This document discusses how to effectively use video for B2B sales. It argues that applying a B2C video strategy focused only on top-of-funnel awareness is misguided for B2B, and that B2B video should instead focus on the "middle of funnel" by creating functional videos that provide real value and solve customers' problems. The document advocates for video types like feature tours, tips and tricks, customer spotlights, and screencasts that address customers' needs once they have expressed intent, and stresses the importance of measuring video ROI to determine what content truly drives sales.

1. The Unsexy Secret to Driving B2B Sales with Video
Kieran Farr, CEO and Founder

2. Some of our Customers

3. Leadgen
Embedly
GoogleTV
Mixpanel
Brightcove
HapYak
Twitter
Vidcaster connects over 30 technologies
for video marketing and training.
GoogleAnalytics
HTML5
HubSpot
Facebook
iTunes
H264
MobileApps
YouTubeSync
CMS
Hootsuite
Marketo
Salesforce
VideoSEO
Vidcaster Core Service API
Video Player & Streaming Portal Website Hosting
User Analytics / CRM Tracking

4. Video that drives sales for B2B

5. Video that drives sales?

6. Video that drives sales?

7. Applying B2C for B2B video
“We’ll make an explainer video!”
That’s our video strategy.

8. Applying B2C for B2B video
Don’t blindly copy B2C!

9. Misguided obsession w/“top of funnel”
Awareness
Loyalty
Consideration
Conversion

10. Now, with Vidcaster ROI
analytics we know what
works.
It isn’t sexy.
It’s deeper than top of
funnel.

11. Instead, B2B video is “middle of funnel”
Awareness
Loyalty
Consideration
Conversion

12. - Video that converts is FUNCTIONAL and adds
REAL VALUE immediately to a viewer.
- We see our customers succeed with lead
generation from content that
SOLVES REAL PROBLEMS
“Middle of Funnel” Video
CUSTOMER EXPRESSES INTENT

13. Feature tours – “How to create an account for …”
Tips and tricks – “Driving success using …”
Customer spotlight – “Customer x reduced customer
wait time by …”
Screencast tutorials – “Step-by-step lesson on
creating beautiful landing pages …”
Webcasts – “Reducing churn with marketing
automation …”
What sells?

14. What works?

15. What works?

16. What works?

17. What works?

18. Critical SEO and Conversion Tools

19. Measure what matters:
Video ROI.
@kfarr
kieran@vidcaster.com…