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Reach B2B Execs with Snappy Video

B2B marketers point to video as one of the most effective content techniques

November 3, 2014

As businesspeople set out to research a product or service to purchase for their business, they are looking for three things: what a brand or business does, what its competitors do, and what people say about the business. How does a marketer address those queries and direct that decision-maker to his or her own brand during the course of the purchase journey?

One important way is to understand the behavior of the business-to-business (B2B) decision-maker. A new eMarketer report, “What Makes B2B Decision-Makers Tick? How to Understand Them in 14 Charts,” identifies the traits of decision-makers and their preferences and behavior—all backed up with data.

In “B2B Content Marketing: 2015 Benchmarks, Budgets and Trends—North America,” released by the Content Marketing Institute (CMI) and MarketingProfs in October 2014, B2B marketers pointed to video as one of the top three most effective content marketing techniques. And it’s no wonder. The typical time-starved businessperson, doing research at the top of the consideration funnel, grabs a moment to watch a video because he or she is hoping to learn something quickly.

Informational videos must therefore be short—if you don’t grab their attention in the first 20 seconds, you’ll lose them, marketers say. So, the video should be about one particular business need for one type of viewer at a particular stage of the buying cycle.

“Video works at every stage of the buyer’s journey, from the awareness and consideration phases all the way down through driving leads and adoption," said Mark Yolton, vice president of digital at Cisco Systems. "Our video and webcast content last quarter generated about 1,200 net new names ... and $13 million in sales-qualified leads.”

As Paul Gustafson, president of B2B content marketing agency TDA Group, said, “There’s no better way to deliver and impart understanding in a personal way than video. It can deliver emotional impact. It can deliver crisp explanations, and it’s probably the most mobile-friendly content you can produce.”

B2B content experts interviewed for eMarketer’s report frequently pointed to the popularity of video as the content solution for busy executives. Robert Rose, chief strategist at CMI, said, “Video is being used more and more as a way to talk about products and services instead of a long white paper or long article.”

Get more on this topic with the full eMarketer report, “What Makes B2B Decision-Makers Tick? How to Understand Them in 14 Charts.”

This report answers these key questions:

  • How do B2B decision-makers do their research for a purchase?
  • What content and channels do they prefer, and when?
  • What can B2B decision-makers’ behavioral traits teach marketers?

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