It informs B2B decisions. Around 65% of B2B buyers said YouTube influenced a recent B2B purchasing decision, per a December 2022 survey by Gartner. Further, 72% of global professionals said they used YouTube to research executives and employees at B2B firms, up from 47% in 2021, per Qnary. This suggests that an up-to-date and positive brand presence on YouTube is imperative.
B2B leaders need to prove and demonstrate the value of their marketing campaign investments. Today鈥檚 B2B buyer has higher expectations for email. B2B buyers are now younger, digital-first, and savvy. They expect email communication to be relevant, or it will be ignored. They also won鈥檛 bother to engage if the email doesn鈥檛 provide value or useful information, or if it doesn鈥檛 make them feel better.
But there is a stronger use case for bill payments and business-to-business(B2B) payments. Focusing on a use case like bill pay could help Plaid鈥檚 solution gain traction. These payments have historically been dominated by checks, which are aging out, and other digital alternatives come with their own pain points.