According to Google research, 70% of B2B buyers and researchers watch video content during their purchasing journey. All statistics in this post are drawn from primary research reports published between 2024 and 2026. But the brands seeing the best results are those using AI to produce more high-quality content, not to cut corners on production value. Save longer formats for webinars, detailed product walkthroughs, and gated content where viewers have already signaled high intent.
Offering flexible, self-paced viewing options serves the needs of modern buyers and positions brands as innovative and customer-centric, fostering stronger relationships and driving better results. Consequently, the ability to seamlessly integrate new solutions with existing technology stacks has become a critical consideration for B2B buyers. Influencers should have a genuine understanding and appreciation for your offerings, and their endorsement should feel natural and credible to their audience. According to our first-party research, 75% of buyers trust brands more if they are affiliated with industry experts or influencers.
Government-led initiatives such as Singapore’s National Quantum-Safe Network Plus and India’s National Quantum Mission will further fuel investments in quantum security, with a strong focus on migration planning and cryptographic inventory solutions. Yes, I’d like to receive Forrester’s Insights At Work newsletter and receive occasional survey invitations and marketing communications. Our unique research and continuous guidance model helps executives and their teams achieve their initiatives and outcomes faster and with confidence. “B2B leaders must embrace a more disciplined and evidence-driven approach to how they engage with generative AI, prioritizing trust and tangible value for buyers as they head into next year,” said Sharyn Leaver, chief research officer at Forrester. To harness the power of genAI responsibly, organizations must improve employees’ “AI intelligence quotient” and democratize their governance efforts.
B2B Buyer Behavior and Video Engagement Statistics
We introduced a new question this year to understand what challenges B2B marketers face while scaling content production. Twenty-three percent say their organization is neither likely nor unlikely to invest. So, we asked if they felt their organization had the right technology to manage content across the organization.
- That means people buy products — even if they don’t have an immediate need — based on how well you market the benefits.
- CTV ads can drive immediate responses, such as visiting a website, signing up for a newsletter, or even making a purchase.
- Demographic and behavioral insights provide a baseline understanding of your target customers and how they make decisions.
- 93% of video marketers say video has helped increase user understanding of their product or service.
- This means your ads reach actual decision-makers, not lookalike audiences built on assumptions.
Multi-Agent Systems: Coordinated Intelligence Across Marketing Operations
The better platforms help buyers easily find information about the sellers and the relevant information about the products via the website. Typically, it involves companies that do not own or sell the products but serve as a platform to connect sellers and buyers online. Horizontal B2B is a type of transaction pattern where a platform connects buyers and sellers from various different industries for similar, general-purpose transactions.
72% of B2B buyers say they are most likely to engage with content that drills down into relevant or specific topical areas. 89% of B2B marketers said they expected webinars to be effective for brand awareness and lead generation in 2024. The content types B2B buyers say they rely on most at each stage of their journey are webinars (early), case studies (middle), and demos (late). “There’s a big push in content marketing to create long-form content, even if you don’t necessarily have a great deal of new data and research to share. Short-form content, such as infographics and blog posts, is also named by B2B buyers as the content type they find most appealing. 84% of B2B marketers say content marketing helps them create brand awareness.
- Steve Kearns, Global Head of Content at LinkedIn, shares a tip on why B2B brands should shift creative focus accordingly to reach prospective and existing customers.
- I’ve relied heavily on these marketing funnels to take buyers from one step to another till they convert into paying customers.
- If you want to put these statistics to work, book a free strategy session and we’ll map video to your specific goals.
- Over time, you’ll create familiarity and trust, and these campaigns will start to generate strong, closeable, inbound leads.
- Thanks to the survey participants, who made this research possible, and to everyone who helps disseminate these findings throughout the content marketing industry.
B2B Video Adoption Statistics
Develop strategies to effectively leverage each platform and maximize outreach impact. Start by exploring B2B fundamentals, including account-based marketing, content marketing, and social selling to drive conversions and build long-term business relationships. Perfect for marketers, sales professionals, and business leaders aiming to excel in B2B marketing and drive impactful business outcomes. You’ll learn to leverage multiple marketing channels, create https://nutritioninpill.com/infinigate-group-appoints-simon-england-as-chief-growth-officer/ impactful content, and align marketing efforts with business objectives to achieve measurable success.
Your customer lifetime value (CLV) helps predict long-term revenue and shows how happy people are with your business. However, most B2C brands curate an exceptional customer experience before and after purchase to foster loyalty. “A lot of small brands try to make a meaningful impact through their customer experience. That https://www.agentconference.org/AliexpressAffiliate/how-to-earn-aliexpress means people buy products — even if they don’t have an immediate need — based on how well you market the benefits. My experience in the B2B space tells me that buyers are always motivated to solve a clear problem statement and improve business ROI through a purchase. B2B marketing focuses on decision-makers in an organization — think managers, department heads, procurement leads, and similar.
The latest jobs in search marketing
B2B video conversion varies widely by offer, audience, and funnel stage, so a single benchmark can mislead more than it helps. It turns dense technical information into a format buyers actually watch, which shortens evaluation and supports higher conversion rates. B2B video marketing adds value by making complex products easier to understand and faster to trust.
Some people think of software companies when they hear B2B. If your customer is another business—whether they’re buying to resell, fulfill, distribute, or operate—you’re in B2B territory. B2B, or business to business, is a business model where companies sell products, services, and information to other businesses, rather than directly to consumers. The new generation of business buyers also insist on the same seamless experience they get as consumers. An aim of B2B2C is to «create a mutually beneficial relationship between suppliers of goods and services and online retailers».
- With this journey map, you can find friction points and challenges for buyers before purchasing from you.
- In fact, the B2B market includes companies that sell software for building B2B websites, including tools, templates, databases, methodologies and transaction software.
- How top brands are shifting from platform inflation to real revenue impact.
- LinkedIn rewards native content that sparks conversation, not links that pull people away.
- “The biggest gains don’t come from having a bigger budget or more AI tools, but from human choices in refining the plan, clarifying focus or improving the team structure.” Smart freelancers can help companies do that.
According to Sopro’s 2025 research, nearly two-thirds of B2B leads take at least three months to decide to purchase, and one in five waits over a year. Customer acquisition is expensive ($89, on average, for B2B ecommerce), and you’re dependent on suppliers to maintain a consistent flow of inventory. It consolidates similar transactions from various industries into one platform, offering trading opportunities for both buyers and suppliers. Producers or commercial retailers can have a supply relationship with upstream suppliers, including manufacturers, and form a sales relationship. Successful B2B operations depend upon sales personnel understanding the purchasing behaviour and outlook of the types of business they wish to work with.