New Research Finds Use of Video Accelerating in B2B with 71 Percent Reporting that Video Converts Better than Other Content Types


November 2, 2017

Today, 90 Percent Report that Video is Becoming a More Important Content Type for Driving Business Results

KITCHENER, Ontario – November 2, 2017 – For the fourth 12 months in a row, Vidyard, the brand new technology video platform for enterprise, has partnered with Demand Metric, the advertising analysis and advisory agency, to publish The 2017 State of Video Marketing report. Based on analysis performed with B2B advertising and gross sales groups throughout a variety of markets and firm sizes, this 12 months’s outcomes confirmed that the use of video inside advertising groups is quickly accelerating with a big development in the quantity of gross sales groups now additionally utilizing video:   

  1. Video Creation Remains Priority as Usage Rapidly Increases: Over 90 % of research members report that video is changing into extra essential as a type of advertising content material, whereas 93 % report having some sort of video creation capabilities in-house to mirror these wants.
  2. The Role of Video is Expanding from Marketing to Sales: 37 % of gross sales groups are actually utilizing video all through the gross sales cycle and 23 % are actually creating their very own video content material, each measures are up extra than 50% from the earlier 12 months.
  3. Video is Becoming More Integrated with Business Systems: 45 % of entrepreneurs report integrating video knowledge inside their advertising automation or buyer relationship platforms, up extra than 30 % from the earlier 12 months.

Video Creation Remains Priority as Usage Rapidly Increases

For the fourth consecutive 12 months, over 90 % of research members report that video is changing into extra essential as a type of advertising content material inside their companies. The share of members that report that video converts higher than different content material varieties have averaged 71 % over the 4 years of this research, with video remaining the favored content material sort. The mostly produced video continues to be Product movies, produced by 63 % of the organizations surveyed.

As companies proceed to create movies, budgets are following. This 12 months, 90 % of research members reported having the identical or a rising video price range. The utilization of video throughout web sites, social media, touchdown pages and gross sales conversations has elevated year-over-year, with the quantity of movies produced yearly rising to a median of 38 movies, up 31 % from 29 final 12 months. Today, solely seven % of research members rely completely on third-party manufacturing for video creation with 93 % having some sort of video creation manufacturing capabilities in-house.

“Marketers today need little convincing that video is a powerful content form. By every measure —lead creation, conversions, SERP ranking, time on page, likes, shares and any other form of engagement—video’s power to inform and persuade is unmatched,” says Jeff Loeb, CMO at Vidyard. “With the rise of new-generation video platforms, advertising and gross sales groups are utilizing video to drive extra certified leads, lower by the noise, and speed up pipeline”.

The Role of Video is Expanding from Marketing to Sales

There has been a two-fold improve in the quantity of survey respondents who report utilizing video as half of their account-based advertising (ABM) technique. More corporations at present (37 %) use video as half of their gross sales conversion course of, up from 25 % final 12 months. Video creation inside gross sales departments can also be on the rise with the introduction of instruments like Vidyard GoVideo and others. Results point out that 23 % of gross sales groups are creating extra of their very own video content material this 12 months, up from simply 15 % in 2016. Usage of video viewing knowledge by gross sales groups to qualify, interact or affect offers can also be up 13 % year-over-year which signifies that video has grow to be extra accessible and fascinating for customized communications.

Video is Becoming More Integrated with Business Systems

Integrating video viewing knowledge into advertising automation platforms (MAP) or buyer relationship administration platforms (CRM) like Salesforce, Marketo, Eloqua, Hubspot, and others allow advertising and gross sales groups to observe and observe video utilization metrics. In 2017, 45 % of entrepreneurs reported having built-in video viewing knowledge inside these purposes, up from 30 % every of the final two years. The share of organizations that have built-in video viewing knowledge – and are exploiting it – with key gross sales and advertising programs jumped from 13 to 20 % this 12 months.

Over 70 % of this research’s members had been in advertising roles in B2B or combined B2B/B2C organizations that reported income development in essentially the most not too long ago accomplished fiscal 12 months. All of the organizations that participated in this research are utilizing video in their gross sales and advertising efforts. Agencies and studios had been disqualified from contributing to the research.

More Information:

About Vidyard

Vidyard is the brand new technology video platform for enterprise that helps organizations drive extra income by the use of on-line video. Going past video internet hosting and administration, Vidyard helps companies drive higher engagement in their video content material, observe the viewing actions of every particular person viewer, and switch these views into motion. Global leaders comparable to Honeywell, McKesson, Lenovo, LinkedIn, Citibank, and Sharp depend on Vidyard to energy their video content material methods and switch viewers into prospects.

About Demand Metric

Demand Metric is a advertising analysis and advisory agency serving a membership neighborhood of over 100,000 advertising professionals and consultants in 75 international locations. Offering consulting playbooks, advisory companies, and 500+ premium advertising instruments and templates, Demand Metric assets and experience assist the advertising neighborhood plan extra effectively and successfully, reply the tough questions on their work with authority and conviction, and full advertising initiatives extra shortly and with higher confidence — thus boosting the respect of the advertising workforce and making it simpler to justify assets the workforce must succeed. To be taught extra about Demand Metric, please go to www.demandmetric.com

Media Contact:

Sandy Pell, Senior Manager, Corporate Communications, Vidyard

Email: press@vidyard.com

Sandy Pell

Sandy Pell

Video creation and in-house manufacturing are on the rise as B2B advertising and gross sales groups more and more flip to video to shut offers sooner, however many proceed to overlook the total alternatives accessible
KITCHENER, Ontario – November 2, 2017 – For the fourth 12 months in a row, Vidyard, the brand new technology video platform for enterprise, has partnered with Demand Metric, the advertising analysis and advisory agency, to publish The 2017 State of Video Marketing report. Based on analysis performed with B2B advertising and gross sales groups throughout a variety of markets and firm sizes, this 12 months’s outcomes confirmed that the use of video inside advertising groups is quickly accelerating with a big development in the quantity of gross sales groups now additionally utilizing video:
Video Creation Remains Priority as Usage Rapidly Increases: Over 90 % of research members report that video is changing into extra essential as a type of advertising content material whereas 93 % report having some sort of video creation capabilities in-house to mirror these wants.
The Role of Video is Expanding from Marketing to Sales: 37 % of gross sales groups are actually utilizing video all through the gross sales cycle and 23 % are actually creating their very own video content material, each measures are up extra than 50% from the earlier 12 months.
Video is Becoming More Integrated with Business Systems: 45 % of entrepreneurs report integrating video knowledge inside their advertising automation or buyer relationship platforms, up extra than 30% from the earlier 12 months.
Use of Advanced Video Analytics Remains on the Horizon: 28 % of members nonetheless have no idea the ROI of their video advertising efforts, and simply over half say they’ve entry to solely primary metrics to know video viewing consumption.
Video Creation Remains Priority as Usage Rapidly Increases
For the fourth consecutive 12 months, over 90 % of research members report that video is changing into extra essential as a type of advertising content material inside their companies. The share of members that report that video converts higher than different content material varieties has averaged 71 % over the 4 years of this research, with video remaining the favored content material sort. The mostly produced video continues to be Product movies, produced by 63 % of the organizations surveyed.
As companies proceed to create movies, budgets are following. This 12 months, 90 % of research members reported having the identical or a rising video price range. The utilization of video throughout web sites, social media, touchdown pages and gross sales conversations has elevated year-over-year, with the quantity of movies produced yearly rising to a median of 38 movies, up 31 % from 29 final 12 months. Today, solely seven % of research members rely completely on third-party manufacturing for video creation with 93 % having some sort of video creation manufacturing capabilities in-house.
The Role of Video is Expanding from Marketing to Sales
There has been a two-fold improve in the quantity of survey respondents who report utilizing video as half of their account-based advertising (ABM) technique. More corporations at present (37 %) use video as half of their gross sales conversion course of, up from 25 % final 12 months. Video creation inside gross sales departments can also be on the rise with the introduction of instruments like Vidyard GoVideo and others. Results point out that 23 % of gross sales groups are creating extra of their very own video content material this 12 months, up from simply 15 % in 2016. Usage of video viewing knowledge by gross sales groups to qualify, interact or affect offers can also be up 13 % year-over-year which signifies that video has grow to be extra accessible and fascinating for customized communications.
Video is Becoming More Integrated with Business Systems
Integrating video viewing knowledge into advertising automation platforms (MAP) or buyer relationship administration platforms (CRM) like Salesforce, Marketo, Eloqua, Hubspot, and others allow advertising and gross sales groups to observe and observe video utilization metrics. In 2017, 45 % of entrepreneurs reported having built-in video viewing knowledge inside these purposes, up from 30 % every of the final two years. The share of organizations that have built-in video viewing knowledge – and are exploiting it – with key gross sales and advertising programs jumped from 13 to 20 % this 12 months.
Use of Advanced Video Analytics Remains on the Horizon
In this 12 months’s research, essentially the most regarding statistic is that practically one-third (28 %) of members nonetheless have no idea the ROI of their video advertising efforts, and simply over half depend on primary video consumption metrics as an indicator of success. Only 13 % of members have invested in superior metrics that assist them perceive income influence and decide ROI of video as a content material medium. The use of superior metrics has remained flat over all research years.
“Marketers today need little convincing that video is a powerful content form. By every measure —conversion, SERP ranking, time on page, likes, shares and any other form of engagement—video’s power to inform and persuade is unmatched,” says Jeff Loeb, CMO at Vidyard. “Until recently, the video marketing ecosystem was fairly fractured and marketers had limited access to data to prove its ROI. With the rise of new-generation video platforms, today’s marketers have access to the analytics they need to get insights, optimize results, and drive more qualified leads to their sales team.”
Over 70 % of this research’s members had been in advertising roles in B2B or combined B2B/B2C organizations that reported income development in essentially the most not too long ago accomplished fiscal 12 months. All of the organizations that participated in this research are utilizing video to a point in their advertising efforts. Agencies and studios had been disqualified from contributing to the research.
More Information:
Download the Report: https://www.vidyard.com/resources/state-of-video-marketing-2017-report/
Blog Post: https://www.vidyard.com/blog/peers-beating-video-marketing-results/
About Vidyard
Vidyard is the brand new technology video platform for enterprise that helps organizations drive extra income by the use of on-line video. Going past video internet hosting and administration, Vidyard helps companies drive higher engagement in their video content material, observe the viewing actions of every particular person viewer, and switch these views into motion. Global leaders comparable to Honeywell, McKesson, Lenovo, LinkedIn, Citibank, and Sharp depend on Vidyard to energy their video content material methods and switch viewers into prospects.
About Demand Metric
Demand Metric is a advertising analysis and advisory agency serving a membership neighborhood of over 100,000 advertising professionals and consultants in 75 international locations. Offering consulting playbooks, advisory companies, and 500+ premium advertising instruments and templates, Demand Metric assets and experience assist the advertising neighborhood plan extra effectively and successfully, reply the tough questions on their work with authority and conviction, and full advertising initiatives extra shortly and with higher confidence — thus boosting the respect of the advertising workforce and making it simpler to justify assets the workforce must succeed. To be taught extra about Demand Metric, please go to www.demandmetric.com
Media Contact:
Sandy Pell, Senior Manager, Corporate Communications, Vidyard
Email: press@vidyard.com



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