News & Opinions
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Leveraging Video in B2B Marketing
Tom Nightingale / BtoB Magazine / July 19, 2013
There is no denying the importance of video in our daily lives. With over 50 hours of video uploaded to YouTube every minute and over 4 billion views a day, the medium has skyrocketed and is arguably Google’s best acquisition in the company’s history. We all use video in our personal lives—everything from learning how to deal with bee’s nests to sharing videos of the kids with Grandma. Yet, we seem to forget that business leaders use video, too. According to Eloqua, 75% of senior business leaders view work-related videos regularly.
Undoubtedly, there are a handful of leaders in the b2b content marketing world who have jumped onto the video bandwagon and are leveraging the medium, but the majority of the b2b world lags our b-to-c counterparts. Corning has an exceptionally well-produced video that has garnered over 22 million views. Most of us are familiar with Blendtec lighthearted viral video efforts and what their videos have done for their predominantly commercial sales efforts. And, Grasshopper took light-hearted to a new level while garnering 1.3 million views with its parody video. All of these are impressive results, but they pale by comparison to the likes of our b-to-c counterpart’s video of Matt with over 50 million views.