For 94% of B2B sales and marketing leaders, video is “somewhat” or “very valuable”

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 13, 2019, 1:47 AM UTC

But for over 80% of respondents, revenue-driving KPIs are the most challenging video metrics to track.

This article cites a study by Heinz Marketing for which 218 B2B sales and marketing leaders were surveyed. The research found that 94% of respondents ranked video as “somewhat” or “very valuable” in their sales and marketing strategies.

Video makes a huge impact at every stage in the sales funnel. It also makes it convenient for buyers to understand complex content. Overall 34.8% of respondents produce interview or QA or panel videos. But these videos play a major role for 62.8% of respondents.  

80% of the respondents reported that revenue-driving key performance indicators (KPIs) such as, lead conversion, pipeline conversion, and number of opportunities created are the most difficult video metrics to track.

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