Video Goes Dynamic as B2B Lead Generation Tool

Video Goes Dynamic as B2B Lead Generation Tool

Jul 16, 2012

Leading BtoB marketers are expanding their use of video in demand generation, according to the white paper “Build Lead Gen Lures with Video” from KnowledgeVision.

This white paper, written by DemandGen Report, offers insights and strategies that can make a difference for you (and save you from making costly mistakes) in using video for lead generation.

In “Video Marketing: Selling With Sight, Sound and Motion,Vivian Wagner of E-Commerce Times discusses crowdsourcing as a model for video and commercial production, along with the service of “seeding” in which firms like 7th Chamber send out clients’ videos to targeted influencers, looking to get mentions, shares or coverage.

BtoB Video for Lead Gen

The KnowledgeVision/DemandGen Report white paper covers:

  • Why production costs can sometimes be a barrier to increased use of video
  • How some marketers are using new tools and techniques to surmount that cost barrier
  • How to build your videos into digestible segments
  • Why it’s important to incorporate interactivity into your video deployment
  • How to integrate a “call to action” into your online video to make it work MUCH harder at generating incremental sales

Video holds a great deal of promise, especially in the area of lead generation and nurturing.  And now, thanks to new tools and techniques, hard-working video doesn’t have to be costly to produce.

Video is already having a major impact on BtoB marketing among early adopters.  According to a recent blog post on DemandCreationSpecialists.com, Salesforce.com has been gaining traction with its use of video. For example, its video, “What is Cloud Computing?” was viewed more than 200,000 times in one year.

Salesforce.com partnered with YouTube and now has roughly 1,000 pieces of video content getting well over 7,000 views a day, according to Demand Creation Specialists.

Crowdsourcing Videos

Video crowdsourcer Poptent has a network of 50,000 video creators. When its clients want a video, they’ll announce the assignment details and then choose the content they want from dozens of submissions.

“You get a lot of commercials from which to choose,” Poptent’s president, Neil Perry, told the E-Commerce Times. “In a traditional agency model, you only get three storyboards to work with. In our model, you might get 25 pieces. It takes away a lot of the risk.”

With an average turnaround time of 35 days, Poptent is faster and less expensive than traditional video production, Perry said. It also gives young videographers living in Iowa or North Dakota the chance to work with major brands and build their video portfolio.

“You’re adding to your portfolio a commercial that you did for Tide or American Express, and that really pumps up your credentials,” said Perry. “Many of our video producers are young people just breaking into the business, or they might have a small boutique shop. Their real wish is to break into the big time.”

The Magic of Seeding

In the era of viral videos and content sharing, seeding has become big business. One seeding agency, The 7th Chamber, has done campaigns for businesses from Pampers to Victoria’s Secret, using nontraditional means to get videos seen by highly targeted audiences.

“We’re very much about finding an audience and getting the video as close to them as possible, and also finding people who are engaging our clients’ brands and are influential,” 7th Chamber CEO Richard Spaulding told the E-Commerce Times.   “It’s about targeting people who are likely to share our clients’ content.”

The 7th Chamber uses Klout scores, YouTube ratings, Facebook fans and many other measures to determine who has influence — including bloggers, vloggers, journalists, social media mavens and anyone else who impacts others.