What is the number 1 platform generating ROI for your B2B business?

We were really astonished at the number 1 platform generating ROI for your B2B business. According to Kantar and Google's latest data from the US and around the world, it's YouTube (link at the end).

Because... where do customers 65% of B2B buyers look when they want to research something? To put it on their shortlist? Or consider buying it?

E.g. If I'm searching for a CRM or BI solution, I might ask AI to give a superficial answer but YouTube when I'm serious and want more detail.

And it's the only real choice because Linkedin has limited search functionality and Insta and Tiktok aren't serious contenders for indepth research. And with Google, page 1 is a list of whoever's put the most amount of money into getting there.

And it's not about flashy videos. AI. Explosions. Because real buyers want real information, not crazy stunts. I mean, if you were buying a CRM or BI solution, what would you want? Explosions or really understanding how a solution could help you?

In fact, Google's research demonstrates that before engaging with a salesperson, 70% of prospects watch 30 minutes of video. And where are they most likely to watch that 30 minutes of video? It's not Tiktok or Linkedin. Realistically, the only platform offering that kind of time is YouTube.

It helps you get your solution on shortlists so salespeople can pitch. Help you generate higher quality leads so salespeople stop complaining about mar... I mean, have much better quality conversations with prospects. And videos to help them take the right decision throughout the funnel.

Real videos with real customers. Real people helping you position yourselves as thought leaders. Building real brand equity.

Just one piece of Kantar's crazily extensive research on YT and brands: https://www.kantar.com/uki/inspiration/advertising-media/the-power-of-youtube

One piece of Google's B2B marketing research and data (there's tons of articles there): https://business.google.com/uk/think/future-of-marketing/b2b-marketing-strategies/

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