionals to eat stated content material continues to stretch.
It’s the paradox we dwell in, the place purchaser curiosity soars and precise engagement stays grounded.
It’s not damaged. It’s simply…human.
(*This surge builds on a broader development: Since 2019, content material demand has skyrocketed by 84%. Who stated gated content material was useless?)
So what can we, as entrepreneurs and sellers, do with that?
4 Takeaways from NetLine’s 2025 State of B2B Content material Consumption and Demand Report
Under are 4 important takeaways that assist us navigate the widening Consumption Hole, adapt to behavioral shifts, and construct belief with fashionable B2B patrons.
1. The Consumption Hole Is Now a Canyon
Let’s begin with the fundamentals. The Consumption Hole measures the time between when content material is requested and the second it’s opened for consumption.
Now, the headline stat: In 2024, the common time it took for a B2B skilled to open their requested content material ballooned to almost 39 hours—a 23% year-over-year enhance.
That’s almost two full days between curiosity and motion.
General, this isn’t only a delay; it’s a behavioral shift. It implies that a well-intentioned, automated follow-up seeking to “evaluate your enterprise objectives” 10 minutes after registration isn’t “considerate”—it’s disruptive.
The hole between curiosity and consumption is actual, and it’s widening.
As Jay Baer shared with me in a latest dialog, “Simply because any individual is requesting content material doesn’t imply the remainder of their day is open to learn it.”
Individuals are swamped. Conferences. Deadlines. Children’ schedules. You understand the drill.
So, how can we reply?
We acknowledge their presence and provides them room to breathe.
“A easy follow-up like, ‘Thanks for testing our information! We’ll observe up later this week, however you probably have any questions earlier than then, we’re right here,” goes a great distance,” Baer stated.
“It says: “We see you. We’re not speeding you. We’ll be prepared if you end up.”
2. Format = Intent (However Solely If You Pay Consideration)
Each format tells a narrative.
In 2024, Playbook registrations have been 115% extra more likely to be tied to a shopping for choice inside 12 months.
In contrast, eBook registrations, whereas dominating demand (53% of all content material registrations), have been 12% much less more likely to point out near-term buy intent.
Stated extra merely: If somebody downloads a Playbook, they’re seemingly procuring. In the event that they obtain an eBook, they’re most likely looking.
This reinforces a easy however essential fact: Not all leads are created equal.
Your follow-up cadence, messaging, and gross sales involvement ought to match the format somebody engages with. Treating each registration as a “sizzling lead” is how you find yourself ghosted.
Even the Consumption Hole differs by format—Playbooks common slightly below 24 hours; eBooks, nearer to 40. The content material format isn’t nearly choice, it’s a window into urgency.
3. Velocity Nonetheless Issues—However So Does Persistence
Referring again to that dialog with Jay Baer, he introduced up a phenomenal contradiction: responsiveness builds belief, however pace with out empathy breaks it.
What we have to discover is a Goldilocks Zone. The purpose is to be simply quick sufficient to point out you care, however not so quick that you simply danger your responsiveness being referred to as into query.
Am I speaking with a robotic or a human? Is that reply one-size-fits-all, or was it actually written only for me?
Should you’re monitoring intent alerts (and you have to be), time them correctly.
NetLine’s information exhibits a shift in buy timelines: short-term intent dropped 12%, whereas mid-term (3–6 months) intent grew 15%. That’s your candy spot for nurture campaigns.
Curiously, 16.5% of customers indicated they’re planning to take a position throughout the subsequent 12 months—over 3x the speed usually cited by Forrester. So, whereas pace issues, timing with intent alerts issues extra.
Relevance beats pace.
A well-timed, context-aware check-in 48 hours after a Playbook obtain will outperform a generic follow-up in 48 minutes.
4. C-Suite Curiosity and the Energy of Persistence
C-Stage registrations rose 27% year-over-year, now representing 13% of complete demand.
Sure, the C-Suite is watching greater than ever earlier than. However how and once they become involved remains to be murky.
Generally, they’re those kicking issues off. Different instances, they’re introduced in after weeks of inner analysis. Both manner, their curiosity is a sign, not a assure.
The very best transfer? Respect their time. Create concise, impactful content material. Guarantee your nurture streams replicate their management lens; big-picture challenges, strategic options, and clear subsequent steps.
Particular person Contributors, in the meantime—the biggest phase by quantity—play a necessary position within the shopping for committee. They might not minimize the verify, however they usually select who will get thought-about.
Don’t sleep on them.
Your Timeline Is Not Their Timeline
If there’s one large takeaway from this 12 months’s report, it’s this: B2B shopping for isn’t linear, and it positive isn’t quick.
For greater than a decade, we’ve talked about how shoppers are within the driver’s seat. This could be a troublesome actuality to come back to grips with for various managers, groups, and executives. However it’s true.
In truth, according to Gartner, patrons solely spend 17% of their whole journey speaking to distributors—and that’s break up between all distributors. So, in the event you’re fortunate, you would possibly get 5% of their time.
That’s it. The remaining is completed with out your data in Slack threads, Zooms, shared paperwork, inner debates, and a variety of lurking throughout your web site.
So cease forcing urgency. As an alternative, allow discovery.
Be current. Be affected person. Most significantly, be prepared as a result of when your patrons are prepared, they anticipate you to maneuver quick and with relevance.
This 12 months’s information is greater than a snapshot of content material traits. It’s a actuality verify for each marketer and vendor attempting to win belief, drive income, and keep related in a world of 39-hour delays and 39-second consideration spans.
In a panorama obsessive about pace, perhaps it’s time all of us discovered to rush up and wait.
What Stunned You Most?
Dive into the full report and tag NetLine along with your reactions. Which stat made you rethink your funnel? What is going to you do in another way this quarter?
We’re all studying from this collectively, one affected person registration at a time.
Source link
