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According to a new study by video marketing and sales provider Vidyard and marketing research and tool provider Demand Metric, 63% of B2B marketers are planning to spend more on video in the coming year. B2B video marketing isn’t a new concept: 69% of those polled said they have used some form of video in their marketing campaigns, with the remaining 31% saying they are planning on doing so in the new future.

B2B video marketing study results
Image via KOMARKETING

JULY 15, 2014: According to a new study by video marketing and sales provider Vidyard and marketing research and tool provider Demand Metric, 63% of B2B marketers are planning to spend more on video in the coming year. B2B video marketing isn’t a new concept: 69% of those polled said they have used some form of video in their marketing campaigns, with the remaining 31% saying they are planning on doing so in the new future.

Video Marketing in B2B

Video marketing is a fairly new concept for the B2B industry, as Vidyard reports that many marketers think it is only successful for B2C campaigns. However, they report that Unbounce found that video on a landing page can increase conversions by 80%, no matter the industry.

The impression about video is definitely shifting in B2B, with more marketers finding room for it in their campaigns on a regular basis. After all, the study pointed out that Lee Odden of Toprank reports that almost 60% of all B2B marketers find video to be the most effective marketing tactic.

Case Study Results

The report includes a case study about Taulia, a company that is effective using B2B video marketing. Marketing manager Bhaji Illuminati reports:

“We’ve found it’s easier to get people to press play and watch a minute long video than it is to get them to download a white paper, let alone read that white paper! With a video they get a version of our message in a compact, memorable format we can track.”

And surprisingly, video is great at capturing (and keeping) viewer interest. Another case study done with a video campaign by Dos Equis found that it had an over 80% click-through rate and 79% of viewers watched the video in its entirety.

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