COVID-19 Shifts Demand Generation Outcomes, Bython Media Study Finds

By Danni White - Published on July 13, 2020

FRISCO, TX – JULY 13, 2020 – Most things in the world, from work to home and school to social events, have changed due to effects of the coronavirus. One of the things that has also changed is the outcomes of demand generation campaigns since the start of COVID-19.

In its report, “Demand Generation Shifts during COVID-19,” Bython Media  analyzed over 45,000 generated leads from hundreds of demand generation campaigns from April 2020 to June 2020 to understand what has been working for salespeople and marketers since the start of the pandemic.

The study revealed that the United States ranked at least 30% higher than all other collected regions in content consumption. Europe followed close behind with approximately 25% in content consumption. Effects of the coronavirus have allowed many companies the opportunity to innovation and create new product and services that engage their audiences.

When it comes to industry, out of the top 8 industries studies, the Finance industry won out with those in the Banking sector taking the top spot at nearly 40% of content consumption. People in the Technology and Education industries came in second and third respectively with nearly 30% for Technology professionals and 22% for Education professionals.

Directors and managers took the lion’s share of content consumption when ranked by job title. This could be due to the fact that “middle managers” as they are often referred to, play dual roles when seeking to communicate with senior managers and their junior counterparts.

When attempting to lead teams through a crisis of massive proportion, this study shows that salespeople and marketers looked for ways to mitigate the effects on their team as well as took steps to implement ways to be more empathic and engaging with their audiences.

Many B2B companies, are having to rethink their overall marketing strategies and demand generation plans as more and more people are overwhelmed from the effects of lockdowns, remote working, and being forced to change plans suddenly. As the coronavirus continues to impact people everywhere, B2B focused companies are intentionally focusing on understanding how to use email, expanding on social media, and listening to their audiences more closely.

View the full report and quiz your knowledge by clicking here.



Based in Frisco, Texas, Bython Media is a global media and martech company powered by data, content and creativity. To learn more, visit

Danni White | Danni White is the Director of Content Strategy and Development at Bython Media and the Editor-In-Chief at, a top B2B digital destination for C-Level executives, technologists, and marketers. Bython Media is also the parent company of,, List.Events, and

Danni White | Danni White is the Director of Content Strategy and Development at Bython Media and the Editor-In-Chief at, a top B2B digital destin...

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