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Using the Power of Video to Engage CustomersLaura RamosVP, US Industry MarketingXerox Document OutsourcingMarch 2, 2011
© 2010 Xerox Corporation. All rights reserved. Xerox ｮ , Xerox and design ｮ and Ready For Real Business are trademarks of Xerox Corporation in the United States and/or other countries.
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The Power of Video for Engaging Customers
• The Role of Video in B2B Marketing
• 4 Ways Xerox Services Uses Video to Engage Customers
– Thought leadership
– Case studies
– Testimonials
– Sales enablement: best practices sharing
• Best Practices for Creating Successful Video
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B2B Marketers Lack Video Track Record
33%
49%
55%
62%
68%
77%
89%
0% 20% 40% 60% 80% 100%
Other Web 2.0 Tools
Online Video
Webinars/Webcasts
Social Networks
Search Marketing
Source: Forrester Q1 2010 B2B Marketing Budgets And Tactics Online Survey With MarketingProfsSee Forrester Research March 15,2010, “Rethinking The B2B Tech Marketing Mix In The Digital Age” report.
Base: 249 B2B marketers at companies with 50 or more employees(multiple responses accepted)
“Which of the following marketing tactics do you use?”
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B2B Video Sells Products, Not Experiences
Source: Q1 2008 B2B Social Computing and Installed Base Marketing Online SurveySee Forrester Research January 26, 2009 “Tell Your B2B Marketing Story With Online Video” report.
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5 Ways to Capture Video Value
• Feature employee talent.
• Create excitement around physical events.
• Let customers advocate for you.
• Engage and qualify buyers.
• Pass a viral message around.
See Forrester Research January 26, 2009 “Tell Your B2B Marketing Story With Online Video” report.
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5 Ways to Capture Video Value
• Feature employee talent.
• Create excitement around physical events.
• Let customers advocate for you.
• Engage and qualify buyers.
• Pass a viral message around.
See Forrester Research January 26, 2009 “Tell Your B2B Marketing Story With Online Video” report.
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Develop and disseminate meaningful, relevant content with strong points of view on a variety of topics.
Increase awareness and consideration of our services and Thought Leaders expertise by leveraging internal and external networks and channels.
Promote Xerox as a thought leading company with service offerings and insights that solve complex business challenges. Expand our brand image of being an innovative, trusted company.
Track & deliver metrics that support program and business goals.
Xerox Services Thought Leadership
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Features Xerox Experts and Thought Leaders
Source: http://www.consulting.xerox.com/thought-leadership/enus.html
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Features Xerox Experts and Thought Leaders
Source: http://www.consulting.xerox.com/thought-leadership/enus.html
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Involve Customers in TL Summit Experience
Source: http://www.xeroxthoughtleadershipsummit.com/PastEvents/tabid/78/Default.aspx
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Involve Customers in TL Summit Experience
Source: http://www.xeroxthoughtleadershipsummit.com/PastEvents/tabid/78/Default.aspx
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Video Case Studies Share Customer Success
Source: http://www.youtube.com/watch?v=75qxCaJtY_g&p=44DAACF723C6A127
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Video Case Studies Share Customer Success
Results: Video case studies receive2X interactions than PDF/text.
Transcripts boost search ranking.
Source: http://www.youtube.com/user/JoeXRX2009
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Example: Ready for Real Business Campaign
Affiliation Marketing
Traditional and Online channels
Source: http://www.youtube.com/watch?v=e6reT9Ux_gI
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Customers Explore Real Business Live
http://www.realbusiness.com/#/ready-for-business
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Best Practice: When Customers Tell Their Story
Source: http://www.youtube.com/watch?v=nYuOgCynlN0http://www.youtube.com/user/CSUGoesGreen
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Sale Engagement: Use Video to Share Best Practices
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Best Practices for Creating Engaging Video
• Tell the customer’s story, not yours.
– Real people and places
– Make problem, pain stand out; don’t hide it
– Show both sides of the solution – what went wrong?
• The shorter, the better
– Two parts: the “teaser” and then “the rest of the story”
• Humor is good, but know your audience
• Make it easy to share
– Integrate online and physical elements
– Explore social channels
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Explore social channels for sharing video stories
Source: http://www.facebook.com/managingprint
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Lessons Learned
• Customers more willing to contribute video than case studies
• High production quality – and good story telling – matters
• Field engagement is essential
• Leverage events/face-to-face meeting to capture video
Next steps
• Break up assets into small components
• Reuse assets in lead nurturing campaigns
• Streamline content refresh cycles
• Connect traffic to business results
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Thank you, Q&A … and for more discussion
Laura Ramos
Twitter handle: @lauraramos
www.b2bmarketingpost.com
+1 408.996.7660
www.facebook.com/managingprint
www.consulting.xerox.com/
