IT decision-makers are consuming more business-to-business content, a report suggests, giving B2B marketers a new acquisition opportunity.
A study by Netline found 54 per cent of IT professionals consumed more than one piece of content and 11 per cent consumed more than 10 content resources.
The firm said the rising demand for content is being driven by “under pressure” IT departments to support organisations in all sorts of different ways.
“Now more than ever IT professionals need to be more informed; there is a higher thirst and voracity for a variety of pertinent content,” Robert Alvin, CEO and founder of Netline, said.
The firm’s report found that the consumption gap for IT managers - the time between requesting content and consuming it - is more than 24 hours, with the gap for senior managers more than thirty hours, suggesting marketers should wait a few days before contacting a customer prospect.