Today, 90 Percent Report that Video is Becoming a More Important Content Type for Driving Business Results Vidyard, the new generation video platform for business, has partnered with Demand Metric, the marketing research and advisory firm, to publish The 2017 State of Video Marketing report. Based on research conducted with B2B marketing and sales teams across a wide range of markets and company sizes, this year’s results showed that the use of video within marketing teams is rapidly accelerating with a significant growth in the number of sales teams now also using video: Video Creation Remains Priority as Usage Rapidly Increases: Over 90 percent of study participants report that video is becoming more important as a form of marketing content, while 93 percent report having some type of video creation capabilities in-house to reflect those needs. The Role of Video is Expanding from Marketing to Sales: 37 percent of sales teams are now using video throughout the sales cycle and 23 percent are now creating their own video content, both measures are up more than 50% from the previous year. Video Creation Remains Priority as Usage Rapidly Increases For the fourth consecutive year, over 90 percent of study participants report that video is becoming more important as a form of marketing content within their businesses. The percentage of participants that report that video converts better than other content types have averaged 71 percent over the four years of this study, with video remaining the favored content type. Today, only seven percent of study participants rely exclusively on third-party production for video creation with 93 percent having some type of video creation production capabilities in-house. “Marketers today need little convincing that video is a powerful content form. In 2017, 45 percent of marketers reported having integrated video viewing data within these applications, up from 30 percent each of the last two years. All of the organizations that participated in this study are using video in their sales and marketing efforts. About Demand Metric Demand Metric is a marketing research and advisory firm serving a membership community of over 100,000 marketing professionals and consultants in 75 countries.
Today, 90 Percent Report that Video is Becoming a More Important Content Type for Driving Business Results
Vidyard, the new generation video platform for business, has partnered with Demand Metric, the marketing research and advisory firm, to publish The 2017 State of Video Marketing report. Based on research conducted with B2B marketing and sales teams across a wide range of markets and company sizes, this year’s results showed that the use of video within marketing teams is rapidly accelerating with a significant growth in the number of sales teams now also using video:
- Video Creation Remains Priority as Usage Rapidly Increases: Over 90 percent of study participants report that video is becoming more important as a form of marketing content, while 93 percent report having some type of video creation capabilities in-house to reflect those needs.
- The Role of Video is Expanding from Marketing to Sales: 37 percent of sales teams are now using video throughout the sales cycle and 23 percent are now creating their own video content, both measures are up more than 50% from the previous year.
- Video is Becoming More Integrated with Business Systems: 45 percent of marketers report integrating video data within their marketing automation or customer relationship platforms, up more than 30 percent from the previous year.
Video Creation Remains Priority as Usage Rapidly Increases
For the fourth consecutive year, over 90 percent of study participants report that video is becoming more important as a form of marketing content within their businesses. The percentage of participants that report that video converts better than other content types have averaged 71 percent over the four years of this study, with video remaining the favored content type. The most commonly produced video continues to be Product videos, produced by 63 percent of the organizations surveyed.
As businesses continue to create videos, budgets are following. This year, 90 percent of study participants reported having the same or a growing video budget. The usage of video across websites, social media, landing pages and sales conversations has increased year-over-year, with the volume of videos produced annually increasing to an average of 38 videos, up 31 percent from 29 last year. Today, only seven percent of study participants rely exclusively on third-party production for video…
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