The 4 Stages of Video Marketing Maturity

What the heck is a Video Marketing Maturity Model?A guide to help you figure out where to start, how you can improve, and how you stack up against some of the best video marketers.

Helpful for any marketer who:Wants to build or improve a video marketing program, but doesn’t know where to start

Wants to know what other tools and resources can help them achieve results

Wants to generate names, leads, and sales using video

Wants to build a sustainable, results driven, video marketing road map

TAKE THE ASSESSMENT

Are you a video marketing master? Take this 2-minute assessment to find out!

Beginner Intermediate Professional Master

Strategy

Technology

Creation & Collaboration

Measurement & ROI

There are 4 Stages of Video Marketing Maturity And 4 Categories of Criteria

Beginner

Strategy Inconsistent or non-existent video strategy, generally using a “post-and-cross-your-fingers” methodology

Technology Using YouTube, Vimeo, Facebook, and other social platforms only

Creation & Collaboration Inconsistent branding and themes and somewhat undefined production schedules

Measurement & ROI Using only video views to measure success

A Taste of the Beginner Stage

A Look into the Intermediate Stage

Intermediate

Strategy Aligning video to buyer stages, creating new budgets specifically for video with executive sponsorship and buy-in, and starting to see marketing and sales alignment on video ideation

Technology Using a Video Marketing Platform, utilizing video in email, and tracking video metrics through marketing automation platforms and CRM systems

Creation & Collaboration Producing high quality, consistent video content and utilizing a production house

Measurement & ROI Tracking video views as well as viewership behavior (like who’s watching what) and new leads from video

Professional

Strategy Have a dedicated video marketing budget, starting to use personalized video, and seeing full executive support and buy-in

Technology Fully immersed in the use of a Video Marketing Platform, using Video Hubs or a YouTube-esque video channel on their website, A/B testing video splash screens, and using in-video CTAs

Creation & Collaboration

Producing mostly in-house with occasional support from a video agency, also have a full branding style guide for video in particular

Measurement & ROI Tracking cost per lead, drop-off points or viewer exit points, and measuring video ROI

A Hint of the Professional Stage

Master

Strategy The CMO or others in the company have experienced career advancement due to video and marketing and sales work together to build a video strategy from the start

Technology Maximizing the use of their Video Marketing Platform, mastering their video SEO, and making the most of customized account-based video marketing

Creation & Collaboration

Using both an internal team and an agency that are highly in sync, plus multiple departments are now creating and managing video content

Measurement & ROI Still tracking the main metrics as well as cost per lead, viewer exit points, and ROIs

A Peek into the Master Stage

Take this 2-minute assessment to find out if you’re a Video Marketing Master:

Or, download the guide to learn more about the 4 Stages of Video Maturity.

TAKE THE ASSESSMENT