Sales and Marketing Leaders Increase Video Investments Even Though 80% Not Confident in Measuring its Performance

November 7, 2019

For the sixth consecutive 12 months, video funding is up and 94% of firms say movies are useful in their each day advertising and marketing combine.

KITCHENER, Ontario – November 7, 2019 – Vidyard, the main video platform for enterprise, has partnered with Heinz Marketing on an unique analysis report to raised perceive the ability that video has inside the more and more noisy, digital world. Findings uncover how companies in the present day join, talk, and have interaction with patrons via video applications and determine gaps between how B2B professionals understand video and how they really use it.

The survey consists of 218 B2B gross sales and advertising and marketing leaders, all manager-level and above. Respondents maintain a wide range of completely different gross sales and advertising and marketing duties and their firms vary in measurement from SMB organizations to massive enterprises.

Key findings present that video utilization has exploded in the B2B panorama and has change into a staple in in the present day’s trendy advertising and marketing toolkit:

  • There’s no query that video is essential to in the present day’s marketer. A whopping 94% of respondents ranked video as both considerably or very useful in their present gross sales and advertising and marketing methods.
  • Video makes an impression at each stage in the gross sales funnel—creating consciousness, growing the impression of nurture applications, and growing the frequency of signed offers. Video is a straightforward method for patrons to digest complicated content material, which is why not less than half of respondents are utilizing explainer movies, demo movies, and product tutorials with nice success in their advertising and marketing and gross sales methods.
  • Many advertising and marketing and gross sales groups proceed to give attention to early-stage marketing campaign metrics, making it exhausting to show the impression of video on income. Going past metrics like social engagement, will increase in web site visitors, and longer occasions on web site to increasing using video throughout the customer’s journey and monitoring engagement all through will assist gross sales and advertising and marketing groups to raised perceive the impression of their movies and determine areas for enchancment.
  • Accurate video analytics are paramount to a profitable and scalable video technique. But, regardless of that, greater than 80% of respondents agreed that revenue-driving key efficiency indicators (KPIs) like lead conversion, pipeline conversion, and the variety of alternatives created are essentially the most difficult video metrics to trace.
  • Video is right here to remain! Two-thirds of gross sales and advertising and marketing leaders plan to extend their funding in video. Though there may be nonetheless lots to study relating to video manufacturing and efficiency monitoring, the inherent worth it offers is evident to in the present day’s gross sales and advertising and marketing professionals.

The State of Video in B2B Sales and Marketing

It’s clear that whether or not a video is used closely, reasonably, or little or no, it holds deep worth for in the present day’s B2B gross sales and advertising and marketing leaders. Nearly 70% of respondents agree video in the gross sales and advertising and marketing combine is effective, with its rating because the second-most-important content material supply mechanism falling second solely to web site and touchdown pages.

Many motivating elements have contributed to a rise in leaders including a video to their gross sales and advertising and marketing combine. The majority of respondents report that know-how has change into extra accessible and simpler to make use of, and the return on funding (ROI) of video has change into simpler to trace. When it involves the financial funding concerned, it’s additionally clear that B2B gross sales and advertising and marketing leaders don’t really feel they should break the financial institution. Three in 5 respondents report spending lower than 10% of their price range on the manufacturing and promotion of their movies.

Explainer movies, demo movies, product tutorials, and webinars are among the many prime sorts of movies that organizations produce, which is perfect as a result of many of those video varieties require the straightforward share and report of a person’s display. More than half of respondents say movies play a serious position in their gross sales and advertising and marketing combine and recurrently use movies for one-to-one gross sales conversations. Volume isn’t the important thing to video success both, with half of the organizations producing only one to 2 movies in a given month.

The Future of Video in B2B Sales and Marketing

Video helps entrepreneurs and gross sales leaders share extra participating tales to humanize communications and personalize their buyer expertise. Respondents are utilizing each channel accessible to them to advertise their movies, with web sites, e mail, LinkedIn, YouTube, and touchdown pages among the many prime channels. Unfortunately, income metrics are discovered to be essentially the most difficult to trace. Two-thirds of respondents whose movies play a serious position in their gross sales and advertising and marketing combine are usually not assured in their reporting, with the variety of views, lead conversion charges, and time watched among the many prime metrics that respondents observe.

While profitable video applications assist drive patrons from their first touchpoint with a company right down to the final, sellers and entrepreneurs want to speak the worth of video to their group—to have the ability to say that video is, in truth, definitely worth the funding—and they want higher methods of reporting on the metrics that assist inform that story. With a classy video program, B2B gross sales and advertising and marketing professionals can extra successfully inform their tales, have interaction the senses, humanize how they impart, and, most powerfully, personalize the client expertise.

More Information:

About Vidyard
Vidyard is the video platform for enterprise that helps organizations drive extra income via using on-line video. Going past video internet hosting and administration, Vidyard helps companies drive better engagement in their video content material, observe the viewing actions of every particular person viewer, and flip these views into motion. Global leaders resembling Honeywell, LinkedIn, Citibank and Sharp depend on Vidyard to energy their video content material methods and flip viewers into prospects.

About Heinz Marketing
Heinz Marketing is a B2B advertising and marketing and gross sales acceleration agency that delivers measurable income outcomes. Every technique, tactic, and motion has a particular, measured objective. Instead of specializing in the actions, we give attention to the outcomes. What actually issues is gross sales pipeline, closing enterprise, and accelerating income.

Media Contact:
Sandy Pell, Head of Corporate Communications, Vidyard

Sandy Pell

Sandy Pell

Sandy Pell is the Sr. Manager, Corporate Communications and Public Relations at Vidyard. Sandy was named one in every of Canada’s PR Top 30 Under 30 by PR in Canada, and one of many Top 20 TechWomen in Canada by the C100. When she is not crafting distinctive communication items you may discover her reworking clean areas into outstanding locations as a Commercial Mural Artist.

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