B2B Video Marketing Statistics 2026 37 Key Data Points

This allows your Solutions Consultants to skip the repetitive $330 sessions and reinvest their time into late-stage, high-complexity technical wins. To improve momentum, teams should not just track views but strategically curate demo experiences that encourage deep consumption. Explore how Atlassian leverages product experiences for consistent lead generation and insights. For example, many Consensus customers use chaptering to turn longer video demos into personalized, bite-sized experiences, ensuring each stakeholder sees what matters most to them. The majority of demo creators reported spending 1–2 days to produce simple demo assets like micro-demos, while complex, multi-path demos can take 3–4 weeks to build. Teams are pouring serious time into long, complex demos—while buyers skim, share selectively, and move on.

Marketing plays an important role in driving growth and giving you that edge in a crowded market. Addressing concerns early, such as demonstrating clear ROI and tailoring your approach, is key. 65% of B2B businesses state that their buyers are tightening their budgets, highlighting the need to focus more on spending. Nearly two-thirds of C-suite leaders are more likely to request a meeting or call when companies deliver insights they trust.

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. After understanding the buyer’s journey, take this opportunity to create a customer journey map for the company or ask for one for reference. Generally, these stages are known as Awareness, Consideration, and Decision.

See how AdvancedMD increased their lead-to-close rate with engaging product experiences.Read More See how The Access Group utilized demo sharing to uncover key stakeholders. By tracking engagement and seeing who shared demos internally, their team quickly identified key stakeholders across the buying committee.

What used to take days now takes a few hours, though I still validate key decisions manually. This high adoption further indicates that today’s buyer is running complex, multi-source evaluations with AI search. AI chatbots need verified signals to distinguish from noise, and buyers expect proof that the answers returned by the chatbot are sourced from real human experiences. Which of the following best describes your initial type of AI prompt when researching software?

It helps you identify opportunities to nurture leads and ultimately drive more product sign-ups. When I started working with B2B companies, I quickly realized that understanding how your customers make purchasing decisions is just as important as knowing your product inside and out.

B2B Video Trends and Predictions for 2026

To choose specific marketing strategies, conduct a competitive analysis. Bring in specialist help if needed, or reallocate resources to what’s working. Later, we’ll cover specific types of B2B marketing that you can integrate under each of these strategies. Strategizing is the core of any B2B marketing strategy — not implementing specific tactics like blogging or SEO.

Platform-specific best practices that actually work

• Sometimes, they may simply be comparing solutions, but in other stages, stakeholders may be trying to get other decision-makers on board.
• Read about the key findings and how organizations can succeed with today’s wary buyers.
• “They will build AI-augmented roles that give sellers more capacity to help customers realize value, advance decisions, and achieve better outcomes.”
• What used to take days now takes a few hours, though I still validate key decisions manually.

They begin to acknowledge the need to address the problem, which opens the door for brands to present their solutions. By sharing and creating things like detailed product sheets, benchmarking reports, case studies, and narratives that emphasize partnership rather than mere problem-solving, we guide our audience on a journey. You’d be surprised at how many times I’ve heard enterprise people say they learned about a solution from a trend report. During this initial phase of unawareness, brands hold the power to influence their audience and facilitate problem identification. The reality is that the enterprise journey is much more complex, requiring a completely different strategy from the one used for product-led growth. You’ll learn why it matters and what moves to make before everyone else.

They assess specific offerings, request proposals, and may engage in product demonstrations or trials to make an informed final decision. They evaluate different approaches, methodologies, or products that could address their needs, often engaging with whitepapers, webinars, and case studies. B2B purchases often involve significant investments, meaning due diligence is extensive. This also means that, compared to B2C companies, you can be more choosy and afford to pay more to acquire each B2B lead. Most B2C purchases throughout the year fall in the ~$100 range. B2B purchases usually involve multiple stakeholders, from end-users to procurement and C-suite executives.

HubSpot’s Warmly deal points to the next generation of CRM

Here are real-world examples of B2B companies that have used content marketing to drive measurable success — and what you can learn from them. Providers must clearly demonstrate business value and return on investment through messaging tailored to specific industries and buyer roles. Discover how Sopro helps hundreds of businesses sell more. This generational shift in technology is reshaping how B2B purchases are made, pushing businesses to adapt and innovate faster than ever. Tailored expertise and trust play a significant role in turning prospects into clients in this industry.

Online GLP-1 prescribing gaps raise risks for virtual care platforms, marketers

When asked specifically about B2B contexts, nearly three-quarters of marketers identified video as a requirement rather than an option. 91% of businesses use video as a marketing tool in 2026, matching the all-time high. Our unique research and continuous guidance model helps executives and their teams achieve their initiatives and outcomes faster and with confidence.

If you don’t already have an SEO expert, then have a look online for a beginner’s guide to SEO or check out Moz’s Whiteboard Friday. You’ll want to invest in hiring a Search Engine Optimisation (SEO) expert to get the top result for your product or service when buyers search online. However, companies like MailChimp have launched multi-channel campaigns with great success. Campaign marketing plays a significant role when marketing to B2B organisations. If you’re interested in learning about B2B marketing strategies that work, read Cognism CMO Alice de Courcy’s Diaries of a First-Time CMO.

Buyers will take their time to think on what to do next; all you can do is provide resources that give them more insight about your offering. In short, at this stage of the buyer’s journey, don’t expect customers to choose your brand because its the first option they come across. However, a sales rep can shine when buyers seek additional information about your product that can't be found online. Simply put, buyers don’t want to be prospected, demoed, or closed when they’re not ready. In this case, be sure to conduct a few interviews with customers, prospects, and other salespeople at your company to get a sense of the buying journey. If you don’t have an intimate understanding of your buyers, it may be difficult to map out the buyer’s journey in b2b buyer’s journey a way that will be helpful from a sales perspective.