70% of B2B Buyers Agree Video is the Best Form of Marketing Content

As B2B marketers continue to refine their customer engagement strategies, new research indicates that video is growing in importance among buyers.

Brightcove recently partnered with Ascend2 to conduct “The Power of Video in the B2B Buyer’s Journey” report, and statistics indicated that the majority of B2B buyers (70%) agreed that video is the best content format for creating awareness of a business-related problem. Furthermore, 93% of B2B buyers say that video is important to them when it comes to building trust in a brand.

“Building meaningful relationships with prospects to convert them into leads starts with delivering personalized experiences that build trust and drive engagement,” wrote the authors of the report. “Video allows organizations to showcase their brand’s personality, voice, and values as well as seamlessly walk potential buyers through otherwise complicated product and service offerings.”

Identifying B2B Buyers’ Marketing Content Preferences

In general, previous research has suggested that B2B buyers are now consuming more marketing content prior to making purchases.

DemandGen published the “2022 Content Preferences Survey Report,” and data suggested that most B2B buyers (42%) consume between three and five pieces of marketing content prior to engaging with a sales representative. Approximately 19% claimed they consume between five and seven pieces of content, while 11% stated that they consume more than seven pieces.

Over the past year, most B2B buyers (67%) have consumed webinars, while 56% have consumed ebooks. Approximately 55% have turned to research/survey reports during the buying journey.