When I immigrated to the United States from the United Kingdom 34 years ago, I quickly realized that while we share some things in common culturally, in reality, a common language separates us! One of the first differences I noticed, and that still persists today, is how many American pop culture references—from television, movies and sports—creep into business conversation.
Year over year, use of video among B2B U.S. companies is steadily climbing. The 2015 B2B Content Marketing Benchmarks, Budgets and Trends survey found that 76 percent of B2B companies in North America are using video, compared to 63 percent the year before. Clearly, savvy marketers are incorporating video into the marketing mix and reaping the benefits. But it’s not always easy to get it right.