B2B Marketers Stay Committed to Video But Struggle To Measure ROI

Video is an essential tactic in the B2B marketer’s toolbox, but it’s not always easy to show the medium’s return on investment. This is according to a survey released this week by Web Video Marketing Council, ReelSEO and Flimp Media, which found that nearly all respondents (96 percent) are engaged in video content marketing.

Despite video’s widespread adoption, measuring ROI (44 percent) and a lack of in-house video expertise (37 percent) are named as top challenges. Eighty percent of respondents say their video marketing budget stayed the same or increased in 2015, but 36 percent reported not having a dedicated video production budget and another 30 percent had a budget of less than $10,000.

The overall perception of video’s impact is good: 73 percent say that video has positively impacted marketing results and 56 percent report sales results have been positively impacted.

Eighty percent use video to increase brand awareness and promote engagement. Live-action and testimonials are the most frequently used styles of video.

“While use of online video for B2B sales and marketing is prevalent, many companies struggle to justify making a greater investment in video due to the inability to accurately measure ROI,” the authors of the study wrote. “This relates, in part, to the use of video for brand awareness, i.e., posting on websites, YouTube and social media sites.”

Video Marketing Growing in Effectiveness

A September 2015 Ascend2 study reported the vast majority of marketers were seeing positive results from their use of videos. About 87 percent said that their video marketing effectiveness is increasing, and half of these marketers claimed that the increase is “significant.”

Customer testimonials (51 percent), tutorial videos (50 percent) and demonstration videos (49 percent) were cited as the most effective types of videos.