11 Must-Answer Questions to Build a B2B Video

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Introduction

# Benji Block, founder of Signature Series and former Executive Producer of B2B Growth (5M+ downloads), shares critical insights on measuring B2B video content success. With experience launching 50+ podcasts and generating millions of views for clients, Block brings practical wisdom about creating content that resonates with business audiences and drives measurable results.#n#n1

The Three Metrics That Matter

# When evaluating B2B video content performance, Block emphasizes that metrics must align with your specific strategy. For brand-building initiatives, he identifies three essential measurements that indicate whether your content truly co ects with your audience.#n#n1

Engagement Through Comments

# Block's first metric focuses on comments across all platforms where content is posted. "Is it starting meaningful conversations?" he asks, highlighting that successful B2B content should spark dialogue rather than passive consumption. This metric reveals whether your content resonates deeply enough to prompt viewers to engage actively.#n#n1

Average View Duration

# The second critical metric examines consumption patterns. Block stresses the importance of tracking whether posted content is "being consumed fully." This metric goes beyond vanity views to reveal if your content holds attention throughout—a crucial indicator of value delivery in the B2B space where time is precious.#n#n1

Click-Through Rate Optimization

# Block initially suggests click-through rate as the third metric, emphasizing thumbnail effectiveness. He notes that YouTube now offers A/B testing for up to three thumbnails, providing a powerful optimization tool. However, this metric serves more as a gateway indicator—ensuring your content gets discovered before it can deliver value.#n#n1

The Complete Content Success Framework

# Benjamin Shapiro expands on Block's framework, proposing a more comprehensive three-stage approach to measuring content effectiveness. His model tracks the entire viewer journey from discovery through business impact.#n#n1

Discovery and Access

# The first stage addresses the "thumbnail-title conundrum"—are people finding and accessing your content? This foundational metric ensures your content breaks through the noise of competing B2B messages.#n#n1

Consumption Metrics

# The second stage aligns with Block's view on tracking consumption rates. Both experts agree that measuring how much of your content viewers actually watch provides crucial insight into content quality and relevance.#n#n1

Business Impact Through Engagement

# Shapiro's third metric focuses on "downstream effects that compile over time." This includes website visits, offline conversations, and other engagement signals that indicate your content drives real business results. He emphasizes looking for evidence that consumption leads to meaningful action—whether that's commenting, visiting websites, or even sparking conversations "at coffee in your neighborhood."#n#n1

Key Takeaways for B2B Video Strategy

# The conversation reveals that successful B2B video content requires more than surface-level metrics. Block and Shapiro agree that meaningful measurement must track the complete journey from discovery through business impact. Their framework provides marketers with a practical approach to evaluating whether video content truly serves strategic objectives rather than just accumulating views. By focusing on conversations started, content consumed, and business results generated, B2B marketers can build video strategies that deliver measurable value to both audiences and organizations.#n#n1