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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
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
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.”
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