how video is transforming b2b demand generation

HOW VIDEO IS TRANSFORMINGB2B DEMAND GENERATIONA strategy to improve the performance of your whitepaper promotion

Contact Uswww.beachheadmarketing.comemail: steven@beachheadmarketing.com

Beachhead• A marketing agency founded to help B2B marketers

adapt to the changing world of marketing technology.

• Learn more at www.beachheadmarketing.com

Marketing

About

THE VALUE OFWHITEPAPERS1

• Convey thought leadership• Introduce

challenges and solutions• Generate

awareness and leads

Whitepapers are vital instruments

B2B buyers trust whitepapers

2010 20120%

10%

20%

30%

40%

50%

60%

41%56%

% of B2B buyers view whitepapers very to extremely inf...

37% increase

But whitepapers are growing slow

2011 2012 2013 201430%

40%

50%

60%

70%

80%

55%58%

71% 73%

43% 51%

61%64%

41%

52%

70%

73%

At what pace do marketing tactics usage grow?

Case Stud-ies

Whitepapers

VideosWritten materials usage is being eclipsed by video

Reason: the content arms race

Many vendors are building an ever-increasing number of whitepapers

How to win the content arms race?

Strategy: capturing readers’ attentionas quickly as possible

How to win the content arms race?

Pre-sellingthe messagewith a non-text-based form

THE EXPONENTIAL GROWTH

VIDEO2 IN

Videos have enormous audience

• More than 1B users visit YouTube each month• 187M US people watched 48B online videos in

July 2013

B2B audience are business-focused

On Business_x000d_Related_x000d_Websites

On YouTube

0% 20% 40% 60% 80% 100%

26

18

29

21

20

13

12

11

8

16

5

20

Where do executives view business related videos?

Daily Several Times / Week Weekly Several Times / Month Monthly or less often Never

B2B audience are business-focused

You need not produce the most shared video online; just the most shared among your buyers

Videos go viral because they are…

• Short, concise• Engaging with

motion and audio• Quickly absorbed

Videos go viral because they are…

What whitepapers aren’t

• Short, concise• Engaging with

motion and audio• Quickly absorbed

Videos engage the C-suite

78% of under-40 executives receive video links from colleagues

Videos engage the C-suite

42% executives have ever made a purchase after watching a work-related video

Videos enhance ROI

• Click through rate• Sharing rate• Conversion rate

Increasing:• Time on site /

page• Website traffic

Video use Website conversion rate

Best-in-class companies

55% 4%

Others companies

40% 2%

Companies using video more than other tactics doubled conversion rates

Best-in-class practice

THE WHITEPAPER VIDEO

STRATEGY3

… when doling out whitepaper messagesas smaller chunks for easier digestion

Video works best…

Video works best…

… to conduct add-on campaigns to re-market a whitepaper

Video works best…

• On a website• Through

social media• In marketing

emails• In sales

emails• Industry

events

Video works best…

… when multiplied and posted on various channels: • Create more chances for

exposure• Attract more personas• Support different stages

of lead nurturing.

• Facilitates whitepapers’ merits

• Meliorates whitepapers’ shortcomings

Video

The whitepaper video strategy

is the key to win the content arms race

Build this strategyyourself

Contact Uswww.beachheadmarketing.comemail: steven@beachheadmarketing.com

Download our full whitepaper and see how the strategy works for you.

Contact Uswww.beachheadmarketing.comemail: steven@beachheadmarketing.com

THANK YOU

If you have any question