B2Bs Split on Success of Video Marketing - eMarketer

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B2Bs Split on Success of Video Marketing

They lack effective strategy

September 23, 2015

Business-to-business (B2B) marketers worldwide are using video to fulfill a variety of objectives, according to September research. Most report that it’s working for their purposes, though not necessarily very well.

Ascend2 polled a group of primarily B2B marketing professionals worldwide about their usage of video in September 2015. According to the survey, they were using video marketing for a number of purposes. More than four in 10 were using video to increase brand awareness, increase online engagement, improve customer education and also increased the number of leads they generated. Around one in three also hoped to use video to boost conversion rates.

Based on the survey, it’s not clear how well video can serve so many purposes. Though one in four respondents said they thought it was “very successful,” another 60% were positive but much less sure.

Marketers may realize some of their problems come from a lack of focus. Nearly half said the lack of an effective strategy for video marketing was the biggest obstacle to their success. A lack of compelling content registered 40% of respondents, followed closely by complaints about inadequate budgets and production resources.

Research suggests that video is one of the most effective B2B tactics for lead generation, but that many B2B marketers aren’t using it.


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