B2B seeing better ROI from videos but challenges remain | WARC | The Feed

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.