Your team spent $1,500 on a YouTube video. A month later it has 70 views. Was it worth it?
Most people answer with a feeling. I used to build financial models in investment banking, so I ran the numbers.
Take a typical B2B software company. A customer pays about $24,000 a year and stays a few years. After costs, that's roughly $77,000 per customer.
One such customer pays for about 51 videos like this. At 70 views each, that's about 3,600 views. So the videos pay for themselves if one viewer in 3,600 becomes a customer.
For comparison, an average B2B website turns about one visitor in 1,300 into a customer.
Your numbers will be different. But the views alone don't tell you if a video paid off. What a customer is worth to you, and who those 70 viewers are, does.










