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