I've read several stats on the power of video in B2B campaigns. Forbes say 75% of all executives use B2B in the buying cycle (and then 65% of them say they'll visit the brands site afterwards).
IDG state that 91% of B2B tech buyers watch videos during the purchase process (from their Customer Engagement study)
The studies mentioned below state similar figures. 70% of B2B buyers watch videos during purchase.
But this isn't behaviour. This is what people "say" they do. Behaviour can be different (I tell people I run 5 times a week. What I do is probably not quite that amount.... behaviour versus saying...)
Ok if that's what people say. What do they do?
A recent campaign for a content hub brought us 145x higher ctr from Video than traditional Display (with the same message). Wow, but what about conversions?
Again, 500% higher.
Anecdotal maybe, but the fact is people say they use video and our experience tells us they're not lying.
If you don't use video. You should.
According to a Google and Millward Brown Digital study, 70% of B2B buyers watch videos throughout their path to purchase. But the far more convincing statistic that means something is that 74% of B2B marketers say that video converts better than any other medium (according to a study by Demand Metric). And it is giving a tremendous boost to businesses who use it. And the statistic that we’d all like to hear comes from the Aberdeen Group. They discovered that companies who use video for marketing grew their revenue a massive 49% faster than those who don’t use video.