Video plays key role in B2B sales, study show
Robin Powell gravatar avitar

Video plays key role in B2B sales, study show

Author: Robin Powell | Posted on: 29 November 2013

A B2B businessman presents to camera in front of a green screen

There's plenty of evidence to show that video is a powerful way of generating business-to-consumer sales. But what about business-to-business (B2B)?

Well, research from the United States suggests that video is playing an increasingly key part in B2B purchasing decisions.

The study, jointly produced by the B2B marketing agency TriComB2B and the University of Dayton in Ohio, is based on a survey of 443 B2B buyers conducted during the second quarter.

58% of respondents said they use online video as part of the information-gathering process - up from 51% in 2011.

The researchers broke decision-making down into three phases: criteria selection, search and evaluation. Although buyers said video was important in all three, evaluation was the most crucial phase.

Interestingly, the same survey suggested that price is a less important factor than it was two years ago, as are a company's green credentials.

The researchers also found that people who decide on B2B purchases are more likely to use smartphones and social media - especially LinkedIn - to help them come to a conclusion, and increasingly less likely to rely on printed materials.

So, if you're in B2B sales and you haven't yet used video, now would be a good time to start. One more thing... Respondents overwhelmingly said they wanted product features and benefits to be clearly spelled out. So make sure your videos clearly spell out what sets your product or service apart from the competition.


Author: Robin Powell

Robin Powell gravatar avitar
Robin worked for many years as a television journalist with ITV, Sky and the BBC. He is the founder of Ember Regis Group and heads up Regis Media, a niche provider of content marketing for financial advice firms. He blogs as The Evidence-Based Investor and also works as a consultant to disruptive companies in the financial services sector. https://www.linkedin.com/profile/view?id=45830333&snapshotID=&authType=name&authToken=6sSD&ref=NUS&trk=NUS-body-member-name https://twitter.com/ember_robin https://plus.google.com/114307932267328112195/posts
Video plays key role in B2B sales, study show

Blog

...

How to choose the right web designer

These tips on how to choose the right web designer aim to help you have a more stress free and cost effective experience when building a new bespoke website.

...

How best to tell your story?

In a world so saturated with stories, how you tell yours is more important than ever. So, what inspiration can marketers take from the narrative techniques of TV, film, and literature?

...

When does it make sense to use paid social?

Algorithm changes have made organic social media less effective. For reluctant businesses then, the question is: when does it make sense to use paid social?

...

Content marketing and advertising: what’s the difference?

Content marketing and advertising have a lot in common. But there are key differences between these two strategies that raise the question: what does content marketing offer to brands that traditional advertising does not?