In B2B circles, Q4 is historically a time when marketing makes its spending picks for the following year. And, if you’re like most B2B companies, video will be a component of your marketing mix. The question is, how much should be video related? Here are 18 usable and compelling stats that might help you answer that question.
Reaching the C-Suite
B2B marketers looking for fresh ways to reach the hard-to-reach C-Suite should consider online video. A Forbes survey revealed video is becoming a critical information source for senior executives:
- 60% said they would watch video previous to reading text on the same webpage, and 22% said they generally liked watching video more than browsing text for examining business information.
- 75% of all executives said they watched work-related videos on business websites at least once a week, and more than 50% use YouTube to watch those videos.
- 65% of U.S. executives surveyed visit a vendor’s website after viewing a work-related online video.
- 53% conducted a search for a vendor/product/service for more information.
- 42% made a business related purchase.
Spreading the Word
According to IDG, B2B tech buyers aren’t passive viewers:
- For 95% of B2B buyers, the Web is a constant source of tech-related videos.
- 82% of the respondents post, forward and/or share such videos.
- Almost half purchased a product.
Mixing It Up
If you are trying to decide how much of your mix should be video related, consider these stats from IT Business Edge
- More than 70% of B2B buyers view video product demonstrations before making a purchase.
- Product demo videos are more valuable at influencing purchase decisions than tech talks, case studies, or white papers:
- 76% Product Demos
- 58% Tech Talks
- 50% Case Studies
- 38% White Papers
- And product videos are used throughout the entire B2B buying process:
- 80% Awareness
- 79% Consideration
- 73% Purchase
Have questions about how to integrate video into your own marketing mix? Feel free to contact the media-savvy team here at Luminosity for more insight. And don’t forget to subscribe to our blog!
About the Author: Kathleen Hayes is the founder of RocketWheel, a leading developer of software demos and animated videos that generate leads and accelerate sales.