B2B Video Marketing Trends for 2020

As we move into a new decade video is continuing to gain dominance as one of the most cost effective (and required) elements in an integrated multi-channel account based marketing strategy.

With the growth of YouTube, Facebook Video Advertising, and platforms like Vimeo & Wistia the cost of video as a marketing tool is within everyone’s reach.  Video as a means of building awareness, educating B2B buyers to increase demand and supporting your sales process to save time and money is now a requirement for companies with complex sales.

Videos can take many forms:

  • Explainer Videos
  • Video Blogs
  • Interviews
  • Sales FAQs
  • Early Stage Education Presentations
  • Deep Education Presentations
  • Testimonials

Examples of Different Types of Videos


Animated Explainer Video


Educational Webcast


Mobile App Demo


Live Explainer Video


Live FAQ with Demo


Screencast Software Demo



Video marketing statistics

For companies not using video as part of their B2B marketing strategy these stats may be shocking

  • Videos attach 300% more traffic and help to nurture leads. (Marketing Sherpa)
  • Including a video on your landing page can boost your conversion rate by up to 80%. (Unbounce)
  • Video increases organic search traffic on a website by 157%. (ConversionXL)
  • 25% of companies publish videos every week. (Buffer)
  • 85% of buyers want to see more video content from brands. (Hubspot)
  • 65% of executives have gone to the marketer’s site and 39% have called them on the phone after watching a video. (Forbes)
  • 97% of marketers say video has helped users gain a better understanding of their products and services. (Hubspot)
  • 52% of marketers say video is the type of content with the best ROI. (Hubspot)
  • Adding video to your emails can increase click rates by 300%. (Hubspot)
  • On average, people spend 2.6x more time on pages with video than without. (Wistia)
  • 81% of businesses use video as a marketing tool — up from 63% over the last year. (Hubspot)

Video trends

Video only continues to increase in importance in all areas of our lives.

  • 6 out of 10 people would rather watch online videos than television. (Google)
  • Mobile video consumption rises by 100% every year. (Insivia)
  • By 2022, online videos will make up more than 82% of all consumer internet traffic — 15 times higher than it was in 2017. (Cisco)
  • 55% of people in the US view online videos every day. (Hubspot)
  • A Facebook executive predicted that their platform will be all video and no text by 2021. (Quartz)
  • Users view more than 1 billion hours of video each day on YouTube. (YouTube)
  • 59% of executives say they would rather watch a video than read text. (Wordstream)
  • 75% of all video plays are on mobile devices. (eMarketer)
  • Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text. (Insivia)
  • 72% of customers would rather learn about a product or service by way of video. (Hubspot)
  • By 2020 there will be close to 1 million minutes of video crossing the internet per second. (Cisco)
  • Video is expected to make up 82% of internet traffic by 2021. (Cisco)

Social video statistics

  • 65% of people use YouTube to help them solve a problem. (Google
  • Social media posts with video have 48% more views. (Hubspot)
  • 62% of people said they were more interested in a product after seeing it in a Facebook Story. (MarketingLand)
  • Facebook has over 8 billion video views per day. (TechCrunch)
  • 75 million people visit Facebook’s video platform every day. (Adweek)
  • Social video generates 1200% more shares than text and image content combined. (G2Crowd)
  • Video campaigns on LinkedIn have 50% view rates. (LinkedIn
  • Social video gets shared 1200% more than text and images combined. (Wordstream)
  • Mobile video ad spend is expected to be around 72% of the total digital ad spend this year.(eMarketer)

Video marketing best practices

While video marketing is a powerful tool, there are a few things you should keep in mind before launching your video campaigns.

  • Initially awareness videos under two minutes long get the most engagement. (Wistia)
  • Most B2B buyers are already 57% of the way through the buying process before first agreeing to meet with the first sales representative from one company. (Accenture, 2018)
  • B2B Buyers now require 20 plus touches to build awareness/comfort/trust with your brand digitally (Marketing Attribution Partners)
  • Your typical buyer consumes 6-12 pieces of content prior to engaging with a sales rep (GS & Forrester)
  • 85% of Facebook videos are watched without sound, while 60% of Instagram Stories are watched with the sound on. (Instagram)
  • B2B buyers that hit the sales pipeline have typically watched multiple videos when available (MarketingSherpa)
  • 73% of B2B marketers say video positively impacts their ROI. (Tubular Insights)
  • 48% of Buyers/Influencers are now millennials (Gartner) (this is a 2X increase from 2018)

Key Stats When Considering Video for B2B Marketing

We’ve got four final key statistics for you:

  • 71% of people watch more video than they did a year ago. (Hubspot)
  • 83% of marketers would increase their reliance on video as a strategy if there were no obstacles like time, resources, and budget. (Forrester)
  • When asked how they’d most like to learn about a product or service, two-thirds of people (66%) said they’d prefer to watch a short explainer video
  • 86% of people want to see more videos from B2B brands in 2020


How We Can Help

Gabriel Sales specializes in helping SMBs and Startups grow business with modern sales and marketing operations. Our team can augment gaps in your existing sales and marketing operations or we can be leveraged for full service campaigns that include:

  • Integrated Sales and Marketing Strategies
  • Database Research and Targeting
  • Content Production
  • Automation and CRM Systems Best Practices
  • Systems Implementation
  • Inbound Lead Generation
  • Outbound Lead Generation and Lead Scoring
  • Sales Qualification

To learn more about how we can help you grow your business (or decide if we are the right fit for you), we invite you to visit our page that details our integrated approach to sales and marketing outsourcing. Or feel free to contact us for free initial consultation and discovery session to see if our approach is the right fit to help you hit your revenue targets.