In early 2020, the COVID-19 pandemic caused a dramatic shift in behavior among B2B buyers and marketers alike, as face-to-face meetings, in-person events, and traditional workplaces came to a screeching halt — at least temporarily. With many people working from home, buyers’ content demands skyrocketed, while their attention spans waned — likely due to a swell of screen time and increased distractions in new, remote working environments. 

Marketers responded by investing in “snackable” assets — like brochures, infographics and videos — which were shorter or easier to consume. With digital channels the only way to engage with prospects across the entire customer lifecycle, there was also a surge in virtual events and webinars. We documented these changes in our special edition Content Engagement Report 2020, which collected data from March 7-May 14, 2020 — coinciding with the first stay-at-home orders in the United States — and compared it to the three months prior.