30+ Amazing B2B Video Marketing Statistics & Latest Trends 2026

Since we’ve already established why understanding the B2B buyer’s journey is important, it’s time to explore how to create a B2B customer journey map. I’ll then guide you through the steps to create a buyer-centric approach that we use to land qualified, in-the-market, five and six-figure opportunities with 20%+ of target accounts. The research was used to validate and build the buyer journey for each segment, develop buyer personas for different roles across the decision-making unit, and to develop value propositions to help effectively target customers and prospects. Over 100 in-depth telephone interviews were carried out with Sodexo’s customers and prospects, covering all job roles from C-suite and Finance Directors to Facilities Managers. Currently, 86% of B2B purchases stall during the buying process and 81% of buyers express dissatisfaction with their chosen providers. LinkedIn delivers consistent impressions to keep brands top of mind until prospects are ready to buy.

77% of B2B buyers say their last purchase was very complex or difficult, and 83% prefer to self-serve at least some portion of their buying process. Vendors who provide ready-made business case templates, compliance documentation, and ROI calculators dramatically reduce friction at this stage. The B2B buying process is the series of steps an organization goes through to identify a business problem, research potential solutions, evaluate vendors, and complete a purchase.

At its heart though the B2B buyer’s journey consists of three stages. The buyer’s journey may seem like quite a simple thing; in fact, it can be quite a detailed and intricate process. Unfortunately today, there are far too many businesses teetering on the crest of a wave, ready to fall into the ocean. Targeting falls primarily on the heads of B2B marketers but requires the faith of the sales team. The sales team should be helping to design the outreach campaign in order to make the best possible impact on the mind of the B2B buying team. Suddenly the sales campaign has gone from a cold communication, to more or less a follow-up.

• By following these steps, you can help decision makers feel confident in their purchase decision.
• B2B and B2C buyers have different motivations, timelines, and decision-making processes, which impact how sales teams should approach them.
• Ultimately, 2025 will undoubtedly bring unique challenges for your sales team, but those challenges are nothing to be afraid of.
• If sales follow exactly the same outreach procedure, the success of their campaign will obviously be higher.
• Build a quarterly review process that pulls fresh data from your CRM, your content analytics, and your sales team to keep the journey map current and operational.
• Then, follow the next steps to develop a buyer journey for your top segment, before refining it for the other segments.

What Is a Buyer’s Journey?

During this time, businesses should focus on serving prospects the right content at the right time to keep them moving on their journey and eventually turn them into customers. By tracking your potential customers’ journey using data, you can follow their path from your content and your marketing outreach through your platforms, all the way to initial contact with the sales team. Rather than starting your buyer journey aiming at all potential customers in a particular segment, it’s better to narrow down your focus to those who will find your business relevant and useful. Journey mapping reveals friction points where prospects might abandon their buying process.

Winning vendors provide stakeholder-specific content libraries and facilitate internal alignment meetings.Create decision-rights templates that clarify who owns what aspects of the purchase decision. Unlike B2C purchases, B2B buying involves multiple stakeholders, longer timelines (typically 3-12 months), and higher stakes. Join 550K+ companies who replaced manual research with automated prospecting.

Brand reputation is critical for organizations to make it to the vendor shortlist, which makes brand-to-demand approaches strategic for business growth. Effective marketing and sales strategies address the needs of each stakeholder role, providing relevant information and value propositions that resonate with their specific priorities. Enterprise purchases typically involve larger buying groups with buyer journey b2b more formal evaluation processes, while smaller transactions may involve fewer stakeholders with faster decision cycles. Stakeholder involvement varies by purchase complexity and organizational structure.

This approach aligns with current trends in consumer behavior on social media platforms. He envisions a future where sales reps have built social followings and demonstrated their expertise in a given industry, so they’re seen as thought leaders rather than just sellers. As more stakeholders get added to the buying process, it becomes increasingly critical for your sales reps to know your product inside and out. To combat this challenge, Buscemi urges your sales reps to get comfortable asking, “Who else is involved in the buying process?

However, those buyer journeys will differ, so you must create separate personas. A B2B customer journey map visually represents each customer journey stage from start to finish. When you understand what buyers need at each stage and provide it, you're not just selling – you're helping. Your website plays a crucial role in maintaining confidence and building advocacy. Next, customer success stories provide concrete examples of measurable results, like Fundraise Up growing 3X or Loom building demand generation campaigns 80% faster. This flexibility helps buyers feel in control while signaling that HubSpot can accommodate complex, enterprise-level solutions.

Step 8: Emotional graph

If the software has improved the agency’s reporting process, they might consider renewing their subscription or exploring additional features or services offered by the provider. Before full implementation, the agency focuses on educating its team about the new software. After evaluating different options, the marketing agency would decide on software based on costs, ease of use, and compatibility with existing systems. Think of your buyer’s journey as a process with smooth steps and challenges. At Cognism, we’ve created a handy TAM calculator to help potential customers measure their total addressable market.

In the B2C buyer’s journey, there’s a great emphasis on brand appeal, convenience, and pricing. Oppositely, the B2C buyer’s journey is much shorter and more emotional; it also involves fewer people. While both involve decision-making, research, and evaluation of offerings, the complexity, timelines, and number of stakeholders involved vary distinctly. The B2B and B2C buyer’s journeys may sound alike, but they aren’t as one and the same as you may think. A lead-scoring system helps prioritize prospective buyers based on engagement, behavior, and intent signals.

Step 05: List the problems and pain points

It ranges from instant (i.e., e-commerce purchases) to a few days or weeks (i.e., renting an apartment). Because the B2C buyer’s journey operates more quickly, its sales cycle is shorter. Thus, it takes longer; sometimes, the B2B buyer’s journey can take weeks, months, or even years. Oppositely, the B2C buyer’s journey is quicker, primarily because it’s a process sustained on emotion.

And for most B2B businesses, that means shifting away from a product-focused approach and towards a buyer-focused model. What takes its place in importance is your ability to provide educational materials every step of the way. This shift means that companies need to provide comprehensive and accessible online resources to meet buyers’ informational needs early in the journey. Using a CRM system to track buyer stages and engagement levels can help sales teams provide the right information at the right time.

We know the B2B buyer’s journey is a winding road. Mapping the buyer’s journey is not a one-time exercise. A visual representation of the buyer’s journey helps you see the big picture and identify potential pain points. Data is essential for understanding your buyer’s journey and identifying areas for improvement. Touchpoints are any interactions a buyer has with your company, both online and offline. Imagine you’re a software company selling project management tools.

Real Estate Syndication Definition, Key Players, Types, Process

Instead, they receive standard Screen Actors Guild residuals when the show airs in reruns. To earn substantial profits from syndication, actors generally need backend ownership points in the show. That worked out to roughly $15 million each for the final season, equivalent to about $24 million today when adjusted for inflation. During negotiations, NBC initially offered $200,000 per episode, then $400,000.

The best known example of this is the original Star Trek series, which ran for three seasons on NBC from 1966 to 1969, gaining only modest ratings, but became a worldwide phenomenon after it entered off-network syndication. Off-network syndication occurs when a network television series is syndicated in packages containing some or all episodes, and sold to as many television stations and markets as possible to be used in local programming timeslots. Reruns of the GSN dating game show Baggage first aired in syndication as a test run in early 2011 on stations owned by the Sinclair Broadcast Group, which preceded its full launch into other markets in fall 2012; although it was removed from syndication after one season. In 1987, The Walt Disney Company tried its luck at syndication; DuckTales premiered that September and would eventually last for 100 episodes. There was not another first-run syndicated drama (or a first-run scripted series in syndication) until 2008, when Disney-ABC Domestic Television and ABC Studios teamed up with Sam Raimi to launch a new first-run syndicated series, Legend of the Seeker, based on Terry Goodkind's Sword of Truth novel series. Lassie entered first-run syndication for two years, while Hee Haw continued to produce new episodes until 1992.

Operators typically pre-screen deals via a 10-minute pencil-test against published metrics before going deeper, and the same approach applies when analyzing a multifamily deal as a passive investor. Let’s now look at the best ways to evaluate CRE syndication deals as a passive investor. The illiquidity is the most important constraint to understand upfront; for the full breakdown of whether real estate is liquid at all in private syndications versus public REITs, the dedicated comparison walks through it. Let’s now look at some of the advantages and disadvantages of passive investing a syndication. All the income, expenses, deductions, and credits are passed through to each passive investor based on their ownership in the LLC. The largest tax advantages come from performing a cost segregation study at the investment property, which allows the syndication to capture a large amount of the “paper losses” from deprecation in the first year of ownership.

Content Syndication and SEO: Syndication Without Duplication

In 2026, well-run content syndication programs deliver some of the best CPL ratios in B2B SaaS marketing. Then paid social collapsed, email deliverability got harder, and content syndication quietly came back. Laurie met Larry while she was working as a talent coordinator on "Late Night with David Letterman." The character of "Cheryl" on "Curb Your Enthusiasm," which is played by Cheryl Hines, is loosely based on Laurie David. The comedy followed a disgraced marketing executive who tries to hide his past after quitting a startup company that later becomes hugely successful. David left the show after the seventh season in 1996 but returned to write the series finale in 1998. In 1988, Jerry Seinfeld and Larry David began developing a sitcom for NBC based on Seinfeld's stand-up comedy and the pair's observations about everyday life.

What content syndication is (and isn't)

• Your content is featured in a partner newsletter, podcast, or editorial, typically as a Native Advertorial.
• The timing of your syndication can significantly impact its effectiveness.
• For instance, you might only publish content that matches specific keywords.
• Securities and Exchange Commission and are designed to ensure investors can evaluate and absorb the risks of private investments.
• Real estate syndications must comply with SEC regulations, including filing appropriate forms and disclosures.

In the end, they each received a 2% stake in the show, allowing them to earn royalties when syndication the show was sold into syndication. All told, each has earned around $750 million from "Seinfeld" between salaries, syndication participation, streaming deals, DVDs, and merchandise. When "Seinfeld" first entered syndication in 1998, the deal generated roughly $1.7 billion in revenue.

Increased Traffic

Thank MediaCo and its Sigma Audio Networks national radio unit for making it happen. Now, Molusco and his co-hosts are getting the opportunity to share their success across the continental U.S. On October 7, 2024, a group of Puerto Rico air personalities joined a heritage radio station known for its unique Top 40 blend of hits across genres, originally influenced by Mike Joseph’s “Hot Hits” formula popularized in the early 1980s. Specific tour dates and additional details on the syndication deal are expected to be announced in the coming weeks. “Now I’m working closely with Gary and Rick, and they’re implementing a strong sales force team behind me and the brand that my team and I have built over the last 14 years,” she added.

Advantages and Disadvantages of Investing Passively in Real Estate Syndications

Some structures are much cleaner, and others are more complex, with varying changes in real estate syndication fees and profit slits based on performance hurdles being met. Before season seven, the cast negotiated together and secured $750,000 per episode for seasons seven and eight. They successfully negotiated raises before season 5, in 1993, that had them each earning $150,000 per episode, roughly $3.8 million per season. Need help structuring your real estate syndication the legal way? A real estate syndication is both an investment opportunity and a legal offering.

Real estate syndication is a partnership structure where multiple investors pool capital to acquire, develop, or operate a real estate asset that would be difficult to purchase individually. The information provided here is not investment, tax, or financial advice. By approaching syndication with the right knowledge and a focus on thoughtful partnership, investors can benefit from both income and appreciation in this historically resilient asset class. Real estate syndication companies are helping democratize access to some of the most compelling opportunities in commercial real estate.

ID’s On the Case with Paula Zahn, which Sternberg’s company executive produces and also streams on Max, just got renewed for a 15th season. Sternberg, who also has a strong reputation for producing game shows, has been in the true-crime business for years. “Overall, as a business, we are always looking for ways to expand the reach of our content, whether that content is live games or studio content and shows,” NFL Media VP, original content and entertainment Angela Ellis said.

Fresh to the Market Collections

Microsoft’s O&O set now spans Bing, Xbox, Outlook, Edge and LinkedIn, which just launched revenue-sharing video programs to lure creators and ad dollars. Platforms from Google (P-Max) to Microsoft are merging optimization and inventory in one opaque box. Consistently higher performance metrics in platform reports vs. third-party measurement

Brandlight, a Tel Aviv-based adtech startup specializing in AI-powered brand visibility and analytics, has raised US$30 million in Series A funding. All four aforementioned formats are available now through Thrad's advertiser platform with no minimum spend requirement on self-serve campaigns. Each format is optimized for a specific stage of the user journey, from initial discovery through final comparison, with pricing models aligned to advertiser goals. The formats are served through Thrad's programmatic SSP, which connects brand advertisers to the company's growing network of AI publisher partners. Thrad, the AI-native advertising infrastructure platform, today (4th June, 2026) announced the general availability of four distinct ad formats designed natively for LLM and AI-powered conversation environments. Begin by learning through free resources like online courses or tutorials and practice by creating content or mock campaigns.

In line with rules and regulations imposed by trade organizations such as the FTC and the IAB, all kinds of native advertising should include a clear disclosure allowing users to distinguish these ads from other content. Even though it is designed to blend in with organic content, native advertising is fairly easy to spot and distinguish from other types of online ads. Platforms like RevContent power content recommendations on popular publisher websites in the open web ecosystem. These ad units are integrated directly into the content feeds of social media platforms like Instagram, TikTok, X.com and Threads as well as on content forum sites like Reddit, Quora and NextDoor. These examples of native advertising match the look and feel of other site content, but should contain consumer friendly disclosures to create a distinction between organic content and paid content.

Introduction to Digital Advertising

A promoted whitepaper or a webinar sign-up placed as a native ad targets users who are already in a learning mindset, generating higher-quality, more educated leads than interruptive banner ads. This guide provides the clear comparison, real-world examples, and actionable insights you need to allocate your budget effectively and drive superior results. With U.S. spending on native programmatic ads projected to hit $116.76 billion in 2025, understanding the strategic difference between native and display advertising is critical for marketers.

How Do SEO and Native Advertising Fit Together?

What do businesses need to know to ensure that the format of native advertising is not deceptive? However, an ad is deceptive if it promotes the benefits and attributes of goods and services, but is not readily identifiable to consumers as an ad. In evaluating whether an ad is native advertising deceptive, the FTC considers the net impression the ad conveys to consumers.

The types of PPC platforms

Advertisers should improve their disclosures if there are indications that a significant minority of reasonable consumers do not notice, process, or comprehend them. Disclosures must be clear and prominent on all devices and platforms that consumers may use to view native ads. Inadequate disclosures can’t change the net impression created and won’t stop consumers from being deceived that advertising or promotional messages are something other than ads. Whether a disclosure of a native ad’s commercial nature meets this standard will be measured by its performance – that is, do consumers recognize the native ad as an ad?

Benefits Of Native Advertising

However, it’s important that you familiarize yourself with them so that you gain a better understanding of which methods should go into your own internet marketing strategy. Every company—from large international organizations to independent brick-and-mortar stores—can gain from advertising themselves online. With digital advertising revenue projected to surpass $700 billion by 2025, its impact and reach are impossible to ignore. The goal of this approach is to connect with customers online—the place where they spend the most time seeking information or entertainment.

• Our content reflects the collective knowledge of practitioners working at the forefront of the industry.
• Marketers who use native advertising have a particular interest in ensuring that anyone participating in the promotion of their products is familiar with the basic-truth-in-advertising principle that an ad should be identifiable as an ad to consumers.
• The best native advertising units for publishers are those that seamlessly blend with the publisher's content, offer a non-disruptive user experience, and maintain the trust and interest of their audience.
• However, it’s important that you familiarize yourself with them so that you gain a better understanding of which methods should go into your own internet marketing strategy.

Instead of embedded marketing's technique of placing the product within the content, in native marketing, the product and content are merged, and in sponsored content the product, content and active promotion occurs simultaneously across a number of platforms. Contemporary formats for native advertising now include promoted videos, images, articles, commentary, music, and other various forms of media. Some studies have linked native advertising to ad-evoked effects, such as increased attention to an ad, reduced ad avoidance, increased purchase intention, and favorable attitude toward a brand. Native advertising, also called sponsored content, partner content, and branded journalism, is a type of paid advertising that appears in the style and format of the content near the advertisement's placement. In 2024, consumers in Canada, United Kingdom, and the United States were surveyed.