leveraging video for b2b lead generation
TRANSCRIPT
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USING VIDEO IN LEAD AND DEMAND GENERAITON
Presented by: Kevin Miller – EVP Marketing/Sales – SalesFUSIONMark Krikorian – CE0/Founder SwyzzleSession Audio Starts at 2PM EST
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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
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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
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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
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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”)
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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
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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
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Examples of B2B marketing use of video
• Analyst Q&A• Executive Q&A• Static asset hosted on the website
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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
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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?
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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
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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
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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
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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
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Case Studies
• Consumer Products Company • High Tech Equipment Supplier• Media Buying Services Firm
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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
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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
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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
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High Tech Equipment Supplier
• Results• High click-through
rate• Significant email
forwards• 60% of viewers
watched the entire show
• Direct increase in product orders
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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
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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
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Questions?
Learn more
Salesfusion.com kevin.miller@salesfusion
Swyzzle.com Mark@swyzzle