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The Power Of Video In Making Your B2B Story Come Alive

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The Power Of Video To Make Your B2B Story Come Alive Laura Ramos, Forrester Research
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The Power Of Video To Make Your B2B Story Come Alive Laura Ramos, Forrester Research

© 2016 FORRESTER. REPRODUCTION PROHIBITED.

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B2B content doesn’t engage buyers or deliver value

Source: Forrester/BMA/OMI May 2014 Global Content Marketing Benchmark Online Survey and July 16, 2014, “Compare Your B2B Content Marketing Maturity” Forrester report.

16% Of content marketing efforts are very effective at delivering business value

26 out of 30 B2B websites we reviewed fail to deliver customer-centric, compelling content

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B2B buyers don’t engaged with it

Base: 210 senior-level business and IT decision-makers at companies with 500+ employees Source: Forrester’s Q1 2016 Content Objectivity Study

64% Say “vendors give me too much material.”

50% Say “much of it is useless.”

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Valuable resources are being wasted

Source: “2016 B2B Budget Plans Show That It's Time For A Digital Wakeup Call” Forrester report

Hypothetical $1B+ company

Average spent on marketing programs

Average spent on content marketing

Of content buyers find useless.

Estimate of resources/effort wasted as result of poor content

6% 12%

$3.6M 50%

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Clearly a new approach is needed…

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68% want vendors who “understand my business, my problems – and help me solve them.”

50% want salespeople “to share insights with me that I haven’t considered before.”

Base: 418 exec buyers at global firms of 100 or more employees Source: “What Do Executive Buyers Find Valuable?” Forrester report

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Don’t just reach your audience…

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Engage them!

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Time to adopt a post-digital mindshift

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Tell stories to reconnect with buyers

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Our brains are wired to think in stories.

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Source: Uri Hasson, Associate Professor of Psychology, Princeton University

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“Meet Simon, the head of security…”

Source: Symantec

Video makes stories come alive

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Video makes stories come alive

Source: Symantec

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A typical customer “story” …

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Video makes the case study come alive

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Source: Intel (http://www.Intel.com/BetterWayToWork)

Stories humanize business problems

Source: Intel “If Cables Were People – IT Negotiator”, MRM//McCann

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Four key principles behind great B2B storytelling

› Empathy creates trust, deepens relationships

› Decision-making is emotional

› People trust friends, family, and peers

› Engaging the senses leaves a lasting impression

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Understand and empathize with

your buyers

Strike an emotional chord

Deliver value in your stories

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Show you understand what your buyers care about

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TE Connectivity connects with buyer motivations

Source: TE Connectivity, http://www.te.com/usa-en/about-te/ecc.html

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Shortel uses “day in the life” to create empathy

Source: ShorTel (https://www.shoretel.com/resource-center/day-life-shoretel-connect)

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Oracle’s long-form video instructs and entertains

Source: Oracle Eloqua Marketing (http://www.eloqua.com)

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Use stories to stir buyer emotions

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Experiment with the twin muses of humor and tragedy

Source: Domtar (www.paperbecause.com) and Boston Scientific (www.raceagainstpain.com)

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NetApp uses stories about failure and redemption

Source: NetApp Inc. (www.netapp.com)

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Deliver something of value without expected returns

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Verne Global curates the most relevant content

Source: http://www.greendatacenternews.org/

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Reltio uses relevant, personalized video...

Source: Vidyard

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…to connect with prospects and boost engagement

Source: Vidyard

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Pentaho gives buyers something useful to do

Source: http://app.snapapp.com/pentaho-blueprint-example

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5 ways to use storytelling to engage customers today

1.  Repurpose your “great” content as stories or narrative.

2.  Experiment with long-form, multi-chapter.

3.  Put customers center-stage.

4.  Shoot more video.

5.  Create a value exchange with buyers.

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FORRESTER.COM

Thank you © 2016 FORRESTER. REPRODUCTION PROHIBITED.

Laura Ramos @lauraramos [email protected]


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