Low, Slow, Blow: B2B Video For Every Budget Cassandra Jowett Senior Content Marketing Manager at Influitive @cassandrajowett @influitive

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About me: •  Recovering print journalist •  5+ years at TalentEgg •  3+ years at Influitive •  Avid paddler and

backcountry camper

Definitely NOT a filmmaker/ videographer/broadcaster.

Real talk: •  A video marketing strategy

for humans •  Low/Slow/Blow budget •  Business impact •  Practical advice It’s easier (and harder) than you might think.

Hi there, fellow video marketers!

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Explainer videos…?

BAM! Insert your AMAZING

software solution or

services here!

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–  Customers/users –  Employees –  Partners –  Influencers

–  Academics –  Authors –  Students –  Alumni

Real humans, please!

You can feature these people in your video content today (for free!):

#Viewtopia16 You don’t have to be Spielberg or Lucas either…

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Low budget Slow budget Blow budget

Time investment High Medium Low

Requirements

•  Smartphone/DSLR •  Microphone •  Video editing software

and skills •  Basic lighting kit •  Background screens

•  Fully-formed ideas •  Story board, write

scripts, direct shoot •  Source talent, props,

locations •  Multiple revisions

•  Select right partner •  Mission and vision •  Provide feedback/

approval on story boards, scripts, talent

•  Patience/comms

Vendors None Videographer/editor Video agency

$$$ Initial setup fee, but “free” after that $500-$2K/video $5K-50K+/video

Timeline Short Medium Long

Quality DIY Professional-ish Polished

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Video marketing is a team sport

•  Content marketing •  Product marketing •  Customer marketing •  Customer success •  Talent acquisition •  Interns

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DSLR/Canon Rebel T5i RODE shotgun mic SD card

Camera bag Tripod

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YouTube Live Live video chat tips: 1.  Celebrity status prep:

•  Topic and questions •  Technical step-by-step •  A/V and lighting tips

2.  Dry run for anxious guests.

3.  Log on 15-30 mins early.

4.  Bad connection? Keep calm

and carry on.

LOW BUDGET

CONTENT

Add text here

Filmed by us on an iPhone Filmed by customer on an iPhone

Filmed by us with a DSLR

Filmed by us with a DSLR

LOW BUDGET

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Crowd-source funding

announcement videos

Featuring: Customers

Partners Investors

LOW BUDGET influitive.com/seriesb

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Focus on: •  Purpose •  Framing •  Lighting & sound •  Making on-camera

talent feel comfy

Avoid: •  Acting/lines •  Complex shots •  Moving camera •  Obsessing over

perfection

Low budget video tips

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Focus on: •  Finding an all-in-

one videographer you work well with

•  Storyboarding •  Scripting

Avoid: •  Changing scope

mid-project •  Multi-day shoots •  Complex

animation

Slow budget video tips

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Personalized video campaign Previous

promotions Personalized

video campaign Improvement

Open rate 16.1% 29% 2X

Click-through rate 0.7% 5.5% 8X

Click-to-open rate 4.5% 18.7% 4X

Technology: Vidyard Marketo Agency: Sparksight

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•  $400K pipeline influenced

•  27 opportunities Tech: Vidyard and Marketo Agency: Sparksight Play the long game. There are no quick wins in B2B video marketing.

Conference video hub BLOW BUDGET

videos.advocamp.com

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•  Buyer person(a) •  Emotion •  Sense of humor •  Customer feedback •  Entertaining •  Educational

Video is a mirror How do you reflect your customers instead of your product?

“Kacy” the B2B marketer saves the day in this video Agency: Sparksight

BLOW BUDGET influitive.com

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•  $1.7M pipeline influenced

•  Won: $200K •  129 opportunities

Homepage videos

BLOW BUDGET influitive.com

”Kacy” explains how Influitive works Agency: Sparksight

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BLOW BUDGET influitive.com/bamtv

“Spark The Movement” feat. real Influitive customers BLOW BUDGET

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Focus on: •  Finding an agency

you love •  Budget and scope •  Script and storyboard

perfection •  Casting

Avoid: •  Shooting until you’re

100% happy with the script/storyboard

•  Changing scope •  Micromanaging your

agency

Blow budget video tips

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•  Views •  Clickthrough rates •  Engagement •  Device

•  Responses •  Opportunities •  $ influenced •  $ closed won

Video marketing ROI

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cassandra@influitive.com @cassandrajowett

Questions?