Have you ever Skyped in area? Met the Godfather of demand gen? Or been on a courting present for… options? Some of the brightest minds in B2B advertising have turned their consideration to creating movies that encourage, thrill, educate, and sure, construct pipeline and income.
If you need to do the identical, there’s no higher inspiration than watching these video advertising examples from the B2B area and studying how these organizations have built-in video throughout their digital advertising applications.
Consider this is a chance to be taught from the finest. Notice how they apply video to each stage of the purchaser’s journey to create consciousness, generate leads, and educate prospects. And take observe: Most of them know that view counts now not depend—they’re targeted on engagement knowledge and the way their investments in video influence lead and pipeline era.
So with out additional adieu, listed below are some of the finest examples of video advertising campaigns and applications from B2B in 2019!
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1. The Greatest Show, Not Tell: NetMotion Software
Some of the biggest tales ever instructed begin with an equally intriguing title, like NetMotion Software’s “Skyping in Space.”
Skype? In area? Yes certainly. The crew at the cellular VPN supplier needed to convey the coolness of clean, uninterrupted connectivity from any cellular system anyplace in the world. So they despatched an iPad into the stratosphere and gave it a hoop.
What’s so superb is that this video reveals (moderately than tells) that the NetMotion Software crew is rugged and dependable. You really feel such as you’re there on the launch web site serving to to strap gear to the rig. Everything about the story is meta. It’s a video about video and the crisp, clear high quality of the footage makes the crew’s level.
Plus, like every good thriller, it’s punctuated by hazard—the balloon erupts (simply as deliberate) and the entire factor comes crashing down into the desert. You actually stay it and go away with the impression, “Wow, I trust these people now that it’s obvious that their product does what it claims.”
For the relaxation of you entrepreneurs, think about what your personal Skyping in Space video could possibly be! What’s that one video that might show, with out a shadow of a doubt, that your services or products can do precisely what you declare? It’s an ideal technique to earn belief, one thing we desperately want.
2. Most Original Script: Uberflip
Content advertising platform Uberflip will get the Oscar for finest unique script in a B2B advertising video, fingers down. Their explainer video sequence is humorous, but it surely’s additionally secretly genius: It’s designed to maintain viewers watching and create model affinity whereas educating them on what Uberflip really does.
In the first video in the sequence, somebody explains Uberflip to a listener who says, “Wait, explain it to me like I’m five,” which prompts a scene and wardrobe change. Then it occurs once more, with a special gag. It will get the viewer laughing, but it surely additionally builds anticipation. What gag might be subsequent? You have to observe to seek out out.
And when you end the first explainer, you possibly can’t assist however go one degree deeper to get particular product options defined to you such as you’re a contestant on The Bachelor.
What’s actually attention-grabbing is the place the idea for this video got here from: Uberflips’s personal staff usually use analogies to clarify what they do to others. So, they stayed true to that and made analogies the star of their movies.
Uberflip partnered with the company OneMethod to put in writing the script and produce all 4 movies in the sequence, offering an outline explainer after which deeper dives into their three primary product choices, all tied collectively by relatable analogies that make their story, and their product, really memorable.
three. Most Tear-Jerking Story: Genesys
Call heart tech firm Genesys went the place few B2B storytellers dare to go: Into gripping, human tales about melancholy and redemption.
“That moment of humanity colored the rest of my life,” says the video’s protagonist, who went from utilizing Crisis Services Canada’s emergency hotline to working there. Now, she’s serving to to develop the non-profit and save others.
It’s clear that the Genesys crew understands nice storytelling and handled this initiative, referred to as CX Heroes, not as a possibility to plug their software program however as an opportunity to have a good time the superb individuals who use their platform. Only at the finish of every video, after a documentary-quality, heart-wrenching human story, is there any point out of Genesys.
Grab that field of kleenex earlier than urgent play! And additionally seize that pencil to take loads of notes.
four. Best Video Marketing-Based Demand Campaign: True Influence
Demand gen firm True Influence is ready to make a suggestion consumers can’t refuse: Leads. MQLs. More ah, pipeline.
In this breakout video sequence styled after Martin Scorsese’s The Godfather, True Influence’s The DemandGen Father sequence used Vidyard’s video personalization and interactive quizzes to present their prospects a very distinctive expertise. It thrills—you possibly can really feel the rigidity—but in addition drives the level dwelling that True Influence is the final fixer that may really assist entrepreneurs modernize their strategy.
But the actual hero of this marketing campaign was how the personalization shines by in each the narrative and visible facets of these tales. Each viewer’s title is built-in into the story in a approach that enhances the narrative and leaves them with a way of surprise.
When watching the examples beneath, be conscious that they’re personalised for somebody named John Smith at Company, however that every viewer would see their very own title and firm title built-in into the story. Not surprisingly, this marketing campaign generated click-through and engagement charges well-above common—it was content material that prospects couldn’t refuse.
Go forward, ask the DemandGen father a favor.
5. Most Creative Concepts: Axonify
Microlearning platform Axonify proves that B2B buyer advertising doesn’t must be, properly, B2B buyer advertising. Their strategy to inventive content material not solely drives better adoption of key product options, it helps construct the sort of model relationship that makes their purchasers genuinely need to proceed doing enterprise with them.
Axonify crushed it in 2019, creating a variety of video content material for his or her purchasers. A inventive video sequence referred to as Meet the Features is a component of a drip marketing campaign to introduce their purchasers to product options that they might not be utilizing but. Instead of the standard product movies, they forged staff as personified variations of every characteristic and had them pitch their worth as in the event that they had been on a courting present!
Axonify has additionally doubled down on video personalization as a technique to stand out from the noise and ship a very memorable expertise to their prospects. Their personalised video to ask every buyer to their annual consumer occasion was a success, and their personalised “Axonify Express” vacation video (a play on The Polar Express) was completely magical.
The outcomes? Way extra engagement, elevated product adoption, and the odd love letter from prospects to say how a lot they LOVE their content material and dealing with such a tremendous model.
6. Most Fun But Secretly Educational Videos: Lucidworks
Lucidworks, which gives synthetic intelligence-powered search options, produced such a profoundly helpful on-line video sequence that it received a second season! How many B2B corporations can say they’ve had that?
The crew launched a YouTube channel referred to as Lucid Thoughts, which is devoted to breaking down complicated and in any other case bushy matters—like the variations between pure language understanding and pure language processing in a enjoyable, approachable approach.
The company Storyboard Media helped them refine the idea and write scripts which might be so informative, you neglect that it’s advertising.
The crew produced a complete of 18 movies which were seen hundreds of occasions, they usually’ve repurposed them for his or her annual convention and to share in gross sales outreach. Talk about getting critical mileage out of your video content material!
7. Best Demand-Centric Video Program: Zycus
Procurement software program firm Zycus’ outcomes say all of it: A 6.6x return on funding (ROI) on their video funding with greater than 250 certified alternatives in 2019 immediately attributable to video content material. Their high 10 movies alone helped them drive $25 million in pipeline.
So how’d they do it? They dedicated to changing into a video-enabled enterprise whereas investing in the correct mix of instructional content material, video-based thought management, and a video advertising platform that helps them leverage video as an built-in half of digital advertising, demand gen, advertising automation, and gross sales.
The Zycus product advertising crew creates lots of of movies yearly for demos, characteristic releases, and product messaging that are distributed to regional demand era groups. Each crew localizes the video by translating the subtitles and utilizing them in emails.
The buyer crew then makes use of them for schooling, the engineering crew to clarify, and gross sales to promote. It’s a whole-funnel strategy. Behind the scenes, they use Vidyard, built-in with advertising automation and buyer relationship administration (CRM) programs to trace viewer engagement for each lead qualification and ROI monitoring.
Their success isn’t based mostly on one nice video, however a holistic video promoting and video advertising technique. Check out their video hub to get a way for the sort of animated and stay motion content material they’re delivering!
eight. Rookie of the Year: Digital 22
Believe it or not, the company Digital 22’s journey to a whopping £1.9 million video ROI started once they bought a £100 Sony digicam lower than two years in the past. The CEO of HubSpot, Brian Halligan, instructed them to geek out on video so that they geeked out.
The company started recording all the things from their workplace tradition to buyer calls, and constructed a big library of movies that they edited and embedded in all places throughout their web site with large, daring calls to motion.
Digital 22 shortly amassed 25,000 views, however they had been extra involved with measurable influence in the type of leads and pipeline. So, they built-in their video content material with their HubSpot advertising automation and CRM, and targeted on selling their movies by all their channels together with their gross sales improvement crew, all through each stage of the funnel.
The end result? Results!
A large 20% of Digital 22’s video viewers turned certified leads and virtually a 3rd of these turned gross sales certified alternatives.
Best of all, all these learnings enrich the work they do for his or her purchasers.
9. Best Small-Budget Big-Results Video Program : New Breed
Marketing and gross sales company New Breed acknowledged that video was a robust technique to educate prospects and set up themselves as trusted advisors. They additionally acknowledged that the success of video is extra depending on the high quality of the content material than the finances of the manufacturing.
In 2019 New Breed quickly expanded its funding in video by empowering inside crew members to create and share content material utilizing easy video tools and modifying software program accessible at next-to-no finances.
They developed instructional content material to help all phases of the purchaser’s journey, together with “Quick Tips” and “Behind the Scenes” sequence, and educated their gross sales reps on use one-to-one video messaging.
One yr after ramping up their video program, New Breed seen their win charges had elevated by 33% and common deal cycles had been practically minimize in half (with out a discount in common deal measurement).
New Breed’s scrappy video content material is informative, shareworthy, and most vital, serving to their enterprise run extra successfully and effectively.
Feeling impressed by what you’ve seen? Video has a job to play at each stage of the funnel, and with so many video instruments on the market—each paid and free—there’s actually no excuse to not be doing it. Go create your personal at this time.
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