January 6, 2016: A recent Regalix research report showed that B2B marketers are placing increased importance on video marketing heading into 2016. The data shows that 84 percent of B2B marketers expect their video marketing budget to increase in the next year and 83 percent agree that videos are effective in meeting content marketing goals.
The report focused on senior marketers at B2B companies across a range of product categories. Of those surveyed, 91 percent hope to increase brand awareness with video marketing, 68 percent hope to accelerate lead generation, and 66 percent hope to establish themselves as thought leaders.
Researchers also found that 70 percent of respondents currently invest in video marketing. Of the 30 percent that have not yet invested in video, 57 percent cite a lack of budget as the key obstacle and 46 percent say a lack of effective strategy is holding them back. Researchers believe “organizations that have not made video a part of their content strategy should give serious consideration to making it an important part of their content mix.”
Effectiveness of Video Marketing
An Ascend2 report found that 60 percent of marketers currently rate the success of their video marketing to achieve objectives as somewhat successful, and 25 percent rate it as very successful.
Todd Lebo, Chief Marketing Officer of Ascend2, says, “Video has to be part of the content strategy. It’s just too valuable, and it’s clearly working for marketers. Now is the time – people have been dipping their toes in, but they need to go into 2016 and really look at their video strategy.”