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?

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How Video Is Transforming B2B Demand Generation

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

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