How Video is Changing B2B Marketing:Top Trends for 2018

Presented By:Tyler Lessard

Vidyard

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How Video is Changing B2B Marketing:Top Trends for 2018

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Seminar ID: 402985

Prepared By:Tyler Lessard

Vidyard

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Top Video Trend for 2018

How Video is

Changing B2B

Marketing

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Tyler Lessard | VP Marketing @Vidyard | @TylerLessard

B2B Marketing: Through the Lens of Video

(1) Key Market TrendsInfluencing B2B video content & strategies

(2) B2B Video TrendsFour key trends for video in 2018

(3) What it Means for YouImplications for B2B marketing and sales

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Macro Trends in B2B Marketing & Sales

The Technology: Amazing things have happened thanks to new tech!

• Easy to find information

• Easy to automate key processes at scale

• Myriad of channels to connect with potential buyers

The Buyers: Transformation in how people research, evaluate and buy

• Self-guided learning, education and evaluation online (20/80 now 80/20)

• Channels they are using: Search, Social, Website, Reviews, Peers

• Expectations around Content, Information and Brand Experience

The Marketers and Sellers (Us!): We developed some bad habits

• Over-rotation on ‘digital’ and a focus on quantity over quality

• Dependence (addiction?) on automation, forms and the economy of ‘more’

• Segmentation + Curation = Personalization

• More focused on what we want them to do, than on what they want to do

So what happened?

• Lost the essence of personal and humanized communications / experiences

• People are putting up ‘walls’ as protection from spray-and-pray tactics

• Harder than ever to get attention, drive engagement and build trust

Macro Trends in B2B Marketing & Sales

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Enter Video!

Educational

Emotional

Personal

Authentic

Human

Accessible

Inexpensive

Shareable

‘Organic’

And the Great News…

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Just in Time!Here comes the Digital, Social, Mobile, Video Natives.

Of the global workforce will be Millenials by 2025

75%Personalized

Not GeneralizedAuthentic

Not Perfect

EmpoweredDrive Change

Relationshipsmatter (even Digital)

The opportunity for video is far greater than just a content medium on our website.

Trend #1Video Thrives Throughout the Funnel

and Becomes ‘Organic’ Part of Marketing

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Video supports each funnel stage

Awareness, education, purchase

Various formats and styles

Marketing and Sales (and beyond)

Outsourced, in-house, DIY

www.vidyard.com/blog/12-types-video-b2b-business/

Benchmarks Among Vidyard Users

Video libraries growing quickly

293 videos avg. (all types!)

18 new videos per month

= 2x library size within 16 months

Increasing internal production

Only 15% exclusively outsource

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Trend #2Greater Focus on Video as a New Source of

Leads and Demand Generation

Recent Challenges in Demand Gen

1. BATTLE FOR ATTENTIONNew way to cut through the noise and stand out from competition

2. IMPACT OF CURRENT TACTICSBoost effectiveness of traditional channels and unlock a new sales‐ready lead source

3. SEGMENTATION & PERSONALIZATIONLeverage engagement insights to accelerate sales qualification

4. BUYER EXPECTATIONSAppeal to expectations of Millennials while creating personal and engaging experiences

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Website CampaignsWebinars EventsEmail Marketing ABM & Sales

Video Plays a Greater Role in Demand

In‐Video Forms & CTAs Engagement AnalyticsMore Video‐Based CTAsHigher Conversions

Example: www.marketo.com

Higher Conversions

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Example: www.marketo.com

Higher Conversions

Video‐Based CTAs

Example: www.marketo.com

Higher Conversions

Video‐Based CTAs

Engagement Analytics – Lead Scoring & Sales Enablement

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Example: Vidyard Emails & Blog

In‐Video Forms & CTAs Video‐Based CTAs Higher Conversions

Trend #3Rise of the B2B Video Content Series

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Rise of the B2B Video Content Series

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Rise of the B2B Video Content Series

Changing expectations of modern buyers resulting in new approaches by marketers

• Content and offers aligned with new expectations

• Efficient way to create high-value content

• Opportunity to create new ‘subscribe’ CTAs

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Trend #4Video Gets a Lot More Personal

Try it out for yourself! www.vidyard.com/happy-holidays-2017

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Try it out for yourself! www.vidyard.com/happy-holidays-2017

Video Marketing Gets Personal

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Sales Gets Personal

Personal Video Messaging www.vidyard.com/GoVideo

Trends in B2B Video Key Implications

① Full-Funnel Video: Video thrives throughout the funnel

① In-house Video Creation: Focus on value vs. production quality

② Video’s in Demand: Greater focus on video for lead gen

② Use Video Wisely: Existing programs, new ‘video CTAs’

③ Subscribe Now: Rise of B2B video content series

③ You are now a Publisher: Get creative, use across channels

④ Take it Personal: Video personalization and 1:1 video

④ Early Adopters Stand Out: Experiment with personalized video

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“Video is a mega trend.In a decade, video will look like as big of a shift in the way we share and communicate as mobile 

has been.”

Mark ZuckerbergCEO, Facebook

“50% of your contentshould be video. Your prospects want to live inside 

of video. Stop hiring bloggers, start hiring producers.”

Brian HalliganCEO, HubSpot

Tyler Lessard | VP Marketing @Vidyard | @TylerLessard

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Notes