Boosting B2B Marketing Results with Online Video

Boosting B2B Marketing
Results with Online Video
How online video enables you to increase site traffic and lead generation results
Online video has transformed
the communications landscape
for business marketers. No
inbound or outbound marketing
effort can be considered
complete without incorporating
online video to drive branding,
awareness, customer
acquisition and loyalty.2
Introduction
With the growth of online video across all industries, marketers increasingly are using video as part of both their inbound and outbound marketing strategies?-?from SEO to banner advertising?-?improving overall results and increasing returns from their marketing investments.
This whitepaper includes proven approaches and practical examples of how B2B marketers can grow their business through the effective use of online video in both inbound and outbound marketing initiatives.
What You'll Learn
Strategic applications of online video in outbound marketingLeveraging video to drive inbound marketing resultsReal-world examples of ways to improve prospect engagement and conversion through online video
© 2008 Brightcove Inc. All rights reserved.3
Importance of Online Video
With the extraordinary growth of online video usage in the past two years, a debate has been taking place over which use for online video is most valuable: inbound marketing or outbound marketing.
Inbound marketing refers to the strategies, tactics and opportunities used to make it easier for prospects to find you when they decide to seek a product or service. Typical inbound marketing strategies include Search Engine Optimization and Search Engine Marketing. Outbound marketing refers to taking your company's message directly to the prospective buyers of your product or service. Standard outbound marketing strategies include advertising, newsletter sponsorships, direct email campaigns, webinars and industry event sponsorship. Today, the debate is largely over: successful marketers employ a blended strategy of inbound and outbound marketing - and online video can help achieve the objectives for both approaches.
The reason is simple. Prospects aren't just line items in a pipeline report, sorted by territory or probability to close. Prospects are people. And people are naturally drawn to experiences that are engaging, informative, visceral and entertaining - video delivers in all of these regards. As a result, marketers have an opportunity to improve their interactions with prospects in both inbound and outbound marketing by using online video to attract prospects and to retain visitors on their websites.
© 2008 Brightcove Inc. All rights reserved.4
Outbound: Attracting Prospects with Video
Online video is one of the most powerful sales tools because of its ability to capture and engage audiences. Overall, online video campaigns perform better than text-only or standard graphic with text marketing. With its rich storytelling capabilities, video can be A recent survey of 5,300 applied across outbound campaigns in advertising, business professionals viral marketing and corporate communications -- conducted by KnowledgeStorm bringing your marketing initiatives to life. Inc. and Universal McCann reveals that 63% of respondents A recent survey of 5,300 business professionals access online videos at least conducted by KnowledgeStorm Inc. and Universal once a week.McCann reveals that 63% of respondents access online videos at least once a week. And, a majority of respondents are viewing online videos on a variety of business and technology topics.
"Video offers a totally different basis of understanding not available in the linear context of text-only communications," says Stacy Malone, Vice President, Interactive Media Director, Universal McCann. "The fact that a large majority of respondents who access online video felt technology product information and research is more compelling and valuable when delivered with video points to their ongoing need for a full range and depth of information."
© 2008 Brightcove Inc. All rights reserved.5
Leveraging Online Video Across Marketing Channels
Advertising, newsletter sponsorships, direct email, webinars and events may be some of the initiatives that factor into your outbound marketing mix to... [download for more]