C-Level Executives Are Now 2x More Likely to Engage in Q4 than the Average Buyer

The solar is setting at 4:45 PM (for now), and Vince Guaraldi season is fully upon us. 

This could solely imply one factor: B2B advertising is over for 2025!

I’m kidding, after all. (Significantly, don’t cease your advertising efforts.)

B2B entrepreneurs love a superb excuse to go darkish in December. I can consider three excuses off the highest of my head:

• • “We don’t wish to waste cash.”
  • “Everyone seems to be preparing to take a look at for the Holidays mentally.”
  • “Nobody is participating with critical content material this time of yr; they’ve moved on to 2026.”

In the event you’re not cautious, This fall can really feel just like the Bermuda Triangle of purchaser consideration. However as we shared this time final yr, our knowledge says in any other case.

This fall Consumption Has Risen 67% Since 2020

This fall Consumption Has Risen 67% Since 2020.

This text highlights how professionals are participating with AI content material throughout the NetLine platform, which matters resonate most, and the way entrepreneurs can navigate this wave with confidence and readability.
For 5 years operating, the fourth quarter hasn’t skilled a slowdown within the slightest. The truth is, the individuals who matter most in B2B are consuming a vital quantity of This fall content material: decision-makers.

Since 2020, the general enhance in This fall content material consumption throughout these 10 Job Ranges has risen 67.1%.

In case your group continues to be treating December like a advertising lifeless zone, you’re not simply lacking the second; you’re leaving high-intent, late-stage demand on the desk.

Job Degree Ups and Downs

Each Job Degree has seen its content material demand enhance since 2020. That’s no shock, contemplating that whole consumption grew 83% throughout this identical timeframe. Additionally qualifying for the no shock class are Particular person Contributors, with a Mixed Development of 173.7%. 

Now, let’s get into the great things.

• • Administrators, C-Degree, and Managers all noticed Mixed Development properly above 70%, with Administrators requesting 92.5% extra content material in 2024 than in 2020.  
  • Supervisor consumption plateaued, if not decreased, relative to the expansion of different Job Ranges.
  • Consultants and House owners have been the one Job Ranges to eat extra in December than in November. 
  • Administrators and Managers noticed vital decreases from November to December, lending to the concept these Job Ranges conclude the vast majority of their analysis previous to the top of the yr.

December is a Resolution-Maker Month

Whereas nobody would have blamed you for wanting to jot down off November and December 2020, it was throughout this time interval that C-Degree engagement started to swell. 

Within the 5 years since, C-Suite consumption has grown 85% in November and 71% in December, respectively. Mixed, that’s an 80% enhance.

In comparison with different skilled patrons, C-Degree professionals (minus Particular person Contributors) constantly lead all different roles in common content material request quantity:

• • In November 2024, C-Degree professionals have been 107% extra seemingly to request content material than the typical of all different job ranges (Supervisor by means of Supervisor).
  • In December 2024, this probability grew even additional, with C-Degree professionals being 113% extra seemingly to request content material than the typical of all different job ranges.

The C-Suite, rightly or wrongly, is the crown jewel of B2B marketing campaign focusing on. Contemplating this truth and the information supplied right here, all of this needs to be music to your ears.

Doubling Down on Resolution-ber

Whereas everybody desires to succeed in the executives, your next-best prospects could be sitting only one rung under. They usually’ve been heating up yr after yr.

Director-level registrations in November jumped 122% from 2020 to 2024, whereas December rose 66%. 

Whereas November is the higher month to succeed in Administrators, these aren’t informal browsers on the lookout for fluffy content material to fill the gaps between PTO days. These are mid- to senior-level decision-makers actively planning, approving, and investing because the yr winds down.

VPs noticed robust momentum in each months, with December engagement rising constantly for 4 years straight earlier than a minor dip in 2024.

These positions are sometimes the primary lieutenants of the C-Suite, and whereas their consumption patterns are traditionally much less predictable, these are the gamers evaluating instruments, setting group agendas, and constructing plans for subsequent yr. The best viewers for strategic content material, late-funnel presents, and gated property constructed for buy-in.

Lastly, whereas House owners should not seen as a task charged with main an enterprise-sized enterprise, these SMB proprietors are performing equally to their CEO friends.

Timing is All the things — And It’s Function-Primarily based

Once we broke the information down by job degree and month, a transparent sample emerged.

Use the chart under to take steps in your December campaigns.

Don’t Get Caught Flatfooted

In the event you’re ready till January to re-engage your shopping for committees, you’re already behind. 

The information from 2020–2024 proves that December (Resolution-ber!) is a decision-maker month. These aren’t prospects on autopilot — they’re leaders with deadlines, budgets, and a transparent mandate to maneuver.

The vacation hustle is actual, so maintain your foot on the fuel.

And the chance is true in entrance of you.