Inbound Marketing Summit

June 7, 2011

Cliff Pollan – VisibleGains - @cliffpollan

Using Video in Sales & Marketing

67%

http://clients.visiblegains.com/Get/YNXj5iXRqnw

TEXT ONLY15% - 30%

VIDEO67% - 100%

Study by Suzanne C. Miller

“Online video is second only to word-of-mouth for its ability to influence decision makers in every stage of the purchase lifecycle.”

- Video Marketing Benchmark 2009

Page 9

53x

200% - 300%

163 Views =

Where to use video

Page 12

ENGAGE

CLOSE

NURTURE

WEBSITE

Provide An Overview

Demo An Offering

Share A Testimonial

SALES PROCESS

Make A Connection

Send Follow-Ups Submit A Proposal

LANDING PAGES & BLOG

Promote Content Expand A Webinar Post A Topic

Case Study: Webinar Promotion for Building Engines

• Authenticate & Simple to Produce

• Easy to add to existing campaign

• Allows tentative attendees to hear more about the content and benefits of attending

Example: Webinar Promo Video

http:/blog.visiblegains.com/index.php/digital-marketer-doubles-online-conversion-by-using-video-to-promote-webinar/

Results – Building Engines

Click-Thru Rate

Sign-Ups

2x Baseline

4xBaseline

Engagement

65%Highly

Interested

Photo by gothopotam

Case Study: Solution Overview for Salesgenie

• Engaging elevator pitch branched by audience

• Ability to take trials and book meetings with more informed prospects

• Reusable in various locations including email and website pages

Example: Home Page Video

http://salesgenie.com

Results – Salesgenie

StakeholdersEngaged

74 %

Actions Taken

Case Study: Getting A First Meeting for Time Trade

• Opens up conversations with prospects

• Enables up to 10:1 sharing from gatekeeper to other stakeholders

• Maintains core message and key calls to action

Example: Getting A Meeting

http://clients.visiblegains.com/Get/Vk_W2LZQoAo

Results - Timetrade

Time to First Meeting

10 10 Days

Time to Closed Deal

90 Days

StakeholdersEngaged

From 1 Email

If Necessary, Get Your Feet Wet

If Necessary, Get Your Feet Wet

Do Something Simple

INTERVIEW CLIP VOICE-OVER DIAGRAM(S) CAPTURE SCREENCAST

Tools for Shooting Video

Kodak Playtouch $99

Learn More: http://www.visiblegains.com/learn/creating-video-clips/

Sony ECM-AW3 $170

Tripod$15 - $120

Tools for Capturing Audio Voiceover

Learn More: http://www.visiblegains.com/learn/using-images-and-voiceover/

USB Headset $15 to $60

Blue Snowball$60

or

Tools for Screen Capture

Learn More: http://www.visiblegains.com/learn/creating-video-screencasts/

NCH Debut$30

Camtasia$100 - $300

or

Good time to start

Increases engagement and conversion

Helps all parts of marketing and sales

Not hard or expensive

Cliff Pollan cpollan@visiblegains.com 617 901 3076