Video marketing is transforming how we do business

Video isn’t just a nice-to-have at all stages of the buying journey, it’s a must. Why?

Because up to 90% of a customer’s decision to purchase is made before they come into contact with your sales team. We aren’t talking through whitepapers or landing pages (although they help).

72% of B2B buyers and researchers are watching videos to help them make their buying decisions. And not just a few snippets and clips of video here and there: nearly half of them watch at least 30 minutes of content, according to Google research.

Businesses are reacting by using video in their content marketing strategies to build relationships with online audiences. A 2014 report by Demand Metric found that 50% of marketers are now producing more than 10 videos per year, and (get ready for this!) 1 in 3 large companies produce more than 100 videos per year!

So why is video performance still a blind spot for many marketers?

Your team probably tracks things like page views, ebook and whitepaper downloads, and form submissions to qualify and score leads. How about video?

Video viewing can be tracked down to the second. A viewer who watches a video 100% of the way through or re-watches certain sections is likely more interested than a viewer that only consumed the first few seconds.

So where does that data on viewer identification and activity tracking go?  A video marketing platform can help with that, and so much more!

A video marketing platform is a complete solution for the entire video content lifecycle

I bet you’ll be happily surprised at everything a video marketing platform can do:

  • Improved hosting, management and distribution
  • Driving engagement, conversation and optimization
  • Measuring results
  • Generating leads and enabling sales
  • Insights

Hosting, management and distribution

While YouTube is the second largest search engine on the web, it began as a hosting site for user-generated video content. Managing a business’ large video catalogue on YouTube can become cumbersome to manage and scale. Plus, there are key B2B markets where YouTube content can be blocked.

A video marketing platform can help with many of these challenges, from ensuring global playback of assets across screens (desktop and mobile), to proving better tools for managing videos across multiple teams and users.

Driving engagement, conversation and optimization

A video marketing platform can help you optimize video content  with tools like A/B testing splash screens for engagement, pushing viewers through the funnel with calls-to-action and email gates, as well as other interactive elements pre-, during, and post-roll.

Measuring results

When I talk to marketers, one of the questions I like to ask them is “Do you get paid on video views or on the revenue generated by marketing?” If you’re like the majority of the people I talk to, views don’t mean much! But some marketers don’t know any other way. A video marketing platform can help you better understand engagement by identifying how long viewers are watching, and whether they are converting to leads.

Generating leads and enabling sales

In addition to simply tracking all this video engagement behavior, a video marketing platform can also integrate with other marketing and sales technologies like marketing automation platforms (MAP) or customer relationship management (CRM) software.

By connecting a video marketing platform to your MAP, you can enhance lead-scoring models by using video engagement data, and use video content in campaigns to segment customers based on videos watched. The Sales team can benefit too!  Sales reps can gain valuable insights on customers with a contact record in a CRM like Salesforce before even placing the first call.


A big challenge I often hear from marketers looking to grow their use of video is that they lack the ability to demonstrate ROI on their video investment.

A video marketing platform provides marketers with valuable insights like who is watching and which viewers are converting to leads, helping them make better decisions and show ROI. It will also unlock new insights into which content is more effective at engaging and converting audiences. And lastly, a video marketing platform will show which video assets are generating the most leads, contributing to the most pipeline and closing the most deals.

Imagine being able to demonstrate that thousands and even millions of dollars in pipeline are directly attributed back to videos created by you!

Now is the time for B2B marketers to stop thinking about video as a tactic and to start thinking about video as a strategy.  Video marketing platforms allow modern marketers to transform video from a top-of-the-funnel, awareness-generating asset to a revenue-driving strategy that’s deeply integrated across the buyer journey. The brands strategically embracing video and a video platform will be the brands poised to win.

Jeff Gadway