The B2B Buyer: How Video Is Changing the Way We Think

 In B2B Engagement Marketing, Video Marketing

What’s the difference between the B2B and B2C buyer? If you’re a marketer, this may seem like an elementary question, and I’m sure you’re already listing the differences in your head. But what if I tell you that you’re wrong…well, at least to a degree.

Ten years ago, you were probably spot on with your answer. Even five years ago, the divide between B2B and B2C buyers was still more apparent than the similarities. But as our world becomes more connected, more social, and more interactive, the lines between these buyers have become increasingly blurred.

Before you start shouting blasphemy and grabbing the nearest pitchfork, I do recognize that B2B purchase decisions are generally more drawn out, since buyers are obligated to demonstrate ROI to justify their investments. However, no matter what they’re purchasing, all of these buyers are people — and how we market to people has been irreversibly transformed.

Enter the age of video. With the development and global adoptions of apps like Snapchat, Instagram, and Facebook, we are now able to record and share video and other visual content with the touch of button.

The degree of connectivity that exists today would have been incomprehensible 15 years ago and has effectively changed the way that we communicate and consume information. Today, more video content is uploaded to YouTube in a single month than the three major TV networks have created in three decades.

Video is now the preferred medium for digesting information for many, with 78% of people engaging with some piece of online video every week. In the professional space, 75% of business executives watch work-related videos on a weekly basis.

When polled, 59% of senior executives agreed that given the choice between engaging with text versus video on the same topic, they prefer to watch video. In the same study, 54% of senior executives say that they share work-related videos with colleagues on a weekly basis.

Video is so powerful that using the word “video” in a subject line:

  • Boosts open rates by 19%
  • Increases click-through rates by 65%
  • Reduces unsubscribes by 26%

As we navigate the border between B2B and B2C, we need to understand that the primary difference between the two are not the individuals themselves, but simply the environment in which they temporarily exist.

Considering that statement, I’d like to leave you with a final thought. Take a moment to recall any piece of content you’ve seen recently that caused you to react positively. Try to identify what it was that elicited that response.

Keep that in mind when crafting your video strategy. Understand and recognize that your audience is like you: they are a part of this global shift in content consumption, and they’re turning to familiar mediums to find authentic content to guide them through their purchase journey.

To learn more about this topic and how you can leverage video throughout the buyer’s journey, download our guide on using videos to nurture leads down the funnel.