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Why the Time is Now: Video in Your B2B Strategy

By Nick Price

Video has come a long way from the days of Charlie Chaplin and silent films. Those silent films opened the doors for talented filmmakers such as Alfred Hitchcock, Akira Kurosawa and Federico Fellini. From there video became a part of everyday life around the world and advertisers and marketers realized how well they could reach their known and unknown audience with video.
Today, almost everyone has the ability to shoot and share video with the introduction of smartphones, which according to a 2015 ComScore report, 187.5 million people in the United States alone own smartphones. Video is becoming a much more viable medium in the day of the smartphone because it is easily digestible, does not involve a lot of reading and can be watched from anywhere.
This is a significant change from the days of hefty white papers and in-depth reports, which while not defunct, are less effective at early stages of the buyer’s journey.
B2B Video at the Top of the Funnel
Last week, AdWeek reported (through a study conducted by the IAB) that brands that ran ten second mobile video ads reached millennials much more effectively than brands that ran thirty seconds videos, which resonated best with those aged 35 to 54. The most surprising aspect of this study, was that the majority of the advertisements were viewed on a smartphone or tablet, prompting the IAB to suggest that marketers should be developing video ads with smaller screens in mind.
Why is this so significant? The most recent research indicates that seventy-nine percent of the B2B audience only scans the web instead of reading every word while ninety percent admit to having thrown away important information without even reading it. As such, b2b marketers need to find a more enticing way to get their message across so your sales team doesn’t hear “I have no idea what content your talking about” from their prospects when they follow up with leads.
Getting Started with B2B Video
A recent survey commissioned by the Web Video Marketing Council in conjunction with Reelseo and Flimp Media found that seventy-three percent of B2B marketers say video has positively impacted their marketing results. Out of those surveyed, ninety-six percent of respondents engage in video content marketing and forty-one plan to increase their spending.
So, how do you get started?
This is one biggest issues B2B marketers are having. According to GoAnimate, forty-four percent of B2B marketers lack expertise, forty-one percent lack budget and thirty-two percent lack the staff or bandwidth to get projects completed.
For those marketers concerned about not having the in-house talent, a combination of in-house and outsourced resources is optimal as forty-six percent of the most successful video marketers use this combo approach. B2B marketers should be using in-house writing talent to build video scripts out of your whitepapers and collaborate with artists, animators or videographers to bring those scripts to life.
Data-Driven Video Marketing
As with anything in b2b marketing, relevance is everything when it comes to B2B video. Will your content resonate with your prospect’s needs?
The key is to create information that is customer-focused. A Corporate Visions study of B2B marketers found that only 27% of them create customer-focused content. Simply put, the customer isn’t interested in your product, their interested in solving their problem. Your video must address your prospect’s pain points to be successful. The best video isn’t effective if nobody –or the wrong people—sees it.
Data is essential here. For the B2B marketer, intent data can provide signals as to what a prospect or an account is researching and the topics that are surging in the marketplace. These signals can inform the content you create. Is your customer searching cloud infrastructure? Information Security? Online Privacy? Identity theft protection? If you know, then you can properly position your video message.
Because intent data tells you who is researching what and when they are researching it, you can pinpoint the accounts and the individuals at the accounts to get your message in front of them at that precise moment. This way your message isn’t merely relevant, it’s hyper-relevant: the right message in front of the right people at the right time.

To learn more about how intent data can drive your video creation and marketing efforts, you can watch this short video.

Nick Price

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