Video: B2B marketing's secret superpower

Video campaigns are 2x more likely to grow B2B market share and 1.7x more likely to deliver stronger ROI, according to new research from LinkedIn's B2B Institute and WARC. Amazon Business's Kate Rundell, LinkedIn's Vita Molis and LIONS Advisory's Imaad Ahmed join Anna Hamill to share insights from the research and practical applications for B2B marketing.Chapters:[00:00] Intro: Why video matters in B2B marketing[02:34[ Methodology: 1,025 Award-Winning B2B Campaigns Comparing Video vs Non-Video[05:03] How B2B Video Drives Market Share, ROI and Search Performance[07:14] The “Video Paradox”: High B2B Video Effectiveness but Flat Investment Budgets[09:35] Winning Over The B2B Buying Group[12:34] Amazon Business's CMO on Using Video Across the Full B2B Marketing Funnel[15:05] Creative Lessons: Designing Silent-First B2B Video and Proving ROI with Data[16:34] Discoverable, Credible, Winnable: How Video Builds B2B Brand Trust and Recall[18:35] Why B2B Marketers Underinvest in Video and Misjudge Business Buyers[22:32] Use Cases For B2B Video[24:40] Make Video Work Harder: Jobs-to-Be-Done and Journey-Led Planning[27:22] The Future of B2B Video: AI, Hidden Buyers and CFO-Friendly MeasurementSupporting resources on WARC.com:Unlocking the Value of Video in B2B: https://www.warc.com/en/article/unlocking-the-value-of-video-in-b-2-b-728926f28b29431c9493c568690fefea#B2Bmarketing #marketing #advertising #videomarketing #media #B2B #marketingscience For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe