From Interruptive to Irresistible:

How to use Video in B2B Marketing to Stand Out and

Convert More BuyersPresented By:

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From Interruptive to Irresistible:

How to use Video in B2B Marketing to Stand Out and

Convert More Buyers

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mail: P.O. Box 509 Eau Claire, WI 54702-0509 • telephone: 866-352-9539 • fax: 715-802-1131email: customerservice@lorman.com • website: www.lorman.com • seminar id: 403994

Prepared By:Tyler Lessard

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From Interruptive to IrresistibleHow to Use Video to Stand Out and Convert Buyers

1

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Why We’re Here Today

Inspire new ideas for how you think about customer experience and how video can help you better connect with customers.

Why Video is critical in B2B marketing

Trends and Best Practices for using video across programs and channels

Transformation in how people research and buy

(20/80 is now 80/20).

New expectations around content & experience, no tolerance for crap.

Audience

75% of the global workforce will be Millennials by 2025

80% of the buyer’s journey now happens online, what does that mean for marketers?

Lost the essence of personaland human, in some cases

losing trust with buyers.

Need to adapt to meet the expectations of today’s buyers

and customers.

Marketers

3

RELEVANCE

PERSONALIZATION

ENGAGEMENT

EXPERIENCE / TRUST

Leads to Demand

Broad to Personal

Clicks to Consumption

Followers to Fans

SCIENCE | MARTECH

ART | CONTENT

Modern Marketing Trends

Best-in-class marketing is about mastering both the ART and the SCIENCE

4

5

RELEVANCE

PERSONALIZATION

ENGAGEMENT

EXPERIENCE / TRUST

www.vidyard.com/happy-holidays-2017

Power of a Great Story

Psychology of Video – The 5 E’s

1. Engaging: We’re hardwired to engage in storytelling

2. Emotional: Opportunity to invoke emotional responses

3. Educational: We process video faster and retain longer

4. Empathetic: Can develop trust and human empathy

5. Effortless: Rewarding experience for audiences

Video isn’t just another way to tell the same story. Take advantage of its unique characteristics!

6

“50% of your content should be video.

Your audiences want to live inside of video. Stop hiring bloggers, start hiring producers.”

Brian Halligan CEO, HubSpotINBOUND 2016

Video Means Business

5 TrendsIn the World of B2B Video Marketing

7

Trend #1Video Thrives Throughout the Funnel

and Becomes ‘Organic’ Part of Marketing

➢ More in-house video creation

➢ Greater focus on educational content

➢ Focus on authenticity, value, connection

Trend #2Greater Focus on Video as a New Source

of Leads and Demand Generation

In-Video Forms & CTAs Engagement AnalyticsMore Video-Based CTAsHigher Conversions

8

www.marketo.com

www.vidyard.com/marketing

9

Engagement Data Fuels Optimization & Insights

Content PerformanceWhich content is driving high engagement?

Audience InsightsWho’s watching what, when and for how long?

10

Trend #3New Types of Video Experiences Including

Personalized Video, Interactive, Video Series

Getting Creative with Personalization

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Rise of the B2B Video Content Series

Trend #4Video Emerges as a Powerful Tool for

Inside Sales Teams

13

www.vidyard.com/GoVideo

When it comes to selling, video is the next best thing to being there in person

Trend #5Video ‘Completes’ Account-Based

Marketing and Sales Strategies

Personalized One-to-One Interactive Educational

14

Key Ingredients to a B2B Video Strategy

CONTENT STRATEGYHow and where to leverage video?Website, customer stories, campaigns, etc.

CREATION & PRODUCTIONTrusted agency partner and/or freelancerInternal video creation (just do it!!!)

HOSTING, MGMT, OPTIMIZATIONVideo player & playback experienceBusiness-grade hosting and management toolsUnderstand the limitations of YouTube!

ANAYTICS & INSIGHTSVideo content performance insightsViewer engagement and audience insightsMarketing automation & CRM integration?

Question & Answer

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16

Notes