91% of B2B professionals prefer webinars as a learning format

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 29, 2019, 10:50 AM UTC

A study by BrightTALK revealed that B2B professionals generally prefer consuming video content.

The report found that 91% of B2B professionals consider webinars to be a “top learning format” with over 54% of participants engaging with them weekly or daily. Following webinars, 60% of respondents engage with industry articles, 48% with whitepapers, and 42% with blogs.

The author notes that video content is “heavily favoured” by B2B professionals. 84% of respondents consume video content to stay updated on their respective industries. Also, 50% of B2B professionals view video content to find a solution for specific organisational problems.

70% of B2B professionals value content that provides them with tip, tricks, and best practices. 62% of them value industry trends and predictions followed by 61% who value “How to” content. Additionally, 60% of them consider expert interviews and 59% consider solution case studies of value.

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