Video Aids 95% Of Enterprise B2B Patrons In Conversion [Survey Results]


On the subject of partaking and changing B2B consumers, video is a vital software in your advertising arsenal.

Totally 95% of B2B consumers say video performs an necessary position of their shifting ahead with a purchase order, in accordance with new survey outcomes from Brightcove and Ascend2.

Researchers polled over 300 B2B decision-makers in organizations producing greater than $50 million in income throughout North America and the UK.

These findings give us a glimpse into the decision-making processes of enterprise B2B consumers in the present day, and the way the supply of video impacts which services and products they finally buy.

How Video Helps B2B Patrons Make Selections

In line with 70% of respondents, video is the most effective content material format for creating consciousness of business-related issues.

B2B consumers flip to video to be taught extra about services and products they’re contemplating, to learn to clear up an issue, to raised perceive an issue they’re having, and extra.

Listed here are the highest seven methods survey respondents stated movies are most useful:

How video helps B2B buyers make purchasing decisions (survey findings).Picture supply: Brightcove B2B Video Advertising report

Video is a high-impact medium, respondents stated, with 70% agreeing that video makes essentially the most influence over different content material codecs.

Video Is Nice For Constructing Belief & Consciousness

  • 93% of B2B consumers say that video is necessary in constructing belief in an organization’s potential to ship on its guarantees.
  • 97% of latest video viewers say that they’d be extra receptive to gross sales communication from a enterprise after consuming their video content material.
  • 88% of B2B consumers surveyed have watched movies to study an organization’s services or products within the final three months.

It’s a useful format for making complicated subjects extra attention-grabbing and simpler to grasp, as effectively.

Actually, 81% of respondents stated they like to see a proof of a posh services or products in video format.

These have been the highest sectors/subjects the place B2B consumers want video over different varieties of content material:

An overwhelming majority of B2B buyers say that video is an important part of bolstering the trust they have in an organization’s ability to deliver on its promises. TPicture supply: Brightcove B2B Video Advertising report

What Sorts Of Movies Are B2B Patrons Watching?

Almost two-thirds (65%) of B2B consumers stated video is essentially the most helpful format for researching potential options for the issues they’re attempting to resolve.

However what varieties of movies could resonate finest along with your B2B viewers?

These are the varieties of video most seen by enterprise B2B consumers within the final 3 months, in accordance with the survey:

  • Product assessment movies
  • Product demos
  • Tutorials and coaching
  • Dwell movies together with webinars
  • Academic movies
  • Model tales
  • Business development roundups
  • Buyer testimonials
  • Thought management interviews

Different Key B2B Video Advertising Takeaways

Amongst different B2B video insights, this survey finds that:

  • 83% of B2B consumers would somewhat tour a product by way of video over written format.
  • 92% of B2B executives want to be launched to a gross sales consultant by way of video over written communication.
  • 52% of B2B consumers said that interactivity options comparable to hyperlinks to different content material, select your personal journey experiences, and like/dislike buttons matter most to them in terms of parts included in a business-related video.

Obtain the total report from Brightcove for extra enterprise B2B survey findings on how a lot pace and cargo time matter, the impacts of video on loyalty and advocacy, how video stacks up once more webinars and different content material codecs, and extra.

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