Maximizing Video Marketing Success in B2B

© 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
17Usage of Channels for Video Distribution About Demand Metric & Ascend29
14 Video Optimization Tactic Effectiveness
18Channel Effectiveness for Videos Appendix – Survey Background10

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 used
video for B2B
marketing
purposes
Have not used
video but we
are 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
Very
successful
Somewhat
successful
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.
31%
32%
32%
5%
Changes in Video Marketing Budget
Significant
increase
Insignificant
increase
Remain the
same
Decrease
spending
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.
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 all
or most
campaigns to
an agency
Combination
of outsourced
and in-house
resources
Use in-house
resources 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.
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

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

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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