Seventy percent of B2B buyers and researchers are watching videos throughout their path to purchase. That’s a 52% jump in only two years.
Google/Millward Brown Digital
B2B Path to Purchase Study, 2014.
Google and research partner Millward Brown Digital tracked clickstream data from 3,000 “B2B Researchers” over 13 months into 2014. The findings are summarized in an article at ThinkWithGoogle by Kelsey Snyder and Pashmeena Hilal.
There are some notable changes since this same study was fielded in 2012, which may make you want to redirect some marketing strategies and resources.
70% more millennials
Half the B2B researchers in the study were under 35. That’s a big change from 2012, when the generations were more or less evenly represented. When these buyers joined the workplace, everyone was already using search engines. As the researchers point out, they’re digital natives. Plan your content and media channels accordingly.
You need video content that provides different insights to different prospects. If you think “content” instead of “videos” you can produce more videos for less.
Marketers are missing opportunities to produce more lead-generating and funnel-filling video at lower cost. They just need to look at video from a different point of view.
What stands in the way of producing more videos?
A technology solutions company we have worked with asked us to gear up to produce 70-100(!) 2-Minute Explainer videos over several months. Of course, we were pleased to take on the challenge.
Seven months later, the company had managed to finish — one(!) video. They are very happy with it, and we continue to make videos for them. But the salient fact here is that after all that time, there remained dozens of solutions that still lacked video content to help move people through the sales funnel. Why? It’s not lack of financial resources or video production resources.