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The Video Marketing Landscape: What All B2B Marketers Need to Know

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In 2015, video overtook all other online activities in time spent online. Even B2B purchasers are looking to video to guide their decisions from discovery all the way to purchase. So how should B2B marketers adapt? Forrester Research Analyst, Nick Barber, shared his latest research on B2B video consumption, the growth of online video platforms, the leading edge of video technology, and best practices you need to follow if you’re using video for business.
Learn:
- Video consumption behavior throughout the B2B customer journey
- How to organize video content and automate distribution with a video platform
- The biggest video marketing trends like personalization, interactivity, and sentiment analysis
- Recommendations for evaluating an online video platform
- Where to invest now and in the future for continued video marketing success

Watch the full webinar on demand at go.vidyard.com/forrester.

Published in: Marketing
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The Video Marketing Landscape: What All B2B Marketers Need to Know

  1. 1. What%All%B2B%Marketers%Need%to%Know The Video Marketing Landscape:
  2. 2. Nick%Barber Analyst Forrester Research @nickjb Tyler%Lessard CMO Vidyard @tylerlessard
  3. 3. Ignore'Video'At'Your'Peril Nick'Barber,'Analyst June%16,%2016
  4. 4. ©%2016%Forrester%Research,%Inc.%Reproduction%Prohibited 4 1.8'million Number%of%words%a%oneAminute%video%is%worth. James%McQuivey Forrester%Research%
  5. 5. ©%2016%Forrester%Research,%Inc.%Reproduction%Prohibited 5 115Number%of%minutes%US% adults%spend%with%digital% video%per%day
  6. 6. ©%2016%Forrester%Research,%Inc.%Reproduction%Prohibited 6 HalfOf%all%mobile%traffic%is%video
  7. 7. ©%2016%Forrester%Research,%Inc.%Reproduction%Prohibited 7 53Percent%of%online%adults%who%used% video%to%research%a%recent%purchase
  8. 8. ©%2016%Forrester%Research,%Inc.%Reproduction%Prohibited 9 Why'You'Need'An'OVP The case for an online video platform
  9. 9. ©%2016%Forrester%Research,%Inc.%Reproduction%Prohibited 10 OVP'Capabilities
  10. 10. ©%2016%Forrester%Research,%Inc.%Reproduction%Prohibited 11 Isn’t'YouTube'good'enough? ›Security% ›Interactivity% ›Analytics% ›Search
  11. 11. ©%2016%Forrester%Research,%Inc.%Reproduction%Prohibited 12 You'need'an'online'video'platform'to: › Ingest%and%organize%content › Define%your%workflow › Automate%content%distribution › Manage%bandwidth%and%delivery › Uncover%trends%through%big%data and%analytics › Keep%your%content%secure
  12. 12. ©%2016%Forrester%Research,%Inc.%Reproduction%Prohibited 13 Ingest'and'organize'content › Upload%from%a%range%of% devices › Migrate%from%other% platforms
  13. 13. ©%2016%Forrester%Research,%Inc.%Reproduction%Prohibited 14 Importance'of'Metadata › Prioritize%search › Use%terms%that%your%customers%and%clients%do › Taxonomy%definition • Finance%>%Saving%>%Retirement%>%401K%>%Guidance › Metadata%and%thumbnails
  14. 14. ©%2016%Forrester%Research,%Inc.%Reproduction%Prohibited 15 Define'your'workflow › Create%roles › Define%an% approval%process
  15. 15. ©%2016%Forrester%Research,%Inc.%Reproduction%Prohibited 16 Automate'content'distribution › Strength%of%an%OVP%is% when it%integrates%with other%enterprise%systems › How%does%the%OVP% integrate%with%CRM,%DAM,% MAP,%CMS,%LMS? › Learn%who%is%watching, what%content%resonates and%how%to%follow%up
  16. 16. ©%2016%Forrester%Research,%Inc.%Reproduction%Prohibited 17 Manage'bandwidth'and'delivery › Viewers%begin%to%abandon%video%after…
  17. 17. ©%2016%Forrester%Research,%Inc.%Reproduction%Prohibited 18 Manage'bandwidth'and'delivery › Viewers%begin%to%abandon%video%after…%2%seconds
  18. 18. ©%2016%Forrester%Research,%Inc.%Reproduction%Prohibited 19 Manage'bandwidth'and'delivery › Viewers%begin%to%abandon%video%after…%2%seconds › 6%%drop%off%for%every%additional%second › Dealing%with%device%fragmentation
  19. 19. ©%2016%Forrester%Research,%Inc.%Reproduction%Prohibited 20 Uncover'trends'through'analytics › Views%are%great,%but%they%don’t%tell%the%whole%story › Tie%views%to%individual%viewer%data% • Who%is%watching?%What’s%important • Video%completion%rate • Average%view%time • Drop%off%point
  20. 20. ©%2016%Forrester%Research,%Inc.%Reproduction%Prohibited 21 Keep'your'content'secure › Active%directory%integration%for%enterprise%video › Lead%generation%for%external › Social%sharing%controls
  21. 21. ©%2016%Forrester%Research,%Inc.%Reproduction%Prohibited 22 What’s'the'market'doing? Market%unrest 35% Global%software%decision% makers%are%dissatisfied%with% their%OVP New%opportunities 42% Software%decision%makers% have%implemented%or%are% expanding%OVP% implementations
  22. 22. ©%2016%Forrester%Research,%Inc.%Reproduction%Prohibited 23 Video'Platforms'Converge'
  23. 23. ©%2016%Forrester%Research,%Inc.%Reproduction%Prohibited 24 Go'Beyond'The'Basics Live, personalized, and interactive video
  24. 24. ©%2016%Forrester%Research,%Inc.%Reproduction%Prohibited 25 Live'and'OD'video' for'lead'generation › Curated%playlists › Automated%playlists › InAvideo% personalization
  25. 25. ©%2016%Forrester%Research,%Inc.%Reproduction%Prohibited 26 Personalization'for'custom'experiences › Curated%playlists › Automated%playlists › InAvideo%personalization
  26. 26. ©%2016%Forrester%Research,%Inc.%Reproduction%Prohibited 27 Interactive'Video › On%demand • Hotspots,%links,%calls%to%action › Live • Polling,%chat,%social%media%integration
  27. 27. ©%2016%Forrester%Research,%Inc.%Reproduction%Prohibited 28 Future'Trends 4K, 360, VR
  28. 28. ©%2016%Forrester%Research,%Inc.%Reproduction%Prohibited 30 Future'Trends' › 4K%video%– 4%times%the%resolution%of%full%HD › 360Adegree%video%A creates%and%immersive% experience › VR%– virtual%reality,%is%it%ready%for the%enterprise
  29. 29. ©%2016%Forrester%Research,%Inc.%Reproduction%Prohibited 31 Recommendations' for'OVP'Adoption
  30. 30. ©%2016%Forrester%Research,%Inc.%Reproduction%Prohibited 32 Recommendations'for'OVP'adoption › Use%a%single%platform%for%internal%and%external% deployments › Evaluate%different%pricing%models › Understand%migrations%options%before%starting › Add%freemium%as%a%distribution%channel,%but%not%as% your%sole%strategy
  31. 31. Video%Trends%in%Action
  32. 32. 2. Which content for which segments? 1. Who’s engaging and for how long? 3. Which videos are generating ROI? Smarter Content Marketing 2. Improved scoring and qualification 1. Opportunities for new lead generation 3. Enhanced nurtures and segmentation Better Demand Generation Individual Viewer Engagement Tracking
  33. 33. Personalized Video: Making Your Content Click
  34. 34. From Marketing to Sales
  35. 35. From View Counts to Attribution & ROI
  36. 36. go.vidyard.com/forrester Watch the full webinar on demand at

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