A benchmark study from the Content Marketing Institute reveals that while 70% of B2B marketers use video as a tactic, only 58% believe they’re being effective. This is because many people aren’t optimizing content before it’s released and they are mainly focusing on top-funnel goals like awareness rather than mid-to-late-funnel goals, like lead generation and sales enablement. In short, video can be connected to ROI, it just depends on what you do to optimize your content.
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