On Demand Event

The Power of Video in the B2B Buyer’s Journey

Back to All Events


B2B buyers are watching videos. In fact, 88% of B2B buyers have watched a video to learn about a company’s products or services in the past three months. This stat is just one of many key insights from Brightcove’s recent research on how and why video drives decision-maker action through all the phases of the B2B purchase cycle. Join this webinar to understand what buyers expect from video and the best ways to use video across the funnel.

Audience Takeaways:

  • Why video is preferred over written content formats like blog posts and white papers
  • How video cuts through the noise at the top-of-the-funnel
  • Ways video is most helpful to buyers when making a purchase decision
  • What types of videos are most commonly watched by B2B buyers
  • How video can be used in post-sale experience


Todd Lebo

Chief Executive Officer

As CEO at Ascend2, Todd uses the power of original research to discover what works in marketing and helps marketers apply those findings to their marketing programs. At Ascend2, Todd developed the Research-Based Marketing methodology that is used by hundreds of marketing technology firms and agencies to drive demand for their products. Before joining Ascend2, Todd led the MarketingSherpa marketing, content, research, event, and business development teams.

Matt Noyes

Senior Director, Product Marketing

Matt Noyes is director, product marketing at Brightcove, with an emphasis on its enterprise solutions. Matt is a product marketing practitioner and evangelist focused on applying theories, strategies, and tactics to realize successful go-to-market initiatives for B2B and business-to-consumer companies. Recent projects and experiences include leading product marketing teams within software-as-a-service companies ranging from “configure price and quote” for manufacturers to marketing automation and customer relationship management for financial services.

Jillian Ryan

Senior Director, Content Strategy

Jillian Ryan is the senior director of content strategy at Brightcove where she leads a team of content marketers and video producers that create strategic, engaging, and compelling stories about the power of video that means business. Prior to joining Brightcove, Jillian spent six years at eMarketer as the principal analyst focused on B2B marketing and advertising. Before that, Jillian also worked for B2B software companies and digital publishers driving content and social media strategy. She is a frequent presenter at industry events such as The B2B Marketing Exchange, Advertising Week and Social Media Week and her commentary has been featured in Bloomberg, CNN, The Wall Street Journal and Ad Week. A graduate of Adelphi University's Honors College, Jillian is a Brooklyn native and a recovering travel writer.

Still haven't found what you're looking for?