B2B marketers and salespeople are using video content primarily to build brand awareness, drive lead generation, and educate customers, according to recent research from Vidyard and Heinz Marketing.

The report was based on data from a survey of 218 B2B sales and marketing leaders (all managers or above).

Some 67% of respondents say their firm develops video content to build brand awareness, and 63% say their firm develops video content to generate leads; some 63% also say they develop video content to educate customers.

Video Types

The most popular video formats among B2B brands are explainer videos (57% of respondents say their firm creates them) and demo videos (53%).

Brands that say video plays a major role in their marketing and sales efforts are much more likely to create customer testimonial and interview/Q&A videos than other firms are.

Distribution Channels

The most popular channels of B2B firms for distributing video are their own websites (79% use them), email (67%), and LinkedIn (63%).


B2B marketers and salespeople say the biggest challenge in developing video content is that it takes too much time (34% cite it as a roadblock).

About the research: The report was based on data from a survey of 218 B2B sales and marketing leaders.

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B2B Video Content: Top Goals, Formats, Channels, and Challenges

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image of Ayaz Nanji

Ayaz Nanji is a writer, editor, and a content strategist. He is a co-founder of ICW Media and a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji