For what purpose do B2B companies use video marketing?

A recent survey in the USA asked 350 B2B marketing, agency and management professionals about their video marketing strategy. 98% of the respondents stated that they use online video content as part of their B2B communication strategy. Year over year the usage tends to increase and here are the most important purposes why companies apply online videos: video_marketing_applications It is clear that the most significant purpose of online video application is to increase brand awareness and engagement. 80% stated that they use online videos for this reason. Those companies that use this form of marketing are able to achieve a 4,8% conversation rate instead of the average 1,2.  This achievement is convincing enough per se to start using online video immediately, but let us guess that these videos can be personalized, interactive and custom tailored. More relevant content…more engagement…higher conversion ratio.