Measuring ROI remains a challenge

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The cost of creation is also a challenge for 38 percent of B2B marketers. It comes as no surprise that 30 percent of respondents plan to invest more than €225,000 in video advertising. Those are quite a budget. Fortunately, there is also good news about the ROI!

The value of video for the funnel
A picture says more than words and moving images provide plenty of room for storytelling and expressing creativity, according to 85 percent of respondents. In addition, 71 percent see video as the medium that helps promote a complex product or service.

But more importantly… 63 percent indicate that video helps to generate more leads. The first results with our clients also show this. Good videos achieve a higher engagement than regular sponsored updates . The result? Relatively more views, more clicks and more actions on the landing pages.

In addition, B2B marketers who use video on LinkedIn also see that the quality of these leads is higher (65%).

Psst… looking for case studies on LinkedIn advertising? Check out this page . Here are also a few examples of companies that know how to use video successfully.


Nearly a third (30%) of B2B marketers indicate that they are unable to properly measure the results of video content. 64 percent of them want publishers and platforms to make it easier to reach australia whatsapp number the right target group with video content. 58 percent base the effectiveness of a video on the number of views. 40 percent pay attention to the CTR and another 40 percent attach value to the completion rate (the percentage that watches the video in its entirety). Being able to properly measure the ROI of video remains an important point of attention.

Also read: Social media for B2B: do or don't? [infographic]
What are the top 7 tips when it comes to video content for B2B?
We asked Marcel Molenaar , country manager Benelux at LinkedIn. And okay, we'll put our two cents in too.

1. Tell a story
A recent survey of 1,557 B2B marketers conducted by LinkedIn and Censuswide showed that almost 40 percent of respondents see video as the way to better and more easily present complex products and services to the target group. Another 36 percent indicate that they can tell their story in a much more creative way. Marcel Molenaar: “Our tip is to always think of the story from the recipient’s perspective. Suppose they are seeing the product or service for the first time, what are the most important elements to show? Think of convenience, innovation, cost savings, etc.