The way to B2B marketing success haschanged and evolved YEAR AFTER YEAR.

2016

20142013

2015

20122011

From a more person to person sales approachpurely through one on one sessions, emails,and phone calls, we have moved to a more

content driven B2B sales cycle.

B2B

With content at the heart of their marketingstrategy, brands have built credibility amongtheir readers who eventually became their

customers.

BRAND

Great content has single­handedly driven the

sales of numerous organisations like Hubspot &

Linkedin over the few years.

CONTENT

But gradually over time, the type of content

preferred by the audience has changed and

evolved.

Now, videos have become almost ubiquitous inall B2B marketing efforts

79% of B2B content

marketers are now

using video in their

content marketing.

(2016 report)

- ANN HANDLEY

"Any brand or company that isn't usingvideo in some way is missing out on atremendous opportunity to bring its

brand to life. Video adds a pulse to yourcontent. It makes your story tangible andreal. So why wouldn't we all embrace it?"

To scale up a company's content marketingefforts, videos should become an ideal part of

their marketing initiatives

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And to help you with that,we have put together a list of

14 ways you can use videos in B2B marketingscenarios.

#1. EXPLAINER VIDEO

Once a thing of the future. Now, Explainer video is aredundant buzzword that all businesses talk about in

their marketing strategy meetings.

Business such as Dropbox and Pinterest owemost of their success to brilliant explainer

videos which made their products simple in theeyes of the users.

THENEXT BIG

THING

EXPLAINERVIDEO

Jellyfish: Explainer Video Helped Closed A $800,000 Deal In 7 Days

Thanks to the Explainer Video, Jellyfish was able to close a whopping$800k deal in just 7 days. The client had never heard of Jelly Fish before

those 5 days.

CASE STUDY 1

As a v is i tor to the s i te , the cl ient neither hasthe t ime nor the pat ience to read and

understand the software features and how itsolves problems.

#2. TUTORIAL VIDEOS

Tutor ial v ideos act as a self-guided toolwhich can even make the customers with thebiggest apprehensions feel at home with the

new product .

Animaker saw a 250 percent increase in userengagement once we placed a tutorial video

inside our application.

CASE STUDY 1

#3. PRODUCT DEMO VIDEOS

If a picture is worth a thousand words, aproduct video could very well be worth a

thousand sales.

PRODUCT DEMO VIDEO

= 1000 X SALES

Product demo video putsyour company's value proposition in

the form of an attractive video.

Pages with video now appear in 70% of thetop 100 search results listings, and viewersare anywhere from 85% more likely to buy

after watching a product video.

Stats that you cannot ignore about Product demo videos!

"The play buttonis the most

compelling callto action on the

web"

- MICHEAL LITT

HubSpot, an inbound marketing, and sales platform, has provided a demo videoalong with a form to schedule a live demo for any interested business. They

added the video to show the application's ease of use to the visitors even beforethey were registered as a user. This significantly increased the site's visitor to

lead conversion.

CASE STUDY 1

Kissmetrics, the world renowned customer intelligence and web analyticstool, recently released this product demo video to help their customersunderstand the various features of the tool easier. The video is an ideal

example of how churn rate can be reduced by making the customers feelmore at home by walking them through the various features slowly and

thoroughly.

CASE STUDY 2

#4. LANDING PAGES / MICRO SITEVIDEOS.

A landing page with a video is a cogitable solution to win the fleetingattention of the visitors and convince them to make the judgement

call. By providing videos on your landing pages, you can provide yourvisitors with a passive engagement medium where they can

experience the message for themselves with little effort.

With a stunning video placed on the top of one of the landing pages, TeamAnimaker had all the right things in place to convince the user that they wereon the right page. The bounce rate of the landing page dropped drastically to

as low as 25%.

CASE STUDY 1

Eyeview Digital (an industry leader in outcome-based video marketing),tested the case of landing pages with and without a video on it. Theresults showed a statistically significant improvement in conversion

of over 86%, compared to the original landing page.

CASE STUDY 2

#5. VIDEO INFOGRAPHIC

- STEPHEN FEW

"Numbers have animportant story totell, but it dependson you to give it a

voice"

Even though videos changed the way in which information was conveyed to peopleonline, they were never able to make data interesting. But with Video infographics,

the new face of data, that story changed.

Data storytelling has now become the go to presentation technique when it comesto business presentations and VC pitches. With Video presentations Sales

executives can now empower customers to look data in a very new angle whichhelps them better understand the value that a particular idea can deliver.

Videos are the new convincing Voice of Data.

VIDEODATA

VIDEO INFOGRAPHICS

Video infographics is the new data storytelling.

Data storytelling has proven to be a powerful delivery mechanism forsharing insights and ideas in a way that is memorable, persuasive, and

engaging. As marketers, we can tailor the story to the audience andeffectively use data visualization to complement our narrative. We know that

data is powerful. But with a good story, it's unforgettable.

TechMD, an IT service company was able to demonstrate the scenario at ITcorporates in exact numbers using Video Infographics. This provides an

opportunity for business to rethink & lay more focus on 'data and numbers' - acompany's integral asset to build trust among the consumers. Everyone believes

the fact - Numbers don't lie.

CASE STUDY 1

With numbers being the important story behind every business, video infographics becomes the chosen way to

decipher that message behind the story.

40% of all people respond to visual information better than text ornumbers. Here’s your chance to make those numbers fun for the

viewers.

Add a little bit of body text

Click h

ere

to exp

erience

the

magic of

Video Infograp

hics.

#6. ONLINE STREAMING OFEVENT CONFERENCES AND

TRADE SHOWS

These days, event presentation videos released online, getthousands of extra views, roundtable sessions go viral, live

internet broadcasting open up your expert Q&A sessions to theworld.

Why limit the event to the size of the venue, whenthe whole world could be your venue??

Play Video

Video is a window that connects opportunitiespresent anywhere with the online audience !!

Now, aspiring learners can also be the part of renowned conferencesand hear speeches directly from expert's mouth. The SAP TechEd

conference in Las Vegas is an ideal example of this scenario.

CASE STUDY 1

The Email design conference conducted by Litmus gives you valuabletips and tricks on the most gullible tool of the marketers, the email.Online streaming of this conference made it possible for millions to

watch it from home and gain sparks of knowledge.

CASE STUDY 2

Vlogging is surely the new blogging. The rise of YouTube andhigher monetization capabilities have given rise to SuperstarVloggers. A Vlog as a medium for B2B marketing is still an

unexplored concept.

#7. B2B VLOGGING

YOUTUBERS!!

40% of people are most likely to engage with brandedcontent that contains videos. Constant company and

product update via vlogs will humanize the brand as awhole and make purchasing decisions easier.

B R ND

Wyzowl, an explainer video production house uses vlogs to connect withtheir target audience. They believe that a vlog is the right tool to get theirmessage delivered effortlessly. They target on creating vlogs that serve a

purpose. In this case, they have talked about "The ideal length for anexplainer video". The subtle way in which they promoted their company at

the end is the perfect example of what we are talking about.

CASE STUDY 1

Internet sensation and online entrepreneur Gary Vaynerchuk, startedhis online journey when he started his vlogging channel Wine Library

in 1999. Within 5 years of its inception, he grew his business from ahumble 1 million$ to 50 million$. Today, he is a major internet

celebrity and owns Vayner media, a social media focussed digitalagency.

CASE STUDY 2

#8. VIDEO CASE STUDYVideo case studies add authenticity to your

communication, as the message is about how yourcustomer benefitted by the service or product provided

by you. It's much easier to communicate your uniqueselling points to a prospect in a video by showing practicalcase studies rather than telling how your product is better.

potential selling point 1potential selling point 2

Case studies are a lot like stories. A typical format introduces yourcustomers or clients (your characters), fills you in on the conflict

they experienced, and then wraps it up with the resolution.Your customers are the heroes of these stories, and your product

or service is what helps them save the day. This makes casestudies both engaging and relatable.

This case study by Fujitsu showed how they helped DEPFA set up

an all new IT platform for performing their critical services.

Since DEPFA was going through a restructuring process, it was

highly important that they handled the transformation smoothly.

The case study gave a clear look into how well Fujitsu was able to

deliver when it was most needed.

CASE STUDY 1

This case study talks about how K2, a leading provider of business

process application helped Kimberly-Clark Corporation optimize various

processes in the organization starting from document management to

system integrations. The video instills the notion that K2 has the

necessary experience and skill to successfully implement new solutions

in a highly complex corporation.

CASE STUDY 2

#9. VISUAL STORYTELLINGBrand storytelling isn’t a new concept, but with the

explosive growth of social media and content marketing,the opportunities to tell stories as part of direct and

indirect brand marketing initiatives have become hugeand is also considered a strategic priority.

Brand Adobe has put video storytelling at the heart of its brandengagement strategy Adobe Marketing cloud product. The series of

commercials they created for Adobe marketing cloud has a very funnytake on real life scenarios which can be made better with the use of

their product.

CASE STUDY 1

#10. VIDEO PRESS RELEASE & PRMATERIALS.

Video holds advantages over text press releases, AdWeek reports.Eighty percent of viewers will watch an entire video release, while

just 20 percent read an entire text release. In addition, videoreleases have an average half-life of about 40 days, compared to

nine days for text releases.

Trenitalia is the leading rail transport operator in Italy. SAP did an onlinepress release about Trenitalia's adoption of SAP's dynamic maintenance

management system. The video press release gave an opportunity to theviewers to experience the functionalities the company delivers.

CASE STUDY 1

STATS THAT YOU CANNOTIGNORE ABOUT A VIDEO

PRESS RELEASE!

The press releases with video attracted55.4 percent more views and 6.1 percentmore clicks than the text-only release.

Rather than a boring monologue of companies talking aboutthemselves, a video testimonial by a customer about their

happiness and satisfaction with the service provided by thecompany can easily connect with the prospects and make

their purchasing decisions easier.

#11. VIDEO TESTIMONIALS

“A Testimonial is an online marketer's magic wand!”

"Using a video to connect tothe prospect is so much like a cold call, it humanizes the

selling process."

- JILL ROWLEY

Hubspot does a great job with video testimonials. The video shownhere is a detailed testimonial which talks about how HubSpot changedthe fortunes of the company "Brightfire", a creative digital agency. The

video clearly talks about the problems that Brightfire faced initially and how adopting to the HubSpot platform helped them find leads

more easily.

CASE STUDY 1

KONE Elevator, the world renowned elevator manufacturer, hascreated this short and crisp testimonial where the client talks about

why they chose KONE Elevator over the other competitors. The videoalso gives viewers an idea of the challenges the project had and the

solutions that were provided by KONE.

CASE STUDY 2

Using Q&A videos on the landing pages and online videochannels add authenticity and improve the trust factor inthe minds of the viewers. Most businesses are still yet to

explore this method to improve their visibility.

#12. Q&A VIDEOS

Q & A

Remember Gary Vaynerchuk, the guy we talked about in the Vloggingcase study? He is really good at leveraging Q & A videos too. His

current series #AskGaryVee is now 2 years old and millions ofsubscribers. Over the years, he has established himself as a thoughtleader in the business world through his videos. The #AskGaryVee

series gets him the visibility he needs to grow his main businessVayner Media.

CASE STUDY 1

#13. VIDEO WHITEPAPERYes! It is true. Whitepapers build the credibility of

companies among business executives. But how many ofthose executives actually read through your entire

whitepaper containing 50 pages of information? Videowhitepapers are the answer to holding the executive's

attention throughout its length.

video

The obvious thought now would be that video whitepapers are going toreplace white papers, or that white papers will become obsolete. Videowhitepapers are just the result of white papers evolving. Consider thewhitepaper’s evolution into digital format: PDFs and Word documents.

Video white papers are the next step.

CASE STUDY 1

The interesting part in video whitepaper is a story. And when a story isintegrated with research, the whitepaper breathes life and

opens an opportunity for everyone to view and understand it withouthaving any preconceptions.

CASE STUDY 2

#14. EMAIL MARKETING VIDEOS

There was once a hoax "Email is Dead". But in reality, emails arethe biggest drivers of ROI even today. Emails today are better

optimized and better designed. In its newest Avatar, Emails withvideos have become the most dynamic way to engage

recipients and help them make better purchasing decisions.

EMAIL IS NOT DEAD!!

A Forrester Research study says that

1. When marketers included a video in an email,the click through rates opened by 200-300%

2. Video also boosts open rate by 19%.

Click h

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for a

detaile

d guid

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Everytime Brian Dean, the founder ofBacklinko, sends an email, you canbe sure that he has embedded a

video along with the text content. Byproviding actionable video content

that can help his customers,Brian not only delivers value to them

but also build a long termrelationship with them. He trulybelieves that videos can help

companies build a deeperconnection with their audience.

CASE STUDY 1

Evernote used a uniquecombination of email, casestudy videos, and a landingpage to make a solid sales

hook and get peopleinterested in the product and

strongly considersubscribing to the paid plans.A sales hook such as the onementioned here with a solidCall To Action at the end can

convince any prospect togive your product a try.

CASE STUDY 2

The number of ways in which videos can be used for B2BMarketing doesn't end with these 14 ways. There are many

more ways such as Video Presentations, CustomerEngagement videos, etc. Videos have been and will

continue to be one of the most effective mediums forinformation delivery.

Start creating your videos now at www.animaker.com