B2B Video Marketing Statistics 2026 37 Key Data Points

We asked B2B marketers about the types of content, distribution channels, paid channels, and social media channels used over the last 12 months. Each year, we ask, “How would you characterize the success of your organization’s content marketing approach in the last 12 months? As we’ve seen in past years, content marketing helps most B2B marketers at the top of the funnel, with 87% reporting that it helped them create brand awareness in the last 12 months. That 43% is going to increase in the 2026 version of this report. Twenty-one percent say it’s a low priority, and 11% don’t rate it as a priority, with 12% unsure of what will happen in 2025.

In my experience, a really good complete guide takes about 5-10x more time to write than a traditional blog post. But after publishing 100+ posts, I’ve figured out a structure that works really well on the platform. As with any social media platform, consistency is key. With a newsletter, you get your business in front of thousands of people every week. If we had a generic pitch like “sign up for updates” very few people would fork over their email.

From short-form reels to longer-form stories, here’s how you can make video a bigger part of your content marketing strategy. As audiences consume more short-form and interactive content, brands that embrace video are seeing stronger engagement. Whether you’re hosting a webinar, panel discussion, or in-person conference, this guide offers actionable steps to optimize every stage of the event cycle. In addition, the livestream itself serves as a case study for the power of LinkedIn Events. Beyond the insights shared, the event exemplifies how brands can leverage live video to foster deeper audience engagement and extend their content’s lifespan through post-event repurposing.

Step #2: Choose Your Bottom of the Funnel Keywords

LinkedIn provides free analytics for personal profiles and company pages. Spikes indicate content reach or search visibility. Under 1% indicates content isn’t resonating. This actually helps because messages arrive when they’re engaged. LinkedIn marketing delivers 3.5x better results when integrated with email outreach rather than used in isolation.

• Her extensive expertise spans multiple industries, allowing her to craft high-impact content that resonates with audiences.
• “I use Sales Navigator to identify prospects” is honest.
• The winning approach in 2026 is using AI for speed and scale while investing human expertise in strategy, original research, perspective, and quality assurance.
• John Deere, a renowned agricultural equipment manufacturer, has been publishing "The Furrow" magazine since 1895.
• 36% of Gen Zs search for brands more often on Social media than on search engines.

We learn your product, industry, and go-to-market motion to produce quality content and provide supplementary strategic support. Katy French is a Column Five Content Marketing Director and B2B marketing expert, having spent 15+ years educating and empowering marketers to transform their brands. If your results aren’t published and structured, you’re invisible in the fastest-growing discovery channel. Case studies are the most direct form of proof in B2B — they show prospects what working with you actually produces. Examples include Blend’s 183% traffic growth through SEO architecture, Gong’s regional Super Bowl strategy that generated record pipeline, and Drift’s category creation that led to a billion-dollar acquisition.

Eighty percent of B2B buyers expect a B2C-like experience when interacting with brands. There’s no reason why you can’t experiment, just because you’re marketing to a company rather than an individual. While this is true to a point, it’s critical to remember that you’re still selling to a human, not a robot.

Create Visual Content

However, most B2C brands curate an exceptional customer experience before and after purchase to foster loyalty. “A lot of small brands try to make a meaningful impact through their customer experience. From my experience building and managing customer relationships, I’ve noticed how these can bring referrals and increase sales b2b content marketing strategy through positive word of mouth. In this space, you can include a URL to download your asset, register for your webinar or reach another destination. This intelligence supports more targeted outreach and helps prioritize high-interest accounts before competitors engage. 🔥Increase social media reach by up to 360% in 6 months via employee advocacy