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How online video is changing the way B2B marketers engage and convert prospects

Author

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  • Litt, Michael

Abstract

Online video has quickly emerged as a preferred content medium for business-to-business (B2B) marketers around the world. Savvy businesses are now using engaging videos at all stages of the sales cycle to educate, entertain, inspire and engage potential customers. While marketers continue to invest more in video production and promotion, they lack the tools to track the overall performance of their video assets, identify their viewers and determine the direct return on investment from their video initiatives. Innovations in the area of video marketing are now closing this gap, enabling B2B marketers to use video content to generate new sales leads, convert existing prospects and measure video's impact on the bottom line.

Suggested Citation

  • Litt, Michael, 2014. "How online video is changing the way B2B marketers engage and convert prospects," Journal of Brand Strategy, Henry Stewart Publications, vol. 3(2), pages 129-134, June.
    • Handle: RePEc:aza:jbs000:y:2014:v:3:i:2:p:129-134
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    More about this item

    Keywords

    video marketing; content marketing; demand generation; marketing automation; brand strategy;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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