Downloading content is just early engagement for a long sales process; 66% of prospects who download content aren’t ready to buy for another year
Netline, which develops marketing software for lead generation, is out with the latest edition of its annual data report. It’s based on data processed through their software in 2024.
I’m partial to reports like this because they are largely based on the activity around gated content. In other words, it’s behavioral data, unlike surveys, which are based on opinions. That’s important, people often say one thing – what they think you want to hear – but do another. The caveat is that the data is limited to Netline customers, so it’s just a slice of the broader market.
In flipping through this year’s report, five of the findings stood out to me. These do well to inform B2B marketing about the best way to incorporate gated content into your overall marketing motion.
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1. Downloads of gated content peak in the fall
If summer seems slow for downloads, you can take some comfort in knowing that’s true for everyone. The data in this year’s report shows downloads peak in October, the first month of Q4. I do wonder how much that has to do with everyone – buyers and sellers – focused on finishing the year strong, because activity always picks up in the fourth quarter.
2. Registrants are taking longer to look at downloads
The time that elapses between registering for gated content and reading, viewing or listening to it continues to grow. The Netline study puts it at 39 hours. This is useful for informing your follow-up efforts. We’re all anxious for results, but give people time to review what they’ve downloaded before firing off those nurture emails.
3. Content about AI is drawing the most downloads
Demand for AI content spiked in 2024 by 186%. That makes sense to me, as the hype around AI is pretty high. The hype also ranges widely – some fear the end of humanity while others promise utopia. The pragmatic question for B2B marketing is whether demand for AI content continues to grow or if AI fatigue starts to fester.
4. Ebooks are by far the most downloaded content asset
Ebooks account for the vast majority of download assets. They were also the most downloaded assets in the same report last year too, but they’ve grown substantially in share. If driving downloads is part of your marketing motion, then it’s clear that ebooks ought to have a place in the mix.
5. Registering for content is just a starting point
For most prospects, registering for content downloads is among the initial engagements on what is often a long process. The report finds that 66% of prospects that registered and downloaded content won’t be ready for a purchase for more than a year.
The takeaway? Showing up in an inbox immediately after a download with a hard-selling email is probably a good way to scare people off. Instead, match the cadence of your prospect and take your time. Have a plan for nurturing interest without overplaying your hand.
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The full report is available here: 2025 State of B2B Content Consumption and Demand Report by Netline
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Image credit: Google Gemini and the cited study
