Although there are many forms of content marketing B2B firms can use to engage their leads, video is emerging as a popular tactic. Citing data from a Forbes Study, MarketingProfs said top decision-makers are becoming increasingly more influenced by videos. Eighty percent of executives are watching a greater number of business videos compared to one year ago.
Videos can create higher levels of engagement, and many people use them as a decision-making tool. Especially in the B2B sphere, this form of content could leave a positive impression on leads. In fact, video may be a great way for B2B marketing teams to tell a story, rather than overly promoting their brands, ClickZ said. Speak to your target audience's pain points instead of using video to pitch your products. This can increase trust.
Customer testimonials can be highly effective in driving engagement and credibility. B2B buyers are more likely to take advice and recommendations from their colleagues in the industry. Utilizing videos of clients expressing how your solution helped them fill a need within their organization can establish trust, which makes it easier to convert new prospects. Video is growing as a marketing strategy for competitive B2B brands.