B2B Marketers Use Stories for Successful Digital Video - eMarketer

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B2B Marketers Use Stories for Successful Digital Video

As clients and prospects spend more time with video, B2B marketers shift their attention

December 12, 2013

Digital video, long an amusement for consumers and a tool for business-to-consumer (B2C) marketers, is nudging its way into the business-to-business (B2B) marketing mainstream, according to a new eMarketer report, “B2B Video Marketing: Best Practices for 2014.”

B2B marketers are investing in video marketing because, like most internet users, B2B clients and prospects are devoting more time to watching digital video. Businesspeople are drawn to B2B video for pretty much the same reason consumers watch video—it’s entertaining.

Actions Taken After Watching a Technology-Related Video According to US B2B Tech Buyers*, 2012 (% of respondents)

In many of eMarketer’s interviews with market leaders over the past year, we asked about video best practices. One of the key themes? Spin a good tale.

“People in general gravitate toward visual storytelling,” explained Liya Sharif, senior director of global marketing at Qualcomm. “Video is an incredible way to tell a story for either a B2B or B2C brand.”

Jennifer Anaya, vice president of marketing for North America at Ingram Micro, added, “Even though this is B2B, everyone likes a good story, and everybody likes to laugh.”

It’s easy to imagine how a video could present a laundry list of product features. But that won’t work. According to Michael Peachey, senior director of solutions marketing at Salesforce.com, “Any time the story isn’t the main priority in a film, you’re not really making a connection with the people you’re marketing to in trying to help them understand the real value of the situation.”

Likewise, Neda Stoll, senior marketing manager at Intel, emphasized: “The most important thing is, ‘Are you telling an interesting story?’”

The full report, “B2B Video Marketing: Best Practices for 2014,” also answers these key questions:

  • How popular is video marketing among B2B marketers?
  • Why is video an effective technique for reaching customers?
  • What are some best practices B2B marketers have developed?

This report is available to eMarketer corporate subscription clients only. eMarketer clients, log in and view the report now.


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