Our Video Marketing Maturity Model was designed to help organizations by providing a road-map for improving their video marketing efforts and capabilities.

1. 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

2. 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
V I E W R E S O U R C E
Want to rate your organization’s Video Marketing maturity with an
interactive tool? Download our Video Marketing Maturity Assessment
and get started today!