New Research: Using B2B Video to Drive Results

By Lisa Heay, Marketing Planning Manager at Heinz Marketing
Video in the B2B landscape has exploded, becoming a staple in today’s modern marketing toolkit. Yet as more companies invest in video, the gaps between execution and performance are widening.
While sales and marketing professionals may understand the value of video, what are they doing to actually act on it? And, for those who are investing more time, money, and resources in online video than ever before, are they generating the return on investment (ROI) required to sustain it?
How are today’s most successful companies using video to drive results?
Here’s what we found.
Methodology
To better understand how today’s B2B organizations use video to drive results, Heinz Marketing and Vidyard conducted a research study in July 2019.
The survey sample consisted of 218 B2B sales and marketing leaders, all managers and above. The respondents hold a variety of different sales and marketing responsibilities and their companies range