{"id":4592,"date":"2024-04-17T12:27:14","date_gmt":"2024-04-17T00:27:14","guid":{"rendered":"https:\/\/ostermanresearch.com\/2024\/04\/17\/netline2024\/"},"modified":"2025-03-10T17:16:06","modified_gmt":"2025-03-10T04:16:06","slug":"netline2024","status":"publish","type":"post","link":"https:\/\/ostermanresearch.com\/2024\/04\/17\/netline2024\/","title":{"rendered":"Some thoughts on NetLine&#8217;s 2024 State of B2B Content Consumption and Demand Report"},"content":{"rendered":"\n<p>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 <a href=\"https:\/\/www.netline.com\/netline002n\/?d=glconsumption24&amp;k=240401nlwccr\" target=\"_blank\" rel=\"noreferrer noopener\">NetLine site<\/a> (registration required).<\/p>\n\n\n\n<p>Some of the standouts:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>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.<\/li>\n\n\n\n<li>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.<\/li>\n\n\n\n<li>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.  <\/li>\n<\/ul>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>NetLine&#8217;s annual report reveals insights from 6.2 million leads acquired in 2023. eBooks were popular but led to less buying decisions within 12 months. Playbooks and case studies showed strong purchase intent. Interest in AI-related content surged 5x in 2023 and is projected to nearly double in 2024. Get the report on NetLine&#8217;s site.<\/p>\n","protected":false},"author":384585,"featured_media":4742,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_coblocks_attr":"","_coblocks_dimensions":"","_coblocks_responsive_height":"","_coblocks_accordion_ie_support":"","advanced_seo_description":"","jetpack_seo_html_title":"","jetpack_seo_noindex":false,"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[712027502],"tags":[712027521],"class_list":["post-4592","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-other-reports","tag-research-reports-we-didnt-write"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/ostermanresearch.com\/wp-content\/uploads\/2024\/04\/netline2024.jpg?fit=1100%2C350&ssl=1","jetpack_likes_enabled":true,"jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/pcHAk4-1c4","_links":{"self":[{"href":"https:\/\/ostermanresearch.com\/wp-json\/wp\/v2\/posts\/4592","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ostermanresearch.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ostermanresearch.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ostermanresearch.com\/wp-json\/wp\/v2\/users\/384585"}],"replies":[{"embeddable":true,"href":"https:\/\/ostermanresearch.com\/wp-json\/wp\/v2\/comments?post=4592"}],"version-history":[{"count":1,"href":"https:\/\/ostermanresearch.com\/wp-json\/wp\/v2\/posts\/4592\/revisions"}],"predecessor-version":[{"id":4672,"href":"https:\/\/ostermanresearch.com\/wp-json\/wp\/v2\/posts\/4592\/revisions\/4672"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ostermanresearch.com\/wp-json\/wp\/v2\/media\/4742"}],"wp:attachment":[{"href":"https:\/\/ostermanresearch.com\/wp-json\/wp\/v2\/media?parent=4592"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ostermanresearch.com\/wp-json\/wp\/v2\/categories?post=4592"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ostermanresearch.com\/wp-json\/wp\/v2\/tags?post=4592"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}