It’s amazing to realize that Forrester research shows Millennials and Gen Zers made up 71% of B2B buying teams in 2023. What’s more, their clear preference for video-based content means that in your content portfolio, video is absolutely critical as a source of information for B2B decision making and vendor selection. And our own research shows clearly that busy executives are also consuming more video: Across tech buyers, 48% say webinars and 31% say video are the most important media formats they use to build a vendor shortlist. Suffice to say that in the absence of a good video-based content strategy, marketers will struggle to capture these buyers’ attention, get on their short list and influence their purchasing decisions.  
  
In the next episode of B2B Content Brilliance in Action, join Jeff Kunken (Vice President Integrated Solutions, TechTarget) and Susan Smith (Senior Director, Product Marketing, TechTarget) as they discuss how to design effective video-based content and overcome common impediments to creating a successful video-based content strategy. Jeff will draw from his experience at the Sundance Channel and IconicTV and share examples of how BrightTALK’s Studios team develops compelling video, webinars and virtual events for our customers. You’ll walk away with practical tips on how to create a library of effective video content, within your budget and timeframe, that successfully engages buyers and communicates your solution’s value.