I’ve written a lot over the past few months about the growing popularity of online video marketing. (And if you’ve missed any of it, this infographic tells a pretty compelling story.) Of course, I’m hardly the only one saying it, and it seems like every week a new article or report comes out touting the importance of video content for B2B marketing.

Case in point, January saw Software Advice, Eloqua and CMO.com team up to release their 2012 B2B Demand Generation Benchmark Survey. The group surveyed marketing executives, directors, managers and others to help identify how B2Bs are most likely to spend on demand gen this year.

While the results were plenty interesting across the board, one data point that jumped out at me was this: over 90% of respondents are using video for their B2B marketing efforts. As you can see in the chart below, video is actually the second most popular content type listed after “Learn more/contact us.”

The report seems to be working with a pretty broad definition of video content here, since video demos, webinars and live demos are all listed as separate options. You’d have to expect that the majority of those surveyed, however, are referring to on-demand video content that’s viewed online.


In response to the report, Sean Rosensteel wrote the following in an article for Forbes.com: “The take-away? Most respondents prefer video over white papers, case studies, even live demos with reps. And you should factor that into your 2013 content marketing strategy.”

Naturally, this is a sentiment we share here at Brainshark, and one that the majority of content marketers have already bought into. But Sean also included an interesting take on WHY video has become such a popular form of marketing communication. Essentially, he makes that point that human beings are drawn to video because it’s in our nature – like, on a psychological level. OK, so he also links to a study from an actual Ph.D. who happens to be known as “The Brain Lady” to make this point, but that’s the general idea.

The specific psychological reasons why people feel such a connection to video content is a topic for another post, but considering the rapid rise in online video with B2Bs (and beyond), it’s hard to deny that “The Brain Lady” knows what she’s talking about.

Image Credit: B2B Marketing Mentor

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