How does your company get to the person in the corner cubicle? That seems to be the magic question for a lot of B2B marketing people, as the order comes from on high to deliver the message and gain leads a bit higher up the management food chain. Well, new research shows that video connects with B2B Executives.
A recently released a survey of various B2B marketing techniques and how effective they were deemed by their users. And the results are very interesting.
The top 3 used tactics for B2B Marketers in North America are Social media content (other than blogs) 92%, E-newsletters (83%), Articles on website (81%) and Blogs (80%). But when compared to what is most effective, the answers vary greatly: In-person events (69%), Webinars/webcasts (64%), Videos (60%) and Blogs (60%) and tied at 58% Case studies, E-newsletters and research reports.
In the report, “B2B Content Marketing: 2015 Benchmarks, Budgets and Trends—North America,” released by the Content Marketing Institute (CMI) and MarketingProfs in October 2014, B2B marketers pointed to video as one of the top three most effective content marketing techniques. Given the time-challenges of a businessperson, to perform research at the top of the consideration funnel, must occur quickly, making a video an ideal tool.
Follow up conversations seem to indicate the videos must be short – and reach ot and grab the user in the first 15 to 30 seconds. Therefore, targeted videos with a single key point or two per video works best.
“Video works at every stage of the buyer’s journey, from the awareness and consideration phases all the way down through driving leads and adoption,” said Mark Yolton, vice president of digital at Cisco Systems. “Our video and webcast content last quarter generated about 1,200 net new names … and $13 million in sales-qualified leads.”
Now if only we could figure out how to deliver key messages in a video of 140 characters or less.
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