So will other B2B marketers.  Here’s why.

A recent ENGINEERING.com survey revealed that 85% of engineering marketers have a budget for video creation in 2014.  What’s more, fully 56% of all engineering marketers plan to spend more on video in 2014 than they did in 2013.  (Full results of the 2014 Marketing for Engineers Survey).

Why?  According to eMarketer, video works well to drive prospects to the next step in the buying process, including:

• Researching the product further
• Visiting a vendor web site or contacting the vendor
• Purchasing a product
• Adding vendor to a short list

Another reason for the increase in video production is how well video works on mobile devices.  A 5”- 8” screen may not be conducive to your prospects downloading white papers or signing up for webinars, but they are well suited to consuming B2B video. 

To make video work, engineering marketers have to carefully plan for all of the campaign parameters of any other campaign, including identifying the target audience, what is the call to action, and how will you distribute it.  It’s just that with video, you have the critical requirement of telling an excellent and visual story.  

That said, it appears that engineering marketers have decided the rewards of producing video are worth the effort.  If your plans for 2014 include producing more video, you might want to read the Video Marketing for Engineers eBook.