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B2B Video Marketing and Production News, Articles, Trends, Tips and Strategies

Scan the latest news, articles, tips and trends about B2B video marketing and production, including best practices, business video marketing strategies, video marketing content, and using video for sales lead generation.

B2B Content Marketing: 100% increase in lead gen for customer service software company

| | MarketingSherpa - Erin Hogg
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IntelliResponse, an emerging technology company, created B2B video marketing content to increase sales lead-generation. Video case studies that showcased industry-specific customer success stories was one of the key elements to IntelliResponse's B2B video marketing content. IntelliResponse incorporated video content into the corporate website and blog, along with distributing via social video marketing. Read the full article »

New B2B Content Marketing Research: Focus on Documenting Your Strategy

| | Content Marketing Institute - Joe Pulizzi
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B2B video marketing is one of the thirteen content tactics actively utilized by B2B organizations according to the 5th annual B2B Content Marketing 2015: Benchmarks, Budgets, and Trends — North America. Produced by the Content Marketing Institute and Marketing Profs, the study found that video content is used by 76 percent of B2B marketers. Read the full article »

Customer-centric Marketing: SAP drives $100 million in revenue influence with customer webcasts

| | MarketingSherpa - David Kirkpatrick
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Webcasts can be an effective form of B2B video marketing content. SAP launched a campaign in 2012 in support of its SAP Hana product featuring webcasts of customers talking about their experience using the memory technology product. $100 million in sales was generated in 2013 as a result of this B2B video marketing effort. Read the full article »

5 B2B Video Marketing Formats That Drive Sales and Marketing

| | Content Standard - Steve Armenti
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What’s exciting about B2B video content marketing, you ask? Until recently, nothing. B2B marketers have expressed interested in video content marketing, but have failed to align their efforts with sales and marketing results. However, with the help of new technology and companies willing to invest and test out their video content marketing strategies, marketers are finally starting to push such tactics to new heights.

Vidyard recently reported that the primary objectives among B2B marketers who are exploring video marketing strategies are brand awareness, online engagement, and lead generation. This data implies that B2B marketers are looking at video to satisfy multiple customer needs in all parts of the sales funnel. In order to do that, B2B marketers need multiple video formats targeted at different stages of the buyer’s journey. Read the full article »

How to Smash the Corporate Barriers That Kill B2B Video Marketing Success

| | Reel SEO - Carla Marshall
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It's rare that a marketing department or agency doesn't encounter some kind of resistance to their b2b video marketing efforts, but when that resistance is coming from high up in the corporate management chain, you will need all the tactics at your disposal to change opinions. Learning how to avoid the cultural pitfalls that are holding you, your team and your company back could transform your b2b video marketing potential.

At last month's ReelSummit, Sourabh Kothari, Senior Manager of Rich Media Marketing at Cisco, and Peter Angus Medlock, Creative Strategist and Video & Media Manager at Grainger, gave attendees an insight into starting this cultural revolution within your company, in their closing keynote presentation; "Is Your Company’s Culture Killing your Video Marketing Potential?". You can watch the session in the following video, and read the highlights below: Read the full article »

Why Most B2B Marketing Videos Don’t Support The Buyer’s Journey

| | Business2Community - Bruce McKenzie
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Most B2B marketing videos do not support the buyer’s journey because they are product-centric. They accompany product introductions, reside on product pages and are featured in product promotions. Most B2B videos are designed for the “awareness” phase of the buyer’s journey — that is, “Introducing (ta-da!) Cloud Security v.3.0!”

These overview, marketing explainer videos are useful. Customers, prospects, marketers, and salespeople all like short videos that answer the question “what does it do?” when the subject is new to them. But, product-centric videos — by themselves — do not support the buyer’s journey. Read the full article »

Promoted Video on Twitter May Help B2B Marketers Boost Engagement

| | KOMARKETING - Crystal Vermes
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Twitter recently announced that it will be launching a beta test of Promoted Video, a new program that allows both B2C and B2B video marketers to stream videos onto users’ timelines. David Regan, the author of the blog post, wrote that promoted video tests have shown better engagement from users.

Promoted Video could be another important B2B video marketing tool at a time when the Internet continues to introduce new channels in to the buying process. With more channels competing for B2B buyers’ interest, high-quality video could help key buyers make a more informed decision. Read the full article »

Smart B2B Video Marketing: A Killer Tactic for Hitting 2014 Revenue Goals

| | Business2Community - Kathy Cabrera
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B2B marketers have been a little slower than their B2C counterparts in shifting their focus to content marketing and B2B video marketing, but in 2014 they are beginning to catch up. A recent marketing study found that 93 percent of B2B marketers use content marketing, and 73 percent of that content is business marketing video. If you’re a B2B company with revenue goals that you’re still struggling to achieve by the end of the year, there’s a key question you need to ask yourself: How can B2B video marketing convert more of my prospects into customers? Read the full article »

63% of B2B Marketers Planning to Spend More on Video

| | KOMARKETING - Kelsey Jones
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According to a new study by video marketing and sales provider Vidyard and marketing research and tool provider Demand Metric, 63% of B2B marketers are planning to spend more on video in the coming year. B2B video marketing isn’t a new concept: 69% of those polled said they have used some form of video in their marketing campaigns, with the remaining 31% saying they are planning on doing so in the new future. Read the full article »

Are Marketers Having Success with B2B Video?

| | CMS Wire - Barry Levine
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About 82 percent of marketers are having success with B2B video marketing — but only 15 percent describe themselves as "very successful."

That's one of the findings from a new report that evaluates tactics marketers use to maximize the impact of B2B video marketing. But the report "B2B Video Marketing: B2B Benchmarks and Best Practices" also raises questions about whether tactics for marketing content can be separated from the content itself. The report was sponsored by video marketing and analytics firm Vidyard and conducted by marketing researchers Demand Metric with Ascend2. Read the full article »

What’s Holding Back B2B Video Marketing? Budgets, for One Thing

| | Online Video - Troy Dreier
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While online video marketing is more common with consumer-facing brands, B2B video marketing is gaining momentum. They’re reporting successes, but they’re also running into barriers.

The people at video marketing company Vidyard commissioned analyst firm Demand Metric to take a look at the state of B2B online video marketing, and the results have just been released. The report contains some interesting facts. Read the full article »

The State of B2B Video Marketing: Demand Metric and Vidyard Present Benchmarks Report

| | Vidyard - Michael Litt
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There are plenty of stats out there revealing just how popular video marketing is, but together with Demand Metric, Vidyard wanted to take a calculated look at the state of the B2B video marketing industry, in particular. Web video marketing is enjoying a period of unprecedented growth, and B2B video marketing is certainly no exception. There will be more B2B marketing videos produced in 2014 than ever before, but are companies creating their own internet videos in-house? Or are they using third parties? What are the main challenges that B2B video marketers face? What video distribution methods work best for B2B marketing videos?

The rise of corporate video marketing leaves us with many questions, and Vidyard is answering them. Read the full article »

Why B2B Video Marketers Should Not Be Trying To Create Viral Videos

| | MWP Digital Media - Neil Davidson
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B2B video marketing has become a core part of any sensible business's marketing strategy. In 2013, the Online Video Marketing Survey and Business Video Trends Report looked closely at how businesses are working with video.

One thing appears to be clear: corporate marketers are definitely wise to spend money on B2B video marketing. The question is: should they be spending money on creating viral videos to raise awareness of the business with as many people as possible? Read the full article »

Using Social Video Platforms to Educate Your B2B Audience

| | Business2Community - Liz Loudy
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The biggest challenge of B2B marketing often lies in communicating the value of complex and highly specialized products and services in a way that is easily digestible for your time-strapped corporate audience. So how can you effectively communicate these systems to those you need to sell your products and services to?

With B2B marketing videos. In a fast-paced business environment where decision makers have little time for lengthy passages of contrived marketing copy, more marketers are taking advantage of social video platforms to educate their B2B audiences. Read the full article »

7 Ways Video Marketing Can Grow Your Business (Video)

| | Biz Journals - John Nemo
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Search engines have changed the way consumers shop, but while people have access to more options than ever before some things haven't changed. People still want to do business with companies they know, trust, and like, so how can your business ensure prospects can get to know you?

Next to a face-to-face interaction, no marketing tactic comes closer to bridging that gap and closing a sale than B2B video marketing. Read the full article »

Content, Social, and Video in the Tech Purchase Process [Infographic]

| | Marketing Profs - Veronica Maria Jarsky
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Some 79% of IT decision-makers (ITDMs) say a "high level of product knowledge increases likelihood to purchase" and 72% "consider it very important that the IT vendor contacting them is highly knowledgeable about the product/able to answer questions," according to IDG.

So how can businesses revamp their B2B marketing efforts to better inform and influence those ITDMs? Via high-quality content, social media, and online video.

This infographic illustrates the myriad roles that quality content marketing, an active social media presence, and engaging online B2B video marketing content play in influencing IT decision makers. Read the full article »

The Power of Video for Businesses [Infographic]

| | MarketingProfs - Ayaz Nanji
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Video engages your customer and sets you apart from the competition. A recent survey of U.S. consumers revealed some interesting stats:

  • 96% of consumers find online marketing videos helpful when making purchase decisions online
  • Nearly three quarters are more likely to purchase a product or service if they can watch an explainer video production beforehand.

Do you use video to connect with your customers? This infographic explores how online video impacts consumer purchase decisions and drives brand engagement for small businesses. Find out how your potential customers are consuming and reacting to B2B video marketing content. Read the full article »

Revealed: 5 Killer Tips for Creating an Awesome Business Marketing Video for Your Website

| | Business2Community - Peter Geisheker
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B2B video marketing can help your business immensely when it comes to attracting and converting customers, getting people excited about your products, and making sales. But with that, how can you create videos that people will love, and will want your products after watching?

There are many things to think about when doing any kind of business marketing video, but fortunately, it can all be simplified. So, here are our top five B2B video marketing tips. Read the full article »

Six Types of Humor to Lighten Up Your B2B Marketing and Start Conversations

| | MarketingProfs - Kathy Klotz-Guest
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Humor is human! Despite that, there haven't been many great examples of humor in B2B video marketing. I believe that is changing.

Moreover, according to a global Nielsen Survey of Trust in Advertising conducted in September 2013 of 58 countries, 47% of respondents said that humor resonates more than any content approach.

Laughter lowers the intellectual shield your busy prospects have up all day just to survive the messaging onslaught. Business video marketing is about building a connection, and humor opens up a space for connecting because it disrupts the expected pattern.

Here are six types of humor that grab attention and generate conversation. Read the full article »

Why B2B Needs Online Video Just as Much as Consumer Brands

| | OnlineVideo - Troy Dreier
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Consumer-facing brands have been quick to adopt online video and YouTube marketing as essentials for reaching their customers, while B2B companies have been more conservative. However, the importance of B2B video marketing shouldn't be understated.

How people shop is changing, and that goes for businesses, as well. Online video is often the first resource people turn to when researching a product or service. Here’s how Robert Weiss, president of video production and marketing company MultiVisionDigital, explains it:

“If you think about the sales process that most B2B companies go through, you have the awareness, you have the conversion, and you have the nurturing,” Weiss says. “Video can play a role in all those critical stages. Number one, the awareness: People go out, they don’t like salespeople anymore, so they’re really going to go out and look for a solution when they need it.” Read the full article »