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How Video Is Transforming B2B Demand Generation
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How Video Is Transforming B2B Demand Generation

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B2B marketers are suffering from an increasing number of whitepapers being produced. How can videos help in extending whitepaper value in demand generation?

B2B marketers are suffering from an increasing number of whitepapers being produced. How can videos help in extending whitepaper value in demand generation?

Published in: Marketing, Business, Technology

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  • 1. HOW VIDEO IS TRANSFORMING B2B DEMAND GENERATION A strategy to improve the performance of your whitepaper promotion
  • 2. About • A marketing agency founded to help B2B marketers adapt to the changing world of marketing technology. • Learn more at www.beachheadmarketing.com Contact Us www.beachheadmarketing.com email: steven@beachheadmarketing.com
  • 3. 1 THE VALUE OF
  • 4. Whitepapers are vital instruments • Convey thought leadership • Introduce challenges and solutions • Generate awareness and leads
  • 5. B2B buyers trust whitepapers % of B2B buyers view whitepapers very to extremely influential 60% 50% 40% 37% increase 30% 20% 56% 41% 10% 0% 2010 2012
  • 6. But whitepapers are growing slow At what pace do marketing tactics usage grow? 80% 71% 70% 60% 50% 40% 73% 73% 70% 55% 43% 41% 30% 2011 58% 61% Case Studies 64% 52% 51% Whitepapers Written materials usage is being eclipsed by video Videos 2012 2013 2014
  • 7. Reason: the content arms race Many vendors are building an ever-increasing number of whitepapers
  • 8. How to win the content arms race? Strategy: capturing readers’ attention as quickly as possible
  • 9. How to win the content arms race? Pre-selling the message with a nontext-based form
  • 10. 2 THE EXPONENTIAL GROWTH IN
  • 11. Videos have enormous audience • More than 1B users visit YouTube each month • 187M US people watched 48B online videos in July 2013
  • 12. B2B audience are business-focused Where do executives view business related videos? 18 On YouTube On Business Related Websites 21 26 0% 13 11 29 20% 40% 16 20 60% 20 12 80% Daily Several Times / Week Weekly Several Times / Month Monthly or less often Never 8 5 100%
  • 13. B2B audience are business-focused You need not produce the most shared video online; just the most shared among your buyers
  • 14. Videos go viral because they are… • Short, concise • Engaging with motion and audio • Quickly absorbed
  • 15. Videos go viral because they are… What whitepapers aren’t • Short, concise • Engaging with motion and audio • Quickly absorbed
  • 16. Videos engage the C-suite 78% of under-40 executives receive video links from colleagues
  • 17. Videos engage the C-suite 42% executives have ever made a purchase after watching a work-related video
  • 18. Videos enhance ROI Increasing: • Click through rate • Time on site / page • Sharing rate • Website traffic • Conversion rate
  • 19. Best-in-class practice Video use Best-in-class companies Others companies Website conversion rate 55% 4% 40% 2% Companies using video more than other tactics doubled conversion rates
  • 20. 3 THE WHITEPAPER VIDEO
  • 21. Video works best… … when doling out whitepaper messages as smaller chunks for easier digestion
  • 22. Video works best… … to conduct add-on campaigns to re-market a whitepaper
  • 23. Video works best… • On a website • Through social media • In marketing emails • In sales emails • Industry events
  • 24. Video works best… … when multiplied and posted on various channels: • Create more chances for exposure • Attract more personas • Support different stages of lead nurturing.
  • 25. Video • Facilitates whitepapers’ merits • Meliorates whitepapers’ shortcomings
  • 26. The whitepaper video strategy is the key to win the content arms race
  • 27. Build this strategy Download our full whitepaper and see how the strategy works for you. Contact Us www.beachheadmarketing.com email: steven@beachheadmarketing.com
  • 28. THANK YOU If you have any question Contact Us www.beachheadmarketing.com email: steven@beachheadmarketing.com