Is three new marketing videos every month a lot or a little? Does using video viewing data to enrich leads make you average or exceptional? You just never know. And if you don’t know, you can’t improve.

As Sherlock Holmes said in A Study in Scarlet, “it is a capital mistake to theorize before one has the data.”

Well, we’ve got your data right here. For the fourth year in a row, we’ve partnered with Demand Metric to publish The 2017 State of Video Marketing which samples a broad array of video marketing professionals across industries to see how they’re doing.

Here are a few insights from the report:

1. Video isn’t rising—it’s already risen. Now marketers are busy mastering it

The percentage of organizations that have integrated video viewing data–and are exploiting it–with key sales and marketing systems jumped 54 percent.

Video viewing data is booming and it’s the new nitrous oxide to video marketing’s growth. Up until recently, the video marketing ecosystem was fairly fractured, and marketers didn’t have much access to data. There were no standards around where and how to host, share, and track videos. Many marketing teams used social media sites like YouTube, hoping to garner extra views. Some, wary of ads, hosted videos directly on their website or landing pages. Others still tried home-grown solutions, and regardless of medium, all despaired the lack of insight. But, with the rise of true, purpose-built video marketing platforms, we are now seeing that marketers have gained the analytics they need to get insights, optimize results, and drive more and higher quality leads to the sales team.

2. As the ROI becomes clear, organizations are creating more video

In 2016, 71% of marketers were creating more than 5 videos annually. This year, the number rose to 85%.

Video is exploding. We get it, social media sites get it, analyst firms get it, the whole world seems to get it. And as a result of all the talk, video creation started to rise in 2014-15, but then dropped in 2016. What happened? Marketers, eager to experiment with this new technology, had to reign in video content creation because they couldn’t prove anything. But now, as more and more marketers are easily able to prove video marketing’s ROI though viewing data, marketing system integrations, and multi-touch attribution, video volume is rising again. The number of marketers creating 11-50 videos annually jumped 17 percent this year. Now that video is a well-tuned tool in everyone’s funnel, expect more quality along with more quantity.

3. With ABM, salespeople see marketing’s video results and want in

There has been a two-fold increase in those who use video with the execution of their Account-Based Marketing (ABM) strategy.

When 80 percent of companies have or are planning to launch an ABM strategy, it’s bound to impact how they operate. It draws sales and marketing closer together, at least for top accounts, and it forces them to learn from each other. In the case of video, marketers have rubbed off on salespeople and we’ve seen a 13 percent increase in sales teams using it to influence deals throughout the funnel. Imitation, it seems, is the most cooperative form of flattery.

And, that’s just the tip of the iceberg. Want more insights and to see where you stand compared to your peers? Download The 2017 State of Video Marketing report:

Chris Gillespie