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The Role of Video in B2B Lead Generation

The B2B video marketing landscape has experienced significant growth since the onset of the pandemic. The demographic of millennials (born between 1980 and 2000) and subsequent generations now prefer consuming content through online videos, surpassing other forms of communication. Consequently, video content creation has become a key priority for most B2B marketers, with over 90% of B2B buyers acknowledging its pivotal role in their purchase decisions.

Interestingly, B2B audiences prefer long-form content, which is gaining more traction than short-form, which is proving to be desired in B2C spaces. Video formats such as product demos, webinars, and thought leadership content are all more relevant in B2B and are mostly in longer formats.

In today's B2B landscape, buyers conduct extensive independent research before engaging with sales teams. Video content serves as a medium to connect audiences with subject matter experts and other key representatives, fostering relationships before direct contact with the company.

Moreover, the accessibility and affordability of video production tools have democratized B2B video marketing, enabling businesses of all sizes to harness its potential. From product demonstrations and client testimonials to thought leadership content and virtual events, videos have become an indispensable component of the B2B marketer's arsenal. They establish an emotional connection between companies and customers that is unparalleled by any other medium, differentiating them from the abundance of marketing content available.

Now, what are a couple of useful video marketing strategies that can help grow your online presence?

Webinars and Events

Webinars and virtual events have experienced rapid growth during the pandemic as a means to engage audiences amidst limited in-person interaction. Interestingly, webinars have persisted even after the pandemic due to their cost-effectiveness and ease of organizing. Hosting engaging conversations, interviews, or panel discussions with individuals worldwide through webinars is a powerful and permanent video strategy in the B2B domain.

Client Success Stories and Video Testimonials

For B2B customers, client success stories serve as critical social proof. Approximately 90% of B2B buyers actively seek word-of-mouth testimonials and referrals before making purchasing decisions. By presenting client success stories in video format, you can enhance their impact and appeal. Videos humanize social media content by showcasing faces and telling stories, thereby creating relatability for potential buyers.

Product Demos

The primary reason B2B buyers seek video content is to learn about products or services. Satisfy this demand by utilizing product demo videos to demonstrate your offerings in action, highlighting their appearance and usage. By providing audiences with a firsthand understanding of how your products can integrate into their own companies and processes, product demo videos effectively cater to their informational needs.

These are just a couple of use cases you can implement as you launch your B2B video marketing strategies. The key takeaway is that video strategies will help grow your brand, give social proof to your offer and develop an emotional reaction from the prospects looking at your content.


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