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Leveraging Video for Lead Generation

Mathew West, Social Media Manager DS SolidWorks Corp.

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How does SolidWorks leverage video today?

Branding

Lead generation

Product support

Sales enablement

Live events

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Video usage in lead generation

Video is usually main offer of the campaignWhitepapers, case studies, etc sometimes positioned as secondary offers

Video usually has one primary message or goalEducate about a specific set of feature/benefits

Differentiate based on specific topic

Explain how products address a specific business issue

Calls to action generally presented within the html presentation of the video

I.E. request a quote, attend a seminar, request additional information

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Our guidelines

Length: three minutes is ideal, but we’ll run up to 10 minutes for screencasts

Tone: friendly & professionalSome levity is good, but not too much

Provide valuable contentImportant for all videos that appear behind forms

Clear, enticing title

Topic of high interest

Ensure that videos aren’t dated within 18 months

Ensure up front that nothing in the video will make localization difficult

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Video case study: First Look At 3DVIA Composer

Our “First Look” series are introductory campaigns which show the software in action

Intent: drive awareness of different products, and educate prospect of primary values

“First Look At 3DVIA Composer” primarily marketed to existing SolidWorks customers

Goals5K-10K impressions per promotion cycle

Large percentage of suspects will follow call to action

Smaller percentage will engage with sales

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First Look At 3DVIA Composer

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Promotion

SolidWorks Express newsletterPrimary Promotion for existing customers

Sent twice a month

Editions for customers and prospects

Media buys

Rented lists

Social media

Website

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Results: First Look At 3DVIA Composer

Suspects

•12K Impressions•W

atched video

Prospects

•7% Indicated high interest

Leads

•13% Sent as leads

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Next steps

Localize into 13 languages

Promote regionally

Re-run at least quarterlyPrimary offer

Secondary offer for other campaigns

Nurture remaining prospects with follow up campaign

Analyze viewing behavior

Play, pause, ff/rev behavior

• Red - Most• Blue - Least

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Summary & recommendations

For SolidWorks, video is the strongest media for conveying messages and generating demand

Strong promotion is key to success

Develop content with both localization and re-promotion in mind

Define Purpose

Write Creative

Produce Raw

Content

Post Produce

Video

Run First Campaign

Localize Based on Success