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VIDEO IN
BUSINESS
2016
TRENDS:
2015sawincredible
growthintheuse
ofvideocontentby
marketersinbothB2C
andB2Bmarkets.
...It also saw staggering shifts in
how marketers are using video and
the kinds of results it’s helping them
generate.
Top marketers are now using video
throughout the funnel to better engage
and educate prospects, enhance lead
scoring and nurture streams, and boost
overall conversion rates.
Nolongerjustatoolfor
brandawareness....
AYEAR
IN REVIEW
2015:
“ “ “
VideowentmainstreamforB2Bmarketersand
switchedfromanice-to-havetoanabsolutemust.
75% of senior executives watch
work-related videos at least on
a weekly basis, and 54% share
work-related videos with their
colleagues at least weekly.
–
This past year, 74% of B2B
marketers said video converts
better than any other medium.
–
Those who use video are
growing revenue 49% faster
than those who don’t.
–
Now that marketers are getting comfortable
with video as a content medium for both Brand
and Demand, the real fun begins...
Let’stakealookatthetop5
trendspredictedforvideo
marketingin2016.
FROM
TOP-OF-FUNNEL
TO BOTTOM
TREND #1
Video’svaluewillcontinuetobe
seenthroughoutthefunnel...
But most importantly, bottom-of-funnel video
content will become a blaring priority for
marketing and sales teams.
Themostcommon
typesofvideosused
byB2Bmarketersare
explainerandproduct
featurevideos.But...
More than half of marketers
experiencing success with video
marketing believe that product demos
and customer testimonials are the
most effective types of videos.
Didyouknow?
More and more sales teams are
utilizing video content to connect
with prospects, which is exactly
why testimonials and demos are
becoming so important.
FROM
PASSIVE TO
INTERACTIVE
TREND #2
Videoisnolongerjusta
lean-backexperience.
In 2016, marketers will start
leveraging interactivity at scale and
will start to use embedded forms,
questionnaires, surveys, and choose-
your-own-adventure-style videos to
boost engagement and conversion
with buyers.
“
Interactivevideosengageviewersforlonger,withcompletionrates
nearing90%.Forresterreports50%forlinearvideos.
Video is more than something we can
watch, leaning back in our chairs. It’s also
increasingly something we can interact
with – leaning forward, and engaged.
– ANN HANDLEY,
Chief Content Officer of MarketingProfs
& co-author of Content Rules
Didyouknow?
You can now create interactive
videos using ‘drag and drop’ tools
that can collect data from viewers
and push it directly into marketing
automation and CRM records.
FROM
GENERICTO
PERSONAL
TREND #3
Videocontentwillachievethe
ultimateinpersonalization.
More B2B and B2C marketers will drop video
into their marketing automation platform to
personalize videos on a mass scale and bring
viewers right into their story … literally.
“2016 will be all about highly-personalized content
that connects with people on an emotional level.
Marketers and sellers will get more specific in
messaging to particular audiences at different
stages of the buyers’ journey. Personalized video
will be one very interesting aspect of this, enabling
marketers and sellers to differentiate themselves
and strike an emotional chord by reeling
customers into their video stories.
– ROB HUMPHREY,
Sr. Content Producer, LinkedIn
Didyouknow?
Using a personalized splash
screen image can increase click-
through-rates by more than
1500%, and adding personalized
elements within a video can
increase viewer engagement time
and conversion rates by more
than 40%.
FROM
MARKETING
TO SALES
TREND #4
Saleswillstartusing
videothroughoutthe
sellingprocessand
starttopersonalize
individualvideosto
betterconnectwith
potentialbuyers.
Plus, in 2016, we’ll see the evolution
of marketers’ video strategies to
help their sales teams sell.
“Because content is the modern
salesperson’s currency (it’s the
way you can demonstrate domain
expertise), you need to share quality
content to establish trust. In terms of
content formats, I’m a firm believer
that nothing else helps you humanize
the buying process more effectively
than sharing online video. But most
importantly, video analytics can
reveal incredible insight and context
to your sales team.
– JILL ROWLEY,
Social Selling Evangelist
& Sales Enablement Enthusiast
Didyouknow?
An increasing number of sales
reps are now using personal
video recordings to build
better relationships with
customers and prospects.
“I typically use videos in the sales process early on to make sure the customer has
a better understanding of the content we’ll be focusing on prior to a demo. It also
gives them homework to check in on and then I can see what they’ve watched and
how long they were engaged so that I can tailor my conversation appropriately for
the follow-up. I’ve also found that this has shortened the sales cycle, lessened the
number of demos that I or my SE has had to do, and I can close deals faster.
– SAMANTHA CULLEN,
AE SMB, Salesforce
FROM
OUTSOURCED
TO IN-HOUSE
TREND #5
Asamoreintegrated
componentof
companies’content
strategyin2016,more
andmorebusinesses
willbuildoutvideo
expertisein-house.
Agencies will still play a
critical role as companies
scale their video efforts
quickly and efficiently.
“In-house video production allows us to tightly integrate ideation,
creative development, and execution without fear of canceling a
project if it doesn’t meet our standards. Plus, it creates ownership
across the team for the quality of our content because the shared
goal is meaningful business results, not simply producing videos.
–SOURABH KOTHARI,
Head of Rich Media Marketing,
Cisco
In2015,38%ofcompanies
wereusingin-houseproduction
resourcesexclusively.
Didyouknow?
A complete video production
can now be built out for less
than $3,000.
It’samazinghowfar
videohascomeinthe
pastfewyears,butthe
opportunitiesinthe
comingyearareexquisite.
Massive incentives are awaiting those in
marketing and sales who maximize video’s
phenomenal capabilities this year.
Wanttodivedeeperinto
upcomingvideoanddigital
marketingtrends?
Join Vala Afshar, Chief Digital Evangelist
at Salesforce, Sangram Vajre, CMO at
Terminus, and Matt Heinz, President at
Heinz Marketing for a panel discussion on
Digital Marketing Trends in 2016.
Solet'sdo it!
HERE'S
TO A
GREAT
2016!
Sign Me Up!

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2016 Digital Marketing Trends: Video In Business