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Top B2B vs. B2C Video Marketing Trends You Should Know [2022 Data]

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Top B2B vs. B2C Video Marketing Trends You Should Know [2022 Data]

Both B2B and B2C brands recognize the power of video marketing. In fact, HubSpot Blog Research found that 88% of brands surveyed have a team dedicated to creating video content.

But how do B2B and B2C brands differ as it relates to strategy, goals, and performance? We surveyed 550 global marketers to find out. Read on to learn about the key trends we discovered.

B2C and B2B brands balance creating content in-house with relying on outside agencies.

We asked 500+ global video marketers, “Does the primary company you do video marketing for creating content in-house, through an outside agency, or both?

37% said in-house, 14% said an outside agency while 49% said both. When breaking it down between B2C and B2B brands, there was only a 1% to 3% difference.

B2B vs. B2C Video Marketing

Although there is an argument to be made for both cases, 33% of marketers (both B2B and B2C) surveyed say the ROI is the same in both cases.

However, when asked about the quality of the videos, more B2B brands believed creating video content through an outside agency resulted in better marketing videos.

Meanwhile, 59% of B2C brands believe creating marketing videos in-house is faster and more efficient, compared to only 48% of B2B marketers.

75% of B2C brands also believe marketing videos created through an outside agency are higher quality and more professional, an 18% increase from B2B brands.

Pro-tip: If you want to create high-quality videos in-house, consider tools like Vidyard, Vimeo, and Wistia. They can help you produce and measure high-impact videos that convert.

B2C brands focus on brand awareness while B2C brands advertise products.

When asked “What are the primary goals of your company’s video marketing strategy?” B2C brands focused on increasing brand awareness/reaching new audiences while B2B brands prioritized advertising their products/services.

Where we saw the biggest gap in strategy is in:

  • Growing an online community – Only 15% of B2C marketers listed this as a primary goal compared to 25% of B2B marketers.
  • Fostering a relationship with customers – This is a priority for 22% of B2C marketers compared to only 13% of B2B marketers.
  • Establishing thought leadership – 15% of B2B marketers consider this a primary goal compared to only 9% of B2C marketers.

B2C brands tend to spend more on video.

Although B2B and B2B brands follow the same strategy when it comes to equipment (69% own their equipment instead of renting), B2C brands have allocated more.

B2B vs. B2C Quarterly Video Marketing Budgets in 2022

When looking at quarterly video marketing budgets, 24% of B2C brands spend between $100K to over $1M compared to 19% of B2B brands.

The same is true when you look at the average cost per video. 29% of B2C brands will spend over $30K compared to 20% of B2B brands.

B2B vs. B2C video marketing: average cost per video in 2022

B2B brands publish more videos than B2C brands.

According to HubSpot Blog Research, most B2B brands (33% surveyed) publish five to seven videos a month while most B2B brands (32%) put out two to four.

This could be because 33% of B2C marketers note a lack of content ideas as the biggest challenge they face when creating video content, 11% more than B2B brands.

When analyzing the average publishing cadence across both aisles, here’s the breakdown.

  • Two to four videos (31%)
  • Five to seven videos (26%)
  • Eight to ten videos (22%)

One interesting piece of data though is that when you look at brands that publish between eight to 30+ videos a month, B2C marketers outpace B2B by 8%.

While B2B brands tend to publish more generally, when you dig into brands with a higher publishing cadence, B2C brands post more.

B2C brands report more success with short-form videos.

We asked marketers, “Which video format has the biggest ROI?” 39% said short-form videos, such as TikTok, Instagram Reels, and YouTube Shorts. So, both B2B and B2C brands have a lot of success with this content format.

However, there’s an 11% gap to note – 44% of B2C brands reported the biggest ROI with this format compared to only 33% of B2B brands.

B2B vs. B2C video marketing: short-form video in 2022

In addition, our research found that more B2C brands report that short-form video:

  • Is the most effective for generating leads, 8% more than B2B brands.
  • Gets the most engagement, 14% more than B2B brands.
  • Generates a high (81-100%) watch time percentage, 8% more than B2B brands.
  • Gets a high (over 10%) clickthrough rate, 7% more than B2B brands.

There you have it – whether you’re a B2B or B2C brand, video marketing is an essential part of any marketing strategy.

Discover videos, templates, tips, and other resources dedicated to helping you  launch an effective video marketing strategy. 

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MARKETING

Salesforce winter 2023 release: The business executive’s guide

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Salesforce winter 2023 release: The business executive's guide

More than 150,000 companies are Salesforce customers. Salesforce’s share of the CRM market is about 25%. 

Few customers take advantage of the thrice-yearly release updates rolled out to every Salesforce user. I get it. Folks aren’t always paying attention to the releases because they’re focused on running their business, tending to the million things that come up each day. 

The full edition of this Winter’s ‘23 Release comes in at over 700 pages. The boiled-down, brass-tacks summary is still 32 pages.

Few business executives have the time and bandwidth to keep up with the ins and outs of these updates. Your admins and marketing operations people may slog through the whole doc but may not connect the dots between business initiatives and platform functionality. 

This series will connect those dots. I’ll summarize what you need to know about the latest release in five key categories: commerce, sales, service, marketing and loyalty programs.

I’ll cover the features that will help you make better decisions for your business and maximize how you use the platform. 

Based on features in this release, Salesforce is focused on:

  • Improving the base platform (adding ease that your hands-on admin and developer teams have requested for a long time).
  • Creating even more ways to connect with customers.
  • Offering more industry-tailored options that bring value to a business more quickly.

Robust support for subscription selling added to Commerce 

Adding a subscription pricing model benefits most businesses, whether you’re a fan belt manufacturer or an artisan dog food company.

Making it easier for your customer to buy your product is always a win-win, and this release makes implementing subscriptions more seamless from the backend with the Connect API tool. 

Connect API resources now support subscriptions and multiple product-selling models: 

  • One-time sales where products are sold for specific prices once. 
  • Term sales offer time-limited subscriptions. Products are sold and renewed for a specific amount of time, e.g. 12 months. 
  • Evergreen subscriptions offer products on a recurring basis until canceled.

Configuring charges for collecting local taxes in international jurisdictions was also enabled. 

Dig deeper: Salesforce unveils features to boost automation for marketing and sales


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Additions to sales enablement functionality

Overall, I’m loving the general focus on enablement through enhancements with dynamic forms, screen flows, and Slack integration. 

Teams can now build and launch enablement programs that drive to the most important KPIs for your business. You can now focus on specifics, like programs for a particular region or product, and offer incentives to drive business from them. 

And, dynamic form improvements mean end-users have more flexibility with fields and sections to display on page layouts. 

Sales teams can now better access, update, share records and get important notifications on their key accounts directly within Slack using a new integration. Sales can collaborate in account- and opportunity-focused Slack channels while accessing Salesforce data. 

And, you can make it easier for sales teams to work with colleagues throughout the enterprise in departments such as fulfillment, shipping, and finance. This is enabled using Slack and providing real-time access to data stored in Salesforce to everyone who needs it.

Next time, I’ll dive into the latest service, marketing, and loyalty programs features included in the Winter 2023 release.


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.



About The Author

Joe Anzalone

Joe is Vice President, Salesforce Technology at Shift7 Digital. As a member of the Shift7 leadership team, Joe works to craft solutions and architectures that meet ambitious client goals using the power of the Salesforce platform, including product ownership for Shift7’s Industry GTM Accelerators. Joe brings more than 20 years of experience implementing Salesforce and other digital platforms including enterprise solutions and complex technology implementations. He sits on the Salesforce B2B Commerce product advisory board. Shift7 Digital is a Salesforce Ventures-backed agency, revolutionizing the digital experience for manufacturers, distributors, and their customers.

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