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.
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.
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.