Video Essentials

What’s Holding Back B2B Video Marketing? Budgets, for One Thing

While online video marketing is more common with consumer-facing brands, B2B companies are using it, too. They’re reporting successes, but they’re also running into barriers.

VidyardDemandThe people at video marketing company Vidyard commissioned analyst firm Demand Metric to take a look at the state of B2B online video marketing, and the results have just been released. The report contains some interesting facts:

  • 69 percent of those surveyed had used video for B2B marketing, while the rest were planning to do so in the future. (Those that hadn’t used video and weren’t planning to do so were excluded from the survey.)
  • 63 percent of B2B marketers say their spending for online video is on he rise.
  • Customer conversion isn’t a big goal: Only 19 percent of the marketers surveyed said conversion was an objective. However, Demand notes that having a video on a landing page jumps conversion by 80 percent.
  • Success rates are high: 82 percent of B2B marketers say they’ve had success with an online video marketing project.

What are the goals of B2B marketers when using online video? The top three objectives are driving brand awareness, increasing lead generation, and building online engagement. After that came educating customers, nurturing leads, and driving website views.

Video marketers are running into obstacles to doing more with online video, and the top one is lack of budget for video. This is followed by lack of in-house resources, the challenge of creating compelling content, and the lack of an effective strategy.

Vidyard had created this animated video to present some of the report’s highlights.

For more B2B results — including the channels most often used for video, the most popular video optimization tactics, and the effectiveness ratings for those tactics — visit the summary page and click the free download link (registration required).


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  1. It seems like the issue of budget, resources, & time is cropping up more & more… here’s one way we are solving this problem!

    Posted by Ian Buck | July 18, 2014, 2:43 pm
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