“i see you” - how empathy and emotion supercharges b2b video
TRANSCRIPT
“I See You” How Empathy and Emotion supercharges B2B video
Chris Harmon [email protected] [email protected] /in/cjharmon @cjharmon
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Empathy: The ability to understand and share
the feelings of another.
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customer mindset
customer voice
reported activities
observed behavior
feelings / emotions
pain / pleasure
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Greg the Architect
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• IT is under constant pressure: – Deliver innovation and drive business value
– Understand ALL the technologies out there – Acronyms being critical
– Answer to TOO MANY stakeholders
• Almost ZERO demand gen / attributed sales
• Great for brand… but more cute then effective
Greg the Architect
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• Un-scripted – customer “interviews”
• Elicited honest and passionate testimonials
• Recognizable Faces
• Extended content across multiple mediums
• Foundation of Multi-Year Campaign • Note: these videos shot in 2009 are still viewable at Oracle:
https://www.youtube.com/playlist?list=PLC0BDECAEF2E274A2 many subsequent testimonials were also filmed, albeit with lower
Eloqua: The Power to Succeed
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#UsersHappen
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• Ongoing Cross-Media Campaign
• Driving Top-of-Funnel Engagement
• Creating Empathy with IT Managers & Directors
• Mix of Humor, Fear and Sex Appeal…
• While Driving the Hero’s Journey
• Subtle Rugged / Reliable Undercurrent
Lenovo: #UsersHappen
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In 2016 these videos contributed to: • 2318 MQLs • 58 SCOs • ~10mm in Revenue
How does that translate to Marketing Performance?
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• Seek to Understand and Empathize with your Customers
• Demonstrate Empathy Through Content
• Create an Ongoing Narrative
• Connect Video Engagement to Business Drivers
Key Takeaways Part One:
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• Humor, Fear and Sex Sell. Even in B2B.
• What Doesn’t Sell? Speeds & Feeds.
Key Takeaways Part Two:
Thank You! How Empathy and Emotion supercharges B2B video
Chris Harmon [email protected] [email protected] /in/cjharmon @cjharmon