Read you later: Data study shows delay between gated content download and consumption
Registrations for gated content dipped in 2025; prospects and customers download and read a week later Marketing faces a lot of pressure to demonstrate results. Accordingly, the benefit of gating content is the production of a signal to measure. As...Read More
The top B2B marketing blog posts that sum up trends from 2025
Budgets, trust and of course, generative AI, top the list of most-read blog posts this year The end of 2025 marks the 16th year this blog has been publishing consistently. It started as a tool for my personal efforts to...Read More
The B2B marketing playbook must shift from tricks to education
Instead of trading information for contact information that’s passed on to a BDR, marketing in B2B tech organizations must center on education and helpfulness “I want them demo-ing the software because when they see the software, they buy it.” That...Read More
5 useful benchmarks for guiding how gated content is best used B2B marketing
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...Read More
Netline study says B2B marketing is more reliant on gated content
Ebooks are the most popular form of gated content; they get passed around by buying committees and are often consumed 2 days after it’s downloaded More prospective customers downloaded gated content in 2023 than the year prior. Gated content consumption...Read More
Does B2B marketing respect their prospects’ time?
Much of the content B2B marketing produces overpromises and underdelivers – and that seems most likely to happen when we consider company needs before customers “Caring, when it comes to marketing, is respecting one’s time,” says Gary Vaynerchuk. “I think...Read More
Trust issues: the one reason buyers give B2B content a letter grade of “D”
71% of B2B marketing prospects are disappointed in the content they’ve traded their contact information to obtain at least some of the time, which leads to trust issues B2B marketing can hit the right target with the right message and...Read More
5 SDR statistics that can help B2B marketing improve performance
A survey by the sales consultancy The Bridge Group found SDRs in B2B average 104 outreach activities leading to 3.6 “quality conversations” per day; prospects require on average 11.3 attempts in the SDR sequence If you’ve ever filled out a...Read More
B2B Content Consumption is “Directly Correlated” with Intent to Buy
A study including behavioral data and a poll of 38,000 B2B professionals finds the more B2B content your “audience consumes, the more likely they are to be closing in on a purchase decision.” B2B content and buyer intent are two...Read More
Don’t Slap a Copyright on Marketing Content You Want to be Shared; Do This Instead
This isn’t the post I intended to publish today. I had plans to cover a survey – as I often do with attribution. But as I dug into the report, I noticed one small thing that gave me pause: a...Read More
