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“Personalized Vidyard video messages drove an 8x improvement in click-through rates and a 4x improvement in reply rates.” Read More
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Showing you exactly how to put video to work.
VIDEO IN MOTION BENCHMARK REPORT
The marketing teams generating more pipeline, engaging buyers, and getting found by the right audiences have one thing in common: video is built into every stage of their pipeline.
Eight plays built for marketing teams. Get real benchmarks, proof points, and scripts for turning demand into pipeline.
Get the video plays your marketing team can run right now to drive more pipeline, backed by proof points and benchmarks so you always know when it's working.
Thank you for downloading our latest research. You’ve just joined a select group of forward-thinking leaders committed to data-driven video strategies.
INTRODUCTION
The modern revenue motion is fragmented. Too many channels, too little personalization, too much noise competing for the same attention span.
Video is what holds it together.
From the moment a prospect fills out a form, to the webinar they register for, to the content they find through AI search, video is the thread that runs through every stage of the marketing funnel. Teams that treat it that way are the ones pulling ahead.
This guide is not an argument for why video matters, that argument is settled.
more responses with cadences that include at least one video
higher click-through rates
higher win rates
webinar attendance rate using video reminders before the event
higher engagement overall
This report breaks down video strategies and plays for marketing teams, with the benchmarks to know when video is working and the proof points to back it up.
HOW TO USE THIS GUIDE
This is a reference document. You do not need to read it cover to cover, instead use the guides below to find your starting point.
STAGE 1: NEW TO VIDEO
Start with Play 01 (instant response to inbound leads) and Play 07 (meeting confirmation). These are the highest-volume, lowest-effort entry points: a personalized reply the moment someone fills out a form, and a confirmation video the moment a demo gets booked. No new tooling required, just a person, a camera, and a script.
STAGE 3: ADVANCED
Start with Play 04 (on-demand webinar programs) and Play 05 (embedded product demos) to get more mileage out of content you've already built. Play 06 (AI search visibility) is where most marketing teams aren't looking yet for their video strategy, this is where you can get ahead. Once a few of the plays above are running consistently, Play 08 (Video Agent) is the next step regardless of which stage you started at, automate the ones that are already proving out.
HUMAN ON CAMERA VS. AI AVATARS
Personalized video can be run one of two ways: a real person on camera, or an AI Avatar standing in for one. The right call depends on the moment and use case. Ask these four questions to help you decide.
Is this one strategic account, or one of hundreds of similar leads? A named Tier 1 account on your ABM list deserves a human face. A list of five hundred webinar registrants doesn't need five hundred individually recorded videos to still feel personal.
Has this person seen your face before, or is this the first impression? Once a relationship exists, an AI Avatar can carry routine updates without spending down the trust a real recording built earlier.
Does the content need to reference something unique to this campaign or account, or is it a repeatable message with light personalization?
Is manual recording actually sustainable at the volume this moment needs? An individual who dreads the camera and is expected to record fifty personalized videos a week will burn out or stop doing it. That's a sign to automate, not a failure of the team.
PLAY 01
WHO: Demand gen, Growth marketing (in partnership with SDR/BDR) WHEN: The moment gated content is downloaded, a form is submitted, or a demo is requested.
The average B2B lead response time is 42 hours, nearly two full business days after a prospect raises their hand. By then, the window has already closed. 78% of B2B buyers purchase from the vendor that responds first (6sense), and the chance of qualifying a lead drops by 80% after the first five minutes (InsideSales).
Speed alone isn't the whole answer. A fast, impersonal response can be just as forgettable as a slow one. What actually converts at peak intent is a response that feels like it came from a real person, not a system.
more responses with cadences that include at least one video
response time (80% drop in qualification chance after the first 5 minutes)
When we used this same automated approach at Vidyard to follow up with prospects who visited a booking page but didn't complete scheduling a demo, 1 in 4 of those otherwise lost prospects converted to MQL with no rep involvement.
“Every hour a lead sits in a queue is an hour a competitor has to reach them first. Automating the first video response ensures the rep's face is the first one the prospect sees."
Director, Growth and Demand Generation,
Vidyard
Hi [First Name],
Thanks for downloading [content title]. I'm [Your Name] from [Company Name], here to help if any of it raises questions.
Teams like [Company Name] usually start by looking at [standard next step tied to this asset].
If it'd help to walk through how that applies to you, grab time using the link below.
PLAY 02
WHO: Demand gen, Content, marketing, Marketing ops WHEN: Webinar invites, post-event follow-up, form fills, and content downloads.
Most marketing teams invest heavily in events and content. Far fewer invest in what happens right after. A prospect who gets a personalized video follow-up the same day a webinar ends is far more likely to convert than one who gets a templated email three days later. A prospect who sees a 60-second teaser from the actual presenter before the event already has a connection before it starts.
Video at this stage isn't a nice-to-have layer on top of demand gen. These are just some of the touchpoints you can automate with video for events and webinars:
webinar attendance rate using personalized video reminders before the event (up from a 30-40% baseline)
higher reply rate on follow-up outreach to prospects who attended a video event vs. standard outreach
Hi [First Name],
I'm [Presenter Name], and I'm running [event name] on [date].
I wanted to share one thing we're going to cover that I think is directly relevant to what you're working on: [one specific insight or takeaway].
If that's a problem you're thinking about right now, I'd love to see you there. Registration link is below.
Hi [First Name],
Thanks for joining [event name] today, really glad you could make it. If anything resonated or sparked a question, I'd love to keep the conversation going.
Reply here or grab some time using the link below.
PLAY 03
WHO: VP Marketing, Demand gen, Growth marketing WHEN: Product launches to a relevant list, executive outreach, expansion or renewal campaigns.
Account-based marketing has moved from a niche tactic to the default motion for named-account selling, 90% of organizations have an ABM strategy (Martal). Most teams that run ABM still treat every account the same way regardless of tier, which is exactly where personalized video earns its place.
For top-tier accounts, teams tend to hand-record a genuine 1:1 video from a rep or exec. For broader tiers, teams increasingly use templated or AI-assisted variants with dynamic fields to keep relevance at higher volume. The value depends less on making the video than on whether engagement data flows back into the CRM or MAP fast enough for sales to act on it.
win rate boost
shorter deal cycles
pipeline increase, video paired with agentic AI
Treering, a custom yearbook and keepsake company, runs a fully remote team and needed customer outreach that felt as personal as their product. A recent personalized video campaign hit a 94% open rate and a 53% click-through rate.
“When you see a video made for you, you're going to click it."
Hi [First Name],
[Your Name] from [Company Name] here. We just shipped [feature name], and I thought of [Company Name] specifically because of [account-specific context: a stated priority, a recent initiative, a known pain point].
Here's the two-minute version of what it means for your team: [specific outcome].
Worth 15 minutes to see it against your actual use case?
PLAY 04
WHO: Demand gen, Campaign manager, Content marketing WHEN: Virtual events needing extended reach, evergreen top-of-funnel programs.
The traditional webinar model treats the live event as the deliverable and the recording as an afterthought. Modern marketing teams invert that. The live event becomes raw material for a much longer-running on-demand asset, hosted on a dedicated page and tracked for engagement long after the live date.
On-demand viewing now accounts for roughly 50% of all webinar attendance (ON24). But without the right hosting in place you’re not able to see the signals your on-demand views are telling you.
Vidyard Hubs give your on-demand content a branded, customizable home, with analytics so you can see who watched, how much, and when. With these insights, on-demand views stop being a number on a dashboard and start being a signal your team can act on.
of total views are now from on-demand hosted videos
PLAY 05
WHO: Digital marketing, Product marketing, Demand gen, Content marketing WHEN: Demo pages with plateaued conversion, homepage or top-of-funnel explainer placements.
Embedding your CTA into the video player itself ensures the viewer sees it with context without requiring them to scroll or click away first.
Placement of the CTA within the video matters and is worth testing. The end of the video is consistently the strongest spot, because a viewer who stayed that long has already self-selected as engaged. This may vary though depending on the context and pace of your video.
With Vidyard Hosting you can customize your CTAs and their timing to ensure they are appearing at the ideal moment.
more meetings booked after adding in-video CTAs
of sales conversions driven by video
“I care a lot more about the CTA being embedded into the video, like the fact that I can take them to my meeting link at the end. Even if they don’t convert, it’s so much easier to ask for the meeting after that and to get a yes."
PLAY 06
WHO: VP Marketing, Demand gen, Growth marketing, Content marketing, SEO/AEO team WHEN: When video content is scattered across YouTube, and internal tools, or when organic search traffic is slipping due to AI search.
If your organic traffic or content engagement has been slipping, AI search is a major factor. When someone gets their answer directly from an AI Overview or a chat tool, they often never click through to a website at all.
And when your videos are on YouTube, search engines and AI index that version. If that video gets cited or ranked, the click doesn’t come to you. It goes to a YouTube page, surrounded by recommended videos, half of them your competitors.
Hosting your video on your own domain keeps the indexable version, and the traffic that follows it, on your site. But how do you help AI understand and find the videos on your own site?
Search engines and AI tools are good at reading text, but video doesn’t work that way. A video is a media file, drop one into a webpage and AI has no built-in way to know what it’s about. That’s not a flaw in your video, it’s just a gap in how the content gets described to a machine.
Vidyard Hosting automates adding metadata to your videos, so that your videos get these signals without adding manual work to your team’s plate. That way your videos can stay on your own site while staying eligible for citation in AI search.
of B2B software buyers now rely on AI chatbots somewhere in their research process (G2, 2026)
of buyers think more highly of a vendor when an AI chatbot cites them in a response (G2, 2026)
“For years the question was: can people find my video? Now there's a second question that matters just as much: can AI understand my video? If AI can't read your video's metadata, it can't recommend it, no matter how good the video is."
Content Marketing Manager,
Vidyard
PLAY 07
WHO: Demand gen, Marketing ops, ABM WHEN: Immediately after a meeting is booked.
B2B meeting held rates typically sit between 60-80%. That means even strong teams lose 20-40% of the meetings they book. Multiply that by your average deal size and you start to see it as a real revenue number, not a percentage.
Most teams treat the confirmation as admin: a calendar link, a system notification, a reminder that fires and gets dismissed. But from the buyer's perspective, what happens between booking and the call is a decision journey. And in that window, nothing has made the meeting feel worth protecting. A short personal video sent right after booking changes that.
The prospect sees the person they are meeting, hears what the call will cover, and feels a sense of connection before the conversation ever happens. A calendar event becomes a real commitment.
reduction in no-show rate
open rate on automated meeting confirmation emails
We used this exact play at Vidyard using Video Agent for automated meeting reminders and the payoff was immediate. In the first month, our no-show rate dropped by a third. Why did this video play work better than a standard reminder? A calendar notification says, “You have a meeting.” A personalized video says, “A real person is expecting you.”
“The prospect gets to pre-meet the rep they'll see on the call, which creates a more seamless experience and a real commitment."
Director, Growth and Demand Generation,
Vidyard
Hey [First Name],
[Your Name] from [Company Name] here, I noticed you're doing some interesting things over at [Company Name]. I made this quick video to introduce myself personally and explore how we can help your team achieve even better results.
Looking forward to learning more. See you then.
PLAY 08
WHO: Demand gen, Marketing ops, Growth marketing WHEN: When the plays above are working and the bottleneck is capacity, not quality.
Every play in this report is more powerful at scale. But scaling without personalization is just more noise. Video Agent triggers personalized video from real buyer behavior signals, like a form fill, a webinar registration, or a booked demo.
At Vidyard, embedding Video Agent across our own marketing motion delivered three clear results across three different use cases: no-show rates dropped by 33%, inbound lead response scaled without adding headcount, and webinar attendance climbed to nearly 50%.
Start with one trigger. Meeting confirmation is the lowest-effort entry point: high ROI, minimal setup, immediate impact on no-show rates. Once that's running, expand to inbound lead response, then event and webinar reminders. Build the motion before you scale it.
reduction in no-show rate once Video Agent runs meeting confirmations
webinar attendance rate once Video Agent runs pre-event reminders
While some moments can be automated with AI Avatars, saving your team time, some moments are more suited for a human filmed video. Here’s some examples of when to use each.
| Use AI Avatar when... | Record manually when... |
|---|---|
| Sending an inbound lead follow-up to a high volume of form fills | Reaching out to a Tier 1 ABM account for the first time |
| Confirming a meeting booking with a personalized reminder | Following up with a champion mid-campaign, where the relationship matters |
| Sending a post-webinar follow-up to everyone who attended | Recording a presenter teaser, where personality and credibility carry the message |
| Nurturing a lead who downloaded content or filled out a form | Delivering an account-specific ABM video for a strategic account |
| Re-engaging a webinar no-show | Introducing a new campaign to an executive stakeholder for the first time |
REFERENCE
Every benchmark from every play in one place. Use these to set targets, measure results, and know when your video strategy is working.
| Play | What to measure | What success looks like |
|---|---|---|
| Play 01: Instant response to inbound leads | Reply rate | 50% more response with video in the cadence |
| Play 02: Events and webinars | Webinar attendance rate | ~50%, up from a 30–40% baseline |
| Play 03: ABM personalized video | Win rate | 35% win rate increase |
| Play 04: On-demand webinar programs | On-demand share of attendance | ~50% of total views are now on-demand |
| Play 05: Embedded product demos | Meetings booked | 4x more meetings booked after adding in-video CTAs |
| Play 07: Meeting confirmation video | No-show rate | Up to 33% drop |
| Play 07: Meeting confirmation video | Confirmation email open rate | 70-77% open rates |
NEXT STEPS
The teams that build a video motion do not build it all at once. They start with one play, prove it works, and roll from there.
New to video? Start with one play that you think will have the highest ROI for your team, run it for 30 days and measure the results.
Once you’ve proven out a play, share it with your team. Set one benchmark to beat, run it and then review your results. The best adoption stories start with one win, and a "wait, how did you do that?" moment.
When a play is working, Video Agent multiplies the output without multiplying headcount. Automate the repeatable work so your team can spend time on the conversations that actually close deals and keep customers.
Get the video plays your marketing team can run right now to drive more pipeline, backed by proof points and benchmarks so you always know when it's working.
