The study identifies an 8-second average initial buyer attention window in B2B environments. Within this short period, buyers decide whether content appears relevant, credible, and worth further attention. The report also notes that only 20% of B2B content assets receive more than 15 seconds of active engagement.

According to the study, enterprise B2B buyers consume an average of 13 content pieces before making a purchase decision. Approximately eight of those are discovered independently through sources such as peer reviews, analyst reports, competitor comparisons, and professional communities rather than directly from vendors.

Video is identified as a leading engagement format across the B2B buyer journey. The study reports that 72% of B2B buyers prefer video when evaluating vendor solutions, while B2B explainer videos generate longer average watch times than comparable written content. The report also highlights video-based demand generation as producing stronger engagement and conversion performance than text-only approaches.

The study identifies personalization as a significant engagement multiplier. Personalized email campaigns are reported to generate 6× higher transaction rates than generic equivalents, while personalized ABM campaigns achieve 30–50% higher response rates than generic outreach at comparable budget levels.

The study identifies five major forces shaping B2B buyer engagement in 2026: AI-driven personalization at scale, dark-funnel accountability, zero-party data as an engagement currency, interactive and immersive content, and more sophisticated attention measurement. Its central takeaway is that successful B2B engagement will depend less on reaching more buyers and more on earning the attention of the right buyers at the right moment.