How Video Is Transforming B2B Demand Generation
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Transcript of How Video Is Transforming B2B Demand Generation
HOW VIDEO IS TRANSFORMINGB2B DEMAND GENERATIONA strategy to improve the performance of your whitepaper promotion
Contact Uswww.beachheadmarketing.comemail: [email protected]
Beachhead• A marketing agency founded to help B2B marketers
adapt to the changing world of marketing technology.
• Learn more at www.beachheadmarketing.com
Marketing
About
THE VALUE OFWHITEPAPERS1
• Convey thought leadership• Introduce
challenges and solutions• Generate
awareness and leads
Whitepapers are vital instruments
B2B buyers trust whitepapers
2010 20120%
10%
20%
30%
40%
50%
60%
41%56%
% of B2B buyers view whitepapers very to extremely inf...
37% increase
But whitepapers are growing slow
2011 2012 2013 201430%
40%
50%
60%
70%
80%
55%58%
71% 73%
43% 51%
61%64%
41%
52%
70%
73%
At what pace do marketing tactics usage grow?
Case Stud-ies
Whitepapers
VideosWritten materials usage is being eclipsed by video
Reason: the content arms race
Many vendors are building an ever-increasing number of whitepapers
How to win the content arms race?
Strategy: capturing readers’ attentionas quickly as possible
How to win the content arms race?
Pre-sellingthe messagewith a non-text-based form
THE EXPONENTIAL GROWTH
VIDEO2 IN
Videos have enormous audience
• More than 1B users visit YouTube each month• 187M US people watched 48B online videos in
July 2013
B2B audience are business-focused
On Business_x000d_Related_x000d_Websites
On YouTube
0% 20% 40% 60% 80% 100%
26
18
29
21
20
13
12
11
8
16
5
20
Where do executives view business related videos?
Daily Several Times / Week Weekly Several Times / Month Monthly or less often Never
B2B audience are business-focused
You need not produce the most shared video online; just the most shared among your buyers
Videos go viral because they are…
• Short, concise• Engaging with
motion and audio• Quickly absorbed
Videos go viral because they are…
What whitepapers aren’t
• Short, concise• Engaging with
motion and audio• Quickly absorbed
Videos engage the C-suite
78% of under-40 executives receive video links from colleagues
Videos engage the C-suite
42% executives have ever made a purchase after watching a work-related video
Videos enhance ROI
• Click through rate• Sharing rate• Conversion rate
Increasing:• Time on site /
page• Website traffic
Video use Website conversion rate
Best-in-class companies
55% 4%
Others companies
40% 2%
Companies using video more than other tactics doubled conversion rates
Best-in-class practice
THE WHITEPAPER VIDEO
STRATEGY3
… when doling out whitepaper messagesas smaller chunks for easier digestion
Video works best…
Video works best…
… to conduct add-on campaigns to re-market a whitepaper
Video works best…
• On a website• Through
social media• In marketing
emails• In sales
emails• Industry
events
Video works best…
… when multiplied and posted on various channels: • Create more chances for
exposure• Attract more personas• Support different stages
of lead nurturing.
• Facilitates whitepapers’ merits
• Meliorates whitepapers’ shortcomings
Video
The whitepaper video strategy
is the key to win the content arms race
Build this strategyyourself
Contact Uswww.beachheadmarketing.comemail: [email protected]
Download our full whitepaper and see how the strategy works for you.