How B2B brands can succeed with video

Videos are versatile and easy to use throughout the marketing funnel, says Assaf Tarnopolsky, the director of marketing solutions of LinkedIn, and can help drive engagement when optimized for mobile viewing. Marketers are no doubt familiar with the some of the advantages of engagement, which ranges from increased brand awareness, promotion of products and services, and the ability to boost conversation and generate leads. Crucially though, a video can communicate ideas in ways that other media cannot achieve, while consumers respond more quickly and with greater purpose to dynamic messages rather than static ones, notes Tarnopolsky in response to questions from CMO Innovation. Taken together, these strengths mean that well-thought-out videos can help achieve various marketing objectives for B2B brands, giving organizations an excellent opportunity to tell a story in a creative fashion and driving a higher volume of quality leads.