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B2B Marketing with Video
Driving ROI from Awareness
to Advocacy
White paper
In the past two years online video has
transformed the communications landscape
for business marketers.
Video is the most compelling communication
medium ever created, but before online
video, it was largely out of reach for most
business-to-business marketers because of
the distribution costs.
Now all of that is changing.
© 2008 Brightcove Inc. All rights reserved.
Introduction
With the explosion of online video adoption in the last two years, savvy marketers
are now using video across the customer lifecycle - from market awareness to
customer advocacy – driving better results and greater return from their online
marketing investments.
This whitepaper provides a comprehensive framework with real-world examples of
how you can incorporate video into your online marketing mix.
2
What You’ll Learn
What drives Online video
Strategic applications of online video across the customer lifecycle
Key considerations for video production and publishing
Five concrete steps you can take to begin using video
© 2008 Brightcove Inc. All rights reserved.
The Video Imperative
In the last few years, online video has emerged as a critical
element of online communication and marketing strategies
for business-to-business marketers.
Worldwide there are 452 million broadband subscribers and
almost every business has a high-speed connection to the
Internet. Broadband has made the delivery of video across
the Internet possible; now more than 80% of Internet users
watch online video regularly.2
When today’s business customers visit a website, they
expect to find video. If it is not there, they notice that
something is missing.
According to MarketingSherpa, online video is second only
to word-of-mouth for its ability to influence decision makers
in every stage of the purchase lifecycle. 3 No marketing
effort is compete without incorporating online video to drive
awareness, leads, customer acquisition and loyalty.
3
Strategic Use of Online Video
Marketers use video at every stage of the
customer lifecycle and it has become a key
part of the overall marketing mix. While
every business organizes the lifecycle
in different ways, the simplified process
illustrated in Figure A is typical of most
organizations. At each stage in the lifecycle,
marketers deploy tactics to address their
customers’ needs and move them through
to the next stage.
Figure A
© 2008 Brightcove Inc. All rights reserved.
4
Branding & Awareness
Prospects in the branding and awareness stage are starting
to become familiar with your industry and learning about
the key players. Online video drives branding and awareness
through its ability to capture and engage your audience.
With its rich storytelling capabilities, video is one of the
most effective brand-building mediums available, and it
can be applied in advertising, viral marketing and corporate
communications campaigns.
Video Advertising
Today’s world of rich media advertising offers a variety of
approaches for incorporating video into online ads. Unlike
static banner ads, video ads embedded in web pages or in
online video content engage viewers with deeper and richer
messages that leave a lasting impression. They can introduce
your products and your company to prospects in ways that
are impossible with traditional banner ads.
New Media
Purchasers of business technology and services depend
on the Web to discover and learn about new products. In
the last several years, new web information
sources such as blogs, podcasts and online
communities have become highly influential.
Online video can be used to reach customers
effectively and efficiently through these new
online sources.
DuPont was able to reach key influencers
and bloggers using online video aimed at
raising awareness of DuPont contributions
and building brand value. To achieve these
results, they created a series of compelling
short videos about their products and
scientific innovations, drawing on content
from their video archive combined with
commentary from a popular blogger. Using
Brightcove, the videos were hosted on a
DuPont site and distributed to select blogs.
With popular video blogger
Amanda Cogdon and archival
footage, DuPont took their brand
story to key influencers.
© 2008 Brightcove Inc. All rights reserved.
5
This award-winning video campaign was a huge marketing
success. During a relatively short period of time, the
campaign drove 2 million impressions, 60,000 video streams,
and achieved an average time spent on-site of eight minutes.
93% of viewers said they learned something new, and 61%
said they would tell someone else about the videos.
Corporate Communications
Speaking engagements and public relations are extremely
important awareness tactics for most businesses. Video
can extend the life and impact of these activities by giving
you the ability to re-broadcast executive speeches and
presentations through your website, raising the profile of
your key spokespeople and expanding the viewership of
their presentations.
Branding & Awareness ToolboxVideo advertising
Viral video campaigns
Sponsored content on targeted sites
Executive speaking re-broadcast
Developer - Wrench Icon
Watch It Now
The DuPont Video Case Study
http://www.brightcove.com/customers/
© 2008 Brightcove Inc. All rights reserved.
6
Many business-to-business products involve
extended sales cycles with relatively long
periods of customer consideration. The most
effective B2B marketers have systematic
ways to maintain a relationship with these
prospects as they move closer to a time when
they are ready to enter the evaluation and
purchasing stages. These communication
strategies usually depend on an exchange
of value; the marketer provides valuable
information about products and services in
exchange for information about the prospect
and permission to engage them.
Podcasting is one of the most popular
approaches to recurring communication
with prospects and customers. According to
MarketingSherpa, 78% of surveyed business
technology executives said that on more
than one occasion, they have listened to a
technology-related podcast.4
Because of the relatively low production
values associated with video podcasts,
moving from audio to video can be done in
a straightforward way without significantly
increasing production costs. Video podcasts
draw prospects even more deeply into your
content and message, letting you show
examples as well as explain them.
Interest & Consideration
During the Interest and Consideration stage of the customer
lifecycle, prospects need to be hooked by the benefits of
your product and presented with a clear value proposition
that will drive them to evaluate more deeply.
Online video gives you a way to draw users into your
content, bringing your products and services to life. One
of the most popular types of video content is on-demand
product tours that give the visitor control of in-depth
information. Beyond communicating the value proposition,
video product tours can utilize in-depth video analytics
that will give you insight into which parts of your pitch are
resonating the best with prospects and customers.
In addition to product tours, Marketers use video to present
customer testimonials and introductions to features directly
into the content on their website. These short, high-impact
videos help to capture customer attention and spark deeper
engagement.
On the Brightcove site, contextual employee videos highlight
product benefits and add a personality to the company brand.
Interest & Consideration Toolbox
Video product tours and demos
Customer testimonials and case studies
Video podcasts
Developer - Wrench Icon
© 2008 Brightcove Inc. All rights reserved.
Loyalty
Because existing customers are worth a
great deal, savvy marketers continue to
invest in the customer relationship long
after purchase. Whether the application
is product information, training, ongoing
thought leadership, or strategic business
content, video offers a compelling way to
maintain customer loyalty and continuing
engagement.
One of Adobe’s most powerful tactics for
building loyalty among their most influential
customers is their annual user conference,
Adobe Max. Each year, Max brings together
thousands of Adobe users with hundreds
of sessions and presentations. But Adobe
realized that once a year was not enough
to accommodate their customer base; the
demand for sessions outpaced capacity
at the live event, so they developed an
online video version of the conference
that presents content from the conference
sessions as well as other sessions produced
throughout the year.
In addition to online conferences and
information, companies are also using video
for recurring podcasts to customers, as
content in customer newsletters, and as the
foundation for delivering on-demand, online
training and information.
Evaluation
At the evaluation stage, customers are ready to dive more
deeply into their assessment of your product. They are
looking for validation and trying to determine if the product
can be applied to meet their needs.
During the evaluation stage, online video can help tell your
story more effectively. Longer-form video presentations
that present product functionality, describe benefits and
show products being used are a compelling way to help
customers understand and evaluate your products. With the
latest online video technology, these on-demand videos can
be full-screen presentations at HD quality, providing your
viewers a rich and immersive experience.
At this stage, customer case studies are one of the best ways
to persuade prospective buyers of the value of your offering.
Traditional written case studies are often dry, and fail to
connect with buyers at both an intellectual and an emotional
level. With video, you can bring your case studies to life and
let your existing customers sell your products and services
for you.
7
Evaluation Toolbox
In-depth product information
Customer case studies
Thought leadership content
Loyalty ToolboxOn-demand video of executive speeches
Online user conferences
Training and education
Video podcasts
Developer - Wrench Icon
© 2008 Brightcove Inc. All rights reserved.
Choosing Your Strategy
Each video project is an investment, and different companies will find
different ways to capture value from video. Generally, you should start by
evaluating your customer lifecycle and choosing the area where you believe
you can have the biggest impact. From there you can target other areas of
the lifecycle as you develop greater experience and production capacity.
Often the same content can be leveraged across several stages of the
customer lifecycle. Sun Microsystems has done this with Channel Sun, which
brings together an array of different content about Sun products.
On Channel Sun, new prospects can find quick introductions to products that
interest them. Prospects engaged in a deeper evaluation are able to access
in-depth content. Existing customers can tap into an extensive library of
videos from Sun user conferences while saving on travel costs.
After rolling out their new video portal with Brightcove, Sun saw a 158%
increase in video streams in just a few months.
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Channel Sun presents
an array of product
information to prospects
and customers.
© 2008 Brightcove Inc. All rights reserved.
Production, Publishing & Analytics
With a strategy in place and a plan for how you want to use video, you need to address the key
challenges around creating, publishing and monitoring your video.
9
Production
For most marketers, the first challenge is
creating content. Video content can be more
difficult to create than traditional written
content, but it has the potential for much
higher impact. The production process
you choose will vary depending on your
resources and strategy.
Generally, content produced for awareness
and interest should have the highest
production values since you are establishing
your brand. Often, the most expensive
content is video advertising, which is
also the shortest. The exception to this is
podcasting, which can be both low cost and
quick to produce.
As customers move into the evaluation and
loyalty stages, they are more interested in
depth of the information rather than quality
of production. As a result, you can start to
take advantage of other sources of content
such as sessions from conferences and
seminars.
When it comes to actually shooting and
editing video, you can choose from a wide
variety of independent production firms that
produce different types of video. You should
look for a firm that has experience producing
the kind of video you want to create.
As your production volume increases, it
may make sense to bring video production
work in-house. Some marketers are creating
their own video production studios, which
range from very simple set-ups to handle
webcasts, to more sophisticated studios with
green screens and full production editing
tools. Your needs will dictate the approach
you take.
In general, starting with outsourced video
production and slowly ramping internal
video production capabilities will allow you
to monitor ROI and carefully evaluate the
success of your online video initiatives. This
strategy prevents overspending up-front,
and allows you to apply what you’ve learned
about your needs when you start.
© 2008 Brightcove Inc. All rights reserved.
Publishing
As the online video market has matured, a new class of on-
demand systems has emerged called online video platforms
(OVP). An OVP (such as Brightcove) provides all the
capabilities you need for managing, publishing, distributing
and tracking online video.
The online video platform you select should have the
following capabilities:
With an OVP, you can easily add a player
to your website without worrying about
complex backend set-up and video hosting
requirements.
Leading OVPs such as Brightcove significantly
cut start-up costs, reduce total cost of
ownership, and accelerate time to market for
your online video initiatives. Brightcove offers
advanced functionality that makes it easy
to fully customize the player experience so
that it cleanly integrates with your branded
destinations and sites.
Upload and manage online video content easily
Create and publish video players customized to the specific needs of your site
Enable viral sharing and distribution to build community around your content
Provide analytics that allow you to monitor and optimize video initiatives
Deliver high-quality user experiences and a highly-reliable service
10
Analytics
As with all modern e-marketing strategies,
analytics should be a part of any online
video program. In cases where marketers are
already using an online analytics platform
(such as Omniture or Google Analytics), the
best strategy is to hook your video platform
into the existing analytics system. Most OVPs
provide their own analytics, and advanced
systems like Brightcove also provide direct
integrations with third-party analytics
systems.
Online video platforms provide everything you need to
publish, distribute and monitor video.
Learn More About Brightcove
www.brightcove.com/products/
Get Started
The growth of online video has been explosive, and the marketers that take advantage of this
medium now are leapfrogging their competition with communications that break through the
clutter and connect with prospects and customers.
With the cost of video production at an all-time low and the rapidly increasing numbers of clearly
established success stories from leading marketers, more and more companies are bringing online
video into their marketing mix at all stages of the customer lifecycle.
One Cambridge CenterCambridge, MA 02142
617 674 6500 tel617 395 8352 fax
www.brightcove.com
To learn more about Brightcove and how we can help you
implement your online video strategy, visit our website at
www.brightcove.com or contact our sales team directly
at +1 (888) 882-1880.
Five Steps to Getting Started
1. Identify stages in your customer lifecycle where you can
use video to deliver your message.
2. Choose a tactic and focus your efforts on executing it well.
3. Hire a video production company who can partner with you to
create content.
4. Produce your first video content and publish it with an online video
platform.
5. Monitor the success of your initiative and use the insight to plan your
next move.
1 Worldwide Broadband Subscriber Forecast, In-Stat (2008).
2 eMarketer (February 2008).
3 MarketingSherpa Business Technology Marketing Benchmark Guide 2007 - 08
4 MarketingSherpa Business Technology Marketing Benchmark Guide 2007 - 08