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  • Writer's pictureC.E.K. & Partners

How Can You Better Connect with B2B Buyers?

Video Production. C.E.K. Partners How Can You Use Video to Connect with B2B Buyers?

One quick and easy way to better connect with B2B buyers is with video. There are so many digital marketing trends that are quickly transforming the marketing landscape, but the one that C.E.K. & Partners is advising clients to devote attention to now is video.

72 percent of marketers are providing B2B buyers

with video to help them make their buying decisions.

Why is video a key content marketing tool for the B2B marketer? It is personal and engaging. Plus, the human brain processes video 60,000 times faster than words.[1]

If you aren’t using video,

this is the year to make it a priority.

Did you know that 72 percent of marketers are using video to help B2B buyers make their buying decisions? According to the Content Marketing Institute's 2018 Benchmark report, the only formats ahead of video are social posts (94%) without video and case studies (73%). One reason is, “59% of company decision makers would rather watch a video than read an article or blog post.”[2] Another compelling reason is sales: “64% of customers are more likely to buy a product online after watching a video about it.” [3]

Source: Content Marketing Institute. 2018 Benchmark report.

Millennials Love Short Videos

And, if you still aren’t convinced, millennials’ – the largest living generation, over 75 million strong – love of video should underscore that it must be a part of your marketing mix.

How Can You Use Video in Your Marketing?

1 | Showcase Big Ideas Such as Your Brand Story

Just as people enjoy films because they tap into our emotions – love, fear, hope and joy – videos provide a more emotional platform for telling your brand story. Why not take the opportunity to create a stronger impression?

“Video is a dynamic way to engage buyers because it showcases your company’s big ideas. It also makes complex ideas simpler for buyers to understand and helps establish emotional connections and empathy better than any other medium.” – Forrester

One example of a brand story told through video is Cisco’s Internet of Things.

Another example is from HubSpot:

2 | Product Demos + How-To Videos

A video about why your company exists takes on the role of showcasing your brand. Product demos provide the content that helps move buyers through the evaluation process and closer to yes. Understanding how a product or solution works offers access. Unlike showcase videos, these videos can be more informative and a lower investment. They too should be quick snippets, between 60 seconds to at the most 2 minutes.

These videos often require access to gated content, meaning the viewer must provide their contact information or log-in to an account; for non-customers this supports lead generation, and for customers, you will be provided analytics detailing the content they are consuming.

3 | Customer Testimonials

Video packs more wow. It allows potential customers to hear from people who love your brand, services and products. It is effective at engaging B2B buyers throughout the sales funnel. In fact, it is known that buyers who see a customer testimonial are more likely to make a purchase.

“92% of people will trust a recommendation from a peer,

and 70% of people will trust a recommendation

from someone they don’t even know.” - Nielsen Research

Salesforce is one of the most innovative B2B companies. Take a look at their customer success video about US Bank. For how to write a customer testimonial, take a look at this article, Customer Testimonials: Why + How to Use Them.

Why and How to Use Customer Testimonials - Atlanta content creators.

When Should You Use Different Types of Video?

Here's a simple visual from Forrester's report, A Blueprint of Successful B2B Video Marketing. It shows when to use the different types of video.

What type of video should you use and when?

Where Are B2B Marketers Sharing Content?

This visual provides a quick look at how marketers are distributing content, we believe this applies for video too!

Source: Content Marketing Institute. 2018 Benchmark report.

Make a Connection with Your Audience

Making it personal is what video does. It makes your brand approachable. With more buyers conducting a significant portion of their research online before purchasing, video allows buyers to get to know you. It is a quick and easy way to establish an emotional connection. Your buyers – before you even meet them – get to know you. Your people and your brand can make a connection that is memorable and that builds trust.

Like this content?

Receive more in your inbox by signing up for our newsletter at Or, check out more of our thinking online. Ready to elevate your marketing with video or just want to tap into our writing lab? We can help. Give us a call at +1.404.345.6447.

About Us

As an Atlanta-based B2B branding firm, C.E.K. & Partners has a pulse on how buyers are consuming content – across the buying journey. Our market research lab helps brands understand what buyers are thinking and how they are behaving, our strategy team provides a road map for the right story to tell, and our writing lab develops and produces content, whether in the form of an infographic, video, blog post or white paper.

If you aren’t using video, make it a priority this year. We can help. Just give us a call at +1.404.345.6447.

Don’t forget to check out what our clients have to say about how we have positively impacted their work.







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