We're pleased to present a guest post by Kim Cornwall Malseed, the principal of MarCom Ink. Here she shares a behind-the-scenes view of how three B2B companies succeeded with video.
Do you want to successfully incorporate video into your B2B content marketing strategy? Check out how these three B2B companies produced videos and a video eBook that achieved their objectives.
“You Oughta Know Inbound Marketing” by HubSpot
Rebecca Corliss (@repcor), Inbound Marketing Manager for HubSpot, shared with me their objectives for the video and the results achieved. They launched the video via the HubSpot blog and it was posted to YouTube the same day.
Objective:
- Increase awareness of the concept of inbound marketing.
Results:
- The campaign increased company Web traffic through the search term "inbound marketing" by 100%
- The video received 40,000 views within 7 days, and 1 year later, it's at 65,800 views
- The video was the #1 result on YouTube for search term "marketing"
- The blog post on which the video was embedded itself received 7,798 page views
- 43 different blogs posted articles about the video, of which 19 articles included “inbound marketing” in their titles
“What was especially different was our call-to-action,” said Rebecca. “We used ‘Google Inbound Marketing’ instead of ‘HubSpot.com’, etc. With video, a corporate sales-pitch message doesn't spread. By using that specific call-to-action, people googled out of creativity, thus the increase in search traffic. We’re the 2nd search result for ‘inbound marketing’ behind Wikipedia.”
“Thank an Engineer” by Texas Instruments
Coinciding with the launch of this video, Texas Instruments held a video idea contest in which people submitted ideas for the next videos to the TI community site. A panel of judges rated the top 10 ideas and the winners got flip video cameras.
Amber Pizano, Video Marketing Manager, Texas Instruments, shared the objectives and results on the Social Media B2B blog.
Goals:
- Show design engineers that TI “gets” them and that they appreciate engineers for bringing today’s innovations to all of us.
- Build brand loyalty.
Objectives:
- View multiple “thank an engineer” videos
- Forward video link to a peer or friend
- View system block diagrams or other TI.com portal pages
- Share stories regarding engineering innovations on the TI community forum
Results:
- After 5 months, the video campaign had 151,000 views and 25,000 “further actions” people took from the landing page to TI.com portal pages.
- Viewers spend an average of 4.21 minutes on the page, indicating they are engaged and watching more than one video.
- 90 submissions were received for the video contest with very little promotion of the contest.
Making a series of videos that were focused on their audience and involving their customer community in their creation were the main factors in Texas Instruments’ success.
“Business Class Ethernet: Trends in Perspective” by Level 3 Communications
This networking communications company turned a technical white paper into a multimedia eBook that featured short video interviews with company experts alongside links to a host of related downloads.
The eBook can be found here (no registration needed).
Objective:
- Increase readership of content focused on market trends and business drivers that effect their customers and prospects.
Results:
- Combining video and text attracted 8-times more readers than static eBook content , including a significant increase in C-level executive readership, according to a MarketingSherpa case study.
Julie Wisdom, Executive Creative Director, Babcock & Jenkins, the marketing agency that produced the eBook for Level 3 Communications, cited the non-scripted video interviews with several executive-level company experts as the key success factor. Although the experts knew what topics would be covered and general information they would be discussing, they were encouraged to not make notes ahead of time or read from them in order to be more conversational and engaging to viewers.
Do you know of a great B2B video that achieved its goals? Leave a comment and share it with us.
About the author: Kim Cornwall Malseed is a B2B technology marketing consultant who helps software companies improve lead generation and sales revenue. Kim writes the B2B Technology Marketing Blog and E-newsletter.
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