Executive Summary Video has become the most engaging form of communications for marketing purposes and is an increasingly important piece of the online B2B marketing mix. But what will be the most challenging obstacles to video marketing success in the year ahead and how will B2B marketers overcome them? To find out, Demand Metric in partnership with Ascend2, fielded the Video Marketing Survey and completed interviews with 398 marketing, sales and business professionals from around the world; 28% of whom are dedicated to the B2B channel and are represented in this report. We thank these busy professionals for sharing their valuable insights with us. This research has been produced for your use. Put it to work in your own marketing strategy planning and presentation materials. Clip the charts and write about them in your blog or post them on social media. Please share this research credited as published. Table of Contents Executive Summary Achieving Revenue Goals Video Marketing Objectives Current Video Marketing Success Obstacles to Video Marketing Success Video Marketing Budget Usage of Channels for Video Marketing Distribution Channel Effectiveness for Videos Usage of Video Optimization Tactics Video Optimization Tactic Effectiveness Usage of Video Campaign Resources About Vidyard
 About Demand Metric & Ascend2 Appendix - Survey Background Research Methodology The Demand Metric and Ascend2 2014 Video Marketing Benchmark Report was administered online in March 2014. During this period, 398 responses were collected that were qualified and complete enough for inclusion in the analysis. To obtain this document, visit us at http://www.demandmetric.com/register

1. © 2014 Demand Metric Research Corporation in Partnership with Ascend2. All Rights Reserved.
Benchmark Report
B2B Video Marketing:
Sponsored By:

2. TABLE OF CONTENTS
3
4
5
6
7
8
Executive Summary
Video Usage
Video Marketing Objectives
Current Video Marketing Success
Obstacles to Video Marketing Success
Video Marketing Budget
13
15
16
Usage of Video Optimization Tactics
Optimization Usage & Success
About Vidyard
11
12
Channel Usage & Success
Resources Used for Video Marketing
17Usage of Channels for Video Distribution About Demand Metric & Ascend29
14 Video Optimization Tactic Effectiveness
18Channel Effectiveness for Videos Appendix – Survey Background10

3. EXECUTIVE SUMMARY
Video has become the most engaging form of communications for marketing purposes and is an increasingly important piece of
the online B2B marketing mix.
But what will be the most challenging obstacles to video marketing success in the year ahead and how will B2B marketers
overcome them?
To find out, Demand Metric in partnership with Ascend2, fielded the Video Marketing Survey and completed interviews with 398
marketing, sales and business professionals from around the world; 28% of whom are dedicated to the B2B channel and are
represented in this report. We thank these busy professionals for sharing their valuable insights with us.
This research has been produced for your use. Put it to work in your own marketing strategy planning and presentation
materials.
Clip the charts and write about them in your blog or post them on social media. Please share this research credited as
published.
- Jerry Rackley, Chief Analyst – Demand Metric

4. VIDEO USAGE
Of the B2B professionals participating in this study,
more than two-thirds (69%) have used video for B2B
marketing purposes.
The remaining 31% have not begun using video in their
marketing strategies, however, they are planning to in the
future.
Organizations that have not used video for marketing
and are not planning to were disqualified from
participating in the remainder of the survey.
Figure 1: Current and Future Video Usage for B2B Marketing
B2B Video Marketing Benchmark Survey, Demand Metric and Ascend2, June 2014, n=118
69%
31%
B2B Video Marketing Usage
Have used
video for B2B
marketing
purposes
Have not used
video but we
are planning to

5. 15%
19%
26%
35%
37%
42%
45%
52%
0% 20% 40% 60%
Increase direct sales
Increase conversion rate
Increase website traffic
Improve lead nurturing
Improve customer education
Increase online engagement
Increase lead generation
Increase brand awareness
Most Important Video Marketing Objectives
B2B Video Marketing Benchmark Survey, Demand Metric and Ascend2, June 2014, n=118
VIDEO MARKETING OBJECTIVES
Figure 2: Most Important Video Marketing Objectives for the Upcoming Year
The most important objectives for B2B video marketing
strategies range from the easily measureable (lead
generation) to the less discernible (brand awareness).
Survey participants were asked to choose all of the
objectives that applied to their organization. The data from
these responses is displayed in Figure 2.
Although brand awareness is not easily measured,
more than half of respondents (52%) found this
objective to be the most important for the upcoming
year. Not surprisingly, increasing lead generation and
online engagement followed closely behind the leading
response.
Interestingly, the objectives for increasing conversion rates
and direct sales were chosen the least for this survey
question. However, one can infer that, by way of the
other objectives on this list, video marketing initiatives
will eventually produce more conversions and
generate more revenue for the organization.

6. ABOUT VIDYARD
Vidyard is a video marketing and analytics platform focused on showing clients exactly how viewers interact with their videos. This
means customers can continuously improve their marketing strategy based on measurable results.
Along with hosting video content, Vidyard reveals who’s watching your videos, and for how long with detailed viewer analytics and
engagement data you can push directly into your MAP and CRM.
For more information, visit www.vidyard.com.

7. ABOUT DEMAND METRIC & ASCEND2
About Demand Metric
Demand Metric is a global marketing research & advisory firm serving a membership community of over 40,000 marketing
professionals, CEOs, and business owners with advisory services, 100+ research & benchmark reports, 20+ consulting
methodologies, 50+ training e-workshops & courses, and a library of 500+ practical tools and templates. To learn more about
Demand Metric, please visit: www.demandmetric.com.
About Ascend2
Ascend2 is a market research firm with over 50,000 research subscribers and survey panelists comprised of sales & marketing
professionals. Each month they field new research studies and generate reports that typically include 12 to 18 pages of charts and
analytical commentary. Demand Metric partners with Ascend2 to leverage their panel of research survey panelists and develop
additional benchmark reports for community members. Learn more about Ascend2 at www.Ascend2.com.
To read the rest of this report, become a Demand Metric member today!