leveraging video for b2b lead generation

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USING VIDEO IN LEAD AND DEMAND GENERAITON Presented by: Kevin Miller – EVP Marketing/Sales – SalesFUSION Mark Krikorian – CE0/Founder Swyzzle Session Audio Starts at 2PM EST

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Page 1: Leveraging video for b2b lead generation

USING VIDEO IN LEAD AND DEMAND GENERAITON

Presented by: Kevin Miller – EVP Marketing/Sales – SalesFUSIONMark Krikorian – CE0/Founder SwyzzleSession Audio Starts at 2PM EST

Page 2: Leveraging video for b2b lead generation

What we’ll cover today

• Video's growing role as a selling tool• Integrating video into demand generation• Use cases - how, when and why to use video • Video and Social Media - the YouTube effect • Video as a prospecting tool - the email tie-in • Extending your webinars with video• Tracking video metrics

Page 3: Leveraging video for b2b lead generation

About SalesFUSION

• SaaS Marketing Application• HQ – Atlanta, GA – Sales Offices in Philadelphia, PA• Provide all b2b marketing functionality in a single app• Focus on integrating Marketing and Sales (CRM)• Only solution built on a CRM database• Extensive global partner network• 110 New clients in 2010• Unique Client Services model• Game-changing pricing structure• 99% retention rate• 90% of all new features added in 2010 – customer requests

Page 4: Leveraging video for b2b lead generation

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About Swyzzle

• Headquartered in Atlanta, GA, USA• Easy-to-use, web-based multimedia tool• Enables video/multimedia for marketing • Multimedia Marketing Platform

• Multimedia creation and editing• Multimedia hosting and delivery• Campaign management• Viewer segmentation and intelligence

• Top Uses• Lead generation• Web content creation• A/B testing of messaging and content• Prospecting

Page 5: Leveraging video for b2b lead generation

Where do leads originate from in B2B - 2010

Base: 249 B2B marketers at companies with 50 or more employees

(multiple responses accepted, does not include “other”)

Page 6: Leveraging video for b2b lead generation

More from Forrester – what are company’s top marketing/sales challenges in 2010?

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Video/Multi-media’s use in Demand Generaiton

• Video provides “sizzle” to your campaigns• Growing base of consumers have become used to video use • The YouTube effect on buying • Helps your email get noticed in a crowded inbox• Provides metrics valuable to lead scoring• Extends other campaigns

Gaining the attention of prospective buyer’s is hard

Web leads to

conversations

Page 8: Leveraging video for b2b lead generation

How is video/multi-media used to enhance lead generation

Product demos• Short videos highlighting product features• Behind a lead capture form on the web

Customer testimonials• Enhance written case studies• Typically offered as a “free” (no form) asset on the web

Voice over PowerPoint• Recorded versions of PPT presentations• Offered via email, static on the web

Webinars• Extending the life of a webinar campaign• Offered to non-attendees• Posted to website

Page 9: Leveraging video for b2b lead generation

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Examples of B2B marketing use of video

• Analyst Q&A• Executive Q&A• Static asset hosted on the website

Page 10: Leveraging video for b2b lead generation

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Examples of B2B marketing use of video

• Webinar resource center• Tied to trigger/nurture campaigns• Frequently Updated• High-value marketing asset – extends the webinar campaign indefinitely

Page 11: Leveraging video for b2b lead generation

Marketing• Video email campaigns• Product videos – web• Videos tied to new product releases

Sales• Personalized presentation• Customer testimonials•

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Where can video be used?

Page 12: Leveraging video for b2b lead generation

Why Market with Video?

• Increased Conversions• Forrester Research: “Video landing pages produce 3x the

click-through rate of static web pages”• Improved Participation

• eMarketer.com: “59% of executives prefer to watch a video over reading text on a web page.”

• Higher Engagement• DoubleClick/Google: “Rich media and video drive 4-7x

engagement and response rates compared to static text and graphics.”

• Enhanced Marketing Intelligence• Find out what interests your visitors and what doesn’t

Page 13: Leveraging video for b2b lead generation

Multimedia Marketing Strategies

• Email marketing• Market segmentation• A/B testing of messaging and content• Measure effectiveness

• Lead Conversion• Identity capture• Built-in value offers

• Branding• Increase brand impressions• Measure brand impressions

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Creating Good Content

• Video Sources• Webinars• Product demonstrations• Existing Videos• Custom presentation videos• Custom video (most expensive)

• Winning Attributes Humorous

Entertaining

Informative

Things that are better said with text

Page 15: Leveraging video for b2b lead generation

The Swyzzle Platform

Swyzzle Multimedia Platform

• Multimedia Player• Plays video and other

media• PromoPad• Facilitates conversion to

lead or sale• Analytics and Reporting

• Tracks viewer interactions• Second-by-second viewer

analytics• Conversion analytics

• Authoring System• Upload video, audio and

images• Drag-and-Drop editing• Effects and transitions

Page 16: Leveraging video for b2b lead generation

Executing an Email Campaign

• Distribute Emails to a Contact List• Visitors click through to the landing page• Viewers watch and interact with the multimedia content

• Run Swyzzle reports• Click-throughs• Second-by-second viewing• PromoPad Clicks• Lead Score

Page 17: Leveraging video for b2b lead generation

Case Studies

• Consumer Products Company • High Tech Equipment Supplier• Media Buying Services Firm

Page 18: Leveraging video for b2b lead generation

Consumer Products Company

• Objective• Brand awareness • Loyalty club

membership• Test video marketing

• Solution• Email campaign to

prospects• A/B split between

video & static HTML• Use existing marketing

videos• Link to loyalty club

signup page

Page 19: Leveraging video for b2b lead generation

Consumer Product Company

• Results• Video conversion rate 6.6X that of static HTML and

graphics• Exposed and quantified sign-up form problems• Next campaign will be 100% video

Page 20: Leveraging video for b2b lead generation

High Tech Equipment Supplier

• Objective• Generate qualified

leads• Brand as “innovative,

unconventional, easy” • Promote new products

• Solution• Email campaign to

prospective customers• Multimedia landing

page• “New Generation”

theme• Links to product

documentation

Page 21: Leveraging video for b2b lead generation

High Tech Equipment Supplier

• Results• High click-through

rate• Significant email

forwards• 60% of viewers

watched the entire show

• Direct increase in product orders

Page 22: Leveraging video for b2b lead generation

Media Buying Services Firm

• Objective• Brand as “efficient,

smart, problem solvers”

• Generate leads• Solution

• Email campaign to media buyers

• “Science of Advertising” theme

• Link to ROI marketing paper

Page 23: Leveraging video for b2b lead generation

Media Buying Services Firm

• Results• Broad reach to media

community• 30% of viewers

downloaded the white paper

• Successfully branded as a premium services company

• Viewed as consultative media buying partner

Page 24: Leveraging video for b2b lead generation

Questions?

Learn more

Salesfusion.com kevin.miller@salesfusion

Swyzzle.com Mark@swyzzle