In B2B marketing, it pays to get into the video business.

Among the 70% of global business-to-business companies that use video as a form of content marketing, 83% say videos are an effective marketing tool and 79% cite social media platforms as their most frequently used path for distributing videos to customers, according to a new report from Regalix, a digital marketing services firm.

The report says nearly all companies with video marketing strategies use them to increase brand awareness among business buyers, and more than two-thirds use them to improve how they generate leads and to establish their executives as industry thought leaders. 84% expect their video marketing budget to increase in 2016, according to the study, “State of B2B Video Marketing 2015,” authored by Regalix senior vice president and principal analyst Nimish Vohra and vice president of consumer services Sridhara Narayan.

Regalix based the report on a November 2015 survey of 364 senior marketing executives and business leaders from several industries, including business software and Internet services, computers and electronics, telecommunications and general business services. Just over half of the respondents were based in North America; the rest were from other regions throughout the world, a spokeswoman says.

Of the 30% of companies that have not yet invested in video marketing, more than half, or 57%, cite a lack of funds as the key obstacle and 46% say a lack of effective strategy holds them back. “Organizations that have not made video a part of their content marketing strategy should give serious consideration to making it an important part of their content mix” to ensure the greatest possible engagement with business buyers, the report says.

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Among the 70% of companies with video marketing strategies, the following percentages of them cite the following key objectives of video marketing:

  • Increase brand awareness, 91%
  • Accelerate lead generation, 68%
  • Establish oneself as a thought leader, 66%
  • Trigger customer engagement, 62%
  • Build credibility and trust, 62%
  • Influence purchase, 55%
  • Enhance customer adoption and usage of products/services, 51%
  • Convey unique product positioning, 49%
  • Build competitive advantage, 40%
  • Define product use case, 33%

Among the companies using video in their marketing efforts, the study found the following percentages of them using the following technology and techniques:

  • Corporate videos, 76%
  • Product demo, 64%
  • Webinar, 55%
  • Testimonials, 51%
  • How-to/tutorial, 51%
  • Interview, 49%
  • Case study, 44%
  • On-location/at-event, 38%
  • Animations, 38%
  • Presentation, 24%
  • Chalk-talks/expert-talks, 22%
  • Vlogs, or video blogs, 20%
  • Product reviews, 15%
  • Behind-the-scenes/documentary, 11%
  • Vine, 6%

The study also listed how the companies with video marketing strategies distribute video content:

  • Social media, 79%
  • Websites, 77%
  • Video sharing sites, 58%
  • Email, 56%
  • Events (web-based/ in-person), 25%
  • Search engine marketing (organic), 21%
  • Mobile, 8%
  • Paid Search, 6%

Sign up for a free subscription to B2BecNews, a twice-weekly newsletter that covers technology and business trends in the growing B2B e-commerce industry. B2BecNews is published by Vertical Web Media LLC, which also publishes the monthly business magazine Internet Retailer. Follow Nona Tepper, associate editor for B2B e-commerce, on Twitter @ntepper90.

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