Inbound Marketing Summit
June 7, 2011
Cliff Pollan – VisibleGains - @cliffpollan
Using Video in Sales & Marketing
67%
http://clients.visiblegains.com/Get/YNXj5iXRqnw
TEXT ONLY15% - 30%
VIDEO67% - 100%
Study by Suzanne C. Miller
“Online video is second only to word-of-mouth for its ability to influence decision makers in every stage of the purchase lifecycle.”
- Video Marketing Benchmark 2009
Page 9
53x
200% - 300%
163 Views =
Where to use video
Page 12
ENGAGE
CLOSE
NURTURE
WEBSITE
Provide An Overview
Demo An Offering
Share A Testimonial
SALES PROCESS
Make A Connection
Send Follow-Ups Submit A Proposal
LANDING PAGES & BLOG
Promote Content Expand A Webinar Post A Topic
Case Study: Webinar Promotion for Building Engines
• Authenticate & Simple to Produce
• Easy to add to existing campaign
• Allows tentative attendees to hear more about the content and benefits of attending
Example: Webinar Promo Video
http:/blog.visiblegains.com/index.php/digital-marketer-doubles-online-conversion-by-using-video-to-promote-webinar/
Results – Building Engines
Click-Thru Rate
Sign-Ups
2x Baseline
4xBaseline
Engagement
65%Highly
Interested
Photo by gothopotam
Case Study: Solution Overview for Salesgenie
• Engaging elevator pitch branched by audience
• Ability to take trials and book meetings with more informed prospects
• Reusable in various locations including email and website pages
Example: Home Page Video
http://salesgenie.com
Results – Salesgenie
StakeholdersEngaged
74 %
Actions Taken
Case Study: Getting A First Meeting for Time Trade
• Opens up conversations with prospects
• Enables up to 10:1 sharing from gatekeeper to other stakeholders
• Maintains core message and key calls to action
Example: Getting A Meeting
http://clients.visiblegains.com/Get/Vk_W2LZQoAo
Results - Timetrade
Time to First Meeting
10 10 Days
Time to Closed Deal
90 Days
StakeholdersEngaged
From 1 Email
If Necessary, Get Your Feet Wet
If Necessary, Get Your Feet Wet
Do Something Simple
INTERVIEW CLIP VOICE-OVER DIAGRAM(S) CAPTURE SCREENCAST
Tools for Shooting Video
Kodak Playtouch $99
Learn More: http://www.visiblegains.com/learn/creating-video-clips/
Sony ECM-AW3 $170
Tripod$15 - $120
Tools for Capturing Audio Voiceover
Learn More: http://www.visiblegains.com/learn/using-images-and-voiceover/
USB Headset $15 to $60
Blue Snowball$60
or
Tools for Screen Capture
Learn More: http://www.visiblegains.com/learn/creating-video-screencasts/
NCH Debut$30
Camtasia$100 - $300
or
Good time to start
Increases engagement and conversion
Helps all parts of marketing and sales
Not hard or expensive
Cliff Pollan [email protected] 617 901 3076
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