Other reports – Osterman Research https://ostermanresearch.com Insightful research that impacts organizations Mon, 10 Mar 2025 04:16:06 +0000 en-US hourly 1 https://i0.wp.com/ostermanresearch.com/wp-content/uploads/2021/01/cropped-or-site-icon.png?fit=32%2C32&ssl=1 Other reports – Osterman Research https://ostermanresearch.com 32 32 187703764 Some thoughts on NetLine’s 2024 State of B2B Content Consumption and Demand Report https://ostermanresearch.com/2024/04/17/netline2024/ https://ostermanresearch.com/2024/04/17/netline2024/#respond Wed, 17 Apr 2024 00:27:14 +0000 https://ostermanresearch.com/2024/04/17/netline2024/ NetLine published its annual report on buyer-level intent data. The data is based on the 6.2 million fully-permissioned, first-party leads the company acquired in 2023. You can get a copy from the NetLine site (registration required).

Some of the standouts:

  • eBooks were the most popular content form for B2B professionals (39.5% of all demand). But this format most often led to other types of subsequent content (book summaries, software, courses) that were less likely to be associated with a buying decision within 12 months.
  • The two content types the most strongly aligned with purchase intent within the next 12 months were playbooks and case studies. The other four types with strong alignment were trend reports, analyst reports, white papers, and live webinars.
  • NetLine tracked a significant increase in interest for AI-related content, which was 5x higher in 2023 than the previous year, and is on track in 2024 to be almost twice as high as 2023.

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