Types of Videos B2B Buyers Prefer [Study]

Types of Videos B2B Buyers Prefer [Study]

According to the results of a Brightcove study conducted by Ascend2, video has a strong influence on the B2B buyer’s purchase journey. Virtually all (95%) of the buyers surveyed for the report said that video has an important role in deciding to move forward with a purchase.

Types of Videos B2B Buyers Viewed

Video’s use in making purchase decisions manifests in various ways, according to the study, though buyers are most likely to find it helpful when learning about a product/service (58%).

Beyond learning about products and services, video also proves helpful to buyers in understanding a problem they have (36%) and learning how to solve a problem they have (40%). Buyers separately said that videos were more helpful than any other content type for creating awareness of business-related problems. Moreover, when comparing solutions to such problems, about 6 in 10 respondents said that video is the most impactful content type.

Video Types Preferred

Almost 9 in 10 B2B buyers have watched a video in the last 3 months for the purpose of learning about a product or service, and almost half (46%) have watched a video at least 5 times in pursuit of product and service research.

Two types stand out as the most widely watched: product reviews and product demos, each by 39% of this group of respondents.

Other popular types of videos watched include tutorials/training (33%), live videos such as webinars (31%), educational videos (30%), and brand story videos (24%).

Almost 3 in 4 (73%) report a preference for video over written communication when being introduced to a sales/customer service representative. And watching a video certainly seems to open buyers up to such communication: virtually all of the buyers surveyed said they were extremely or somewhat likely to be more receptive to sales communication from a specific organization after consuming its video content.

Additional Insights:

  • 93% of buyers report that video is important in building trust in a brand.
  • Almost all (97%) buyers find video content and communication to be useful post-purchase.
  • Video is most helpful in the post-purchase stage for learning about other products/services offered and for training/onboarding.
  • About 8 in 10 (81%) prefer video over written content when learning how to use a product or service.

About the Data: The results are based on a February survey of 305 professionals responsible for purchase decision-making within their organization, operating in the business-to-business (B2B) space for businesses generating more than $50M in revenue or more annually in North America and the United Kingdom.

Need assistance with your video marketing? Schedule a call or email Lori Berson at lberson@BersonDeanStevens.com.

BersonDeanStevens has been a recognized brand strategy and marketing leader for over 25 years, including over a decade in marketing and sales automation. We work in partnership with you to differentiate your brand and achieve your business goals. Client list.



Most Important Elements of Effective B2B Content [report]

Most Important Elements of Effective B2B Content [report]

Content Marketing
There have been numerous studies about B2B content marketing released (examples here and here), and a newly-released report on the topic, from Regalix, supports many of the earlier reports’ findings while adding some new insights.

Content Marketing
Here is a break down of some of the key takeaways from the survey.

  • Virtually all respondents believe that their content marketing efforts are either somewhat (80%) or very (18%) effective, a marked departure from other studies (such as this one), which have found far fewer to have that level of confidence.
  • The top objective for B2B content marketing programs is to nurture prospects and influence purchases (90%), followed by generating leads (83%) and creating awareness (76%). Just 44% said that generating sales was a key objective, perhaps feeling that this would be an obvious by-product of the other objectives. Lead generation and brand awareness have also ranked higher than sales generation in past studies.
  • The leading benefits of content marketing are increased brand awareness (89%) and thought leadership (81%), with lead generation (76%) also cited by more than three-quarters of respondents. Only about 1 in 6 reported lower advertising costs to be a key benefit.
  • While social media (81%) trumps videos (78%) as the most broadly used content type, online videos were cited by the largest proportion (81%) of the survey respondents as the content type that will become indispensable for B2B marketers this year. Following in the indispensable rankings are case studies (76%) and webinars/webcasts (57%).
  • Only about one-third of respondents consider a mobile application to be critical (5%) or very important (27%) in content marketing.
  • Almost all of the content types identified are considered most effective in the awareness and consideration phases of the customer journey. Only newsletters are considered effective by at least half of respondents for customer loyalty.
  • The most important element of effective content is audience relevance (90%), with prior studies indicating the difficulty of achieving this. Other elements considered important by many respondents include engaging and compelling storytelling (81%), effectively delivering a message (71%), triggering a response/action (66%) and reusability (56%). On the topic of re-usability, most (72%) of those who re-purpose content use a single piece 1-3 times.
  • Website traffic (79%) continues to be the leading metric used to evaluate content marketing programs. Conversion rates (66%) and the number of leads generated (71%) are also popular.
  • Three-quarters of respondents deem their organization either somewhat (64%) or very (11%) successful at tracking the ROI of their content marketing programs.
  • The most commonly cited content marketing challenges are lack of resources/bandwidth to create content (60%) and understanding buyer personas and creating relevant content for each segment (54%). Roughly half also have trouble producing engaging content, coming up with a variety of content, or simply finding the time to product enough content. Lack of budget (27%) and lack of buy-in/vision (16%), though, don’t appear to be real problems.
  • One-third of respondents allocate less than 10% of their budgets to content marketing, while a plurality 39% allocate 10-25% share. According to a recent Forrester survey, content marketing occupies 9% share of B2B marketing budgets, one of the largest portions.
  • As with other studies on the topic, this latest survey finds that most marketers will be increasing their content marketing spending.

About the Data: The Regalix report is based on a survey fielded from January 9-20, 2015 among 285 senior marketing executives and business leaders, 72% of whom are from North America. Some 45% of respondents hail from companies with at least $1 billion in revenues.

Is your content generating leads and delivering ROI?
To learn how call Lori at 877.447.0134.