Confidential Information
Leveraging Video for Lead Generation
Mathew West, Social Media Manager
DS SolidWorks Corp.
Confidential Information
How does SolidWorks leverage video today?
Branding
Lead generation
Product support
Sales enableme...
Confidential Information
Video usage in lead generation
Video is usually main offer of the campaign
Whitepapers, case stud...
Confidential Information
Our guidelines
Length: three minutes is ideal, but we’ll run up to 10
minutes for screencasts
Ton...
Confidential Information
Video case study: First Look At 3DVIA Composer
Our “First Look” series are introductory campaigns...
Confidential Information
First Look At 3DVIA Composer
Confidential Information
Promotion
SolidWorks Express newsletter
Primary Promotion for existing customers
Sent twice a mon...
Confidential Information
Results: First Look At 3DVIA Composer
Suspects
• 12K Impressions
• Watched video
Prospects
• 7% I...
Confidential Information
Next steps
Localize into 13 languages
Promote regionally
Re-run at least quarterly
Primary offer
...
Confidential Information
Summary & recommendations
For SolidWorks, video is the strongest media for
conveying messages and...
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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

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SolidWorks MassTLC video presentation

  1. 1. Confidential Information Leveraging Video for Lead Generation Mathew West, Social Media Manager DS SolidWorks Corp.
  2. 2. Confidential Information How does SolidWorks leverage video today? Branding Lead generation Product support Sales enablement Live events
  3. 3. Confidential Information 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
  4. 4. Confidential 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
  5. 5. Confidential Information 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
  6. 6. Confidential Information First Look At 3DVIA Composer
  7. 7. Confidential Information 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
  8. 8. Confidential Information Results: First Look At 3DVIA Composer Suspects • 12K Impressions • Watched video Prospects • 7% Indicated high interest Leads • 13% Sent as leads
  9. 9. Confidential Information 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
  10. 10. Confidential Information 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
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