How online video is changing the way B2B marketers engage and convert prospects

Michael Litt

Journal of Brand Strategy, 2014, vol. 3, issue 2, 129-134

Abstract: Online video has quickly emerged as a preferred content medium for business-to-business (B2B) marketers around the world. Savvy businesses are now using engaging videos at all stages of the sales cycle to educate, entertain, inspire and engage potential customers. While marketers continue to invest more in video production and promotion, they lack the tools to track the overall performance of their video assets, identify their viewers and determine the direct return on investment from their video initiatives. Innovations in the area of video marketing are now closing this gap, enabling B2B marketers to use video content to generate new sales leads, convert existing prospects and measure video's impact on the bottom line.

Keywords: video marketing; content marketing; demand generation; marketing automation; brand strategy (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2014:v:3:i:2:p:129-134

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