Thursday, December 18, 2014

Six Ways to Use Online Video for B2B Event Marketing (a Case Study)

Six Ways to Use Online Video for B2B Event Marketing (a Case Study)

On behalf of everyone at X2Media, we would like to wish all a very Happy Holiday Season and a Prosperous New Year. The New Year always brings with it new resolutions for making changes in personal as well as business habits. This past year has been a struggle for many businesses and everyone is looking for ways to get the best bang for the buck. I have come across an article that might be helpful in your 2015 event marketing plan.

Online video engages potential clients and delivers marketing results. The data tells a good story: 181.4 million US Internet users (85% of the US Internet audience) watched more than 39.4 billion online content videos in September 2013; some 73% of C-suite executives say they watch work-related videos weekly; and companies using online video across multiple screens had a nine-fold increase in brand recall.
Such statistics support the contention that online video is a highly engaging and versatile tool for B2B marketing and lead generation campaigns.

Moreover, I'd argue that online video adds not only dimension but also a complete and integrated multichannel tool for tradeshow marketing. The following case study shares how a B2B technology company used online video to increase in-person tradeshow meetings with targeted decision makers by 218%.

A Case Study

A leader in retail business intelligence technology, QuantiSense wanted to increase the quality and quantity of its face-to-face meetings with dil industry tradeshow of the year and video was the centerpiece of our NRF marketing initiatives," said Jeff Becision makers during the 2013 National Retail Federation tradeshow. "NRF is the most important retauck, CEO of QuantiSense.

QuantiSense teamed up with MagnetVideo to create a marketing video and design a six-step event-marketing campaign using online video.

Video Production

The idea of video production can be intimidating. And most marketers instantly think of big cameras, lights, crews, and big budgets.

However, working together to identify the ideal target audience, core messaging, and call to action for the campaign, MagnetVideo and QuantiSense were able to create a high quality company overview video without the expense, risk, and hassle of an onsite video shoot. MagnetVideo produced a 70-second video using engaging and informative motion graphics.
That approach kept the focus on the core benefits QuantiSense provides retailers: increasing sales and margins. The video also included a segment explaining how the retailer's end clients—consumers—can also benefit from the QuantiSense solution.

Driving Demand for the Event

Step 1: Pre-Event Marketing

QuantiSense kicked off its event marketing campaign with a 1-2-3 punch combination. The MagnetVideo team created a targeted video landing page for the NRF show with three key features:
  1. A 70-second concise company overview video
  2. A whitepaper download
  3. Booth and speaking engagement information
QuantiSense set up its marketing automation platform (Eloqua) to deliver targeted, personalized email meeting invitations to secure appointments at the show.
The email design offered a conversion opportunity by featuring an image of the video in a player linked to the campaign landing page.

Step 2: Social Awareness
QuantiSense engaged its social media community by sharing links to the company overview video in the days leading up to the show. The video included the invitation "Meet Us During NRF 2013 in Booth 765" to build brand awareness before the show.

Step 3: Video SEO
To increase visibility from the tradeshow's organic search traffic, the team optimized its YouTube video on the term "NRF 2012" by integrating the term in the video title, description, tags, and the uploaded closed captioning text.
It worked. The video regularly ranked on the first page of Google search results for that term. Google regularly includes YouTube videos in organic search results—an indexed video likely has a greater chance of ranking on the first page than a textual page.

Step 4: Video QR Codes
At the tradeshow, QuantiSense wanted to increase brand awareness. Aligning with the increase in QR code usage, the team created a 60-foot-tall promotional banner that hung outside the entrance of the Javits Convention Center in New York, where the show was being held.
When attendees scanned the QR code with their smartphones, the video automatically played with a call to action to visit the QuantiSense booth.

Step 5: Video in the Tradeshow Booth
QuantiSense placed several large flat screen monitors in its tradeshow booth at the NRF event and played the video on those screens. The in-booth video helped drive traffic and immediately described the company's solution.
Moreover, the QuantiSense executive team played the video at the beginning of each in-person meeting with key retail decision makers to provide an overview of the company's solution and to help build brand recall.

Step 6: Post-Event Marketing
After the NRF tradeshow wrapped up, the team created a personalized email thanking each person who had visited the booth. The thank-you email was linked to a landing page where visitors could watch the QuantiSense video and download a whitepaper. The team continued to nurture contacts using the video as the content centerpiece.

The Event Marketing Campaign Results
By working with MagnetVideo to design and implement the multichannel video marketing campaign, QuantiSense increased its face-to-face meetings with decision makers during NRF by 218% over 2011 results.

"Our marketing team was able to use the same video across all of our marketing channels for the NRF event. Video proved to be both highly effective and very affordable," concluded QuantiSense CEO Jeff Buck.

If you would like to talk about how to leverage on-line video to improve your bottom line,  please give me a call at 440-519-1500 or e-mail me at 

X2 Media can help you target your content and get your message to the audience in a way that it is not only seen and heard, but remembered.
Until next month….remember, “you don’t get a 2nd chance to make a 1st impression”. Always make it a good one!   

From X2Media I would like to thank you for your time.  

John E. Hornyak
X2Media, LLC

Four Ways B2B Marketers Can Boost the Value of Their Tweets

Four Ways B2B Marketers Can
Boost the Value of Their Tweets

The product management team  worked with interviews roughly 50 B2B marketers a quarter. Those conversations provided  a 50,000-foot view of how Twitter is being used as a marketing strategy—or, rather, how it's not.

Twitter can be great both for brand awareness and for driving leads; but, from a high-level perch, we can see that almost all B2B marketers are struggling with either how to simply use Twitter or how to optimize their approach.

Though a recent report claimed that as many as 84% of B2B companies are using Twitter for marketing purposes, we can argue that that percentage misrepresents how many B2B execs are really working to incorporate the channel into their marketing strategy.

From  experience, we would say about 70% of B2B companies on Twitter have an account and send out a tweet every now and then. The other 30%, though... they're really trying to make it work.

Whether you're looking to move beyond the occasional tweet or you're aiming to polish your approach, here are some tips for how you, as a B2B marketer, can take full advantage of Twitter as a marketing tool.

1. Create—and Share—Great Content

Content marketing is at the core of most B2B marketing programs. B2B sales cycles are long, so prospects must be nurtured over time through the decision cycle. To nurture leads, you will often create a series of relevant content pieces, such as whitepapers and webinars.

But there are only so many whitepapers and webinars that your marketing team can create, considering how resource intensive the process can be—not to mention that material can only be reused so much.

Consistently developing content that's compelling and engaging, therefore, may be one of the main challenges for the B2B marketer.

Twitter (and other social media platforms for that matter) provides a great way to break out of the webinar-and-whitepaper cycle to distribute relevant content, such as articles, links, and short comments that appeal to the interest of your target audience.

A good guideline is to distribute 50% of your own content and 50% third-party content. Some marketers go as far as using 70% third-party content. Determine what works for you over time based on how much original content you have to work with.

To find great third-party content, follow thought leaders on social media, scan the Web for relevant articles, blog posts, and other content. Also be sure to promote content from partners and customers.

2. Use Retargeting to Generate Leads

If you're following the previous recommendation to build followers by providing valuable and relevant content, you'll notice that 50% to 70% of the content you share sends people away from your marketing funnel by directing them to third-party content. So, to keep your brand top-of-mind for prospects, it pays to invest in retargeting.

Retargeting is the ability to serve display ads on those third-party websites to visitors who at one point clicked on links you posted or paid to promote via social channels. Consistently putting your brand in front of prospects by way of retargeting is one of the most powerful ways to make "every tweet count"—even if those tweets promote third-party content.

3. Experiment With Twitter Advertising

Twitter offers several different paid advertising options, the most effective of which is the promoted tweet. Paying to promote a tweet boosts the number of people who see it.

Paid advertising on Twitter is, in and of itself, a powerful tool for amplifying your brand's visibility and increasing the sharing of your content both within and outside your follower group; but, combined with retargeting, paid Twitter advertising makes even more of an impact.

Promoted tweets help you create a much larger retargeting pool: Since more people see these tweets, more people will click on them and thus become part of your prospect pool.

Then, as those Twitter users travel across the Web, they'll see your ads repeatedly by way of retargeting. Paid Twitter advertising, combined with retargeting prospects who click on Twitter links, can deliver more than 50% lift in ROI over Twitter advertising without retargeting. In other words, promoted tweets combined with retargeting can lower cost-per-lead by 50%. If you invest those savings into more promoted tweets, the impact snowballs—building a larger and larger retargeting pool over time to increase your leads

4. Don't Forget Conversion Tracking

You've assembled a lot of followers in your industry; you're sharing both your own and third-party content, you're using paid Twitter advertising, and you're retargeting followers with relevant ads as they travel the Web. But what impact are your efforts having on conversion? And how do you know which tweets are the ones that are driving success?

One key way to find out is to implement conversion tracking that measures down to the tweet level.

With conversion-tracking tools, you can identify whether users who clicked on a tweet with either your or third-party content later went on to visit your site or download a whitepaper. Conversion tracking can also reveal whether a prospect visited your site after clicking on a display ad shown to them through retargeting. Moreover, conversion tracking analysis can pinpoint which tweets and specific subject matter are working to drive conversions—and just as important, which ones are not.