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Tactics for Better B2B Video Marketing

By creating video content in fresh and compelling ways, B2B marketers can strengthen their ability to drive engagement, improve demand generation, and ultimately support greater velocity in a sales pipeline.

A Medium with a Mixed Message

Remember when video on the web just wasn’t a big part of the marketing mix?

(We’re talking about the early 2000s, when bandwidth wasn’t what it is today.)

Now, shift forward, and video is an essential component in virtually every aspect of B2B marketing and communications.

No surprise, really.

It’s a medium that works.

59%
of senior business executives would rather watch a video than read text-based content.
75%
OF THOSE
say they watch videos on business websites at least once a week.
AND
45%
go on to contact the vendor.

So, what's the problem?

Competing for Attention & Outcomes

More often than not, video is linear.

Every story needs…

A beginning…
A middle…
And an end.

That classic approach to storytelling can be amazingly effective, but relying on it without considering other, more dynamic options is too often the default.

Plus, the experience usually starts with a call to action.

Even if a viewer clicks a link to start a video,
there is no guarantee that he or she will watch all of it.

To reach potential buyers, it’s time for B2B marketers to consider alternatives to traditional video formats and content.

From Observers to Participants

One way to engage viewers and hold their attention is through video that’s interactive.

It’s video that can take advantage of:

  • Choose-your-own-adventure menus
  • Static, clickable buttons or intelligent tagging

Such options—and ensuing interactions—make visual storytelling that is more immersive and memorable.

And then there is the data integration angle.

You can learn about viewer interests while collecting valuable analytics for:

  • Segmentation
  • Scoring
  • Tailoring of content

Video Content That Amazes & Inspires

Another alternative is to Make video on the web part of a seamless, rather than interruptive, user experience.

It can appear as short clips that play automatically as a user scrolls. Just a few seconds of video can show how something works or the benefits of a particular feature.

Making Pictures Worth Even More.

There’s also an opportunity to create video content that amazes and inspires by using new tools for rendering hyper-realistic 3D images.

Small teams, rather than large studios with big budgets and dozens of employees working on a single project, can now create interior designs, exterior and architectural scenes, gorgeous product shots, and more.

And those modelled images, which can be repurposed or easily updated, can take viewers to places they might not be able to normally—in ways they might not expect.

Virtual Reality Gets Real

Video doesn’t need to be on the web to be effective.

Through virtual reality, marketers can stretch the definition of “video” by giving customers and prospects the ability to tour a remote location or facility, test drive a product or service, or go on other fantastic journeys. And that can lead to improved lead and demand generation, better customer support, and a whole different relationship with business consumers.

The potential to draw larger crowds at conferences and trade shows is one example of how and where VR can be used.

Go ahead, give it a try
Click or tap to see a 360° view in action

To Wrap It All Up

While the vast majority of B2B marketers will likely continue to offer video content in passive or interruptive formats, others are choosing to favour newer, more promising tactics.

By creating video content in fresh and compelling ways and making it interactive or integral to a user experience, those marketers can more effectively drive engagement, improve demand generation, and ultimately support greater velocity in a sales pipeline.

They are the ones who are not simply exploring video’s new frontiers.

They are also shaping them.

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