A new study reported by eMarketer confirmed that the influence of video on B2B buyers is no different than in the B2C space. We like to watch and be entertained by videos, and in particular, videos that tell a story.
Here’s the break down on what viewers did after watching a digital video:
Researched a product – 72%
Visited a vendor website or contacted vendor for more information – 54%
Purchased a product – 46%
Added vendor to short list or consideration set list – 28%
Name a more compelling perspective from which to tell your product (or service) story than through the voices of your customers. Customer Reference/Advocate professionals should feel justified in the video portion of their budgets, but only if the videos are getting maximum exposure and not kept under wraps. Besides your website, videos should be accessible via YouTube, email campaigns; at trade shows, user conferences, and investor meetings; and of course, shared liberally on social media.
Remember: let customers tell their stories and the selling takes care of itself. Happy selling!