Report: B2B Marketers May Want to Focus on Developing More Innovative Content

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As B2B marketers look to reach out to C-level prospects and customers, new research suggests that they may want to make their content more innovative to capture the attention of these individuals.

NetLine recently published the “2019 State of B2B Content Consumption and Demand Report” and discovered that Executive VPs (22 hours) and Individual Contributors (24 hours) are typically the fastest to consume required content. C-Level prospects (29 hours) and Company Owners (38 hours) lag behind, suggesting that marketers should innovate content types and incorporate relatable themes to close the gap, according to the authors of the report.

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That being said, B2B marketers appear to be making the mark when it comes to providing gripping content, overall. In a year-to-year comparison, time to consume requested content has gone down by 26 percent among Consultants, and 25 percent among Executive VPs. It has decreased 18 percent in the Individual Contributor group, and 12 percent among Senior Employees.

B2B Marketing Budgets on the Rise

As B2B marketers look to create more gripping content, previous research suggests that they will have an ample amount of budget to work with as they try to do so.

The CMO Survey conducted in February 2019 revealed that the budgets of B2B product marketers are expected to increase 8.5 percent within the next 12 months, and the budgets of B2B services marketers will rise 10.3 percent within the same period.

Brand spending is expected to rise 9.3 percent overall among marketers, and new service introduction spending is projected to increase 6.6 percent.

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Rebecca Johnston-Gilbert' — Rebecca Johnston-Gilbert, Marketing, Postman

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