Video Marketing Solution Study

VIDEO
MARKETING
Solution Study
Insights, Landscape, & Vendor Analysis

28
Table of Contents
1 03
2 05
3 08
4 11
5 14
6 19
7 22
Executive Summary
What is Video Marketing?
Video Marketing Maturity Model
Benefits of Video Marketing
Video Marketing Deployment Lifecycle
Vendor Selection Criteria
Video Marketing Solutions Landscape
Analyst Bottom Line
40
39
VIDEO MARKETING
Solution Study
Our Solution Study Methodology
About Demand Metric
Action Plan
278

Executive Summary
VIDEO MARKETING: SOLUTION STUDY

4VIDEO MARKETING: SOLUTION STUDYEXECUTIVE SUMMARY
This Solution Study covers:
It has been said that “All Marketing is Digital Marketing,” and with good
reason! In the last decade, marketing has been transformed.
Marketing has moved from an environment in which traditional marketing,
brick and mortar storefronts, and Digital Marketing options all competed
for the time, attention, and resources of the marketing department to one
in which Digital Marketing reigns supreme (with an occasional nod in the
direction of the storefront or traditional marketing channels, such as direct
mail and print advertising).
In our Digital Marketing Solution Study Series, we examine five components
of Digital Marketing.
In this report, we will focus on the growing practice area of Video Marketing.
Video Marketing
Deployment Lifecycle
Executive Summary
Action Plan
Video Marketing
Solutions Landscape

5VIDEO MARKETING: SOLUTION STUDY

6VIDEO MARKETING: SOLUTION STUDYWHAT IS VIDEO MARKETING?
Demand Metric defines Video Marketing as:Businesses utilize videos to provide information, education, advice, and/or
entertainment to their target audience.
These videos include a powerful combination of elements – audio, cast/
speaker(s), images, graphics, and text – that are exceptionally appealing
and effective at promoting messages.
Video Marketing encompasses a wide variety of activities, including
program planning, the alignment of target audience & video content,
video production, content distribution, video optimization & monetization,
and program analysis.
The main goals of a Video Marketing program are to develop brand
awareness, provide attention-grabbing content for clients & prospects,
and generate qualified, captivated leads.
Inherently, video is a form of content used to enhance the overall customer
experience.
While the demand for video among Internet users has created the need
for a specialized Video Marketing focus, it remains part of the broader
Content Marketing practice area.
The strategies, processes, and technologies
employed by an organization to generate interest
in their brand, company, and products through
the use of relevant, engaging video content.
Role in Digital Marketing
Stemming from the larger umbrella of Content Marketing, Video Marketing
has become an integral part of the overall digital experience. Video Market-
ing’s role in the digital landscape can be seen in our Digital Marketing
Roles Matrix on the next page.
Video Marketing processes and technologies are used primarily by Content
Marketing. However, several other roles contribute to video content,
including Strategic Communications, Demand Generation, Community,
Social Media, and Customer Experience.
Learn more about Demand Metric’s approach to Video Marketing and
how it supports Content Marketing with our Video Marketing Playbook
and our How-To Guide: Enhancing Content with Video Marketing.
Follow this simple step-by-step guide to create an effective
video marketing plan and produce engaging video content to support your marketing goals.
VIDEO MARKETING PLAN
Playbook & Toolkit
V I E W R E S O U R C E

7WHAT IS VIDEO MARKETING?
ROLES RESPONSIBILITIES PROCESSES TECHNOLOGY CONTENT METRICS
Senior
Management
Revenue Accountability
Staffing & Channel Management
Reporting to CEO/Board
Budgeting & Planning
Reviews & Coaching
Recruitment & Retention
WCM
Marketing Automation
CRM
Thought Leadership Blog
Webinar Presentations
Conference Keynotes
Revenue by Channel
Customer Lifetime Value, NPS
Return on Customer (ROC)
Strategic
Communications
Brand Strategy
Digital Marketing Strategy
Social/Mobile Marketing Strategy
Marketing Budget
Agency Management
Communications Management
WCM
Content Marketing Platforms
Social Media Platforms
Data Sheets, Whitepapers
Case Studies/Testimonials
Competitive Analysis
Market Share, Profitability
Brand Equity
Content Usage
Demand
Generation
Lead Generation & Events
Inbound/Outbound Marketing
Sales Opportunity Management
Advertising/Sponsorship
Lead Generation
Tradeshows
Marketing Automation/Email
Digital Asset Management
Event/Survey Management
Advertising/SEO
Email Campaigns
Webinars
Campaign ROI, Email Metrics
Marketing Qualified Leads
Contribution to Pipeline
Content
Marketing
Web Content Management
Content Marketing
Content Distribution
Content Creation
Campaign Analysis
Content Scoring
WCM, Blogging Platforms, MA
Content Marketing & Distribution
Video Marketing Platforms
Website and Blogs
eBooks, Articles
Videos
Content Views, Links Earned
Content Conversion
Content Published
Community &
Social Media
Online Community Management
Social Listening
Social Engagement
Community Development
Social Channel Management
Social Reputation Management
WCM
Social Media Platforms
Social Channels & Networks
Posts, Tweets, Photos
Forums, Chats, Comments
Articles, Community News
User Engagement
Sentiment Analysis
Campaign ROI
Public Relations
External Communications
Media Relations
Analyst Relations
Influencer Identification
Relationship Cultivation
Content Creation/Distribution
Media Contact Database
News Distribution & Monitoring
Analytics & Reporting
News Content/Press Releases
Thought Leadership Content
Rich & Social Media Content
Mentions/Impressions
Audience Growth & Engagement
Sentiment Analysis
Product
Marketing
New Product Development
Mobile App Development
Video Production/Development
Product Launch
Product Positioning
WCM
Mobile Development Platforms
Video Production Platforms
New Features/Ideas for R&D
Gamification
Avg. Revenue Per User
Avg. Order Value
Conversion Rate, Renewal Rate
Customer
Experience
Interactive Experience
Customer Satisfaction
Customer Advocacy
Customer Experience
Customer Journey Mapping
Customer Persona Creation
Customer Profile Management
Customer Support, Twitter
Survey & Social Channels
Buyer Personas
Customer Journey Map
Proposals, Presentations
Customer Satisfaction Index
Customer Lifetime Value
Net Promoter Score (NPS)
Digital Marketing Roles Matrix

Demand Metric’s Video Marketing Maturity Model can be used in combi-
nation with the vendor landscape analysis and charts detailed in the Video
Marketing Solutions Landscape section of this report.
8
Video Marketing Maturity Model
VIDEO MARKETING MATURITY MODEL VIDEO MARKETING: SOLUTION STUDY
Level of Commitment
The strength of the commitment and the focus on excellence in Vid-
eo Marketing initiatives and campaigns drives other best practices.
Planning
Video Marketers create strategies, goals, and KPIs for every
point of their Video Marketing effort.
Processes
Video Marketers develop measurable processes for each
phase to ensure progress and success.
Resources
World Class Organizations ensure that sufficient resources (time, talent,
tools, money) exist for each initiative, campaign, and phase of their plan.
Management
World Class companies effectively manage the change, progress,
and results of Video Marketing efforts.
As our Video Marketing Maturity Model (pages 9-10) illustrates, organizations
moving from a lack of experience with Video Marketing to those which fully
embrace it must consider eight key components. These are:
Orientation: The posture the organization takes toward the discipline of
Video Marketing and its importance to the organization for marketing,
sales, and revenue generation.
Leadership: The view of executive/senior management toward the role
Video Marketing plays in driving sales, revenue, and profits; its inherent
value to the company.
Budget & Staff: How well Video Marketing is resourced with time,
talent, tools, money, and authority.
Development Focus: How in-depth the focus of development for Video
Marketing is within the organization.
Content Management: How well the organization manages video content.
Customer Engagement: How well the organization engages with
customers using video content.
Monetization: How well video content is able to produce a return-on-in-
vestment (ROI).
Metrics: How Video Marketing initiatives and campaigns are tracked,
measured, managed, and reported.
Our Maturity Model shows the progression of an organization from Stage 1
(Undefined) to Stage 4 (World Class) that is characterized by the following best
practices:

VIDEO MARKETING
Maturity Model
Orientation
STAGE 1 - Undefined
STAGE 2 - Progressive
STAGE 3 - Mature
STAGE 4 - World-Class
Budget &
Staff
No defined strategy or process for
Video Marketing
No budget exists; Spending &
staffing is ad hoc
Budget allocated; Defined roles &
responsibilities for Video Marketing
Budget with business case to justify
spend; Dedicated internal point person
for Video Marketing
Budget connected to video goals;
Organization aligned for maximum
social impact
Defined strategy and processes exist
for Video Marketing in uncoordinated
pockets in organization
Defined, integrated strategy and
processes exist for Video Marketing
across an Enterprise
Defined, integrated strategy for Video
Marketing exists across an Enterprise;
Campaigns are tracked & measured by
level of engagement & revenue impact
Leadership Skeptical of value of Video Marketing;
Does not use
Views video as new marketing oppor-
tunity; Experimenting; Willing to fund
test projects
Long term commitment; Willing partici-
pant; Resources for growth
Views video as strategic function;
Fully funds; Organization integrates
rich media content (social, mobile,
video)
Development
Focus
Expects all stages of Deployment Life-
cycle are working properly; Focuses on
Enterprise-level integrations & analytics
for sales cycle optimizationFocus on video hosting & streaming;
Uses basic functions to upload, down-
load, view and process video files
Focuses on hosting & streaming and
video distribution & sharing capabili-
ties; Utilizes content management &
basic analytics to improve marketing
activities
Expects hosting, sharing, and manage-
ment capabilities; Focuses on developing
optimization, monetization, and deeper
analytics for video success
Video
Marketing

Want to rate your organization’s Video Marketing maturity with an
interactive tool? Download our Video Marketing Maturity Assessment
and get started today!
VIDEO MARKETING
Maturity Model
Content
Management
Customer
Engagement
Monetization
Metrics
Engages users on a basic level
through free video apps, channels,
and Social Media networks; No
strategy in place for utilizing video to
engage customers
Video library available with options
to create metadata; Videos can be
added to playlists for a rudimentary
organization of video content
Focused on video performance; Video
revenue is not a priority
Tracks viewer activity and level of
engagement as well as the overall popu-
larity of video content.
Focused on video performance;
Generating revenue on videos is an
afterthought and occurs sporadically
Analytics to monitor and track video
performance and conversions; May be
tracking usage on multiple devices
Focused on monetization; Has a
platform and processes in place to
generate revenue from videos
Video analytics integrated with CRM
& MA systems to provide lead-specific
viewing history and behaviors for the
sales cycle
Platform in place that provides full
monetization through ad creation
& placement, ads, video channel
subscriptions, and reseller engagement
Analytics provide social sentiment
analysis, real-time performance
tracking, and data on the ROI of
each video asset
Has aligned video initiatives with
customer engagement; Established
buyer personas; Actively pursuing
ways to better use video for customers
Platform features, such as in-video
calls-to-action and video player
customization, enhance a Video
Marketing program
Utilizes platform and analytics to engage
users; Platform is integrated with other
systems to share analytics among depart-
ments for customer interaction
Platform enriches program; Features
include multi-level access controls,
enhanced optimization, and metadata
categorization for easy searching
Platform is aligned and optimized with
customer engagement activities; Video
content matches buyer personas &
touchpoints in the sales cycle
Comprehensive solution for video
management and optimization; Moni-
tors and manages video campaigns;
Tracks content usage on all devices
STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class
Video
Marketing

Benefits of
Video Marketing

12VIDEO MARKETING: SOLUTION STUDYBENEFITS OF VIDEO MARKETING
As discussed earlier, videos are a powerful combination of elements. When implemented properly, these elements work together to produce a wide array of
benefits for any organization, including:
Enhancing Content Marketing Initiatives Increasing User Engagement
Producing Realistic Customer
Experiences
Providing Collateral for Social Media
Marketing
Video falls under the unified umbrella of Content Marketing.
Although Video Marketing has taken on its own persona,
ultimately, it supplements content initiatives with a highly
effective medium.
By choosing to “play” a video, a viewer is already showing
interest in your product/service.
With video, viewers have the option of actively choosing
content rather than just passively receiving content via
email, ads, etc.
For those organizations that have little in-person
contact with their clients, video provides a platform for
organizations to show the faces of the organization and
personalize communication to specific buyer segments.
In comparison to other content formats, video content
allows organizations to gain a manufactured face-to-face
interaction to connect personally with clients.
Once videos have been produced, they are powerful tools
that should be shared on all of an organization’s Social
Media channels.
Video has become one of the most highly shared content
formats on the Internet, especially on Social Networks.

13VIDEO MARKETING: SOLUTION STUDYBENEFITS OF VIDEO MARKETING
Generating Engaged and Qualified Leads Improving SEO Efforts
When video content is strategically planned, produced,
and distributed for a particular audience, it is more likely to
generate prospects that are invested in your message.
One-minute of relevant, engaging video content can be very
powerful to the right audience and increase the likelihood
of a viewer following a call-to-action.
According to Demand Metric’s Chief Analyst, Jerry
Rackley, “Marketers should keep in mind that search
engines will index properly tagged videos very well, and
they often include an attention-grabbing thumbnail pane
in the search results page.”
Consequently, the more videos your program produces,
the higher your SEO rankings will become.
Creating Revenue
Some organizations choose to make their videos
fee-based, which would certainly provide more revenue,
if presented properly.
However, even organizations that open video content to
everyone should expect a hike in revenue due to the other
projected benefits listed above. A strategic plan for the
production and distribution of a Video Marketing program
will eventually help generate revenue.
Enhancing Brand Identity
Gaining an audience for your videos will improve viewers’
connection between your brand and the message you are
providing in the video.
For this reason, it is important to create a clear, relevant
story that highlights the most appealing attributes of your
organization.
Complete Demand Metric’s Video Marketing Strategy Scorecard
to include these key benefits as the ultimate goals and objectives
for your Video Marketing program.

Video Marketing
Deployment Lifecycle

15VIDEO MARKETING: SOLUTION STUDYVIDEO MARKETING DEPLOYMENT LIFECYCLE
Video Marketing Deployment Lifecycle
Stages of Deployment
Video Marketing is comprised of six core components within the vendor
landscape, which are Video Hosting & Streaming, Content Management,
Distribution & Sharing, Optimization, Monetization, and Analytics.
Figure 1 illustrates the interaction of these components.
Video Marketing
Deployment
Lifecycle
Video Hosting
& Streaming
Video Content
Management
Video Distribution
& Sharing
Video
Monetization
Video
Analytics
Video
Optimization
1
2
3
4
5
6
FIGURE 1: VIDEO MARKETING DEPLOYMENT LIFECYCLE

The video hosting & streaming component of Video Marketing
platforms centers around the capacity of solutions to upload,
download, view, and process video files.
Basic solutions allow users to easily upload, download, and view
video files with both Flash and HTML5 coding.
More advanced solutions offer functionality to stream live and
HD videos, upload/download videos from multiple channels and
devices, and the ability to customize video players.
Cutting-edge vendors offer advanced encoding services to
process video files from most formats, the capacity to upload/
download videos at an accelerated rate, and options for
customizing video players within the platform, across channels,
and on mobile devices.
Video content management involves all of the activities that support
the storage, organization, and modification of video content.
Basic solutions provide users with access to a video library of all
uploads with the option to create metadata (i.e. tags, descriptions,
and links) and add videos to playlists for a rudimentary organization
of video content.
Comprehensive solutions include features such as metadata
categorization for easy searching, and enhanced optimization and
multi-level access controls to enable different levels of access for
multiple user accounts.
HOSTING & STREAMING CONTENT MANAGEMENT
VIDEO VIDEO

The manner in which videos are distributed and shared can be
critical to the success of a video’s performance. This component of
Video Marketing focuses heavily on the delivery and dissemination
of video content.
Basic solutions typically provide you with embed codes in order
to share videos on your website or through other channels. These
solutions also include social media widgets to make it easy for
viewers to distribute videos through their own channels.
As we climb the tiers, direct integration with one or more Social
Networks becomes the norm in Standard and Comprehensive
solutions.
We see this component change drastically when we reach the
Cutting-Edge tier with features such as custom video website
creation and direct video sharing within a CRM system.
Optimizing videos is a critical function of Video Marketing that is
often overlooked by many organizations.
Video optimization ensures that your video content is getting ample
traffic from the proper audience. Basic solutions typically only allow
you to add your own metadata (i.e. tags, descriptions, and links) in
order to gain search engine visibility.
However, more advanced platforms may offer features that
automate tagging and metadata creation, transcribe video content
into text for additional searching purposes, and develop in-video
calls-to action.
Cutting-edge features include video mapping to the sales cycle
and the ability to create in-video calls-to action that are specific
to buyer personas and/or key points in the sales cycle to assist in
revenue generation.
DISTRIBUTION & SHARING OPTIMIZATION
VIDEO VIDEO

Videos provide an array of benefits, as mentioned previously, that
will, ultimately, increase an organization’s bottom line.
However, generating revenue directly from videos has become a
central component of Video Marketing. Basic solutions are usually
more focused on video performance rather than monetization.
Comprehensive solutions help create & place ads, generate paid
subscriptions for your channel, and engage resellers to drive
revenue.
Metrics are an integral part of implementing any technology in
order to identify and prove ROI.
EvenwithinaBasicsolution,userscanobtainanalyticstounderstand
the development of their Video Marketing initiative.
At a Basic level, platforms offer companies the opportunity to
understand viewer activity and level of engagement as well as the
overall popularity of video content.
More advanced platforms provide users with lead-specific viewing
history and behavior mapping, analytics integration with CRM
& Marketing Automation solutions, and multi-device metrics to
understand which devices your viewers are using the most.
On the Cutting-Edge end of the spectrum, customers are able to get
deep insights into the social sharing activities of viewers, monitor
video performance in real-time, and measure the ROI of each video
asset they produce.
MONETIZATION ANALYTICS
VIDEO VIDEO

20VIDEO MARKETING: SOLUTION STUDYVENDOR SELECTION CRITERIA
We recommend that organizations evaluate vendors in the Video
Marketing solution space based on the six key components reviewed
in the Video Marketing Deployment Lifecycle section of this report.
Vendor solutions can and will vary within the various components,
Standard in one area and Cutting-Edge in another, so it’s important to
make sure the vendor’s strengths match your primary requirements.
Figure 2 (on the next page) highlights key functionality according to the
level of complexity of the solution on the four tiers we evaluated from
Basic to Cutting-Edge. Use this chart to determine the functionality that
is right for your organization.
Demand Metric’s Video Marketing Vendor Evaluation allows
you to compare and contrast several vendors at one time at each
level of functionality.

21VIDEO MARKETING: SOLUTION STUDYVENDOR SELECTION CRITERIA
FIGURE 2: VIDEO MARKETING VENDOR SELECTION CRITERIA BY FUNCTIONALITY TIER
CUTTING-EDGE
NICHE SOLUTION FEATURES
COMPREHENSIVE
STANDARD
BASIC
Video Production Services, eLearning & Training, Specific Industry/Market
Experience, Cutting-Edge Features
Advanced Player Customization, Mobile Player Customization, Video Website Creation, CRM Video Sharing,
Video Mapping for Sales Cycle, Video Asset ROI Analytics
Live Streaming & DVR, Multi-language Player, eCommerce Management, CRM & MA Integration, Syndication &
Transcription, Multi-level Access, Lead-specific Viewing History & Behavior Mapping
HD Streaming & Social Network Integration, Video Encoding & Transcoding, Customizable Video
Player, Multi-channel & Multi-device Uploading & Downloading, In-video CTAs, Ad Creation &
Placement, Video Conversion Metrics
Flash/HTML5 Uploading, Web Video Player, Playlist Creation & Tagging, Metadata Creation, Social
Media Widgets, Video & Viewer Activity Analytics

Video Marketing
Solutions Landscape

23VIDEO MARKETING: SOLUTION STUDYVIDEO MARKETING SOLUTIONS LANDSCAPE
Video Marketing Solutions Landscape
History
Playing FieldOver the past several years, the Video Marketing technology space has
grown exponentially.
While video production and distribution is not a novel concept, the
rapid evolution of this market began with the launch of YouTube in
2005. Through the use of Flash player for uploading and creating videos,
YouTube gained a widespread following worldwide, which allowed
organizations/brands the opportunity to promote products/services on a
larger scale. Google’s purchase of YouTube in 2006 allowed for an even
greater, global expansion of video.
From 2006 to present day, Video Marketing solutions have emerged to
enhance the quality of video hosting & sharing, offer support for video
production & distribution, and optimize the monetization & performance
of video. Most solutions evolved around the growth of YouTube in order to
enrich the overall experience.
Today, with the pervasive adoption of HTML5 coding by Video Marketing
vendors and Internet browsers, the quality of video production and
streaming has improved immensely.
With Internet users in constant pursuit of new content via social
networks, blogs, and hourly Google searches, vendors in this market are
in a race to find the next creative edge that will propel their customers
forward with the new “viral” video of the day.
Vendors across the Video Marketing Landscape fall into
four main tiers based on their functionality in the following
six categories:
Some vendors listed in this report may also fall into
the “Niche Players” category, discussed after the main
categories, based on unique features they offer or specific
markets that they target.
The vendors analyzed for this report have been placed
in Figure 3 (Page 25) based on the features/functionality
they can provide to customers.
1. Video Hosting & Streaming
2. Video Content Management
3. Video Distribution & Sharing
4. Video Optimization
5. Video Monetization
6. Video Analytics

The four main tiers of Video Marketing are:
Basic – These solutions offer an elementary solution to Video
Marketing. While they include features in each of the six components of
our Video Marketing Deployment Lifecycle (Figure 1), the functionality
does little to enhance a video’s quality and optimize its performance.
Many organizations will use these platforms in combination with an
advanced solution to propel a video’s virality. The most notable of
these is YouTube and Vimeo (Basic).
Standard – A standard Video Marketing platform improves upon the
Basic functionality. These platforms provide users with features that
enrich your overall Video Marketing program, such as in-video calls-to-
action, video player customization, and options for increasing revenue
streams from video content. Standard solutions may have room for
growth in two or more categories. The solutions in this tier are Invodo,
JW Player, Pixability, tubular, uStudio, Vimeo PRO, Viddler, and vzaar.
Comprehensive – These platforms offer solid, complete solutions for
all six of the Video Marketing categories. Each of these platforms can
easily manage and monitor an entire Video Marketing program on its
own. Vendors in this tier include Ooyala, RAMP, SproutVideo, Vidcaster,
and Wistia.
Cutting-Edge – To be included in this tier, vendors must offer a
Comprehensive solution as well as provide features/functionality that will
change the face of Video Marketing in the future. Some Cutting-Edge
features include customizable video sites, CRM video sharing, and video
asset ROI analytics. These solutions are Brightcove and Vidyard.
The niche players in the Video Marketing arena are vendors that fall into the
Basic, Standard, and Comprehensive tiers; however, they offer products/
services that include one or two unique features and/or target their product(s)/
service(s) to specific market segments.
Vendors in this category are Invodo (offer video production services), Ooyala
(target digital TV channels), Pixability (provide social sentiment and sharing
analysis), tubular (target agencies & MCNs), uStudio (CRM Video Sharing and
video website creation), and Vidcaster (focus on eLearning and training).
Figure 3 (on the next page) highlights the placement of the vendors
analyzed for this report from Basic to Cutting-Edge, as well as the Niche
category based on the features and functionality presented in Figure 2.
Niche
VIDEO MARKETING SOLUTIONS LANDSCAPE

FIGURE 3: VIDEO MARKETING VENDOR SOLUTION LANDSCAPE
NICHE PlatformsCUTTING-EDGE Platforms
COMPREHENSIVE Platforms
STANDARD Platforms
BASIC Platforms

Download Demand Metric’s Video Marketing Vendors Matrix to
evaluate key vendors in the Video Marketing space based on target
industries, offerings, key features, unique strengths, and current
customers.
Evolution of the Landscape
Demand Metric expects that the need and desire for video content will
continue to grow radically among Enterprises and SMBs.
As the market becomes saturated with category-specific vendors, Demand
Metric believes consumers will continue to gravitate toward vendors that
provide Comprehensive to Cutting-Edge solutions rather than focus on
investing in Niche solutions.
CRM video sharing, social sentiment and sharing analytics, video asset
to ROI metrics, and video mapping to the sales cycle are several features
that will notably change the Video Marketing spectrum in the near future.
Demand Metric expects that Comprehensive and Cutting-Edge solutions
will continue producing new features like these to enhance their already
strong platforms further.

27VIDEO MARKETING: SOLUTION STUDYANALYST BOTTOM LINEANALYST BOTTOM LINE
Analyst Bottom Line
As the demand for video as a source of content continues to
grow, organizations must ensure that their Video Marketing
program is implemented properly, streamlined for growth, and
optimized for success.
In order to do so, companies should, at a minimum, contemplate
the benefits that a Video Marketing platform can provide in order
to successfully manage, monitor, support, and maximize their
video efforts.
As discussed in this report, video is a very powerful resource that can
impact almost every aspect of a business. Likewise, if implemented
and managed properly, Video Marketing solutions can be effective
tools for increasing the potency and value of videos.
Companies searching for new ways to deliver their message and
increase brand recognition, as well as organizations looking to
improve the success of their current video marketing program’s
performance, should consider researching and implementing a
Video Marketing platform.

V I D E O M A R K E T I N G
A C T I O N P L A N
Follow this simple, step-by-step methodology to develop a Video Marketing plan that increases sales,
builds customer insights, and grows brand awareness.

29VIDEO MARKETING: SOLUTION STUDY 29ACTION PLAN
Utilize our Video Marketing Maturity Assessment to evaluate
your current systems and initiatives for Video Marketing.
2
3
4
5
6
7
8
9
10
Review
Develop
Understand
Request
Identify
Select
Strategize
Train
Measure
1 Evaluate
Evaluate Your Video Marketing Maturity

VIDEO MARKETING: SOLUTION STUDYACTION PLAN 30
2
3
4
5
6
7
8
9
10
Review
1 Evaluate
Evaluate the organizational impact of making the change from
your current systems and processes to a Video Marketing
platform.
Use our Digital Marketing Roles Matrix to review the company
roles, responsibilities, processes, and technology that may be
impacted by the change.
Develop
Understand
Request
Identify
Select
Strategize
Train
Measure
Understand The Roles Required For World
Class Digital Marketing

2
3
4
5
6
7
8
9
10
Develop
1
Develop a solid 12-18 month plan for your Video Marketing
program with our Video Marketing Strategy Scorecard.
Build a Video Marketing Plan You Can
Share With Stakeholders
Evaluate
Review
Understand
Request
Identify
Select
Strategize
Train
Measure

2
4
5
6
7
8
9
10
Understand
1
Review our Video Marketing Vendors Matrix to learn about
the key vendors/platforms in the Video Marketing space, and to
understand which vendors may work best for your organization.
Discover and Research Key Video Marketing
Vendors
Evaluate
Review
Request
Identify
Select
Strategize
Train
Measure
3 Develop

2
3
4
5
6
7
8
9
10
Request
1
Request proposals from potential vendors to gather informa-
tion on products/services.
Use our Video Marketing System RFP Template to create a
standard proposal for your organization.
Obtain Proposals From Your Short List of
Video Marketing Vendors
Evaluate
Review
Identify
Select
Strategize
Train
Measure
Develop
Understand

2
3
4
5
6
7
8
9
10
Identify
1
After receiving RFPs from potential vendors, schedule and attend
product/service demos with 3-4 vendors to get an up-close-and-
personal view of their solutions.
Follow these best practices:
prioritize your requirements and use cases
send your use cases to vendor in advance of demo
define meeting length (max 1 hour) up front
don’t let vendor control the demo
rate each vendor using a scorecard
have vendor demo their solution to your top use cases
make list of key items that vendor doesn’t have clear answers for
set clear expectations around follow-up and timeframes
Learn More About Your Potential Vendors’
Product and/or Service
Evaluate
Review
Select
Strategize
Train
Measure
Develop
Understand
Request

2
3
4
5
6
7
8
9
10
Select
1
Evaluate your top 3-4 vendors our Video Marketing Vendor
Evaluation in order to help you make the best platform selec-
tion for your organization and its needs.
Find the Best Fit by Evaluating Vendors Using
Selection Criteria
Evaluate
Review
Strategize
Train
Measure
Develop
Understand
Request
Identify

VIDEO MARKETING: SOLUTION STUDYACTION PLAN
2
3
4
5
6
7
8
9
10
Strategize
1
Use our Video Marketing Playbook to create your plan.
Develop an implementation strategy and communication plan
to roll-out the initiative across the organization and through
your channels.
36
Follow Proven Best Practices to Video
Marketing Success
Follow this simple step-by-step guide to create an effective
video marketing plan and produce engaging video content to support your marketing goals.
VIDEO MARKETING PLAN
Playbook & Toolkit
Evaluate
Review
Train
Measure
Develop
Understand
Request
Identify
Select

2
3
4
5
6
7
8
9
10
Train
1
Develop an education/training plan for all affected personnel:
marketing, product development, operations, and sales.
37
Train Your Team About Video Marketing
Evaluate
Review
Measure
Develop
Understand
Request
Identify
Select
Strategize
VIDEO
MARKETING
Training Course S TA R T L E A R N I N G

2
3
4
5
6
7
8
9
10 Measure
1
Measure and track the progress of your Video Marketing initia-
tive with our Video Marketing Metrics Dashboard.
38
Track Key Video Marketing Metrics
Evaluate
Review
Develop
Understand
Request
Identify
Select
Strategize
Train

39VIDEO MARKETING: SOLUTION STUDYOUR SOLUTION STUDY METHODOLOGY
Our Solution Study Methodology
The Modern Marketing landscape is an ever changing, ever evolving
environment in which new strategies, technologies, vendors, and
products appear continually. Demand Metric Solution Studies provide
marketers with a focus on a specific technology solution set or focus
area so that they are armed with the knowledge, information, and
tools they need to develop effective strategies and action plans for
their organizations.
Each Solution Study involves hours of analyst research, draws
information from interviews with vendor executives and established
vendor clients for a specific technology solution, and is usually
accompanied by a mini Tool-kit of practical resources. Solution Study
Tool-kits are designed to provide marketers with the tools & templates
they need to plan for an initiative in a given focus area, analyze the
vendor landscape, and select the best vendor for their organization.
Our Digital Marketing report series includes Solution Studies on:
Social Media Marketing
Mobile Marketing
CRM
Content Marketing
Public Relations

40VIDEO MARKETING: SOLUTION STUDYABOUT DEMAND METRIC
Demand Metric provides Agile Marketing software powered
by 1,000+ practical tools and resources to help our members
complete their work faster and with more confidence.
Our community of 125,000+ global members is composed of
CEOs and business owners, marketing consultants and agen-
cies, marketing executives and managers, and professionals
who specialize in: product management, marketing operations,
sales enablement, customer engagement, demand genera-
tion, content marketing, project management, account-based
marketing, and other disciplines.
To learn more about Demand Metric, sign up for a free member-
ship at: www.demandmetric.com
V I E W W E B S I T E
About Demand Metric

Video Marketing Solution Study

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