Most B2B companies use video, but few leverage it strategically—wasting its full potential for lead generation, SEO, and long-term visibility. These 15 B2B Video Marketing Stats reveal the gaps and opportunities that could transform your video marketing ROI.
Only 36% of companies consider video a core strategic component, despite 61% relying on it as their most utilized marketing channel. This major disconnect between adoption and strategic integration reveals companies recognize video's importance but fail to implement it systematically.
Video delivers the highest ROI among marketing channels at 26%, outperforming trade shows/events (25%) and paid advertising (20%). Despite highest ROI, most companies aren't maximizing their video investment, representing a significant missed opportunity for B2B organizations.
Only 15% of companies prioritize YouTube compared to paid advertising platforms (67%), company websites (65%), and LinkedIn (51%). This represents a massive missed opportunity, especially considering YouTube's unmatched ability to drive organic traffic and leads without ongoing ad spend.
43% of companies express uncertainty about what video content would work for their audience. Most companies already have valuable content like webinars and product demos that could be optimized for YouTube, creating an evergreen asset library with minimal additional effort.
39% of companies report creating videos that fail to generate qualified leads. This conversion problem indicates the need for strategic YouTube optimization rather than platform-agnostic video creation, as YouTube's search functionality drives intent-based discovery.
63% of respondents struggle with "proving the ROI of marketing efforts to justify budget allocation. YouTube provides superior analytics and clear attribution paths compared to most video platforms, allowing businesses to directly connect video engagement to pipeline development.
35% of companies report spending "a lot" of time "teaching prospects about our solution. By creating a systematic YouTube library addressing common questions, companies can shift this educational burden away from sales teams to available-on-demand video content.
50% of marketing leaders acknowledge visibility challenges—either being somewhat known but struggling to stand out (25%) or being largely invisible compared to competitors (25%). YouTube's algorithm favors consistent publishers, creating compounding visibility advantages that build over time, unlike paid channels that stop working when spending stops.
Videos on YouTube are 50 times more likely to appear on the first page of Google search results than text-based content.This remarkable SEO advantage transforms video from a temporary asset to a permanent visibility engine, with YouTube content continuing to drive traffic and leads for years without additional investment.
61% of respondents identify customer testimonials as their most frequently created video type, followed by webinars (52%), short-form social videos (51%), and product demonstrations (51%). Most companies are already creating the ideal content types for YouTube success but missing the platform's massive organic discovery potential by not optimizing specifically for YouTube.
40% of companies focus on using video for establishing thought leadership and ultimately driving lead generation. YouTube vastly outperforms other platforms for establishing thought leadership due to its search functionality and recommendation algorithm, which match content with actively researching prospects.
41% of respondents report spending little time educating prospects because "our audience already understands our value. Companies with comprehensive YouTube libraries create this same educational advantage at scale, eliminating repetitive explanations and enabling sales teams to focus on high-value conversations.
64% of organizations acknowledge inconsistent implementation of video marketing. YouTube rewards consistency with algorithmic advantages, meaning companies that implement systematic publishing strategies create exponentially growing visibility compared to occasional creators.
49% of respondents cite dealing with increasingly sophisticated customer expectations as a significant marketing pain point. YouTube's diverse format options (shorts, standard videos, long-form content) enable companies to meet varying information needs across different buying stages and decision-maker roles.
35% of respondents desire "creating a competitive moat so we are not relying on paid ads or cold outreach. A strategic YouTube presence directly addresses this goal by building a self-sustaining content engine that generates organic visibility and qualified leads without dependence on increasingly expensive paid channels.
Joanna Stone is a B2B YouTube & LinkedIn strategist and the founder of Artificial Creators. She helps B2B companies build authority and generate leads with high-impact video marketing strategies. Let's connect on Linkedin - https://www.linkedin.com/in/joannastoneofficial/
The statistics presented in this article are sourced from The YouTube Opportunity Gap: Unlocking B2B Video Marketing Potential, proprietary research conducted by Artificial Creators. This study analyzes how B2B companies approach video marketing, where gaps exist, and the untapped potential of YouTube for lead generation, visibility, and long-term growth.
For full research findings, visit www.artificialcreators.com/videoresearch. When citing or referencing this data, please use the following attribution: "Source: 'The YouTube Opportunity Gap: Unlocking B2B Video Marketing Potential' by Artificial Creators (2025), www.artificialcreators.com."