Content Marketing

B2B: Videos are Influencing Purchasing Decisions

Video has been touted quite a bit with consumer marketing, but the real opportunity might be with business-to-business (B2B) marketing. In a recent study released by Eccolo Media, multimedia topped the collateral list as the fastest growing mediums that decision-makers and influencers are utilizing to make purchasing decisions.

B2B Collateral

As we found in every past survey, the most frequently consumed types of collateral are product brochures & data sheets. In fact, respondents have only increased their use of this type of content over the years: from 70 percent in 2008; to 78 percent in 2009; to this year’s finding of 83 percent. Case studies and white papers, after making significant leaps in consumption rates between 2008 and 2009, remained relatively flat between 2009 and 2010. The biggest changes were in the frequency in which respondents consumed videos and podcasts & audio files. In 2008, only 28 percent of respondents had consumed these types of collateral. In 2009, podcasts made a moderate gain up to 32 percent. Video consumption increased more generously from 28 percent in 2008 to 51 percent in 2009.

High quality, low cost video production and hosting appear to be driving a lot of the adoption. As well, higher bandwidth and a higher selection of tools and devices to watch video have finally pushed multimedia mainstream. Video is becoming an essential strategy. If you’ve not adopted it, you should be putting together a strategy now… the survey provides evidence that video is becoming an essential medium within your collateral arsenal.
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There’s a ton of information in this free B2B Survey Report – especially on the collateral with the highest influence: Whitepapers. The paper provides keen insights on what makes whitepapers great and what makes them fail, as well as the size of the companies they attract.

Douglas Karr

Douglas Karr is the founder of the Martech Zone and a recognized expert on digital transformation. Douglas has helped start several successful MarTech startups, has assisted in the due diligence of over $5 bil in Martech acquisitions and investments, and continues to launch his own platforms and services. He's a co-founder of Highbridge, a digital transformation consulting firm. Douglas is also a published author of a Dummie's guide and a business leadership book.

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