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The State of B2B Video Marketing: Demand Metric and Vidyard Present Benchmarks Report

By in Video Marketing Trends

B2B Video Marketing Benchmark ReportThere are plenty of stats out there revealing just how popular video marketing is, but together with Demand Metric, we wanted to take a calculated look at the state of the video marketing industry as it relates to B2B companies in particular.

We wanted to understand more about where companies fall along the spectrum of activity that is video marketing. We wondered, for example, are most B2B marketers at the stage where they’re creating their own videos in-house with dedicated creative teams? What are the main challenges people associate with video even though the barriers to entry have never been lower? What video distribution methods have proven to be the most worthwhile?

That said, today we’re thrilled to present the Demand Metric B2B Video Marketing Benchmark and Best Practices Report. Here’s a video preview summing up a taste of what the report has to offer:

Share some key findings

Tweet it!Click to tweet some of these revealing stats from the report:

  • For 63% of B2B marketers, video spending is on the rise. Click to Tweet
  • Only 19% of marketers list conversion as an objective, but video on a landing page can increase conversion by 80%! Click to Tweet
  • 82% of B2B marketers experience reported success with video marketing initiatives. Download the benchmark report! Click to Tweet.

Download the Report!

We’ve presented a sampling of the research findings here, but you can download the full report to explore where you fit on the spectrum based on your current video marketing practices.

Download the B2B benchmark report

Based on the collective research, what do you find most surprising? Let us know in the comments below, and update us on where you stand on some of the benchmarks included!

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7 comments
gmoisescu
gmoisescu

what the heck when I'm trying to download something from your page my antivirus is blocking all the content sain' is a harmful page, bla, bla 

AaronHughes1
AaronHughes1

Great insights here. And I love the overview video, very well put together. Could you share who you used to produce that video?

TylerLessard
TylerLessard

@AaronHughes1 Thanks Aaron, appreciate the feedback. Like many of our videos, this one was produced in-house by our very own video and creative producer, Blake Smith! And our internal creative design team produced all the graphics. In a world where content is king, having a top-notch creative team really pays off. That said, if you're looking for recommendations for production agencies that can produce videos like these for reasonable budgets let me know and we're happy to give you some ideas.

AaronHughes1
AaronHughes1

@TylerLessard @AaronHughes1 Thanks Tyler, it's definitely top-notch. I've been seeing more and more about the surge of b2b video marketing, and have kept my eyes open to see if I come across these lead-gen assist type videos (report or white paper overviews, etc.) and if they seem to be effective and in-demand in the b2b marketing space. Have you seen these types of lead gen videos start to crop up? I think it could be a huge opportunity for companies to get more downloads of their white papers, guides, reports and other assets.

TylerLessard
TylerLessard

@AaronHughes1 @TylerLessard Yes, we're definitely seeing an increase in the use of video content in outbound marketing campaigns, and also as 'teasers' to promote other pieces of content like we did here. We're also seeing more people put thumbnails for video clips in their email signatures and also using video as the primary CTA in email campaigns. Looks like the future of the Internet is television  :-)

Trackbacks

  1. […] “B2B Video Marketing: B2B Benchmarks and Best Practices” study released by Demand Metrics in June 2014 found that video spending was on the rise. Approximately 63 percent […]

  2. […] that video is crazy expensive. Not only is it within your reach (even on a shoestring budget), but 70% of respondents in a Demand Gen survey say that it’s the content format that converts the […]

  3. […] być duża aby możliwe było rozpoczęcie tego typu produkcji. Warto też nadmienić, że aż 89% organizacji B2B tworzy wewnętrznie niemal wszystkie materiały […]

  4. […] to a recent report sponsored by Demand Metric and VidYard, almost 70 percent of marketers use video as part of their […]

  5. […] believers in the power of video. It’s compelling, sharable, and most importantly trackable. 82% of B2B marketers reported success with video marketing initiatives. What’s not to […]

  6. […] con el videomarketing, es una tendencia al alza!. El 82% de los marketers afirman tener éxito en sus iniciativas de videomarketing. Y es que muchos clientes potenciales ya buscan información técnica, tutoriales, demos y ejemplos […]

  7. […] con el videomarketing, es una tendencia en alza! El 82% de los marketers afirman tener éxito en sus iniciativas de videomarketing. Y es que muchos clientes potenciales ya buscan información técnica, tutoriales, demos y ejemplos […]

  8. […] amb el videomàrqueting, és una tendència en alça! El 82% dels marketers afirmen tenir èxit en les seves iniciatives de videomàrqueting. I és que molts clients potencials ja busquen informació tècnica, tutorials, demos i exemples en […]

  9. […] For example, a recent study of B2B marketers sponsored by Vidyard found video added to a landing page boosted conversions up to 80%. […]

  10. […] For example, a recent study of B2B marketers sponsored by Vidyard found video added to a landing page boosted conversions up to 80%. […]

  11. […] For example, a recent study of B2B marketers sponsored by Vidyard found video added to a landing page boosted conversions up to 80%. […]

  12. […] report published by Demand Metric indicates that 70 percent of marketers are now using videos in their marketing strategies. Another […]

  13. […] report published by Demand Metric indicates that 70 percent of marketers are now using videos in their marketing strategies. Another […]

  14. […] report published by Demand Metric indicates that 70 percent of marketers are now using videos in their marketing strategies. Another […]

  15. […] report published by Demand Metric indicates that 70 percent of marketers are now using videos in their marketing strategies. Another […]

  16. […] report published by Demand Metric indicates that 70 percent of marketers are now using videos in their marketing strategies. Another […]

  17. […] report published by Demand Metric indicates that 70 percent of marketers are now using videos in their marketing strategies. Another […]

  18. […] to be “creating compelling content” (45%, second only to “lack of budget” at 47%. Source: The State of B2B Video Marketing. […]

  19. […] but its crazy useful for improving SEO and email click through rates.  A report published by Demand Metric indicates that 70 percent of marketers are now using videos in their marketing strategies. Another […]

  20. […] marketing campaigns are becoming more popular across the digital marketing industry. A report published by Demand Metric indicates that 70 percent of marketers are starting to use video marketing campaigns to increase […]

  21. […] to a report published by Demand Metric, 70 percent of marketers use videos as a part of their strategy, while an additional 82 percent […]

  22. […] to open up with however, here are a couple statistics.  Demand Metric has recently published a study that shows 70 percent of marketers are currently using videos in their marketing strategies.  On […]

  23. […] opublikowany przez Demand Metric pokazuje, że aż 70 procent przedsiębiorców działających w Internecie wykorzystuje w swoich […]

  24. […] the way in which we reach customers and interact with them is evolving.   A report published by Demand Metric states that 70 percent of marketers use videos in their marketing strategies and 82 percent of […]

  25. […] time-consuming and expensive process reserved only for large companies. And just last year in Vidyard’s video marketing survey, marketers reported difficulties producing video content because of lack of budget, lack of […]

  26. […] Un raport publicat de Demand Metric indica faptul ca aproximativ 70% dintre marketerii din piata folosesc videoclipurile in strategia lor de marketing. Intr-un procentaj de 82% dintre aceste strategii de marketing prin continut video au avut succes. Toate aceste date indica necesitatea implementarii continutului video in strategia ta de marketing. Insa, daca doresti sa incluzi un continut video in strategia ta de marketing, este important sa urmaresti indeaproape sfaturile pe care ti le voi prezenta in randurile urmatoare. […]

  27. […] blogs but also, and more importantly, watching videos. Having video on your landing page can increase conversions by 80%* certainly if it’s great video content, that goes a long way and buyers are happy to share it via […]

  28. […] positive results from using this strategy as 82% of B2B marketers reported success, according to Demand Metric. However, it is critical that the overall goal of video is clearly defined before production in […]

  29. […] it is videos. Videos are getting integrated in our lives like never before. A report published by Demand Metric indicates that 70% of marketers are now using video as a part of their marketing strategies. […]

  30. […] recent post by John Egan makes it clear that spending on B2B video is on the upswing. He cites a study by Vidyard and Demand Metric that shows 63 percent of B2B marketers said their spending on online […]

  31. […] Demand Metric, en un estudio realizado en colaboración con Vidyard, los 3 objetivos más importantes para las empresas que publican vídeos […]

  32. […] executed and targeted, video can be a strong tool in any B2B marketer’s strategy. According to a recent report from Vidyard, video on a landing page can increase conversion by 80%. (Tweet […]

  33. […] 5-point scale (5 = “Very Effective” and 1 = “Not at all Effective.”).  In another study released last year, 70% of respondents claim that video performs better than other content for producing conversions […]

  34. […] 5-point scale (5 = “Very Effective” and 1 = “Not at all Effective.”).  In another study released last year, 70% of respondents claim that video performs better than other content for producing conversions […]

  35. […] Demand Metricのレポートによると70パーセント以上のマーケターが今では動画マーケティングをマーケティング戦略の中に入れ込んでおり、さらに82%は成功していると言っています。こういった数字を見ると、あなたの会社のマーケティング戦略の中にも動画コンテンツマーケティングを入れ込んでおく必要があるのは明白ですが、そのためには成功のための確かなガイドラインです。 […]

  36. […] 5-point scale (5 = “Very Effective” and 1 = “Not at all Effective.”).  In another study released last year, 70% of respondents claim that video performs better than other content for producing conversions […]

  37. […] creating awesome videos in content marketing that viewers love. According to VidYard and Demand Metric, video has become the most engaging form of communications for marketing purposes and is an […]

Michael is the CEO and Co-Founder of Vidyard. In addition to growing Vidyard’s success, he is actively involved in the technology sector, acting as a mentor to various early stage companies.