B2B Marketing in 2025 Is Like Waiting on the Tarmac at the Airport

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  • July 8, 2025
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B2B Marketing in 2025

Welcome to the world of B2B marketing in 2025, where the paradox of soaring buyer curiosity meets a frustratingly slow engagement reality. Picture this: a record 7.9 million first-party content registrations in 2024, representing a staggering 27% year-over – year increase. That’s incredible, right?

Yet, the time it takes for professionals to engage with that content has ballooned to nearly 39 hours—23% longer than the previous year. It’s like running through an airport only to wait indefinitely on the tarmac. So, how do marketers adapt to this curious yet delayed landscape?

Understanding the Consumption Gap

The “Consumption Gap” is now a canyon, measuring the delay between when content is requested and when it’s actually consumed. In 2024, B2B professionals took an average of 39 hours to open requested content, nearly two full days!

This isn’t just a minor delay; it’s a significant behavioral shift. As Jay Baer insightfully pointed out, just because someone requests content doesn’t mean they have the time to read it immediately. Understanding this gap is crucial for marketers who want to engage without overwhelming potential buyers.

Consumption Gap in B2B content delay 2024 analysis.

The Role of Content Format

Content format plays a pivotal role in buyer intent. Did you know that registrations for Playbooks were 115% more likely to be linked to a buying decision within 12 months compared to eBooks?

While eBooks dominated demand with 53% of all registrations, they were 12% less likely to indicate immediate purchase intent. This distinction is vital. By recognizing that not all leads are created equal, marketers can tailor their follow-up strategies to match the urgency of the content format.

Balancing Speed and Patience

In the fast-paced world of marketing, speed matters, but so does patience. Baer highlights a beautiful contradiction: responsiveness builds trust, but hasty interactions can break it. Finding the Goldilocks Zone is essential—being just fast enough to show you care, but not so fast that it feels robotic. Recent data shows a shift in buyer intent; short-term intent dropped by 12%, while mid-term intent grew by 15%.

This means nurturing campaigns should focus on timing and relevance rather than speed alone.

Balancing speed and patience in effective marketing strategies.

Engaging Suite

Engaging the C-Suite Effectively. The C-Suite is more engaged than ever, with registrations rising 27% year-over – year, now making up 13% of total demand. However, their involvement can be unpredictable. Sometimes they initiate the process; other times, they step in after significant internal research. Marketers should respect their time by creating concise, impactful content that addresses strategic challenges and provides clear next steps. Meanwhile, individual contributors—who may not have the final say but can influence decisions—should not be overlooked.

Adapting to Buyer Behavior

The overarching takeaway from the 2025 report is clear: B2B buying is neither linear nor fast. According to Gartner, buyers only spend about 17% of their journey interacting with vendors. The rest involves internal discussions, research, and lurking on websites. This reality calls for a shift in strategy; instead of pushing urgency, marketers should foster discovery. Being present and patient is key, as buyers expect relevant and timely responses when they are ready to engage.

B2B buyer behavior adapting to non - linear purchase journey.



Conclusion on B2B Marketing Trends

This year’s findings are more than just numbers; they serve as a reality check for marketers and sellers striving to build trust and drive revenue. In a landscape marked by 39-hour delays and fleeting attention spans, perhaps it’s time to embrace the idea of “hurry up and wait.” After all, navigating the complexities of modern B2B marketing requires a blend of patience, insight, and strategic engagement. So, what surprised you the most from this report?

How will you adapt your strategies moving forward?

Let’s keep the conversation going as we learn together, one patient registration at a time.

B2B Marketing Trends Conclusion for Trust and Revenue.
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