B2B Video Marketing Statistics 2026 37 Key Data Points

B2C marketing targets the needs, interests, and challenges of individual consumers who make purchases on their own behalf, making the individual the customer. B2B marketing targets the needs, interests, and challenges of individuals who make purchases on behalf of their organizations, making the organization the customer. B2B marketers rely on specific channels that align with how business buyers research solutions and make purchasing decisions. With that information, teams can understand which marketing strategies will be most effective at each stage. A customer journey map is a customized version of the buyer’s journey that shows how a brand interacts with prospects during each phase.

Additionally, Ogilvy reports that three-quarters of B2B companies are actively using this strategy, with 40% having reported increased lead generation and sales outcomes as a result. According to our first-party research, 75% of buyers trust brands more if they are affiliated with industry experts or influencers. This could include opinion pieces, industry trend reports, or even interactive tools and calculators that demonstrate your expertise. The key is to position your brand as a trusted authority in your industry by sharing valuable knowledge and expertise. Furthermore, email marketing campaigns can be easily tracked and measured, providing valuable insights into engagement rates, click-through rates, and conversion metrics.

However, a B2B marketer may have to impress a whole cast of influencers and decision-makers within the company they’re targeting. B2B marketing refers to the techniques and best practices used by companies that sell directly to other businesses. In the B2B, or business-to-business model, a company markets and sells its offerings to other companies. When we asked about challenges not related to content creation, the most often cited was lack of resources (54%). Before all that, check out The 2025 Content Benchmarks Report to understand industry trends and challenges.

If you want to understand how to choose the right agency partner to build work like this, we wrote a guide for that too. When a buyer asks ChatGPT or Claude for recommendations, the AI pulls from content with specific, measurable results. The earned media from “a B2B company at the Super Bowl” was national anyway. They really understand how to properly tell a story and plan for a brand.” As Dropbox’s Head of Global Talent Brand put it, the campaign changed how recruits saw the company before they ever talked to a hiring manager. Supporting content included the #LifeInsideDropbox video series — live-action pieces following employees’ daily commutes in Austin, Paris, and San Francisco.

Strategic Communications

LinkedIn remains the premier platform for B2B networking, lead generation, and thought leadership, with over 900 million professionals active in 20252. Andersen is fully equipped to meet the marketing needs of aspiring startups, established medium-sized businesses, and enterprise-level customers who might be searching for new marketing perspectives. Andersen provides our customers with the real possibility to benefit from the experience, practices, and opportunities of a marketing team with a monthly net worth of over €500,000. Digital analytics unlocks a clear understanding of user behavior across your digital ecosystem. Andersen will envision and deliver an automation system tailored specifically to your objectives. Andersen manages each step—from contacts and strategy to content and automation—for a steady flow of leads and new opportunities.

About 97% of B2B marketers report having a content strategy, and 61% plan to increase overall content-related spend in 2026. Around 80%–90% of modern businesses report using content marketing in some form, and global content‑marketing‑related revenue is projected to surpass roughly $600 billion by 2026. Whether you’re a solo creator or a CMO, understanding the current content marketing landscape is critical. Content marketing has solidified its role as the engine of sustainable growth for businesses of all sizes. Have fun with your B2B social marketing efforts, but don’t forget to make the customer the hero of your story. Use these newsletters to give an inside scoop into your business’ expertise, building thought leadership.

Rebrands fail when they invent differentiation. New visual identity, new site, new content strategy — all built on the insight that ELM’s real edge was the working experience, not just the learning outcomes. Just a story good enough that people chose to spend nine episodes with it. We used geofencing, historical data, and targeted job titles to reach specific accounts, then deployed across digital, CTV, programmatic, and podcasts. To position the brand as a thought leader and provide much-needed education about data, Lucidworks wanted to create a fresh piece of content around the provocative subject of dark data. Although it’s tough to start from scratch, if you target the right keywords with a steady stream of valuable content, you’ll see your rankings improve over time.

Measurement model

Essentially, they’re asking themselves, “How can you help my business grow? With that information, businesses can better choose the best channels. A presence on a specific social media platform, such as LinkedIn? Learn what they’re currently doing — do they have a website? Scope out the market and see which businesses are marketing to the business’ target audience. To choose specific marketing strategies, conduct a competitive analysis.

GTM Lessons Learned

We don’t claim to be gurus or wizards. But we focus on three key areas so our clients can truly excel where it matters most. We think that’s a bunch of hooey.

In my 17 years studying conversion rates, I’ve found that the biggest issue for B2B marketers is simply understanding what conversion rate to expect at scale. As businesses grow, it’s typical to deal with low conversion rates, and the process of improving these rates is called conversion rate optimization (CRO for short). You can use these benchmarks to compare your company’s marketing performance with the average performance of your competitors. For example, a B2B SaaS provider may have three potential customers download a free trial of their software out of 100 unique visitors on their website in a given time period—a conversion rate of 3%. We've worked with large corporations to small businesses all with the same goal of creating unique and innovative videos—you deserve the same. The right B2B video production company, like our team at Covalent, can turn a good…

This is why that guide ranks in the top three in Google for my main keyword. As with any social media platform, consistency is key. With a newsletter, you get your business in front of thousands of people every week. If we had a generic pitch like “sign up for updates” very few people would fork over their email. For example, we always include a PDF link to our methods.

That means the closer your content matches real buying dynamics, the more effective your B2B content marketing strategy becomes. To understand how this works in practice, let’s break down the core elements that make it effective. It targets a clear audience, solves specific problems, and connects content to the pipeline, not just traffic. A successful B2B content marketing strategy is focused, consistent, and tied to business outcomes. In many cases, a single strong piece of content is reused and reshared for weeks or even months.

• LinkedIn remains the premier platform for B2B networking, lead generation, and thought leadership, with over 900 million professionals active in 20252.
• Conduct interviews with experts, discuss industry trends or share company stories in audio form.
• In this list, we could have easily shared specific marketing tasks you can do, such as creating online content or publishing short videos.
• For data analytics, AI processes engagement metrics, campaign performance, and account behavior to recommend real-time optimizations.
• Which is particularly useful in B2B content marketing, because it helps you understand their job roles.

Publishing high-quality blog posts can be a great way to generate organic traffic (unpaid search engine traffic). The SEO Writing Assistant provides real-time recommendations related to SEO, readability, originality, and tone of voice. This includes readability and text length suggestions. This will import your keywords to Semrush’s SEO Content Template tool. Some of these pieces may take the form of thought leadership.

Keyword Explorer and Keyword Planner B2b content marketing features aid the planning phase of content production by automatically surfacing keywords, a feature I find particularly useful. It helps in research, planning, execution, and content management through tools like topic discovery and keywords explorer. The HubSpot Starter Bundle for startups and small businesses starts at $9/month (billed annually) or $15/month (billed monthly). HubSpot is probably one of the best AI tools for B2B marketing, and I frankly don’t see many downsides to using it.

If asking customers to “tell their friends” hasn’t worked, try building a system that guides them through specific, rewarded actions instead. Remove friction from the referral process, and brands see more participation. Blackbaud offered VIP experiences, event passes, and perks that matter specifically to their nonprofit and education customers. When customers share experiences, the brand will reward them with benefits.