Aberdeen Study: 95% of Best-in-Class Marketers Using Video

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Did you know …

  • … that 95% of Best-in-Class marketers are using video as part of their content marketing programs?
  • … that companies using video require 37% fewer visitors to achieve the same results as companies not using video?
  • … that video users spend 19% less per marketing-generated lead?

Those are just a few of the results from a new white paper published by the Aberdeen Group, The Impact of Video on the Hidden Sales Cycle.

“In today’s marketplace,” the report begins, “the buyers have taken control of their journey, leveraging the Web to conduct research and educate themselves at their own pace. This puts pressure on marketing to own and nurture the buyer relationship earlier and longer than they ever have before — a phenomenon that Aberdeen calls ‘The Hidden Sales Cycle.'”

No question about it: more companies are leveraging content in their marketing than ever before. As the field becomes more crowded, the question becomes how to differentiate — and that’s where video comes in. “The use of video, both live and on-demand,” the report states, “coincides with important increases in performance on key marketing metrics.”

To learn more about how video has become a game-changer in the content marketplace, you can read the Aberdeen white paper here.