In the time of AI & automation trust is one of your most valuable differentiators. And video marketing is the best way to build trust at scale. Slides from my talk at Content Marketing Conference 2019 in Boston

1. #CMC2019 @DanielWaas

3. AI

7. The development of full
artificial intelligence
could spell the end of the
human race.
Stephen Hawking

8. Fake a face Fake a video Fake a voice
Already AI can
#CMC2019 @DanielWaas

9. GRAB YOUR PHONE
thispersondoesnotexist.com
OPEN YOUR BROWSER
RAISE YOUR HAND
ENTER
Looks real
Looks fake

11. A little bit of
SCHADENFREUDE
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13. #CMC2019 @DanielWaas

14. 01
02
03
04
05
06
07
08
09
Enough AI Theory: Combine AI With Customer Data
AI Powered Marketing Methodology And Technology
What Marketers Need To Know About The AI Revolution
Engagement: Automating Conversations at Scale
Driving Growth With AI-Driven Segmentation
How Neural Networks Enable Computers To Think Like Us
Taxonomy: Hero Of AI, Bots, Voice Search & Retail
Advanced Applications Of AI And Content Marketing
The Rise Of Conversational Marketing
AI makes us
uneasy, but as
Marketers we
sure love it.
Select Talks
from
Marketing
Conferences

15. Browser Push Notifications

16. Social Notifications

17. BOTS
BLOWING UP
MY PHONE…

18. There‘s an uncanny valley here, that
uncomfortable feeling
we get when
we know we‘re being played,
when someone tries to
steal the value of actual
person-to-person connection.
Seth Godin

19. Trust erodes

20. „Trust“ is actually
a point of differentiation.
Mark Schaefer

21. Lack of Trust
48%
Incompetence
28%
Lack of Clarity
14%
Likeability
10%
Trust’s Role in
Business
-
#1 Reason
Not To Buy From
A Sales Rep
Source: TrustEdge – What is the #1 reason you will not buy from a specific sales person?

22. When trust
evaporates
Source: Statistics Canada

23. China didn‘t allow US Beef until 2017
Source: United States Department of Agriculture

24. Relationship Competence Consistency
Be invested in the
relationship
Get the job
done well
Follow through on
commitments
How Trust is Kept
#CMC2019 @DanielWaas

25. A little story

26. A little story about video
#CMC2019 @DanielWaas

27. Our sales team achieved
a
37% higher
close rate
when they always
turned their
camera on.
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28. Facebook Live videos
receive
10x more comments
than regular videos.
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29. The average participant
spends
52 minutes on a
marketing webinar.
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30. Whiteboard, 7%
One-to-One, 12%
Culture Videos,
23%
Livestreams, 24%
Customer videos,
37%
Social Media
Shorts, 38%
How-to's, 42%
Webinars, 45%
Explainers, 54%
Demos, 59%
Product Videos,
63%
0% 10% 20% 30% 40% 50% 60% 70%
The
Most Common
Video Types
Marketers
Create
Source: Demand Metric – State of Video Marketing Report

31. Automate the tedious
tasks, not the human
interaction
Trust is your critical
differentiator in the
age of AI automation
Use personal & live
video to build trust &
connection
Conclusion
KILLER ROBOTS MAD COWS VIDEO MARKETING
#CMC2019 @DanielWaas

32. On your next
meeting, get on
camera & start
building trust
with your team!
Do what only you can do.
Next time you
produce a video,
have it show you
& how you help
your customers
Next time to build
a relationship
with your
customers at
scale, host a
webinar.
Be human. Be yourself.
#CMC2019 @DanielWaas