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09 February 2021
B2B seeing better ROI from videos but challenges remain
Marketing to B2B audiences
Measuring ROI
Online video effectiveness
The effectiveness of video content is improving for B2B businesses but measurement is limited 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.
Why it matters
Video content is growing in popularity for many brands, though issues around measuring and delivering ROI mean there is the potential for wasted budgets. At the same time, not fully utilising first-party data and an over-reliance on technical information is limiting creativity and ultimately effectiveness.
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