Webinars Emerge as Top Learning Format for B2B Professionals

May 23, 2019

BrightTALK, a B2B content and demand marketing platform, announced the findings of a large-scale benchmark report of how professionals engage with online videos and webinars. The report analyzes the viewing patterns and preferences of 8 million professionals across IT, finance, HR, sales, and marketing functions. This year’s survey sought not only to establish performance benchmarks for content on BrightTALK, but also to uncover how and why highly educated professionals engage with corporate content.

BrightTALK’s audience in 2018 came from a diverse global mix of countries and organizations, with a significant proportion of new users coming, respectively, from North America (48%) and large enterprises with more than 5,000 employees (31%). More significantly, an overwhelming majority of surveyed professionals held senior managerial positions in their respective organizations. Thirty percent held director and above titles, with an 11% holding C-suite authority. With this demographic breadth, the survey findings offer a comprehensive snapshot of the B2B decision-making community and provide telling insights into how B2B marketers can effectively create demand gen campaigns through webinars and online videos.

Among the survey’s key findings:

  • More than 77% of the survey’s B2B participants spend at least 2 hours per week engaging with content for professional growth.
  • Webinars are the No.1 preferred type of B2B content (91%) among surveyed professionals, far outweighing industry articles (60%), whitepapers (48%), and blog posts (42%).
  • More than 54% of the B2B participants engage with online webinars and talks on a weekly or daily basis.
  • A full 84% of surveyed professionals interact with B2B video content to stay up to date on what’s happening in their industries, and nearly half do so to solve specific organizational problems or issues.

The survey is part of BrightTALK’s tenth annual benchmarks report, demonstrating the consistent growth of B2B content marketing campaigns driven by webinars and videos. Between 2018 and 2019, BrightTALK’s platform saw a 20% increase in content shared and a 30% jump in content created.

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