how video is transforming b2b demand generation
DESCRIPTION
B2B marketers are suffering from an increasing number of whitepapers being produced. How can videos help in extending whitepaper value in demand generation?TRANSCRIPT
HOW VIDEO IS TRANSFORMINGB2B DEMAND GENERATIONA strategy to improve the performance of your whitepaper promotion
Contact Uswww.beachheadmarketing.comemail: [email protected]
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: [email protected]
Download our full whitepaper and see how the strategy works for you.
