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[Webinar] Conquering Channel Explosion

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Watch webinar on-demand: http://resources.kapost.com/marketing-distribution-channels-webinar.html?kui=z-VRD7CtIeNK00ncvnjBaA

In a world of video, interactive content, and myriad social networks, simply producing enough content to keep up with consumer demand can feel overwhelming.

In this webinar, we consulted top marketers from Vidyard, Uberflip, and Content4Demand to learn how embracing new channels and content types can improve B2B marketing efforts. Together, they discuss the importance of video, customer-centricity, and sales enablement.

Published in: Marketing
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[Webinar] Conquering Channel Explosion

  1. 1. Conquering Channel Explosion A Kapost webinar with Vidyard, Uberflip, and Content4Demand #KapostWebinar
  2. 2. → Introduction → Guest Presentations ● Tyler Lessard, Vidyard ● Dana Harder, Content4Demand ● Tara Robertson, Uberflip → Q&A and Panel Discussion Agenda
  3. 3. The Buyer’s Journey Has Changed The Challenge
  4. 4. Meet the Presenters Tyler Lessard VP of Marketing Vidyard Dana Harder VP of Strategy Content4Demand Tara Robertson Director of Revenue Marketing Uberflip
  5. 5. Tyler Lessard Vidyard
  6. 6. Educate Share Stories Connect Relationships
  7. 7. The Right Content and EXPERIENCE Stand Out & Boost CTRs Greater Audience Engagement Improve Conversion Rates Build More Personal, Emotional and Human Relationships with Buyers
  8. 8. Why Video Works: The 5 E’s 1. Engaging: We’re hardwired to engage in storytelling 2. Emotional: Opportunity to invoke emotional responses 3. Educational: We process video faster and retain longer 4. Empathetic: Can develop trust and human empathy 5. Effortless: Meets the expectations of today’s buyers
  9. 9. ENGAGING EMOTIONAL EMPATHETIC EFFORTLESS EDUCATIONAL www.vidyard.com/happy-holidays-2017 Power of a Great Story
  10. 10. Using Video to Optimize Channel Performance Explainers & Demos Resource Promos Thought Leadership Customer Stories Educational Personalized
  11. 11. Using Video to Optimize Channel Performance Snackable Lessons Tips and Hacks Educational Content Promos Live Streams? Enablement
  12. 12. The Right Content and EXPERIENCE Boost CTRs and Engagement Improve Conversion Rates Build Stronger and More Personal Relationships Complement and Support Existing Channels and Other Content Formats
  13. 13. Dana Harder Content4Demand
  14. 14. CONTENT4DEMAND 21 Content Formats That Rock… Right Now!
  15. 15. CONTENT4DEMAND 22 Last year it was all about… Interactive Visual Content Short Format
  16. 16. CONTENT4DEMAND 23 This year it’s all about: Blogs Podcasts Influencer/UGC
  17. 17. CONTENT4DEMAND 24 Buyers continue to LOVE content… 94% of buyers are using more or the same amount of content to inform B2B purchase decisions Source: 2018 Content Preferences Survey Report, Demand Gen Report
  18. 18. CONTENT4DEMAND 25 Source: 2018 Content Preferences Survey Report, Demand Gen Report But buyer preferences continue to evolve…
  19. 19. CONTENT4DEMAND 26 Give buyers content they WANT to consume… 75% want more data and research to support content 88% want content that focuses on business value, not product specifics Source: 2018 Content Preferences Survey Report, Demand Gen Report
  20. 20. CONTENT4DEMAND 27Source: 2018 Content Preferences Survey Report, Demand Gen Report Consider their content format preferences…
  21. 21. CONTENT4DEMAND 28 Preferences by buyer-stage… Source: 2018 Content Preferences Survey Report, Demand Gen Report
  22. 22. CONTENT4DEMAND 29Source: 2018 Content Preferences Survey Report, Demand Gen Report Creating buzzworthy content…
  23. 23. CONTENT4DEMAND 30 3rd Party Influencer & User-Generated Content
  24. 24. CONTENT4DEMAND 31 Content formats should be chosen based on buyer preferences and the format that is best suited to tell the story needed to covert!
  25. 25. Tara Robertson Uberflip
  26. 26. Browse by mood AI Powered Streams
  27. 27. Curated lists Browse by mood AI Powered Streams
  28. 28. What does this mean for marketers?
  29. 29. What does this mean for marketers?
  30. 30. Organizing your B2B content
  31. 31. Marketers are the DJ
  32. 32. Discussion • Q&A
  33. 33. Thank You!

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