Research Report - November 2015
STATE OF B2BVIDEOMARKETING 2015
WHO WE SPOKE TO
B2B marketers are giving increasing importance to video marketing,
as suggested by the various studies that have been done on the
subject, including our own1, we wanted to understand in greater
detail how marketers have been successful in implementing a video
marketing strategy and what challenges they face in getting the most
out of their investment.
With this in mind, we spoke to senior marketers from companies
across a range of product categories globally, with a fair mix of
product and service offerings.
© REGALIX RESEARCH STATE OF B2B VIDEO MARKETING 2015 / 01
1Source : State of B2B Content Marketing 2015
KEY FINDINGS:
84% respondents expect their video marketing
budget to increase in the next 12 months» tweet this «
77% respondents say their customers prefer
video content to text» tweet this «
70% respondents say they invest in
video marketing» tweet this «
© REGALIX RESEARCH STATE OF B2B VIDEO MARKETING 2015 / 02
83% respondents agree - videos are effective in
meeting their content marketing goals» tweet this «
79% respondents use social media for
distributing videos» tweet this «
MAJORITY OF ORGANIZATIONS SAY THEY INVEST IN VIDEO MARKETING
© REGALIX RESEARCH STATE OF B2B VIDEO MARKETING 2015 / 03
70 percent of respondents said their companies invest in video marketing. While this
may seem encouraging, it still means that nearly one-third of the organizations we
spoke to were yet to invest in it.
Of those yet to invest, 57% said it was lack of budget that stopped them from
investing, while 46% said it was lack of an effective video marketing strategy.
Does your company invest in Video Marketing?
30%No
70%Yes
© REGALIX RESEARCH STATE OF B2B VIDEO MARKETING 2015 / 04
In your opinion, what are the key obstacles stopping you from investing in Video Marketing?
57%Lack of budget
46%Lack of effective Video Marketing strategy
32%Lack of expertise
14%
29%Inability to measure the effectiveness/ ROI
18%Inadequate understanding of target audience behavior
Inability to track/ measure the campaign performance
4%Highly competitive
83 PERCENT OF RESPONDENTS AGREE VIDEOS ARE EFFECTIVE IN MEETING THEIR CONTENT MARKETING GOALS
The remaining 17% said they somewhat agree with the statement.
© REGALIX RESEARCH STATE OF B2B VIDEO MARKETING 2015 / 05
Do you think videos are effective in meeting your content marketing goals?
17%Somewhat agree
83%Agree
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INCREASE BRAND AWARENESS TOPS THE LIST OF OBJECTIVES PURSUED BY VIDEO MARKETING
91 percent of respondents we spoke to, chose increase brand awareness as their key
video marketing objective, followed by accelerate lead generation (68%) and establish
oneself as a thought leader (66%).
Significantly, most of the objectives pursued were towards pre-sale; of the post-sale
objectives, enhance customer adoption and usage of products/ services was mentioned
by 51% of respondents.
Which of the following objectives do you plan to meet using Video Marketing?
91%Increase brand awareness
66%Establish oneself as a thought leader
68%Accelerate lead generation
62%Trigger customer engagement
40%Build competitive advantage
51%Enhance customer adoption and usage of products/services
62%Build credibility and trust
55%Influence purchase
33%Define product use case
49%Convey unique product positioning
© REGALIX RESEARCH STATE OF B2B VIDEO MARKETING 2015 / 07
© REGALIX RESEARCH STATE OF B2B VIDEO MARKETING 2015 / 08
CORPORATE VIDEOS, PRODUCT DEMOS AMONG MOST POPULAR VIDEO FORMATS
Corporate videos (76%) proved to be the most popular video format used by marketers as
part of their marketing mix; followed by product demos at 64%.
Keeping in line with our earlier observation that video marketing was used more as a
pre-sale tool; a majority of the popular video formats were also skewed toward performing
better at the pre-sale stage of the buying cycle.
Please select the different formats of videos used as a part of your marketing mix.
76%Corporate Videos
64%Product Demo
55%Webinar
51%Testimonials
38%Animations
44%Case Study
51%How-to/ Tutorial
22%Chalk-Talks/ Expert-Talks
49%Interview
Vlogs 20%
15%Product Reviews
24%Presentation
Vine 6%
38%On-Location/ At-Event
Viral Videos 11%
11%Behind-the-Scenes/ Documentary
© REGALIX RESEARCH STATE OF B2B VIDEO MARKETING 2015 / 09
Please map which of these different video formats perform better at different stages of the buying cycle?
83%18%
26%74%
33%67%
16%84%
31%69%
83%17%
85%15%
30%70%
39%61%
56%44%
52%48%
14%86%
27%73%
Testimonial
Case Study
Viral Videos
Corporate Videos
Product Demo
Chalk-talks/Expert-Talks
On-Location/ At-Event
Presentations
Interview
Vines
Webinar
Vlogs
Behind-the-Scenes/Documentary
How to Tutorial 13%87%
© REGALIX RESEARCH STATE OF B2B VIDEO MARKETING 2015 / 10
Pre-Sales Stage Post-Sales Stage
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SOCIAL MEDIA - THE MOST USED CHANNEL FOR DISTRIBUTING VIDEOS
Social media (79%) topped the list of channels most frequently used by marketers for
distributing videos, followed closely by websites at 77%.
What are the top 3 media channels that you use for distributing videos?
79%Social Media
77%
58%
25%
8%
56%
21%
6%
Websites
Video Sharing Sites
Events (web-based/ in-person)
Search Engine (Organic)
Mobile
Paid Search
© REGALIX RESEARCH STATE OF B2B VIDEO MARKETING 2015 / 12
VIDEO CAMPAIGNS FOR MOBILE DEVICES NOT A POPULAR OPTION; BUT OPTIMIZATION FOR MOBILE IS
Only 23 percent of respondents said they run video campaigns especially for mobile devices;
in comparison, 47% of respondents said they either use a mobile application or optimize
their videos for mobile viewing.
Do you run video campaigns especially for mobile devices?
23%Yes
77%No
Do you use any of the following strategies to optimize the experience for “Mobile” users?
47%Use the YouTube mobile application
47%
Make sure videos are mobile optimized including customizing
the text and screen for smaller - screen devices
24%Enable HTML live streaming to deliver video quality based on
viewers’ bandwidth
12%Enable “view later” option
© REGALIX RESEARCH STATE OF B2B VIDEO MARKETING 2015 / 13
WHEN IT COMES TO PROMOTING THEIR VIDEOS, MOST MARKETERS STICK TO BASICS
Adding tags & titles was picked by 75% of the respondents we spoke to, as the strategy
they used for promoting their videos; while 72% chose integrating your video/ YouTube
channel with your website.
Paid advertising only accounted for 19% of respondents.
© REGALIX RESEARCH STATE OF B2B VIDEO MARKETING 2015 / 14
List the strategies you use for promoting your videos.
75%Adding Tags & Titles
72%Integrating your video/ Youtube channel with your website
70%Keeping video short
36%Adding your videos to strategic playlists
19%Separate landing page for each video
23%Integrating your community with your videos
55%Adding a call to action to the description and annotation
28%Branding your YouTube channel by customizing the layout, playlists to
match your brand experience
17%Making video interactive:
including in-video links, quizzes, surveys and forms
19%Paid advertising
2%Working with celebrities to endorse your video
© REGALIX RESEARCH STATE OF B2B VIDEO MARKETING 2015 / 15
© REGALIX RESEARCH STATE OF B2B VIDEO MARKETING 2015 / 16
86 PERCENT OF RESPONDENTS RELY ON TRACKING VIEWS TO MEASURE THE PERFORMANCE OF THEIR VIDEOS
While a large majority of marketers chose to keep it simple, there were others who picked
more sophisticated parameters like attention span and drop-off rates (54%) to measure the
performance of their video marketing efforts.
Which metrics do you use to measure performance of your videos?
86%Tracking Views
54%Attention span and drop-off rates
54%Leads Generated
49%Clicking call to action
23%Event tracking using Google Analytics
14%Revenue/ Sales Growth
42%Social Media Conversations
47%Click through rates
14%The total amount of your video content leads consume
9%Brand Mentions
9%Customer Recommendation
40%Engagement
© REGALIX RESEARCH STATE OF B2B VIDEO MARKETING 2015 / 17
HALF THE ORGANIZATIONS OUTSOURCE THEIR VIDEO MARKETING ACTIVITIES
51 percent of the respondents we spoke to, said they outsource their
video marketing activities.
Do you outsource your Video Marketing activities?
49%51%NoYes
© REGALIX RESEARCH STATE OF B2B VIDEO MARKETING 2015 / 18
CUSTOMERS FAVOR VIDEOS, SAY MARKETERS; BUT COST STILL A KEY CHALLENGE
77 percent of respondents said their customers prefer video content to text;
while another 63% felt videos are more likely to get shared over social media than other
content formats.
When asked what the key challenges to video marketing were, 77% of the respondents
chose to mention cost, while 59% mentioned difficulty in measuring ROI.
What are the benefits of Video Marketing?
63%Videos are more likely to get shared over social media than other content formats
14%Video are easily searchable
51%Videos increase open rate/click through rate
77%Customers prefer video content to text
What are the key challenges of Video Marketing?
77%Cost
59%Difficulty in measuring ROI
34%Lack of expertise
25%Difficult to convert viewers
16%Management buy-in
23%Distributing video content
© REGALIX RESEARCH STATE OF B2B VIDEO MARKETING 2015 / 19
MOST MARKETERS EXPECT THEIR VIDEO MARKETING SPENDS TO GO UP IN THE NEXT 12 MONTHS
84 percent of respondents said they expect their video marketing budget to increase in the
next 12 months; 16% felt it would remain the same. None thought it would decrease.
When asked what the current allocation toward video marketing was, 68% of the
respondents said it was less than 10% of their marketing budget.
What percentage of your marketing budget is currently allocated towards Video Marketing?
How do you see your Video Marketing budget change over the next 12 months?
68%Less than 10%
25%Between 10 and 25%
5%More than 50%
2%Between 25 and 50%
16%84%Remain the sameIncrease
© REGALIX RESEARCH STATE OF B2B VIDEO MARKETING 2015 / 20
FINAL THOUGHTS
Video remains a highly favored type of content for consumers.
In fact, according to a recent study done by Cisco1, video will account for 80 percent
of all consumer Internet traffic by 2019, up from 64 percent in 2014.
More and more B2B marketers are realizing the potential behind video. But a lot still
needs to be done to fully tap into it.
For one thing, marketers need to experiment with different formats of video that
are available today. Whether it is a Vlog or a Vine video, the options are diverse, and
innovating on the format will ensure greater engagement with the consumer.
Given the increasing dominance of mobile, there is clearly a need to look at a mobile - defined strategy for content including video.
The amount of new video content being churned out every day is staggering.
To make themselves heard, marketers need to pay close attention to how well they
are telling their story in their videos; and further, to look at more innovative ways of
promoting them.
Video content requires higher investment. And organizations have to develop advanced metrics to understand how each of their video content is performing, to
ensure better ROI.
In spite of all the evidence supporting video, nearly a third of the organizations we
spoke to were yet to invest in it. Organizations that have not made video a part of
their content strategy should give serious consideration to making it an important
part of their content mix.
1Cisco Visual Networking Index: Forecast and Methodology, 2014–2019
ABOUT THE ANALYSTS
Nimish VohraSVP, Principal Analyst
Nimish, Senior Vice President, works with CMOs and senior
marketing professionals. His research focuses on customer
experience management, predictive analytics, mobile
enablement and other emerging trends that help customers
leverage technology as an enabler of marketing and
business outcomes.
Sridharan NarayanVice President Consumer Services
Having spent over two decades in advertising and brand
management, Sridharan’s passion continues to be content in all its
forms. He is deeply concerned about the consumption of content
assets across various consumer touch points, with media, being in
more cases than not, the message. Through research, he intends to
positively influence a client’s business outcome, by being relevant
to the consumer across the entire sales life-cycle.
ABOUT REGALIX RESEARCH
Headquartered in Silicon Valley, we help the CMO organization leverage emerging digital practices for creating marketing leverage as they bring new products and innovation to market. Regalix Research helps marketers through research-based insights, consulting and peer-to-peer programs that guide marketing strategy development and execution. Our focus is helping Technology companies leverage innovation and best practices to create real differentiation. Our analysts are practitioners with a successful track record of delivering real marketing results for both leading Fortune 500 companies as well as venture backed firms.
Regalix is an award-winning Global Innovation company that leverages technology and marketing to help companies grow. We create successful ventures with our clients through co-innovation and idea-driven frameworks that inspire companies to think different. We bring ideas to life by envisioning new companies, developing brands, engineering products, and designing technology platforms. Founded in 1998, Regalix is based in Palo Alto. Our Silicon Valley setting has enabled us to stay ahead of emerging trends in digital technology and marketing.
For over a decade, we have provided complete marketing services – Social, Mobile, Content, Multi-channel Campaigns, Technology Development, and Analytics – to companies such as CA Technologies, Citi, Apple, eBay, Cisco, VMware, NetApp, Cypress, LSI, Keynote, and MetricStream.
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