Marketing Week recently published a report claiming that 75% of B2B advertising is ineffective. In a study of 1,600 B2B ads watched by a whopping 6 million people, 75% of ads scored one star or lower on an emotional engagement scale. None of them reached the highest level of five stars.

In this episode of “So you need a video,” Guy and Hope break down what makes these B2B ads ineffective, why that matters, and what you can do about it. We’ll discuss mullet videos, judging wine by its label, and our favorite report from the B2B Institute.