STATE OF B2B VIDEO MARKETING 2015 · 1Source : State of B2B Content Marketing 2015. KEY FINDINGS: ... meeting their content marketing goals ... Trigger customer engagement 62% Build

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 «


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


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


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.


Do you think videos are effective in meeting your content marketing goals?

17%Somewhat agree

83%Agree


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



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


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%


Pre-Sales Stage Post-Sales Stage


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

Email

Events (web-based/ in-person)

Search Engine (Organic)

Mobile

Paid Search


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


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.


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



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


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


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


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


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.

For more information

To find out how Regalix can help you, please contact our office, or visit us at www.regalix.com

Regalix Research

1121 San Antonio Road, Suite #B200 Palo Alto, CA 94303

(US): 1-888-683-4875 (India): +91 80-49445010Email: [email protected]

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STATE OF B2B VIDEO MARKETING 2015 · 1Source : State of B2B Content Marketing 2015. KEY FINDINGS: ... meeting their content marketing goals ... Trigger customer engagement 62% Build