The effectiveness of video content is improving for B2B businesses but measurement is found wanting and ROI remains a challenge, according to a survey of marketers and sales people in mostly B2B or B2B/B2C companies from Vidyard and Demand Metric.
Half of those surveyed said their video ROI is getting better (48%), a similar level to 2019. As well as this, the share of B2B companies saying their ROI is unknown has dropped from 48% in 2018 to under one-third (29%) in 2020.
However, measuring ROI is the most common challenge for B2B businesses when trying to effectively...