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

1. Confidential Information
Leveraging Video for Lead Generation
Mathew West, Social Media Manager
DS SolidWorks Corp.

2. Confidential Information
How does SolidWorks leverage video today?
Branding
Lead generation
Product support
Sales enablement
Live events

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. 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. 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. Confidential Information
First Look At 3DVIA Composer

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. Confidential Information
Results: First Look At 3DVIA Composer
Suspects
• 12K Impressions
• Watched video
Prospects
• 7% Indicated high interest
Leads
• 13% Sent as leads

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. 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