The 70% Stat That Proves Your Content Strategy is Obsolete (And the "Netflix" Model That Replaces It)

There is a single statistic circulating in the industry right now that should stop every B2B marketer, founder, and sales leader cold.

According to recent industry reports, 70% of B2B buyers now "binge-watch" content before they ever speak to a salesperson.

Read that again. 70%.

This isn't just a minor uptick in blog traffic. This is a fundamental sea change in buyer psychology. The era of the linear sales funnel—where marketing drops breadcrumbs hoping a prospect follows the trail to a "Book a Demo" button—is officially over.

The era of the self-serve, binge-educated buyer is here.

And the uncomfortable truth? Most B2B marketing engines are completely unprepared to support them.

The Great Disconnect: Streaming Buyers vs. Broadcast Marketers

The data tells us clearly what buyers want: They want control. They want to understand your full methodology, derisk their decision, and vet your expertise on their own terms, at their own pace, before they risk a high-pressure sales call.

They are behaving like Netflix subscribers. They want the whole season available now so they can decide if the show is worth their time.

Yet, how do most B2B companies deliver their content?

We act like broadcast television executives from 1995. We drip out content chronologically on a blog. We hide our best frameworks behind PDF gatekeepers. We scatter our deepest insights across LinkedIn posts, YouTube channels, and help desks, hoping the buyer has the time and energy to connect the dots themselves.

They won't connect the dots. They will just go to a competitor who has already connected the dots for them.

If your content is scattered, your buyers are confused. And confused buyers don't click "purchase."

The Solution: Move from "Content Marketing" to "Guided Discovery"

If 70% of your buyers want to binge, the single most profitable thing you can do is build the best possible environment for them to do it.

You need to stop building "resource centers" (which are usually just digital junk drawers) and start building streaming-style experiences.

We call this approach Guided Discovery.

Guided Discovery is the shift from throwing content at an audience to curating a journey for them. It recognizes that your value isn't in a single blog post; it’s in your complete body of work—your frameworks, your methodologies, and your worldview.

Here is the difference between the old way and the Guided Discovery way:

The Old Way (The Scattered Blog)

A prospect lands on a blog post about "Cloud Security Best Practices." They read it. At the bottom, there's a generic CTA to "contact sales." They aren't ready. They click away. Maybe retargeting ads find them later, maybe not. The momentum dies.

The New Way (The Guided Discovery Environment)

A prospect lands on that same article within a Guided Discovery platform (like ScoutAbout). They finish reading.

• Immediately next to the article, they see a 5-minute video explaining the proprietary framework mentioned in the text.
• Below that, they see a case study of a client who used that framework.
• Next to that, they see the technical documentation for implementation.

They didn't have to hunt. You anticipated their next three questions and served the answers on a silver platter.

The Result: The High-Intent Lead

When you provide a "Netflix-style" environment for your expertise, you stop generating "MQLs" (people who downloaded a PDF by mistake) and start generating high-intent leads.

By the time a "binge buyer" finally books a call with your sales team, the dynamic has flipped. They aren't asking "What do you do?" They are asking, "How does your methodology apply to my specific constraint?"

That isn't a pitch meeting. That's a closing meeting.

Stop Scattering Your Genius

The market has spoken. They want the deep dive. They want the full season.

If you are a deep subject matter expert, your biggest enemy isn't a lack of content; it's a lack of curation.

Stop hiding your best insights in a scattered blog. Give your buyers the binge-worthy environment they are begging for, and watch how quickly they guide themselves to a sale.