The 2024 State of B2B Content Consumption & Demand Report analyzes 6.2M first-party leads to uncover buyer behavior trends. Content demand grew 14.3% YoY, with eBooks leading (39.5%) and AI content surging 5.5x. Case studies and playbooks showed the strongest link to purchase intent. While eBooks drive top-of-funnel awareness, follow-up content like trend reports and webinars signal buying readiness. C-suite leaders prefer concise formats; individual contributors led consumption overall. Despite economic pressure, 35% of B2B pros expect to buy within 12 months—highlighting rising buyer readiness and intent.

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