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RESEARCH, ANALYSIS & TRENDS

B2B Benchmarks &

Best Practices Report

on Video Marketing

Video has become the most engaging form of communi-
cations for marketing purposes and is an increasingly
important piece of the online B2B marketing mix.

But what will be the most challenging obstacles to video
marketing success in the year ahead and how will B2B
marketers overcome them? Demand Metric’s B2B
Benchmarks & Best Practices Report on Video Market-
ing has all the answers.

Video Usage

 Of the almost 400 B2B professionals participating in
this study, more than two-thirds (69%) have used
video for B2B marketing purposes.
 The remaining 31% have not begun using video in
their marketing strategies, however, they are plan- Not surprisingly, increasing lead generation and online
ning to in the future. engagement followed closely behind the leading re-
sponse.
Organizations that have not used video for marketing
and are not planning to were disqualified from participat- Interestingly, the objectives for increasing conversion
ing in the remainder of the survey. rates and direct sales were chosen the least for this
survey question. However, one can infer that, by way of
the other objectives on this list, video marketing initia-
tives will eventually produce more conversions and
generate more revenue for the organization.

Current Video Marketing Success

Presently, 15% of survey participants consider video
marketing “Very successful” at achieving important ob-
jectives. Another 67% rated video marketing a less en-
thusiastic, but supportive “somewhat successful”.

Video Marketing Objectives

The most important objectives for B2B video marketing
strategies range from the easily measureable (lead gen-
eration) to the less discernible (brand awareness).

Although brand awareness is not easily measured,
more than half of respondents (52%) found this objec-

tive to be the most important for the upcoming year.
16 Asian eMarketing June 2014 - Video Marketing