B2B Marketing with Video: Driving ROI from Awareness to Advocacy

B2B Marketing with Video
Driving ROI from Awareness
to Advocacy
White paper
In the past two years online video has
transformed the communications landscape
for business marketers.
Video is the most compelling communication
medium ever created, but before online
video, it was largely out of reach for most
business-to-business marketers because of
the distribution costs.
Now all of that is changing. 2
Introduction
With the explosion of online video adoption in the last two years, savvy marketers are now using video across the customer lifecycle - from market awareness to customer advocacy - driving better results and greater return from their online marketing investments.
This whitepaper provides a comprehensive framework with real-world examples of how you can incorporate video into your online marketing mix.
What You'll Learn
What drives Online video Strategic applications of online video across the customer lifecycle Key considerations for video production and publishing Five concrete steps you can take to begin using video
© 2008 Brightcove Inc. All rights reserved.3
The Video Imperative Strategic Use of Online
In the last few years, online video has emerged as a critical Videoelement of online communication and marketing strategies Marketers use video at every stage of the for business-to-business marketers. customer lifecycle and it has become a key part of the overall marketing mix. While Worldwide there are 452 million broadband subscribers and every business organizes the lifecycle almost every business has a high-speed connection to the in different ways, the simplified process Internet. Broadband has made the delivery of video across illustrated in Figure A is typical of most the Internet possible; now more than 80% of Internet users organizations. At each stage in the lifecycle, 2watch online video regularly. marketers deploy tactics to address their customers' needs and move them through When today's business customers visit a website, they to the next stage. expect to find video. If it is not there, they notice that something is missing.
According to MarketingSherpa, online video is second only to word-of-mouth for its ability to influence decision makers 3in every stage of the purchase lifecycle. No marketing effort is compete without incorporating online video to drive awareness, leads, customer acquisition and loyalty.
Figure A
© 2008 Brightcove Inc. All rights reserved.4
Branding & Awareness
Prospects in the branding and awareness stage are starting the last several years, new web information to become familiar with your industry and learning about sources such as blogs, podcasts and online the key players. Online video drives branding and awareness communities have become highly influential. through its ability to capture and engage your audience. Online video can be used to reach customers With its rich storytelling capabilities, video is one of the effectively and efficiently through these new most effective brand-building mediums available, and it online sources. can be applied in advertising, viral marketing and corporate communications campaigns. DuPont was able to reach key influencers and bloggers using online video aimed at raising awareness of DuPont contributions Video Advertising and building brand value. To achieve these Today's world of rich media advertising offers a variety of results, they created a series of compelling approaches for incorporating video into online ads. Unlike short videos about their products and static banner ads, video ads embedded in web pages or in scientific innovations, drawing on content online video content engage viewers with deeper and richer from their video archive combined with messages that leave a lasting impression. They can introduce commentary from a popular blogger. Using your products and your company to prospects in ways that Brightcove, the videos were hosted on a are impossible with traditional banner ads. DuPont site and distributed to select blogs. New MediaPurchasers of business technology and services depend on the Web to discover and learn about new products. In
With popular video blogger Amanda Cogdon and archival footage, DuPont took their brand story to key influencers.
© 2008 Brightcov... [download for more]