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How online video is changing the way B2B marketers engage and convert prospects

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Online video has quickly emerged as a preferred content medium for business-to-business (B2B) marketers around the world. Savvy businesses are now using engaging videos at all stages of the sales cycle to educate, entertain, inspire and engage potential customers. While marketers continue to invest more in video production and promotion, they lack the tools to track the overall performance of their video assets, identify their viewers and determine the direct return on investment from their video initiatives. Innovations in the area of video marketing are now closing this gap, enabling B2B marketers to use video content to generate new sales leads, convert existing prospects and measure video's impact on the bottom line.
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Keywords: brand strategy; content marketing; demand generation; marketing automation; video marketing

Document Type: Research Article

Publication date: June 1, 2014

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  • Journal of Brand Strategy is the essential professional journal publishing in-depth, peer-reviewed articles on all aspects of brands.

    Guided by a senior Editorial Board, consisting of leading branding experts, each quarterly 100-page issue – published in print and online – provides detailed, practical articles from leading branding professionals on innovative strategies, techniques and trends, together with the latest applied research in branding and detailed analysis of how leading brands are managed around the world. It does not publish advertising and all content is peer-reviewed to ensure that it is of direct, practical relevance to those working in the field.

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