7 of 10 B2B Marketers Use Online Video, Up 35% from Last Year

Online video marketing is spreading from consumer-facing companies to business-to-business firms, with seven of ten B2B marketers now using online video as a marketing tactic. That’s up35% from last year, and the increase comes as overall money spent on content marketing in the B2B arena rises, according to a just-released study conducted by Content Marketing Institute and MarketingProfs, and sponsored by Brightcove. Videos had one of the biggest year-over-year jumps in tactics used by marketers.

Bear in mind that all of these companies have a vested interest in B2B content marketing and offer services in this arena. Nevertheless, the findings can be useful for those in the online video business, whether tech providers, production companies or other marketers. Videos were ranked 6th in effectiveness as a B2B marketing tactic, behind social media, newsletters, blogs, case studies and articles on one’s Web site, but well ahead of many other B2B tactics from podcasts to mobile apps to Webinars, according to the study of more than 1400 B2B marketing professionals. About 58% of marketers say video is an effective marketing tool.



The study also found that B2B marketers are spending one-third of their marketing budgets on content marketing, up 26% from last year. Also, about 54% plan to boost their content marketing spend into next year. Much of this attention will go to social media to distribute content, but video will play a role in those efforts.

The study is also noteworthy given that LinkedIn opened its site to video advertising last week and the vast majority of those spots will likely be of the B2B variety. Video tech providers have high hopes for LinkedIn. “LinkedIn brings some very powerful and unique targeting to video especially to B2B brands as it has a treasure trove of user data that can be used to intelligently target the ads,” said Diaz Nesamoney, CEO of video advertising technology company Jivox.

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