Video Aids 95% Of Enterprise B2B Buyers In Conversion

The key findings of a survey of 300 B2B buyers at the enterprise level on video use in buying decisions can be found here.

A video is an essential tool for engaging and converting B2B buyers.

According to new research from Brightcove, 95% of B2B buyers believe video is an essential part of moving forward with a purchase.

Researchers surveyed over 300 decision-makers from B2B organizations that generate more than $50,000,000 in revenue in North America and the United Kingdom.

These insights give us an insight into the decision-making process of enterprise buyers today and how video availability impacts the products and services they ultimately buy.

How video helps B2B buyers make decisions

70% of respondents believe that video is the best format to raise awareness about business-related issues.

B2B buyers use video to find out more about the products and services they are considering, understand how to solve a problem, or better understand a problem.

These are the top seven most helpful ways that survey respondents thought videos were.

Respondents agreed that video is more impactful than other formats, with 70% saying it.

Video is a great way to build trust and awareness.

  • 93% of B2B buyers believe that video is crucial in building trust in companies’ ability to deliver their promises.
  • 97% of video viewers who have viewed their videos recently say they are more open to receiving sales communications from businesses after watching the content.
  • 88% of B2B buyers polled have watched videos in the past three months to learn more about a company’s products and services.

This format helps make complicated topics more exciting and easy to understand.

81% of respondents stated that they would prefer to see a video explaining complex products or services.

These are the top topics/sectors in which B2B buyers preferred video content over other content.

What Videos are B2B Buyers Seeing?

Nearly two-thirds of B2B buyers (65%) said that video is the best format to research potential solutions for the problem they are trying solve.

What videos might resonate with your B2B audience the most?

According to the survey, these are the most viewed videos by enterprise B2B buyers over the past three months.

  • Video reviews of products
  • Product demos
  • Training and tutorials
  • Live videos including webinars
  • Educational videos
  • Brand stories
  • A roundup of industry trends
  • Testimonials from customers
  • Interviews with thought leaders

Other Key B2B Marketing Takeaways

This survey, among other insights on B2B video, finds that:

  • 83% of B2B buyers prefer to tour products via video rather than in written format.
  • 92% prefer to be introduced via video to a sales representative by B2B executives than through written communication.
  • B2B buyers surveyed by 52% said interactivity features like links to other content and choose your own journey experiences and like/dislike buttons are essential elements in business-related videos.

Brightcove has released the complete report. This includes more information about how speed and load times are important, how video impacts loyalty and advocacy, and how video stacks against other content formats.