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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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  • 1. Leveraging Video for Lead Generation
    Mathew West, Social Media Manager
    DS SolidWorks Corp.
  • 2. How does SolidWorks leverage video today?
    Branding
    Lead generation
    Product support
    Sales enablement
    Live events
  • 3. 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. 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. 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. First Look At 3DVIA Composer
  • 7. 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. Results: First Look At 3DVIA Composer
  • 9. 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
    • 10. 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