bring your boring b2b brand to life with video
TRANSCRIPT
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
