Modern customers rely on videos to inform and guide better buying decisions — and this includes B2B customers. Whether decision makers are in the discovery phase or about to make a choice, they turn to video content to understand the benefits of tech solutions and build confidence in the tech partners they’re considering.
For tech marketers, video is a great opportunity to deliver information to target audiences in their preferred format at every stage of the buyer’s journey to generate new leads, nurture interest, and convert prospects into customers.
According to recent research by HubSpot, 39% of marketers say videos on landing pages have a positive impact on conversion rates. Video content is also easy to digest, simple to share, and has a shelf life that extends beyond individual campaigns. Get started today.
With video, partners gain greater marketing versatility and high-value assets for:
Awareness building – Highlight your original equipment manufacturer (OEM) partnerships, company culture, and key differentiators. Examples: animated videos, use case features, and joint value prop messages.
Thought leadership – Position your subject matter experts as authorities on how specific technologies solve customer challenges and current industry trends. Examples: fireside chats and CEO series.
Event/Talk recaps – Widen the reach of a recent tradeshow booth presence, event offering or experience, or TechTalks. Examples: Tech Talks and webinars.
Sales collateral – Educate your target audience with solution overviews, case studies, or customer conversations. Examples: case studies, animated videos, in-booth conversations, and interviews.
Recruitment – Attract hard-to-find IT talent through videos that showcase how your company culture and employee experiences stand apart. Examples: interviews, onsite footage from shows/event or within your workplace.
Lead generation campaigns – Leverage short and long-form videos to build customer awareness and knowledge of your tech solutions, use cases, and service offerings, while also strengthening confidence in your brand. Examples: product videos, animated use cases, solution briefs, teasers, and product demos.
Reach and Results: How Video Amplifies MDF Lead Generation Campaigns
Video is sometimes overlooked for use in MDF lead generation campaigns. There are common misperceptions that video production is too resource intensive or time consuming. Or there are concerns that videos are only useable for one-and-done campaigns. (And therefore, hard to make room for in marketing budgets that need to achieve more with less.)
The truth is, videos are assets every bit as substantial, durable and converting as white papers, eBooks, and datasheets — and they deliver proven ROI measurements for MDF claiming and reporting.
If you’re looking for ways to justify allocating MDF for videos, here are some compelling reasons to add them to your lead generation strategy:
Video helps buyers make decisions. 95% of B2B buyers say videos are an important part of their choice to make purchasing decisions and 93% say videos are an important element in building trust that companies will fulfill buyer expectations.1
Videos drive conversions. 93% of sales, marketing and customer experience professionals say video results in the same number of conversions as other content — or even more.2
B2B business leaders prefer video content. When it comes to reaching key decision makers, video is the clear winner. 92% of executives prefer video over written content when trying to understand complex products and services and 85% want video more than written content when they are learning about businesses.3
Video performance is simple to track. Video engagement can be tracked and analyzed to demonstrate ROI and drive optimization activities. Video performance is also an easy metric to share with vendors when delivering MDF campaign and proof of performance (POP) reports.
Engaging video content is a powerful way to share the story of your business and build confidence in your solutions and services.
