The success of the video with B2B decision-makers

Digital marketing has revolutionized our business world and the Internet has become a strategic place to talk and make people talk about their business because it is now an essential part of the consumer’s buying journey.

The best technique to incite Internet users to consume its offer rather than that of a competitor is nowadays video.

Thanks to it, you are 50 times more likely to appear on the first page on Google. And the more visible your brand is, the more your brand is in the minds of your audience and the more likely it is to be adopted.

Success of the B2B video

Video, an almost indispensable vector for your business!

Indispensable, because it has become the N°1 way to consume information on the web, but also because the return on investment of this type of marketing is incredibly good.

We know what you think: “Video is great for B2C, but the audience I need to reach is not as concerned about video. »
But that’s just not true.

One argument that business-to-business marketers often make is that video only appeals to millennials, not to people in positions of responsibility in business.

That was before, yes, the average business owner is in his 50s, but the latest data shows that 57% of people over 55 actually want branded and technical videos.

Although this percentage is the lowest in the age demographics, 57% is too large a group to be ignored.

A powerful tool in the B2B marketers’ arsenal

The B2B sector has not been spared by the digitalisation of the company and with it the boom in video. The figures speak for themselves: 72% of B2B buyers watch videos in order to find the information they need to move forward in their purchasing process.

Company managers are asking for more video: 92.5% of marketing professionals consider that video content offers more opportunities for creative expression. With this in mind, B2B video marketing is no longer a trend to follow: it’s a need that business leaders are strongly asking us to satisfy.

By meeting this need, video marketing corrects the gap between B2C and B2B. As non-specific content scrolls by, videos targeting this key demographic group are more likely to attract attention and be long-lasting.

Use the audiovisual tool to showcase your business

Video has become one of the most powerful tools in the arsenal of B2B marketers as they use increasingly creative formats to engage a professional audience.

86% of web marketing professionals now use video content.
Video content gives you the opportunity to present your company, showcase its range of products and services, address its main points of differentiation, get your customers to testify, show the company’s behind-the-scenes, and thus reassure them of the quality offered.

Video is also the preferred media for algorithms, allowing to optimize the feedback in search engines and social networks (Linkedin, Twitter, Facebook). Today, video is an excellent way to reinforce SEO (natural referencing).

The challenge is therefore to use these videos to bring qualified prospects back into the conversion funnel, to make them move forward in this tunnel and to avoid offering them irrelevant video content (e.g. insufficiently targeted complementary videos) that would make them stand out from the tunnel.

It is also important to integrate solutions that allow you to propose a call to action at the end of the videos to qualify B to B prospects (according to their profile: VSE, SME, ETI, Large Companies; according to the urgency of their needs (short term, medium-term), according to their preferred means of communication (email, phone, physical appointment) and to push them into action (information request, NL subscription, call, purchase, upsell …).

In short, video content oriented towards B to B is a great opportunity for companies to emerge and conquer new prospects provided they respect the basics: having authentic content (information and service vs. advertising), targeted, in the right format and broadcast at the right time and with a good analysis and processing of the data collected (responsiveness).