B2B marketers believe video should be a priority tool

The majority of B2B marketers believe that video should be a priority tool in brands' promotion efforts, according to the results of a new poll.

LinkedIn surveyed 202 marketers and found that almost two-thirds (62 per cent) think video is the most important content format available to them at present.

A total of 93 per cent of respondents agree that video enables brands to tell stories creatively, while 62 per cent think it is useful for brand awareness.

In addition, over three-quarters (77 per cent) of those questioned reported that using videos as part of their marketing was helping them to generate more leads, with 78 per cent believing these leads to be of a higher quality.

Speaking to The Drum, Tom Pepper, head of LinkedIn Marketing Solutions UK, commented: "B2B video has come a long way from the talking head. But even the perfect video could be rendered useless if it's not shared with the right audience, in the right place and at the right time."