From clicks to clients Maximizing the demand for your solutions

Transcription

1 From clicks to clients Maximizing the demand for your solutions THE EVOLUTION OF B2B INCORPORATING VIDEO AND NEW MEDIA INTO YOUR MARKETING CAMPAIGNS Tuesday, November 17 th - Session start time 2PM EST/11AM PST Presented by Kevin Miller EVP Marketing & Sales SalesFUSION Wayne Wall President & CEO - Flimp Media

2 About SalesFUSION SaaS demand generation platform HQ Atlanta, GA Offices in Philadelphia, PA Founded 2003 as First Reef, LLC Marquee customers in B2B in US, CA, APAC, EMEA Core solutions B2B Demand Gen Platform complete emarketing suite marketing Drip, Trigger, Nurture Multichannel Marketing Management GoogleAdWords, PURL, landing pages Lead Analyzer Lead scoring, routing, management Web Analytics & Web Visitor Tracking CRM Accelerator for MS Dynamics CRM, Salesforce.com, Oracle on-demand, Sugar FLIMP Partner for delivery of rich media content ( platform)

3 About Flimp Media Est. in 2006, Flimp Media develops on demand video landing page and analytics solutions for video marketing, communications and sales. FLIMP stands for Flash Interactive Marketing Platform. Enables users to create, distribute, track and measure searchable video landing pages without any programming or IT resources The FLIMP platform is integrated with SalesFUSION and various other marketing services providing an effective video marketing solution for businesses and organizations. Flimp Media also offers customers video production, video analytics and video streaming services

4 Marketing the tools have changed B2B Marketing has become complicated, confusing, fragmented and disconnected. Many marketing professionals don t have the experience to know where to begin!

5 The fundamentals remain the same Marketing Theory is based on the Five P s Product Price Place Promotion Positioning How is this applied to B2B Marketing? How is this Relevant to Nurture Marketing? What can we learn from Retail Marketing? How is this relevant to Web 2.0 Marketing & Sales? Marketing still boils down to delivering the right message/content to the right people at the right time. is a primary delivery mechanism of the message & content

6 s changing role Late 80 s - early use as marketing tool basic Early 90 s heavy adoption - experimentation blast away Mid-late 90 s overuse spam abuse regulation blast away Early 2000 new techniques permission-based still blasting Mid-2000 to current content-driven nurturing conversational Today has grown up as a b2b marketing tool Right message to the right people at the right time Getting noticed in all the noise Engage in conversations with suspects/prospects Sales personnel actively engaged in the process Analytical measuring behavior & response Adoption of new techniques Drip/Trigger/Nurture

7 Fundamentals of nurture-styled campaigns It s about the content It s about sending the right for the right reason Trigger-based s becoming staple campaign element B2B is about conversing not volume New media plays a substantial role New types of campaigns taking place of blasting Drip timed, long-term, segment & content specific Trigger short & long-term, automated, activity & content specific Nurture combines all elements Complement other campaign technologies PPC Web Activity Online Ads Events

8 s role in the lead to sales process Web Activity Inbound /Outbound Campaigns Continuous communication Reactive this message in response to this action Very content-specific Goals may be branding, sales engagement, lead capture Segment-driven (dynamic & static) Blog/RSS SEO/PPC Lead Nurturing, Routing, Profiling Marketing & Sales CRM integration Online Ads inbound Landing Pages Outbound PR Continuous Marketing To Leads Decision Analytics Engine Events Lead Nurturing Social Media 8

9 Why Market with Video? Acc. to DoubleClick/Google research, rich media and video ads drive four to seven times higher engagement and response rates than static text and graphic content. Acc. to Forrester study, video increases click-through rates 2-3X. Average Flimp video CTR is 42% of opens vs. industry average 4.5% CTR for static s. Since 2008, across 2.5 million viewers the average flimp video landing page response rate was 23% of total views. Rich media enables marketers to gather more in-depth analytics about viewer engagement and responses.

10 Evolving Technology: Best Practices for B2B Marketing Video Content - development options, relative costs and formats Video Messages subject lines, delivery options, and presentation Video Landing Pages creating, editing, branding, and deployment with examples Video Viewer Analytics tracking and reporting viewer engagements, response s and sharing

11 Options for B2B Online Video Content 1. Mock Videos moving slideshows, motion graphics/ animations, screenshot videos 2. Talking Head testimonials, interviews, profiles, scripted actor, executive communications 3. Formula Video Productions fast, low cost web video product based on simple creative formula 4. Custom Video Productions creative strategy plays bigger role, use of more advanced video production and editing methods used

12 Video Best Practices Subject line Clearly state that there is video content Video Presentation Use a video image thumbnail with play arrow and descriptive link View your Video Message Give Direction Tell the viewer what the video message is about and give clear directions to open or view the video landing page or conversion page Focus Simpler is better; do not include multiple calls to action. Don t expect great results putting video in a full newsletter with multiple links and calls to action. Text Include some descriptive text and clear hyper link and alt link in case the video screenshot image is blocked

13 VIDEO EXAMPLES B2B Video Marketing

14 What KruResearch Did Right: KruResearch Video Example: Descriptive subject line. Punchy, to-the-point copy. Descriptive text lets viewers know what to expect. Image and text links. Play arrow overlay indicates video content

15 Example Things Worth Noting: Simple design. Subject line: short, descriptive and straightforward. Personalization in first line. Brief, descriptive copy. Clear call to action. Image and text links to combat blocked images.

16 VIDEO LANDING PAGE EXAMPLES B2B Video Marketing

17 All Traffic Solutions

18 CSC Worldwide

19 Spot Runner