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SolidWorks MassTLC video presentation

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Matthew West from SolidWorks presents "Leveraging video for Lead Generation" at MassTLC sales and marketing event on 11/16/10

Matthew West from SolidWorks presents "Leveraging video for Lead Generation" at MassTLC sales and marketing event on 11/16/10

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    SolidWorks MassTLC video presentation SolidWorks MassTLC video presentation Presentation Transcript

    • Leveraging Video for Lead Generation
      Mathew West, Social Media Manager
      DS SolidWorks Corp.
    • How does SolidWorks leverage video today?
      Branding
      Lead generation
      Product support
      Sales enablement
      Live events
    • Video usage in lead generation
      Video is usually main offer of the campaign
      Whitepapers, case studies, etc sometimes positioned as secondary offers
      Video usually has one primary message or goal
      Educate about a specific set of feature/benefits
      Differentiate based on specific topic
      Explain how products address a specific business issue
      Calls to action generally presented within the html presentation of the video
      I.E. request a quote, attend a seminar, request additional information
    • Our guidelines
      Length: three minutes is ideal, but we’ll run up to 10 minutes for screencasts
      Tone: friendly & professional
      Some levity is good, but not too much
      Provide valuable content
      Important for all videos that appear behind forms
      Clear, enticing title
      Topic of high interest
      Ensure that videos aren’t dated within 18 months
      Ensure up front that nothing in the video will make localization difficult
    • Video case study: First Look At 3DVIA Composer
      Our “First Look” series are introductory campaigns which show the software in action
      Intent: drive awareness of different products, and educate prospect of primary values
      “First Look At 3DVIA Composer” primarily marketed to existing SolidWorks customers
      Goals
      5K-10K impressions per promotion cycle
      Large percentage of suspects will follow call to action
      Smaller percentage will engage with sales
    • First Look At 3DVIA Composer
    • Promotion
      SolidWorks Express newsletter
      Primary Promotion for existing customers
      Sent twice a month
      Editions for customers and prospects
      Media buys
      Rented lists
      Social media
      Website
    • Results: First Look At 3DVIA Composer
    • Next steps
      Localize into 13 languages
      Promote regionally
      Re-run at least quarterly
      Primary offer
      Secondary offer for other campaigns
      Nurture remaining prospects with follow up campaign
      Analyze viewing behavior
      Play, pause, ff/rev behavior
      • Red - Most
      • Blue - Least
    • Summary & recommendations
      For SolidWorks, video is the strongest media for conveying messages and generating demand
      Strong promotion is key to success
      Develop content with both localization and re-promotion in mind