The way B2B buyers consume content has changed significantly in the past two years. No surprise there. But fascinating new research quantifies those changes, and points the way forward for B2B content marketers.
Previous research detailed here found that:
- When live events first shut down in the spring of 2020, B2B marketers quickly shifted the majority of planned event budgets to online events and content development, followed distantly by search advertising and paid social media.
- IT purchasing budgets weren’t cut (generally) but were shifted different priorities, accommodating remote work and accelerating digital transformation initiatives.