B2B Video Marketing Benchmark Report

1. B2B Video Marketing Benchmark Report © 2014 Demand Metric Research Corporation in Partnership with Ascend2. All Rights Reserved. Benchmark Report B2B Video Marketing: Sponsored By:

2. TABLE OF CONTENTS 3 4 5 6 7 8 Executive Summary Video Usage Video Marketing Objectives Current Video Marketing Success Obstacles to Video Marketing Success Video Marketing Budget 13 15 16 Usage of Video Optimization Tactics Optimization Usage & Success About Vidyard 11 12 Channel Usage & Success Resources Used for Video Marketing 17Usage of Channels for Video Distribution About Demand Metric & Ascend29 14 Video Optimization Tactic Effectiveness 18Channel Effectiveness for Videos Appendix – Survey Background10 TABLE OF CONTENTS 3 4 5 6 7 8 Executive Summary Video Usage Video Marketing Objectives Current Video Marketing Success Obstacles to Video Marketing Success Video Marketing Budget 13 15 16 Usage of Video Optimization Tactics Optimization Usage & Success About Vidyard 11 12 Channel Usage & Success Resources Used for Video Marketing 17Usage of Channels for Video Distribution About Demand Metric & Ascend29 14 Video Optimization Tactic Effectiveness 18Channel Effectiveness for Videos Appendix – Survey Background10

3. EXECUTIVE SUMMARY Video has become the most engaging form of communications 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? To find out, Demand Metric in partnership with Ascend2, fielded the Video Marketing Survey and completed interviews with 398 marketing, sales and business professionals from around the world; 28% of whom are dedicated to the B2B channel and are represented in this report. We thank these busy professionals for sharing their valuable insights with us. This research has been produced for your use. Put it to work in your own marketing strategy planning and presentation materials. Clip the charts and write about them in your blog or post them on social media. Please share this research credited as published. - Jerry Rackley, Chief Analyst – Demand Metric EXECUTIVE SUMMARY Video has become the most engaging form of communications 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? To find out, Demand Metric in partnership with Ascend2, fielded the Video Marketing Survey and completed interviews with 398 marketing, sales and business professionals from around the world; 28% of whom are dedicated to the B2B channel and are represented in this report. We thank these busy professionals for sharing their valuable insights with us. This research has been produced for your use. Put it to work in your own marketing strategy planning and presentation materials. Clip the charts and write about them in your blog or post them on social media. Please share this research credited as published. - Jerry Rackley, Chief Analyst – Demand Metric

4. VIDEO USAGE Of the 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 planning to in the future. Organizations that have not used video for marketing and are not planning to were disqualified from participating in the remainder of the survey. Figure 1: Current and Future Video Usage for B2B Marketing B2B Video Marketing Benchmark Survey, Demand Metric and Ascend2, June 2014, n=118 69% 31% B2B Video Marketing Usage Have used video for B2B marketing purposes Have not used video but we are planning to VIDEO USAGE Of the 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 planning to in the future. Organizations that have not used video for marketing and are not planning to were disqualified from participating in the remainder of the survey. Figure 1: Current and Future Video Usage for B2B Marketing B2B Video Marketing Benchmark Survey, Demand Metric and Ascend2, June 2014, n=118 69% 31% B2B Video Marketing Usage Have used video for B2B marketing purposes Have not used video but we are planning to

5. 15% 19% 26% 35% 37% 42% 45% 52% 0% 20% 40% 60% Increase direct sales Increase conversion rate Increase website traffic Improve lead nurturing Improve customer education Increase online engagement Increase lead generation Increase brand awareness Most Important Video Marketing Objectives B2B Video Marketing Benchmark Survey, Demand Metric and Ascend2, June 2014, n=118 VIDEO MARKETING OBJECTIVES Figure 2: Most Important Video Marketing Objectives for the Upcoming Year The most important objectives for B2B video marketing strategies range from the easily measureable (lead generation) to the less discernible (brand awareness). Survey participants were asked to choose all of the objectives that applied to their organization. The data from these responses is displayed in Figure 2. Although brand awareness is not easily measured, more than half of respondents (52%) found this objective to be the most important for the upcoming year. Not surprisingly, increasing lead generation and online engagement followed closely behind the leading response. Interestingly, the objectives for increasing conversion 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 initiatives will eventually produce more conversions and generate more revenue for the organization. 15% 19% 26% 35% 37% 42% 45% 52% 0% 20% 40% 60% Increase direct sales Increase conversion rate Increase website traffic Improve lead nurturing Improve customer education Increase online engagement Increase lead generation Increase brand awareness Most Important Video Marketing Objectives B2B Video Marketing Benchmark Survey, Demand Metric and Ascend2, June 2014, n=118 VIDEO MARKETING OBJECTIVES Figure 2: Most Important Video Marketing Objectives for the Upcoming Year The most important objectives for B2B video marketing strategies range from the easily measureable (lead generation) to the less discernible (brand awareness). Survey participants were asked to choose all of the objectives that applied to their organization. The data from these responses is displayed in Figure 2. Although brand awareness is not easily measured, more than half of respondents (52%) found this objective to be the most important for the upcoming year. Not surprisingly, increasing lead generation and online engagement followed closely behind the leading response. Interestingly, the objectives for increasing conversion 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 initiatives will eventually produce more conversions and generate more revenue for the organization.

6. ABOUT VIDYARD Vidyard is a video marketing and analytics platform focused on showing clients exactly how viewers interact with their videos. This means customers can continuously improve their marketing strategy based on measurable results. Along with hosting video content, Vidyard reveals who’s watching your videos, and for how long with detailed viewer analytics and engagement data you can push directly into your MAP and CRM. For more information, visit www.vidyard.com. ABOUT VIDYARD Vidyard is a video marketing and analytics platform focused on showing clients exactly how viewers interact with their videos. This means customers can continuously improve their marketing strategy based on measurable results. Along with hosting video content, Vidyard reveals who’s watching your videos, and for how long with detailed viewer analytics and engagement data you can push directly into your MAP and CRM. For more information, visit www.vidyard.com.

7. ABOUT DEMAND METRIC & ASCEND2 About Demand Metric Demand Metric is a global marketing research & advisory firm serving a membership community of over 40,000 marketing professionals, CEOs, and business owners with advisory services, 100+ research & benchmark reports, 20+ consulting methodologies, 50+ training e-workshops & courses, and a library of 500+ practical tools and templates. To learn more about Demand Metric, please visit: www.demandmetric.com. About Ascend2 Ascend2 is a market research firm with over 50,000 research subscribers and survey panelists comprised of sales & marketing professionals. Each month they field new research studies and generate reports that typically include 12 to 18 pages of charts and analytical commentary. Demand Metric partners with Ascend2 to leverage their panel of research survey panelists and develop additional benchmark reports for community members. Learn more about Ascend2 at www.Ascend2.com. To read the rest of this report, become a Demand Metric member today! ABOUT DEMAND METRIC & ASCEND2 About Demand Metric Demand Metric is a global marketing research & advisory firm serving a membership community of over 40,000 marketing professionals, CEOs, and business owners with advisory services, 100+ research & benchmark reports, 20+ consulting methodologies, 50+ training e-workshops & courses, and a library of 500+ practical tools and templates. To learn more about Demand Metric, please visit: www.demandmetric.com. About Ascend2 Ascend2 is a market research firm with over 50,000 research subscribers and survey panelists comprised of sales & marketing professionals. Each month they field new research studies and generate reports that typically include 12 to 18 pages of charts and analytical commentary. Demand Metric partners with Ascend2 to leverage their panel of research survey panelists and develop additional benchmark reports for community members. Learn more about Ascend2 at www.Ascend2.com. To read the rest of this report, become a Demand Metric member today!