When video marketing was first gaining momentum, it seemed well and good to produce an asset, distribute it, and hope your audience loved (and shared) the content; but today, from a modern marketing lens, video production and distribution are only half the battle.
As many companies past the experimentation phase are realizing, a well-made video with a ton of views or likes means absolutely nothing if you can’t tie its performance to ROI. Which had us wondering, how are B2B brands doing when it comes to measuring their success with video? Is everyone on the same page when it comes to where video engagement data can be useful, and what percentage of companies are at the stage where they’re looking to implement an enterprise-level video marketing platform?
In the last helpful benchmark report from Demand Metric, we learned about the state of the industry overall. Results indicated that almost 70% of B2B marketers are using video in their mix, budgets are increasing, and 82% of B2B marketers reported success with video marketing initiatives.
Always wanting to bring you the best in video marketing research, we’ve sponsored another report about how B2B marketers measure video’s impact.
This year we challenged marketers to become ‘Agents of ROI’ and really start using video engagement data to fuel future campaigns. Based on the results of this new research, that’s exactly what everyone’s trying to do! It would seem, as William Gibson once said, “The future is here, it’s just not evenly distributed”…
Fast-facts from the report
- Over one-third of large companies produce more than 100 marketing videos annually
- 70% of respondents claim that video performs better than other content for producing conversions
- 86% of B2B survey participants are using some form of measurement of video marketing effectiveness
What else you ask? Well, in looking at video marketing data, some best practices have emerged, such as the combo approach to video distribution.
As the report outlines, organizations that host video on a combination of their own website and external websites, such as YouTube, are seeing the greatest ROI on their video marketing efforts:
This reinforces our view that while YouTube is a critical component of your video marketing strategy, it’s not a strategy in and of itself.
Overall, B2B marketers seem to be onto something in looking for a best of both worlds approach when it comes to video distribution and this is an excellent lesson learned.
You can read the entire report to get more stats on hosting and producing video content, video content budgets, and how video fits into the sales process.