Video Aids 95% Of Enterprise B2B Buyers In Conversion [Survey Results]

When it involves partaking and changing B2B patrons, video is an important instrument in your advertising arsenal.
Fully 95% of B2B patrons say video performs an essential position of their transferring ahead with a purchase order, in accordance with new survey outcomes from Brightcove and Ascend2.
Researchers polled over 300 B2B decision-makers in organizations producing greater than $50 million in income throughout North America and the United Kingdom.
These findings give us a glimpse into the decision-making processes of enterprise B2B patrons at the moment, and the way the provision of video impacts which services they in the end buy.
How Video Helps B2B Buyers Make Decisions
According to 70% of respondents, video is the most effective content material format for creating consciousness of business-related issues.
B2B patrons flip to video to be taught extra about services they’re contemplating, to learn to clear up an issue, to raised perceive an issue they’re having, and extra.
Here are the highest seven methods survey respondents mentioned movies are most useful:
Image supply: Brightcove B2B Video Marketing report
Video is a high-impact medium, respondents mentioned, with 70% agreeing that video makes probably the most affect over different content material codecs.
Video Is Great For Building Trust & Awareness
93% of B2B patrons say that video is essential in constructing belief in an organization’s skill to ship on its guarantees.
97% of current video viewers say that they’d be extra receptive to gross sales communication from a enterprise after consuming their video content material.
88% of B2B patrons surveyed have watched movies to find out about an organization’s services or products within the final three months.
It’s a useful format for making advanced subjects extra attention-grabbing and simpler to grasp, as nicely.
In truth, 81% of respondents mentioned they like to see a proof of a posh services or products in video format.
These had been the highest sectors/subjects the place B2B patrons favor video over different forms of content material:
Image supply: Brightcove B2B Video Marketing report
What Types Of Videos Are B2B Buyers Watching?
Nearly two-thirds (65%) of B2B patrons mentioned video is probably the most helpful format for researching potential options for the issues they’re making an attempt to unravel.
But what forms of movies might resonate finest along with your B2B viewers?
These are the forms of video most considered by enterprise B2B patrons within the final 3 months, in accordance with the survey:
Product evaluation movies
Product demos
Tutorials and coaching
Live movies together with webinars
Educational movies
Brand tales
Industry pattern roundups
Customer testimonials
Thought management interviews
Other Key B2B Video Marketing Takeaways
Among different B2B video insights, this survey finds that:
83% of B2B patrons would somewhat tour a product by way of video over written format.
92% of B2B executives favor to be launched to a gross sales consultant by way of video over written communication.
52% of B2B patrons said that interactivity options similar to hyperlinks to different content material, select your personal journey experiences, and like/dislike buttons matter most to them in relation to components included in a business-related video.
Download the complete report from Brightcove for extra enterprise B2B survey findings on how a lot pace and cargo time matter, the impacts of video on loyalty and advocacy, how video stacks up once more webinars and different content material codecs, and extra.
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https://www.searchenginejournal.com/b2b-buyers-video-marketing/446514/