B2B study: video spend on the rise

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According to the B2B Video Marketing: B2B Benchmarks and Best Practices report most (69%) have used video for campaigns in the past; the remaining 31% say they ‘are planning’ to implement video in the near future. And, while only about 15% say their video campaigns are ‘very successful’, nearly two-thirds believe video is at least ‘somewhat successful’ for their brand.

About half (52%) are using video to increase brand awareness or to increase lead generation (45%) and online engagement (42%).

The full report can be accessed here.

Some interesting takeaways from the report include:

• 63% of B2B brands are increasing their video spend
• 82% of B2B marketers say video strategies are ‘successful’
• One-third plan to ‘significantly’ increase video budgets in the coming year
• 81% will use branded/company websites for distribution
• 73% will use sharing sites like YouTube for distribution

About two-thirds (66%) say they’ll link to video from their email or newsletter campaigns.

As for which channels give the most return, those survyed said the most effective channels were sharing sites like YouTube (26%) while company/branded websites and email/newsletters were found less effective.

The biggest challenges for B2Bers is the lack of budget dollars and in-house resources to create original content. Nearly half (45%) said developing/creating that content was another challenge.



Kristina Knight is a freelance writer based in Ohio, United States. She began her career in radio and television broadcasting, focusing her energies on health and business reporting. After six years in the industry, Kristina branched out on her own. Since 2001, her articles have appeared in Family Delegate, Credit Union Business, FaithandValues.com and with Threshold Media.