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© 2014 Demand Metric Research Corporation in Partnership with Ascend2. All Rights Reserved.
Benchmark Report
B2B Video Mar...
TABLE OF CONTENTS
3
4
5
6
7
8
Executive Summary
Video Usage
Video Marketing Objectives
Current Video Marketing Success
Obs...
EXECUTIVE SUMMARY
Video has become the most engaging form of communications for marketing purposes and is an increasingly ...
VIDEO USAGE
Of the B2B professionals participating in this study,
more than two-thirds (69%) have used video for B2B
marke...
15%
19%
26%
35%
37%
42%
45%
52%
0% 20% 40% 60%
Increase direct sales
Increase conversion rate
Increase website traffic
Imp...
CURRENT VIDEO MARKETING SUCCESS
Figure 3: Self-Assessment Ratings of Current Video Marketing Success
Participants were ask...
OBSTACLES TO VIDEO MARKETING SUCCESS
Figure 4: Most Challenging Obstacles to Video Marketing Success
As video marketing be...
VIDEO MARKETING BUDGET
Figure 5: Video Marketing Budget Changes in the Upcoming Year
Since lack of budget was ranked as on...
USAGE OF CHANNELS FOR VIDEO DISTRIBUTION
Figure 6: Online Channels Used for Video Distribution
Participants were asked to ...
CHANNEL EFFECTIVENESS FOR VIDEOS
10
Figure 7: Most Effective Channels for Video Distribution
Study participants were asked...
CHANNEL USAGE & SUCCESS COMPARISON
11
Figure 8: Comparison of Channel Usage and Relative Channel Effectiveness
Both video ...
RESOURCES USED FOR VIDEO MARKETING
12
Figure 9: Description of Resources Used for Video Marketing Campaigns
Survey partici...
USAGE OF VIDEO OPTIMIZATION TACTICS
13
Figure 10: Video Optimization Tactics Used for SEO Purposes
Survey participants wer...
VIDEO OPTIMIZATION TACTIC EFFECTIVENESS
14
Figure 11: Most Effective Video Optimization Tactics
Study participants were as...
OPTIMIZATION USAGE & SUCCESS COMPARISON
15
Figure 12: Comparison of Optimization Tactic Usage and Relative Tactic Effectiv...
ABOUT VIDYARD
Vidyard is a video marketing and analytics platform focused on showing clients exactly how viewers interact ...
ABOUT DEMAND METRIC & ASCEND2
About Demand Metric
Demand Metric is a global marketing research & advisory firm serving a m...
APPENDIX – SURVEY BACKGROUND
18
Surveys are conducted online from a panel of more than 50,000 Ascend2 research subscribers...
For more information, visit us at:
www.demandmetric.com
Demand Metric Research Corporation
562 Wellington Street
London, O...
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B2B video_marketing_benchmark_report

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B2B video marketing benchmark report

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B2B video_marketing_benchmark_report

  1. 1. © 2014 Demand Metric Research Corporation in Partnership with Ascend2. All Rights Reserved. Benchmark Report B2B Video Marketing: Sponsored By:
  2. 2. 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 17Usage of Channels for Video Distribution About Demand Metric & Ascend29 14 Video Optimization Tactic Effectiveness 18Channel Effectiveness for Videos Appendix – Survey Background10
  3. 3. 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
  4. 4. 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 used video for B2B marketing purposes Have not used video but we are planning to 4
  5. 5. 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 B2B Video Marketing Benchmark Survey, Demand Metric and Ascend2, June 2014, n=118 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
  6. 6. 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. B2B Video Marketing Benchmark Survey, Demand Metric and Ascend2, June 2014, n=118 15% 67% 18% Current Video Marketing Success Ratings Very successful Somewhat successful Not successful 6
  7. 7. 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. B2B Video Marketing Benchmark Survey, Demand Metric and Ascend2, June 2014, n=118 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
  8. 8. 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 Significant increase Insignificant increase Remain the same Decrease spending 8
  9. 9. 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
  10. 10. 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% Microblogs e.g. Twitter Professional networks e.g. LinkedIn Company or brand blogs Social networks e.g. Facebook Campaign landing pages Email or enewsletters Company or brand website Video sharing sites e.g. Youtube Most Effective Channels for Video Distribution
  11. 11. 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. B2B Video Marketing Benchmark Survey, Demand Metric and Ascend2, June 2014, n=118 2% 7% 5% 9% 8% 21% 26% 22% 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 Comparison of Channel Usage & Effectiveness Distribution Channel Usage Distribution Channel Effectiveness
  12. 12. 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. B2B Video Marketing Benchmark Survey, Demand Metric and Ascend2, June 2014, n=118 11% 54% 35% Resources Used for Video Marketing Campaigns Outsource all or most campaigns to an agency Combination of outsourced and in-house resources Use in-house resources only
  13. 13. 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. B2B Video Marketing Benchmark Survey, Demand Metric and Ascend2, June 2014, n=118 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
  14. 14. 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% Optimizing videos for sharing sites Posting video transcripts online Promoting video content with PRs Providing code to embed videos on sites Optimizing file names with keywords Unique URLs to video website pages Posting videos on your company blog Tagging videos with search keywords Most Effective Video Optimization Tactics
  15. 15. 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. B2B Video Marketing Benchmark Survey, Demand Metric and Ascend2, June 2014, n=118 5% 9% 5% 10% 13% 13% 20% 24% 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 Comparison of Tactic Usage & Effectiveness Video Optimization Tactic Usage Video Optimization Tactic Effectiveness
  16. 16. 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
  17. 17. 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
  18. 18. 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%)
  19. 19. 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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