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Leveraging Live Video to Engage Buyers
Brian Andersen / Demand Gen Report / March 4, 2014
The B2B marketing space is quickly evolving, and B2B buyers are finding live video an appealing alternative to e-books and white papers. According to the 2013 B2B Content Preferences Survey conducted by Demand Gen Report, 50% of the B2B marketers surveyed stated that these used video in the past year to research B2B purchasing decisions.
In a recent webinar, titled Streaming Your Way To Marketing Success, representatives from Ustream and Demand Gen Report discussed the ever-growing value of live broadcast video in campaign strategies and marketing plans.
“There is just something about the shared experience that comes with live video,” said David Gibbons, VP of Marketing at Ustream. “Seeing something live — as it’s happening — is impossible to duplicate. There is no way you can make up the excitement of live video with on-demand video clips sent later. ”
Andrew Gaffney, Content Director at Demand Gen Report, added: “I think some marketing executives have the preconceived notion that live video is still more for consumer brands only and it’s more for B2C companies. But our study shows that half of the B2B marketers surveyed said they have already accessed video content as part of their research process. So I think it’s becoming much more common that B2B buyers can use live video to find and collect information.”