B2B Brands jumping into the stream: Spurred by consumer brands, B2B marketers are accelerating their streaming media efforts

Marie Griffin

B2B marketers are using streaming video, podcasts, and webinars to gauge how different modes can work together to attract and engage their audiences and appeal to different individual preferences.

Business marketers are once again taking their cues from the B2C world as they increasingly embrace streaming media in pre-recorded, live visual, and audio formats. Each medium is evolving at its own pace, of course, but B2B marketers are using streaming video, podcasts, and webinars to gauge how different modes can work together to attract and engage their audiences and appeal to different individual preferences.

Jennifer Downes, executive director of marketing for Lenovo's Intelligent Devices Group, North America, explains that audio and video content must fit within a larger strategy. "What's important for us is to create strategies and programs...

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