B2B seeing better ROI from videos but challenges remain

Rob Clapp

An overview of video content for B2B marketers, how ROI has changed for them and the challenges they face.

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...

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