B2B Video Marketing

Seventy-two percent of B2B buyers say they watch a video while deciding whether to buy. 82% of businesses are investing more in the video. By 2022, it will account for 82% of all internet traffic.

If you launch before setting goals, it’s hard to know what’s working.

Measuring videos

  • how many people viewed, who those people were, the average percentage completed, and major drop-off points. Set a goal of reaching an average video view time of 50 percent. Once you have data on how your videos actually perform with your audience, you can adjust. Videos that exceed your view time percentage goal are high-performing assets that you’ll want to learn from and repurpose.
  • Measuring videos by channel helps you compare video to other channels like social media, email, your website, and more.

Demand Generation Metrics

  1. Number of new leads acquired
  2. Number of leads engaged with your video series
  3. Number of leads converting and or qualifying
  4. Pipeline or revenue attribution associated with
    the video or series Account-Based Marketing Metrics
  5. Percent of unique target accounts engaged (Program successes/campaign responses)
  6. Number of new contacts acquired within target accounts
  7. Marketing qualified accounts (MQAs)

If your goal is revenue, stick to getting the right people to watch, engage, and convert, and abandon any dreams of going viral, unless this is really about brand awareness—in which case, forget about the conversions.

Your content plan should tightly map to your ideal buyer personas and journey. Wherever you want higher conversions, use video, and give it a clear objective, such as “Increase MQL conversions 20 percent over the existing campaign.”

To develop a content plan that supports video:

  1. Map the customer journey
    List the steps buyers go through on their path to purchase. If you don’t already have a structure in place for this, consider using the traditional model of awareness, consideration, decision, and retention. Add a descriptor for each stage that guides you and your team toward understanding what types of content or topics are relevant for each stage.
  2. Identify buyer personas
    Identify the buyer personas who your videos will appeal to. Knowing who they are, what they like, and what they’re
    generally exposed to tells you what video format to use. Busy executives probably won’t sit through a 90-minute webinar, for instance, whereas technical end-users won’t be satisfied with a high-level explainer video. If you don’t already have buyer personas, pause your video plan and work with the right folks on your team to generate those.
  3. Categorize your videos
    Decide on categories for your videos that make sense for your marketing team. For instance, you can sort yours by
    funnel stage, by persona, or by use cases like prospecting videos, customer videos, and sales enablement videos.
  4. Establish video guidelines
    Define your organization’s roles and responsibilities for video creation and distribution. For instance, who makes them? Who approves them? Who distributes them? Who organizes them?
    Your guidelines should include the customer journey, buyer personas, and video categories, and the pieces of your brand and style guidelines that apply to videos. For instance, what colors are acceptable for your logo during
    an animated introduction? Should the people in the videos talk in first person or third person? What colors should images and graphics in the video be?

Based on your customer journey and personas, you should have an idea of where each of your videos ought to be placed. Often, the first destination is your website. But you’ll also want to use Marketo Engage and a video platform like Vidyard to incorporate your videos into campaigns, emails, social media, events, and landing pages.

Add Video to Email
Video can give your emails a tremendous boost. Here are some best practices:
Let people know your email contains a video. A subject line that contains
“Video” is 19% more likely to be opened.
Include a clickable thumbnail. Emails that contain video thumbnails
are 3x as likely to be clicked.
In addition to the video, write your message. Complement your video thumbnail with
messaging that will capture their interest and give them some detail on what they are
clicking into. The text should say enough to communicate your message on its own

Reuse Your Existing Video Assets
Give your existing video assets new life by uploading them to Vidyard and adding
new CTAs—or example, your recorded webinars. Fifty-six percent of companies
have already invested in them and you can generate 30% more leads by hosting
them on-demand.
Ideas for repackaging your webinars:
Trim your recordings into 15-30 second clips as teasers and promote them
on social media.
Include a gated form before or during the video to capture viewer information.
Use annotations to highlight related assets.
Score leads based on view time percentage.
Notify sales when a lead watches a webinar recording.

Add Video to Marketo Engage Landing Pages

Videos can make your landing pages and calls to action more enticing. Use visual
cues on the landing page to guide visitors to click on the video and ensure the play
button is prominent and stands out against the video thumbnail. For added interest
and clickability, make the video thumbnail into a moving GIF.

Add Video to Event Programs
Nothing drives event registrations like a personalized invite. Adobe has used
personalized video invitations to Marketing Nation to drive 5x more event registrations
than standard, text-based emails.

Add Video to Nurture Programs
Video can revitalize nurture programs that have fallen into a “set it and forget it” mode,
and they can serve as a primary asset. Video in nurture is also a great way to test your
videos. Nurtures drive consistent traffic which lets you benchmark your view percentage
and other engagement rates, and apply those lessons elsewhere.
You can customize your nurture flows to guide prospects based on how much they
engage. If they watch 50 percent or more of the video, alert sales and convert the lead.
But if they watch any less, send a follow-up email with a different asset and try again.

Add CTAs Within your Videos
Videos fit into other channels, but they’re really a medium unto themselves. If you have
a video platform, you can insert buttons, forms, quizzes, and interactive elements
directly into your video to qualify and generate leads, and guide the customer journey.
For example, you can:
● Insert a calendar link so viewers can schedule a meeting.
● Insert a link to download an e-book or watch another video.
● Direct viewers back to a landing page where they can be nurtured and tracked.

Lead Scoring
Enrich your lead scores with valuable video view time intent data. How much of a video
someone watches can tell you a lot about what they’re interested in. You can add rules
to your Marketo Engage lead scoring program based on total percentage watched for all
videos, for individual videos, and for video topics.
bell-on Set Triggers and Filters with Marketo Engage

Smart Campaigns
You can set up smart campaigns to target leads based on a video or series of videos they
watched. You can also trigger Interesting Moments in Marketo Engage to alert sales
reps when a lead is particularly engaged with one of your key videos. For example, you
might want to notify sales if someone has watched over 75% of a product demo video.

MQL Accelerator Programs
You can set rules so that prospects who begin binge-watching your videos and are put in
their own fast-track nurture program. Often, an accelerator will put them in direct touch
with a sales rep.
envelope-open Triggered email follow-up
You can trigger an email to be sent when someone completes a video, to give them an
additional nudge to get them across the MQL line. This is a great tactic for when you
have leads that are close to hitting their MQL threshold.

Pro tip
If you’re using account-based marketing strategies, you can use what’s
known as progressive profiling: interactive CTAs or triggered emails that
collect further information to build out your contact or account’s profile.

If your video platform is integrated with Marketo Engage, you’ll be able to access your
video data in Marketo Engage reports. This lets you segment your audiences based
on whether they’ve watched or not watched particular videos, by the topics of videos
they’ve viewed, and by how much of those videos they’ve completed. If you’re careful
about tagging your videos based on subject matter and the landing pages they appear
in, you can use this data to create simple product interest scoring models that help you
personalize their journey.


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