The folks at Vidyard have partnered with Demand Metric for a second time to offer a new, in-depth research report on how B2B marketers are using video and the state of video marketing overall. As video becomes more important among B2B marketers, this timely report provides key insights about video usage.
- 74% of B2B marketers say video content converts better than any other medium
- 1 in 4 B2B marketers don’t know the ROI of their video content
- The most common types of videos used by B2B marketers are explainer and product feature videos
- Only 15% of marketers have actively integrated video data into the rest of their tech stack
More about the report:
In 2014, Demand Metric and Vidyard together completed an inaugural video marketing benchmark study to understand how video performs, where it is hosted, how it is measured and how viewing data works its way into the sales funnel. The 2015 study investigates these same themes, and adds some new ones as well: probing where video is used and what types of video content organizations are producing. This study investigates aspects of video marketing to determine if marketers are gaining maturity in measuring how video content performs in key areas, such as conversion, and how well integrated video viewing data is with the systems that marketers and sales teams rely on: Marketing Automation and CRM. What this study determined is that success with video content marketing is not merely a product of producing quality video that engages viewers. Success is also driven by how well video content – and metrics – are integrated with the marketing technology stack. Marketers must now track and evaluate video effectiveness and not simply rely on the novelty of video to create success.