Most Don't Read Just One Item

Fifty-four percent of IT professionals consumed more than one piece of content last year, NetLine found. If you're expecting them to come back for more, the average wait is 11 days. So, give them time.

Meanwhile, about one of every 10 is a voracious content consumer, as 11 percent of IT professionals absorbed more than 10 pieces of content in 2016, according to NetLine.

And it's not the executives who are more likely to read more content; NetLine found that 51 percent of lower-level IT pros were more likely to consume over 10 pieces than senior-level IT counterparts.

Matthew St. Jean, director of channel marketing for solution provider Park Place Technologies, based in Mayfield Heights, Ohio, underscores the need to mix up the marketing approach.

"Due to the amount of marketing ‘noise’ that exists in today’s B2B sales approach," he told ITBestOfBreed earlier this year in an email, "it is critical that we identify the correct messaging to match the needs of that particular audience."