B2B video_marketing_benchmark_report

© 2014 Demand Metric Research Corporation in Partnership with Ascend2. All Rights Reserved.

Benchmark Report

B2B Video Marketing:

Sponsored By:

TABLE OF CONTENTS

3

4

5

6

7

8

Executive Summary

Video Usage

Video Marketing Objectives

Current Video Marketing Success

Obstacles to Video Marketing Success

Video Marketing Budget

13

15

16

Usage of Video Optimization Tactics

Optimization Usage & Success

About Vidyard

11

12

Channel Usage & Success

Resources Used for Video Marketing

17 Usage of Channels for Video Distribution About Demand Metric & Ascend2 9

14 Video Optimization Tactic Effectiveness

18 Channel Effectiveness for Videos Appendix – Survey Background 10

EXECUTIVE SUMMARY

Video has become the most engaging form of communications for marketing purposes and is an increasingly important piece of

the online B2B marketing mix.

But what will be the most challenging obstacles to video marketing success in the year ahead and how will B2B marketers

overcome them?

To find out, Demand Metric in partnership with Ascend2, fielded the Video Marketing Survey and completed interviews with 398

marketing, sales and business professionals from around the world; 28% of whom are dedicated to the B2B channel and are

represented in this report. We thank these busy professionals for sharing their valuable insights with us.

This research has been produced for your use. Put it to work in your own marketing strategy planning and presentation

materials.

Clip the charts and write about them in your blog or post them on social media. Please share this research credited as

published.

- Jerry Rackley, Chief Analyst – Demand Metric

3

VIDEO USAGE

Of the B2B professionals participating in this study,

more than two-thirds (69%) have used video for B2B

marketing purposes.

The remaining 31% have not begun using video in their

marketing strategies, however, they are planning to in the

future.

Organizations that have not used video for marketing

and are not planning to were disqualified from

participating in the remainder of the survey.

Figure 1: Current and Future Video Usage for B2B Marketing

B2B Video Marketing Benchmark Survey, Demand Metric and Ascend2, June 2014, n=118

69%

31%

B2B Video Marketing Usage

Have usedvideo for B2Bmarketingpurposes

Have not usedvideo but weare planning to

4

15%

19%

26%

35%

37%

42%

45%

52%

0% 20% 40% 60%

Increase direct sales

Increase conversion rate

Increase website traffic

Improve lead nurturing

Improve customer education

Increase online engagement

Increase lead generation

Increase brand awareness

Most Important Video Marketing Objectives


VIDEO MARKETING OBJECTIVES

Figure 2: Most Important Video Marketing Objectives for the Upcoming Year

The most important objectives for B2B video marketing

strategies range from the easily measureable (lead

generation) to the less discernible (brand awareness).

Survey participants were asked to choose all of the

objectives that applied to their organization. The data from

these responses is displayed in Figure 2.

Although brand awareness is not easily measured,

more than half of respondents (52%) found this

objective to be the most important for the upcoming

year. Not surprisingly, increasing lead generation and

online engagement followed closely behind the leading

response.

Interestingly, the objectives for increasing conversion rates

and direct sales were chosen the least for this survey

question. However, one can infer that, by way of the

other objectives on this list, video marketing initiatives

will eventually produce more conversions and

generate more revenue for the organization.

5

CURRENT VIDEO MARKETING SUCCESS

Figure 3: Self-Assessment Ratings of Current Video Marketing Success

Participants were asked to rate their current video

marketing success. Figure 3 highlights the results of this

survey question.

Presently, 15% of survey participants consider video

marketing “Very successful” at achieving important

objectives. Another 67% rated video marketing a less

enthusiastic, but supportive “somewhat successful”.

Overall, 82% of participants are experiencing some sort

of success with current video marketing initiatives.

This is an extremely high majority, proving that video

marketing has the capacity to improve marketing strategy

and campaigns.


15%

67%

18%

Current Video Marketing Success Ratings

Verysuccessful

Somewhatsuccessful

Not successful

6

OBSTACLES TO VIDEO MARKETING SUCCESS

Figure 4: Most Challenging Obstacles to Video Marketing Success

As video marketing becomes more imperative to

implement, organizations must consider the risks

associated with program planning, strategy and system

implementation.

Participants were asked to rank the most challenging

obstacles they may face in their journey to video marketing

success. The data from these responses is presented in

Figure 4.

Nearly half of study participants replied that three

obstacles – the lack of budget, resources and

compelling content – are almost equally challenging to

achieving video marketing success.

Again, as the need for video content increases, these

barriers are becoming less and less challenging.

Products/services for video marketing are becoming more

affordable. Likewise, organizations are finding that there is

a necessity for dedicated video marketing professionals on

their payroll.


11%

12%

26%

27%

33%

45%

45%

47%

0% 10% 20% 30% 40% 50%

Distributing video content

Lack of management buy-in

Producing studio-quality video

Attributing a ROI to video

Lack of effective strategy

Creating compelling content

Lack of in-house resources

Lack of budget for video

Obstacles to Video Marketing Success

7

VIDEO MARKETING BUDGET

Figure 5: Video Marketing Budget Changes in the Upcoming Year

Since lack of budget was ranked as one of the biggest

obstacles to video marketing success, participants were

asked how their video marketing budgets will be changing

over the next 12-18 months.

Responses were collected and are displayed in Figure 5.

For 63% of participating B2B organizations, video

marketing spending is on the rise, either slightly or

significantly. Another third (32%) responded that their

budget for video marketing will remain the same for the

upcoming year.

Only 5% of organizations are planning to decrease

spending in the year ahead.

From this data, we can conclude that a lack of budget

will become less of an obstacle for the large portion of

the organizations that participated in this study. B2B Video Marketing Benchmark Survey, Demand Metric and Ascend2, June 2014, n=118

31%

32%

32%

5%

Changes in Video Marketing Budget

Significantincrease

Insignificantincrease

Remain thesame

Decreasespending

8

USAGE OF CHANNELS FOR VIDEO DISTRIBUTION

Figure 6: Online Channels Used for Video Distribution

Participants were asked to choose all channels from the

given options that they utilize to distribute video content.

The results are presented in Figure 6.

Expectedly, a great deal of respondents (81%) ranked

their own company/brand website as the most used

channel for distribution.

Following close behind company websites, video sharing

websites, such as YouTube and Vimeo, were chosen as the

second most used channel for distribution. Unfortunately,

only the most compelling and universally understood videos

become viral.

Since the vast majority of videos produced for B2B

marketing purposes are more informative than

compelling, B2B organization should consider relying

more heavily on outbound channels, such as email

marketing campaigns and e-newsletters to reach

prospects and customers. B2B Video Marketing Benchmark Survey, Demand Metric and Ascend2, June 2014, n=118

29%

34%

42%

43%

49%

66%

73%

81%

0% 50% 100%

Microblogs e.g. Twitter

Company or brand blogs

Professional networks e.g. LinkedIn

Campaign landing pages

Social networks e.g. Facebook

Email or enewsletters

Video sharing sites e.g. Youtube

Company or brand website

Online Channels Used for Video Distribution

9

CHANNEL EFFECTIVENESS FOR VIDEOS

10

Figure 7: Most Effective Channels for Video Distribution

Study participants were asked to rank video distribution

channels on their perceived levels of effectiveness.

Figure 7 illustrates the responses given.

Video sharing sites like Youtube and Vimeo are

considered the most effective channel for the

distribution of B2B videos.

Company/brand websites and email/e-newsletters were

also considered to be fairly effective distribution channels.

All other response options were rated relatively low in terms

of effectiveness.

As mentioned, B2B marketing videos rarely go viral, as

such such, marketers should be encouraged to

consider other alternatives for distributing video

content. B2B Video Marketing Benchmark Survey, Demand Metric and Ascend2, June 2014, n=118

2%

5%

7%

8%

9%

21%

22%

26%

0% 10% 20% 30%









Most Effective Channels for Video Distribution

CHANNEL USAGE & SUCCESS COMPARISON

11

Figure 8: Comparison of Channel Usage and Relative Channel Effectiveness

Both video distribution channel usage and the perceived

effectiveness of each channel were compared to see if any

patterns appeared. The results of this comparison are

shown in Figure 8.

As shown in the graph, there is a clear correlation

between the perceived effectiveness of each video

distribution channel and its usage. The more a channel

is perceived as effective, the more it is used by B2B

organizations.


2%

7%

5%

9%

8%

21%

26%

22%

29%

34%

42%

43%

49%

66%

73%

81%

0% 50% 100%









Comparison of Channel Usage & Effectiveness

Distribution Channel Usage Distribution Channel Effectiveness

RESOURCES USED FOR VIDEO MARKETING

12

Figure 9: Description of Resources Used for Video Marketing Campaigns

Survey participants were asked to discuss whether the

resources used for video marketing campaigns were in-

house, outsourced, or a combination of both.

The results of this inquiry is displayed in Figure 9.

65% of B2B organizations outsource all or part of their

video marketing campaigns, gaining the specialized

skills and resources not available internally.


11%

54%

35%

Resources Used for Video Marketing Campaigns

Outsource allor mostcampaigns toan agency

Combinationof outsourcedand in-houseresources

Use in-houseresources only

USAGE OF VIDEO OPTIMIZATION TACTICS

13

Figure 10: Video Optimization Tactics Used for SEO Purposes

Survey participants were asked to choose all of the

optimization tactics that are currently being used for video

marketing. Figure 10 illustrates their responses.

Search engines love videos. For this reason, it is no

surprise that tagging videos with search keywords was

the most used optimization tactic by 58% of B2B

organizations.

As video becomes more popular among B2B organizations,

all activities associated with optimizing video content will be

important to the success of an organization’s overall video

marketing program.

Eventually tagging videos with search keywords will

become standard practice and we will see an upward

shift in the importance of other video optimization

tactics.


16%

21%

23%

29%

33%

40%

44%

58%

0% 20% 40% 60%

Posting video transcripts online

Promoting video content with PRs

Optimizing videos for sharing sites

Providing code to embed videos on sites

Unique URLs to video website pages

Optimizing file names with keywords

Posting videos on your company blog

Tagging videos with search keywords

Usage of Video Optimization Tactics

VIDEO OPTIMIZATION TACTIC EFFECTIVENESS

14

Figure 11: Most Effective Video Optimization Tactics

Study participants were asked to rank video optimization

tactics on their perceived levels of effectiveness.

Figure 11 illustrates the responses given.

The two top tactics in terms of effectiveness – tagging

videos with search keyword and posting videos on your

company blog – are not unexpected, as they are also the

most used tactics.

However, there are a couple of tactics towards the bottom

of the pack that may be missed opportunities for B2B

marketers seeking higher search rankings.

Posting video transcriptions, which may be linked to

corresponding videos, and optimizing videos for

sharing sites, are two tactics that may seem minor,

however, they may give B2B marketers the upper hand

when it comes to SEO. B2B Video Marketing Benchmark Survey, Demand Metric and Ascend2, June 2014, n=118

5%

5%

9%

10%

13%

13%

20%

24%

0% 10% 20% 30%









Most Effective Video Optimization Tactics

OPTIMIZATION USAGE & SUCCESS COMPARISON

15

Figure 12: Comparison of Optimization Tactic Usage and Relative Tactic Effectiveness

Similar to video distribution channels, both video

optimization tactic usage and the perceived effectiveness of

each tactic were compared to see if any patterns appeared.

The results of this comparison are show in Figure 12.

There is clear correlation between the perceived

effectiveness of each video optimization tactic and its

usage. The more a tactic is perceived as effective, the

more it is used by B2B organizations.

For example, tagging videos with search keywords is

both the most used and most effective tactic for SEO

purposes.


5%

9%

5%

10%

13%

13%

20%

24%

16%

21%

23%

29%

33%

40%

44%

58%

0% 20% 40% 60%









Comparison of Tactic Usage & Effectiveness

Video Optimization Tactic Usage Video Optimization Tactic Effectiveness

ABOUT VIDYARD

Vidyard is a video marketing and analytics platform focused on showing clients exactly how viewers interact with their videos. This

means customers can continuously improve their marketing strategy based on measurable results.

Along with hosting video content, Vidyard reveals who’s watching your videos, and for how long with detailed viewer analytics and

engagement data you can push directly into your MAP and CRM.

For more information, visit www.vidyard.com.

16

http://www.vidyard.com/

ABOUT DEMAND METRIC & ASCEND2

About Demand Metric

Demand Metric is a global marketing research & advisory firm serving a membership community of over 40,000 marketing

professionals, CEOs, and business owners with advisory services, 100+ research & benchmark reports, 20+ consulting

methodologies, 50+ training e-workshops & courses, and a library of 500+ practical tools and templates.

Using Demand Metric resources, members complete projects faster and with greater confidence, boosting respect for the

marketing team and making it easier to justify needed resources. Our 1,200+ corporate clients range from start-ups to consulting

firms to members of the Global 1000.

To learn more about Demand Metric, please visit: www.demandmetric.com.

About Ascend2

Ascend2 is a market research firm with over 50,000 research subscribers and survey panelists comprised of sales & marketing

professionals. Each month they field new research studies and generate reports that typically include 12 to 18 pages of charts and

analytical commentary.

Demand Metric partners with Ascend2 to leverage their panel of research survey panelists and develop additional benchmark

reports for community members. Learn more about Ascend2 at www.Ascend2.com.

17

http://www.demandmetric.com/

http://www.ascend2.com/

APPENDIX – SURVEY BACKGROUND

18

Surveys are conducted online from a panel of more than 50,000 Ascend2 research subscribers, representing US and

international marketing and sales decision-makers and practitioners in a range of contact roles, company types, sizes and

geographic regions.

The questionnaire used incorporates standardized research practices across all studies while maintaining a proven 3-minute

survey format. Survey findings are examined in a quantitative context by experienced analysts and reported objectively.

The Demand Metric and Ascend2 2014 Video Marketing Benchmark Report was administered online in March 2014. During this

period, 398 responses were collected that were qualified and complete enough for inclusion in the analysis.

Summarized below is the basic categorization data collected about respondents to enable filtering and analysis of the data:

Primary Role of Respondent:

Owner or Officer (45%)

Marketing or Sales Management (36%)

Marketing or Sales Staff (9%)

Other (10%)

Employee Size:

More than 1000 (13%)

101 to 1000 (17%)

10 to 100 (33%)

Fewer than 10 (37%)

For more information, visit us at:

www.demandmetric.com

Demand Metric Research Corporation 562 Wellington Street

London, ON, Canada N6A 3R5

© 2013 Demand Metric Research Corporation. All Rights Reserved.

Benchmark Report

© 2014 Demand Metric Research Corporation in Partnership with Ascend2. All Rights Reserved.

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