9 Usage of Channels for Video Distribution 17 About Demand Metric & Ascend2
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.
3
VIDEO USAGE
Figure 1: Current and Future Video Usage for B2B Marketing
B2B Video Marketing Benchmark Survey, Demand Metric and Ascend2, June 2014, n=118
4
VIDEO MARKETING OBJECTIVES
Figure 2: Most Important Video Marketing Objectives for the Upcoming Year
B2B Video Marketing Benchmark Survey, Demand Metric and Ascend2, June 2014, n=118
6
OBSTACLES TO VIDEO MARKETING SUCCESS
Figure 4: Most Challenging Obstacles to Video Marketing Success
8
USAGE OF CHANNELS FOR VIDEO DISTRIBUTION
Figure 6: Online Channels Used for Video Distribution
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CHANNEL EFFECTIVENESS FOR VIDEOS
Figure 7: Most Effective Channels for Video Distribution
10
CHANNEL USAGE & SUCCESS COMPARISON
Figure 8: Comparison of Channel Usage and Relative Channel Effectiveness
B2B Video Marketing Benchmark Survey, Demand Metric and Ascend2, June 2014, n=118
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RESOURCES USED FOR VIDEO MARKETING
Figure 9: Description of Resources Used for Video Marketing Campaigns
11%
Outsource all
or most Survey participants were asked to discuss whether the
campaigns to resources used for video marketing campaigns were in-
an agency 35% house, outsourced, or a combination of both.
Combination
of outsourced The results of this inquiry is displayed in Figure 9.
and in-house
resources 65% of B2B organizations outsource all or part of their
video marketing campaigns, gaining the specialized
Use in-house
resources only 54% skills and resources not available internally.
B2B Video Marketing Benchmark Survey, Demand Metric and Ascend2, June 2014, n=118
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USAGE OF VIDEO OPTIMIZATION TACTICS
Figure 10: Video Optimization Tactics Used for SEO Purposes
Usage of Video Optimization Tactics Survey participants were asked to choose all of the
optimization tactics that are currently being used for video
marketing. Figure 10 illustrates their responses.
Tagging videos with search keywords 58%
Posting videos on your company blog 44% Search engines love videos. For this reason, it is no
surprise that tagging videos with search keywords was
Optimizing file names with keywords 40% the most used optimization tactic by 58% of B2B
organizations.
Unique URLs to video website pages 33%
Providing code to embed videos on sites 29% As video becomes more popular among B2B organizations,
all activities associated with optimizing video content will be
Optimizing videos for sharing sites 23% important to the success of an organization’s overall video
marketing program.
Promoting video content with PRs 21%
Posting video transcripts online 16% Eventually tagging videos with search keywords will
become standard practice and we will see an upward
0% 20% 40% 60% shift in the importance of other video optimization
tactics.
B2B Video Marketing Benchmark Survey, Demand Metric and Ascend2, June 2014, n=118
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VIDEO OPTIMIZATION TACTIC EFFECTIVENESS
Figure 11: Most Effective Video Optimization Tactics
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OPTIMIZATION USAGE & SUCCESS COMPARISON
Figure 12: Comparison of Optimization Tactic Usage and Relative Tactic Effectiveness
B2B Video Marketing Benchmark Survey, Demand Metric and Ascend2, June 2014, n=118
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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.
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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.
Using Demand Metric resources, members complete projects faster and with greater confidence, boosting respect for the
marketing team and making it easier to justify needed resources. Our 1,200+ corporate clients range from start-ups to consulting
firms to members of the Global 1000.
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.
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APPENDIX – SURVEY BACKGROUND
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.
Summarized below is the basic categorization data collected about respondents to enable filtering and analysis of the data:
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Benchmark Report