Transcript
Benchmark Report
B2B Video Marketing:
Sponsored By:
© 2014 Demand Metric Research Corporation in Partnership with Ascend2. All Rights Reserved.
TABLE OF CONTENTS
3
Executive Summary
11
Channel Usage & Success
4
Video Usage
12
Resources Used for Video Marketing
5
Video Marketing Objectives
13
Usage of Video Optimization Tactics
6
Current Video Marketing Success
14
Video Optimization Tactic Effectiveness
7
Obstacles to Video Marketing Success
15
Optimization Usage & Success
8
Video Marketing Budget
16
About Vidyard
9
Usage of Channels for Video Distribution
17
About Demand Metric & Ascend2
10
Channel Effectiveness for Videos
18
Appendix – Survey Background
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
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VIDEO USAGE
Figure 1: Current and Future Video Usage for B2B Marketing
B2B Video Marketing Usage
Have used
video for B2B
marketing
purposes
Of the B2B professionals participating in this study,
more than two-thirds (69%) have used video for B2B
marketing purposes.
31%
The remaining 31% have not begun using video in their
marketing strategies, however, they are planning to in the
future.
Have not used
video but we
are planning to
69%
B2B Video Marketing Benchmark Survey, Demand Metric and Ascend2, June 2014, n=118
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Organizations that have not used video for marketing
and are not planning to were disqualified from
participating in the remainder of the survey.
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).
Most Important Video Marketing Objectives
52%
Increase brand awareness
42%
Increase online engagement
37%
Improve customer education
26%
Increase website traffic
Increase direct sales
0%
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.
35%
Improve lead nurturing
Increase conversion rate
19%
15%
20%
40%
B2B Video Marketing Benchmark Survey, Demand Metric and Ascend2, June 2014, n=118
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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.
45%
Increase lead generation
60%
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.
CURRENT VIDEO MARKETING SUCCESS
Figure 3: Self-Assessment Ratings of Current Video Marketing Success
Current Video Marketing Success Ratings
Very
successful
15%
18%
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”.
Somewhat
successful
Not successful
67%
B2B Video Marketing Benchmark Survey, Demand Metric and Ascend2, June 2014, n=118
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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.
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.
Obstacles to Video Marketing Success
47%
Lack of budget for video
Lack of in-house resources
45%
Creating compelling content
45%
33%
Lack of effective strategy
27%
Attributing a ROI to video
Distributing video content
0%
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.
26%
Producing studio-quality video
Lack of management buy-in
12%
11%
10%
20%
30%
40%
B2B Video Marketing Benchmark Survey, Demand Metric and Ascend2, June 2014, n=118
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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.
50%
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.
VIDEO MARKETING BUDGET
Figure 5: Video Marketing Budget Changes in the Upcoming Year
Changes in Video Marketing Budget
5%
Significant
increase
Insignificant
increase
Responses were collected and are displayed in Figure 5.
31%
32%
Remain the
same
Decrease
spending
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.
32%
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
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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.
Online Channels Used for Video Distribution
81%
Company or brand website
66%
Email or enewsletters
49%
Social networks e.g. Facebook
Campaign landing pages
43%
Professional networks e.g. LinkedIn
42%
Company or brand blogs
Microblogs e.g. Twitter
0%
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.
34%
29%
50%
B2B Video Marketing Benchmark Survey, Demand Metric and Ascend2, June 2014, n=118
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Expectedly, a great deal of respondents (81%) ranked
their own company/brand website as the most used
channel for distribution.
73%
Video sharing sites e.g. Youtube
100%
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.
CHANNEL EFFECTIVENESS FOR VIDEOS
Figure 7: Most Effective Channels for Video Distribution
Study participants were asked to rank video distribution
channels on their perceived levels of effectiveness.
Most Effective Channels for Video Distribution
26%
Video sharing sites e.g. Youtube
22%
Company or brand website
9%
Campaign landing pages
Microblogs e.g. Twitter
0%
Company/brand websites and email/e-newsletters were
also considered to be fairly effective distribution channels.
8%
Social networks e.g. Facebook
Professional networks e.g. LinkedIn
7%
All other response options were rated relatively low in terms
of effectiveness.
5%
2%
10%
20%
B2B Video Marketing Benchmark Survey, Demand Metric and Ascend2, June 2014, n=118
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Video sharing sites like Youtube and Vimeo are
considered the most effective channel for the
distribution of B2B videos.
21%
Email or enewsletters
Company or brand blogs
Figure 7 illustrates the responses given.
30%
As mentioned, B2B marketing videos rarely go viral, as
such such, marketers should be encouraged to
consider other alternatives for distributing video
content.
CHANNEL USAGE & SUCCESS COMPARISON
Figure 8: Comparison of Channel Usage and Relative Channel Effectiveness
Comparison of Channel Usage & Effectiveness
Distribution Channel Usage
Company or brand website
Video sharing sites e.g. Youtube
Email or enewsletters
Social networks e.g. Facebook
Campaign landing pages
Professional networks e.g. LinkedIn
Company or brand blogs
Microblogs e.g. Twitter
0%
Distribution Channel Effectiveness
81%
22%
66%
21%
49%
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.
43%
9%
42%
5%
34%
7%
29%
2%
50%
B2B Video Marketing Benchmark Survey, Demand Metric and Ascend2, June 2014, n=118
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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.
73%
26%
100%
RESOURCES USED FOR VIDEO MARKETING
Figure 9: Description of Resources Used for Video Marketing Campaigns
Resources Used for Video Marketing Campaigns
Outsource all
or most
campaigns to
an agency
11%
Survey participants were asked to discuss whether the
resources used for video marketing campaigns were inhouse, outsourced, or a combination of both.
35%
Combination
of outsourced
and in-house
resources
Use in-house
resources only
The results of this inquiry is displayed in Figure 9.
54%
B2B Video Marketing Benchmark Survey, Demand Metric and Ascend2, June 2014, n=118
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65% of B2B organizations outsource all or part of their
video marketing campaigns, gaining the specialized
skills and resources not available internally.
USAGE OF VIDEO OPTIMIZATION TACTICS
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.
Usage of Video Optimization Tactics
58%
Tagging videos with search keywords
40%
Optimizing file names with keywords
33%
Unique URLs to video website pages
Promoting video content with PRs
Posting video transcripts online
0%
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.
29%
Providing code to embed videos on sites
Optimizing videos for sharing sites
23%
21%
16%
20%
40%
B2B Video Marketing Benchmark Survey, Demand Metric and Ascend2, June 2014, n=118
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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.
44%
Posting videos on your company blog
60%
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.
VIDEO OPTIMIZATION TACTIC EFFECTIVENESS
Figure 11: Most Effective Video Optimization Tactics
Study participants were asked to rank video optimization
tactics on their perceived levels of effectiveness.
Most Effective Video Optimization Tactics
24%
Tagging videos with search keywords
20%
Posting videos on your company blog
Unique URLs to video website pages
13%
Optimizing file names with keywords
13%
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.
10%
Providing code to embed videos on sites
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.
9%
Promoting video content with PRs
Posting video transcripts online
5%
Optimizing videos for sharing sites
5%
0%
10%
20%
B2B Video Marketing Benchmark Survey, Demand Metric and Ascend2, June 2014, n=118
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Figure 11 illustrates the responses given.
30%
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.
OPTIMIZATION USAGE & SUCCESS COMPARISON
Figure 12: Comparison of Optimization Tactic Usage and Relative Tactic Effectiveness
Comparison of Tactic Usage & Effectiveness
Video Optimization Tactic Usage
Video Optimization Tactic Effectiveness
24%
44%
Posting videos on your company blog
20%
40%
Optimizing file names with keywords
13%
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.
33%
Unique URLs to video website pages
Providing code to embed videos on sites
13%
29%
10%
23%
Optimizing videos for sharing sites
Promoting video content with PRs
Posting video transcripts online
0%
5%
For example, tagging videos with search keywords is
both the most used and most effective tactic for SEO
purposes.
21%
9%
16%
5%
20%
40%
B2B Video Marketing Benchmark Survey, Demand Metric and Ascend2, June 2014, n=118
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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.
58%
Tagging videos with search keywords
60%
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.
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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.
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APPENDIX – SURVEY BACKGROUND
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:
Employee Size:
Owner or Officer (45%)
Marketing or Sales Management (36%)
Marketing or Sales Staff (9%)
Other (10%)
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More than 1000 (13%)
101 to 1000 (17%)
10 to 100 (33%)
Fewer than 10 (37%)
Benchmark Report
For more information, visit us at:
www.demandmetric.com
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