bring your boring b2b brand to life with video

BRING YOUR BORING B2B BRAND TO LIFE WITH VIDEO

@CASSANDRAJOWETTHEAD OF CONTENT MARKETING

HI THERE, FELLOW VIDEO MARKETERS

About me:

• Recovering print journalist

• 5 years at

• 3 years at

• Avid paddler and backcountry camper

Definitely NOT a filmmaker/ videographer/broadcaster.

Real talk:

• A video marketing strategy for humans

• Low/Slow/Blow budget

• Business impact

• Practical advice

It’s easier (and harder) than you might think.

EXPLAINER VIDEOS…?

BAM! Insert your AMAZING

software solution or services here!

REAL HUMANS, PLS!

You can feature these people in your video content today (for free!):

• Customers/users

• Employees

• Partners

• Influencers

• Academics

• Authors

• Students

• Alumni

YOU DON’T HAVE TO BE SPIELBERG/LUCAS EITHER…

LOW BUDGET SLOW BUDGET BLOW BUDGET

TIME

INVESTMENTHigh Medium Low

REQUIREMENTS

• Smartphone/DSLR

• Microphone

• Video editing software

and skills

• Basic lighting kit

• Background screens

• Fully-formed ideas

• Story board, write

scripts, direct shoot

• Source talent, props,

locations

• Multiple revisions

• Select right partner

• Mission and vision

• Provide feedback/

approval on story

boards, scripts, talent

• Patience/comms

VENDORS None Videographer/editor Video agency

$$$Initial setup fee, but

“free” after that$500-$2000/video $5K-50K+/video

TIMELINE Short Medium Long

QUALITY DIY Professional-ish Polished

GOOGLE HANGOUT/

YOUTUBE LIVE

Live video chat tips:

1. Celebrity status prep:

• Topic and questions

• Technical step-by-step

• A/V and lighting tips

2. Dry run for anxious guests.

3. Log on 15-30 mins early.

4. Bad connection? Keep calm and

carry on.

LOW BUDGETView video

CONTENT

Add text here

LOW BUDGET

View videos

View videos

Filmed by us on an iPhone

Filmed by customer on an iPhone

Filmed by us with a DSLR

Filmed by us with a DSLR

“The worst sound a marketer can hear is silence” (filmed by us with a DSLR)

LOW BUDGETView video

USER-GENERATED VIDEOS

We crowdsourced 50+ videos from our customers, partners and investors for our Series B funding announcement. In each video, they explain why they’ve ”invested” in advocate marketing and Influitive. We sent this alongside our press release and a “behind the scenes” video.

LOW BUDGETinfluitive.com/series-b

“Series B Funding Announcement: Behind The Scenes” (videographer)

SLOW BUDGETView video

“Rachel, Your Referral Relationship Coach” (videographer)

SLOW BUDGETView all videos in this series

VIDEO MARKETING IS A TEAM SPORT

• Content

Marketing

• Product

Marketing

• Customer

Marketing

• Customer

Success

• Talent

• Interns

“Buck Shots: Personalized Advocamp invitation” (agency: Sparksight)

BLOW BUDGETView Buck Shots video series

PERSONALIZED VIDEO CAMPAIGN

Previous

promotions

Personalized

video campaignImprovement

Open rate 16.1% 29% 2X

Click-through rate 0.7% 5.5% 8X

Click-to-open rate 4.5% 18.7% 4X

Technology: Vidyard & Marketo

Agency: Sparksight

CONFERENCE VIDEO HUB

BLOW BUDGETVisit Advocamp video hub

• $400K pipeline

influenced

• 27 opportunities

Tech: Vidyard & Marketo

Agency: Sparksight

Play the long game.

There are no quick

wins in B2B video

marketing.

VIDEO IS A MIRROR

How do you reflect your customers (instead of your product)?

• Buyer persona(s)

• Emotion

• Sense of humour

• Customer feedback

• Entertaining

• Educational“Kacy” the B2B marketer saves the day in this video,

now featured prominently on Influitive’s homepageAgency: Sparksight

BLOW BUDGETView video

HOMEPAGE VIDEOS

• $1.7M pipeline influenced

• Won: $200K

• 129 opportunities

”Kacy” explains how Influitive works in our alternative to

the traditional product explainer/demo videoAgency: Sparksight

BLOW BUDGETView video

BLOW BUDGETWatch BAM!TV

Video agency: Sparksight

Website design and development: ICS Creative

“Spark The Movement” feat. Influitive customers (agency: Skyscope/Matter Communications)

BLOW BUDGETView the video

Questions?

Cassandra Jowett

Influitive.com

@cassandrajowett

cassandra@influitive.com