Why Video Matters in B2B Marketing

Aaron Craig

Global Marketing Communications Manager

Thermo Fisher Scientific

October 2012

@theAaronCraig

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Thermo Scientific Product Inspection Equipment

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Product & Process Improvement Learning Theater

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What we do?

• Finding contaminants in blueberries• Problem: Find < 2 mm metal in cases prior to shipment to fruit processor• Solution: High performance POWERx X-ray inspection

• Weighing pizzas at high speed• Problem: Verify product weight/ingredients are correct• Solution: High speed, easy to use VersaWeigh checkweigher

• Detecting metal fragments in mixed spices• Problem: Assure no metal fragments in spices mixed for snack foods• Solution: Easy to clean, zero false reject drop though APEX 300 metal detector

• Controlling % fat in products like meat and milk• Problem: Due to high flow rates manual adjustment is “too slow” to respond to

dynamic changes in the process• Solution: Escan real-time measurement after the separator allows quicker

response time resulting in a more consistent product.

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B2C and B2B is like comparing apples to oranges…

• B2B customers are different, especially when it comes to social media and video marketing

• B2B customers need to be marketed to based on market, interest and where they look for information

• It is not a “one-size fits all” approach

• Make your video matter by making it relative to your customers and internal stakeholders

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I want my video to go viral

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Viral is relative

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Where do you start with video?

• Content is STILL king!

• Start out with something you know like a

marketing video such as a product launch

• Ask these questions to determine next steps:

1. What do I want my audience to do after they watch the video?

2. Can I show off our expertise to customers through a video, whether it be product innovation, service, or something else?

3. Do I have the budget and/or right video production company to help in my video marketing?

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The Evaluation Stage: Look, Talk and Listen

• Look at your products• Spotlight specific features of some machines• Think about the most useful information to customers

• Talk to your salespeople• Ask your sales team, “What are the most common questions you find

yourself answering?”

• Let your video visually answer common questions

• Listen to your customers• Put yourself in your customers’ shoes. • When you are a customer, what are your specific questions about a

product?

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Growing a Sustainable Strategy: Make It Fluid

• Getting over the hump with simple marketing videos• First few videos will probably be more marketing/product related• Don’t overcomplicate it. Real, simple video often is the most relatable for

customers

• Training and Education • Next step is learning what your customers and sales managers need• Address common problems and issues with new videos

• The importance of “Why?” • Ask yourself “why?” frequently

• Why do you sell these products? • Why are you in this market?

• These answers are your new videos

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Growing a Sustainable Strategy: Make It Fluid (cont.)

• Testimonials• Visit plants and get customers to

sing the praises of your products. • Customers usually love to share the

spotlight.

• Product training and troubleshooting• Don’t just view your videos as sales

pitches. • View videos as educational

opportunities for every customers and employee..

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Getting Your Video Out There

• Trade Publications – Store Fronts

• SEO and PPC/Adwords

• Direct Email Marketing

• Ad Campaigns

• Trade Shows

• Sales Calls

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I Think I Forgot Something…

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Making Your Video Matter: Measuring Your Results

• Impressions: The people who actually see your video

• Views: The number of times people hit “play” and watch your video• Views trump impressions• YouTube analytics can track when your views happen, where you get the most

views in the world, and how people are finding your video.

• Likes and Dislikes: Don’t worry about those. Must have call to action.

• Overlays: Popup window in the video to give

the call to action. • Clicks trump likes

• Longevity and Reach: Track how long viewers will watch your videos. Seeing click-off’s continually at a specific time? Might be time to shorten.

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Making Your Video Matter: Measuring Your Results

• Landing pages: Using online analytical tools, determine where people are linking to your video from.

• Success is sales: Sure, your video is getting views and likes, but is it successful?

• Track using a CRM software, such as Salesforce.com. • If you don’t have a way to track your leads, it will be difficult to measure

results.

• Closing a sale: Videos can offer a customer some insight that your sales team can’t.

• If your video helps tell a story or gives a specific message, and it’s something literature can’t do, then it’s important to have it in your marketing toolbox.

• Put videos on USB sticks and give to your sales team

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Measuring Results: Longevity and Reach Report

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Measuring Results: Overlay Analytics

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Measuring Results: Traffic Sources

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Let the statistics show the success!

2012 2011

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Proving success in dollars!

• Several hundred opportunities/quotes from web leads• 30% of those quotes were won, which is great for this industry

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Recap: B2B Video Matters If It Is Done Right!

• Your video probably won’t be viral like the cat videos, but it could become viral in your industry.

• Ask the questions

• Have a strategy

• Start out simple and grow

• Have the resources in place to successfully measure your efforts

Thank youAaron Craig

Aaron.Craig@thermofisher.com

@theAaronCraig

www.theaaroncraig.me

www.youtube.com/keepingfoodsafe