B2B Video Marketing Benchmark Report

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 B2B 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.

Table of Contents

1. Introduction
2. Executive Summary
3. Video Usage
4. Video Marketing Objectives
5. Current Video Marketing Success
6. Obstacles to Video Marketing Success
7. Video Marketing Budget
8. Usage of Channels for Video Distribution
9. Channel Effectiveness for Videos
10. Channel Usage & Success
11. Resources Used for Video Marketing
12. Usage of Video Optimization Tactics
13. Video Optimization Tactic Effectiveness
14. Optimization Usage & Success
15. About Vidyard
16. About Demand Metric & Ascend2
17. Appendix - Survey Background

Research Methodology

Surveys are conducted online from a panel of more than 50,000 Ascend2 research subscribers, representing US and international marketing and sales decision-makers and practitioners in a range of contact roles, company types, sizes and geographic regions. The questionnaire used incorporates standardized research practices across all studies while maintaining a proven 3-minute survey format. Survey findings are examined in a quantitative context by experienced analysts and reported objectively. The Demand Metric and Ascend2 2014 Video Marketing Benchmark Report was administered online in March 2014. During this period, 398 responses were collected that were qualified and complete enough for inclusion in the analysis.