Do you think of video as a BOFU tool? At the bottom of the funnel, video can help you seal the deal when it comes to closing and can even help you post-purchase when you want to reinforce that you were the right choice. Watch this #LLS16 webinar as Vidyard shares tips on how real-world B2B marketers can use video to turn late stage prospects into buyers: http://dg-r.co/2aML8z0

1. #LLS16
8 Ways Video Can
Supercharge the Bottom of
Your Funnel
SPONSORED BY:

2. #LLS16
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#LLS16
Demand Gen Report: @DG_Report
Brian Anderson: @G3Brian
Vidyard: @Vidyard
Joe Gelata: @RevenueEngineer

3. #LLS16
From TOFU to MOFU to BOFU to Close
www3.demandgenreport.com/lls16

4. #LLS16
About Demand Gen Report
• Tracking strategies and solutions in lead
generation and marketing technology
since 2007
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• Additional resources at:
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questions here
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today’s resources
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Panelists
MODERATOR:
Brian Anderson
News Editor
Demand Gen Report
Joe Gelata
Head of Global Demand
Generation & Revenue Operations
Vidyard
@RevenueEngineer

7. • Why video excels in BOFU?
• How to tailor video to different funnel stages
• 8 different videos to support your BOFU
• The 3 ways to evaluate and measure video success

8. Every month, over 6
billion hours of video
are watched on YouTube
Every day, over 4
billion videos are
watched on Facebook
By 2018, video will
account for 80% of
all web traffic

10. Nearly half view 30
minutes or more of video
content while researching.
72% of B2B buyers watch
videos throughout their
entire path to purchase!
Up to 90% of the
purchase decision now
happens online.

16. • Goal: Educate — on your product or your industry
• List what things to be aware of, what your audience wants to know, for
those that can have an example, include the example

17. • Goal: Prove the value of your product
from an unbiased work
• Go beyond stats and figures to create a
story people will actually want to watch

19. • Goal: Get the attention of high-value prospects
• Create a short list of high-value prospects and build a custom video
• Use a template to save time and ensure scalability

21. • Goal: Explain the benefits of your
product in a scalable fashion
• Keep them short and benefit-oriented
• Ensure tracking is available so you know
when to update with the new product
info

22. • Goal: qualify viewers and set expectations around pricing
• Many will look for this info on their own and not want to speak to sales
to uncover it
• Don’t necessarily need to state exact pricing
structure

23. • Goal: Encourage self-serve, reduce demands on customer team, and boost
product success rates
• Decide on 10 topics or less
• Keep them short and well-organized

24. • Goal: Reduce demands on customer team
and promote self-serve
• Use screen casting and simple walk-throughs
• Script the video beforehand
• Keep track of what you’ve created so you can
update as your product changes

25. • Goal: To keep customers up-to-date on
product advances and build relationships
• Try Using live streaming for an authentic
experience and a feeling of ‘now’/urgency

27. • Look at how long viewers are
watching for
• Target >60% engagement to
the end of your video
• Identify content
improvement opportunities
with drop-off points

28. • See individual viewing behavior
on a lead-by-lead basis
• See what they’ve watched,
skipped, or re-watched
• Qualify leads based on how much
they’ve watched
• Tailor follow-up content or
sales calls based on this data

29. • Track video views and
engagement all the way
through to deal close
• Easily calculate video
influence and ROI

30. #LLS16
Q&A / Panelists
MODERATOR:
Brian Anderson
News Editor
Demand Gen Report
Joe Gelata
Head of Global Demand
Generation & Revenue Operations
Vidyard
@RevenueEngineer

31. #LLS16
Thank You For Attending
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