HURRY UP AND WAIT: TOP MARKETING TAKEAWAYS FROM NETLINE'S 2025 B2B CONSUMPTION REPORT

Summary from the TLDR Marketing newsletter

Content demand hit a record 7.9 million registrations in 2024, but the average time to open content stretched to nearly 39 hours, a 23% increase year over year. Playbooks showed strong buying intent, being 115% more likely to lead to a purchase within 12 months, while eBooks were less predictive of near-term decisions. Short-term purchase intent dropped 12%, while mid-term intent rose 15%, emphasizing the need for well-timed follow-ups over immediate responses. C-suite engagement rose 27%, but marketers must respect varied buyer timelines, focusing on presence, relevance, and patience.