How Marketers Can Tie Video Assets to ROI

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Although 70 percent of B-to-B marketers are using video, only 58 percent believe they’re using it effectively. This can largely be attributed to not optimizing content before releasing it, and to the fact that the primary focus for most videos tends to be top-funnel goals such as awareness versus mid-to-late funnel goals like lead generation. It’s possible to tie your video efforts to return on investment, but it requires taking a step back and revisiting how you approach video initiatives.

Set an end goal
Before you decide to make a video, think about the purpose of the video and what action it will inspire your viewers to take.



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