The CMO Guide: B2B Video Marketing – Leveraging the Rising Consumption of Video
Summary
Video today has become more entrenched in our ‘at-play’ moments and has spilled over into our professional lives as well. Early experiments with B2B video communication have shown that video increases engagement, drives sales and delivers customer value. According to the Aberdeen Group, video generates 66% more qualified leads and increases brand awareness by 54%.
The rapid rise in the popularity of video has seen it grow from being just a content marketing format to a marketing tactic to a business-critical practice. Video is also driving evolution in the way sales and marketing approach and communicate with customers. Essentially, it presents businesses with the opportunity to inspire, to evoke emotion and to connect with customers in a real and authentic manner.
