New Research Finds Use of Video Accelerating in B2B with 71 Percent Reporting that Video Converts Better than Other Content Types - Seite 2

"Marketers today need little convincing that video is a powerful content form. By every measure -- lead creation, conversions, SERP ranking, time on page, likes, shares and any other form of engagement -- video's power to inform and persuade is unmatched," says Jeff Loeb, CMO at Vidyard. "With the rise of new-generation video platforms, marketing and sales teams are using video to drive more qualified leads, cut through the noise, and accelerate pipeline".

The Role of Video is Expanding from Marketing to Sales

There has been a two-fold increase in the number of survey respondents who report using video as part of their account-based marketing (ABM) strategy. More companies today (37 percent) use video as part of their sales conversion process, up from 25 percent last year. Video creation within sales departments is also on the rise with the introduction of tools like Vidyard GoVideo and others. Results indicate that 23 percent of sales teams are creating more of their own video content this year, up from just 15 percent in 2016. Usage of video viewing data by sales teams to qualify, engage or influence deals is also up 13 percent year-over-year which indicates that video has become more accessible and desirable for personalized communications.

Video is Becoming More Integrated with Business Systems

Integrating video viewing data into marketing automation platforms (MAP) or customer relationship management platforms (CRM) like Salesforce, Marketo, Eloqua, Hubspot, and others enable marketing and sales teams to monitor and track video usage metrics. 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. The percentage of organizations that have integrated video viewing data -- and are exploiting it -- with key sales and marketing systems jumped from 13 to 20 percent this year.

Over 70 percent of this study's participants were in marketing roles in B2B or mixed B2B/B2C organizations that reported revenue growth in the most recently completed fiscal year. All of the organizations that participated in this study are using video in their sales and marketing efforts. Agencies and studios were disqualified from contributing to the study.

More Information:

• Download the Report: https://www.vidyard.com/resources/state-of-video-marketing-2017-report
• Blog Post: https://www.vidyard.com/blog/peers-beating-video-marketing-results/

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