73% of B2B Marketers Say Video Positively Impacts Marketing ROI

73% of B2B Marketers Say Video Positively Impacts Marketing ROI

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Readers of ReelSEO, the online video marketer’s guide, will already be more than aware that creating and publishing video content as part of your digital marketing strategy is a hugely effective way of reaching your target audience. But it’s also good to have some research to back up that approach when it comes to allocating resources, right?

Over the past few years, online video has become an increasingly vital part of the content marketing mix for a huge number of brands, particularly those in the B2B space. A new study, based on survey results from 350 B2B marketing, agency and management professionals confirms that 73% of respondents believe that video positively impacts marketing results and ROI.

The Web Video Marketing Council, in conjunction with Reelseo, and Flimp Media, has released the 2015 B2B Video Content Marketing Survey Results which reflects how many B2B brands and companies are using video as a medium for lead generation, and communication. The survey also takes a look at satisfaction levels with the ROI of video marketing, and the barriers to entry that are still considered to be a factor for many B2B video marketing teams.

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Highlights: 2015 B2B Video Content Marketing Survey

The respondents to the survey are all either actively involved in B2B video marketing or are involved in the decision-making process in regards to budgets and resources. The survey was carried out in Q3 2015, and via the results we were able to establish the following:

  • 96% of B2B respondents are engaged in video content marketing
  • 73% confirm that video has positively impacted marketing results
  • 41% of those surveyed plan to increase spending on video marketing
  • 83% are using video content for website marketing
  • 50% are using video content for email marketing
  • 75% are optimizing video content for SEO

96% of B2B Companies Use Video Content Marketing

B2B Video Marketing Survey 2015It’s fair to say that the respondents to the survey were either actively using video as part of their content marketing strategy, or had an opinion about using video to generate leads, and visibility. So, to hear that 96% of respondents confirmed that video did form a part of their outreach didn’t come as too much of a surprise.

However, one very interesting statistic from the study was the fact that  63% of brands and companies had been using video as part of their content marketing campaigns for the past 5 years, with 32% of respondents stating that they began using video only in the past 2 years.

Considering the fact that online video as been a vehicle for business communication for many years, the fact that 32% of respondents confirmed it had only been part of their marketing toolbox for the past 2 years suggests there are still some very real barriers to entry for many.  We asked those surveyed what kind of challenges they were facing in terms of creating and marketing video content and just under half (44%) confirmed that measuring the ROI of video was a factor, as was the lack of in-house video marketing expertise (37%), and the lack of creative ideas for video (17%).

However, those brands and organizations who are using video are utilizing it in a number of ways, particularly for raising brand awareness, and for promoting products and services.

How B2B companies use video

Report Methodology: The Web Video Marketing Council, together with survey partners ReelSEO and Flimp Media conducted the B2B Video Content Marketing Survey during Q3 of 2015. The 25 survey questions were designed to identify trends around video content for B2B companies as relates to business marketing and communications. Of the 350 survey respondents, 70% work for B2B companies, 20% work for B2B marketing agencies and 10% work at educational and nonprofit organizations.

Download 2015 B2B Video Content Marketing Survey Results:

You can download the initial report results directly via the form below:

Many thanks to all who responded to the survey. Thank you for your support and let us know your thoughts in the comments below!


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