Use explainer videos to convert webinar registrants
Between audience acquisition, webinar content development, webinar management and webinar follow-up activities, B2B organizations can spend more than $15K on their webinar marketing efforts. The problem is — very few B2B technology organizations are generating the leads they should be grabbing and even fewer are effectively engaging these leads after the event is over. Here are […]
B2B video marketing: consistent messaging or repetitive?
You’ve probably seen the original of the chart at the right (adapted from a Marketing Profs survey), or one like it, rank ordering content marketers’ reliance on various “tactics.” As a tactic, video seems to be essential. But, companies often fail to think about integrating video with other tactics. They just order up “a video about X,” […]
The ROI of video marketing
Analyzing the ROI of Video Marketing is the intriguing title of report from the Aberdeen Group that is fairly bullish on content marketing in general, and video in particular. It finds that that “Best–In-Class companies are more likely to use video in their content marketing mix than any other media.” Somewhat disappointingly, it does not present […]
Best information sources for B2B technology videos
There are few exceptions to the rule that you can’t have a good video without a good script. Even if the production is improvised, what gets used is judiciously chosen and edited to create the script. Here are some of the best information sources for B2B technology videos which you should furnish to the writers […]
Don’t forget sales when producing explainer videos
I recently did a podcast with Joshua Feinberg, an interesting guy and certified HubSpot partner, whose company, SPHomeRun, helps IT service providers (Cloud, MSP, Consulting, Repair, etc.) with inbound marketing. One of the subjects we covered was the value of talking to sales reps — people who actually talk to customers — when planning a video […]
Defining what your video viewer will value
Have you ever been in a situation where you know you need to produce a short video to introduce a product or service, but you’re at a loss as to what it should say? Maybe you’ve got a conference coming up, video is a must-have, and a big software solution you need to showcase. You […]
How can video content address group dynamics?
An interesting post at Forbes.com by Patrick Spenner featured this chart. The gist of the article is that: What prevails in the technology decision-making process is group dynamics — politics, fear of sticking one’s neck out, inertia The probability of buying plummets the instant the second team member comes on board There’s another steep decline when the […]
Start at the end: with a good video call-to-action
Getting a target audience up to speed on what your product or solution or service can do for them is something video can do very efficiently. But in the world of B2B technology and enterprise solutions — a world where “add to shopping cart” has no meaning — the audience has clicked through to your […]
Planning an explainer video: 6 questions to ask
For many marketers, “budget”, quickly followed by “timeline” are the first things that come to mind when the subject of videos comes up. Here are a few things well worth considering before you even start to worry about either budget or timeline — because they can affect both. Here are six good questions to ask […]
Planning an enterprise solution explainer video
Say you’re in marketing, and you have been tasked to produce a short video, or a series of videos, to support or establish a position in the marketplace for a technology solution. Here are things to consider when planning an enterprise solution explainer video for one of these typical technology topics: New or improved service […]
