Video is the next best thing to being there in person. Seriously, video helps you connect emotionally and build relationships, which, aside from giving you the warm and fuzzies, also helps marketers build trust, move prospects through the funnel faster, close bigger deals, and secure longer-term, loyal customers. And yes, even B2B marketers make decisions based on personal benefit and emotional connection. Join this session to learn how to harness the power of video to elicit emotions in even the toughest B2B decision makers, build stronger, one-to-one relationships with personalized video, and learn more about them with interactive video to give them more of what they want (and need!) to convert. Because, after all: the play button is the most compelling call to action on the web.

1. Turning Viewers into
Customers(faster!) with Video
The Best-Kept Secrets to:
I n b o u n d C o n 2 0 1 6

2. Kimbe MacMaster
Manager, Content Marketing
@Kimbe_Mac

16. Attention or
Engagement
TrustNurturing
+ +

19. 65% of viewers watch more than ¾ of a video,
which is more than most text-based content.

20. Visitors spend an average of 88% more time on site
with a video than one without.
Including video in an introductory email reduced the
number of subscriber opt-outs by 75%.

21. It’s the next best thing to being there in person.
…and it touches our hearts.
Video engages our minds…

27. • Prospecting & Nurture Campaigns
• Large Content Initiatives
• Customer Appreciation
• Event Invitations

28. • Decide pre-production
• Build it into the script
• Add “video” and personalization in email subject line
• Use personalized splash screen in email
Best Practices for
Personalized Video:

31. • CTAs
• Email gates & in-video forms
• Questions, polls, & quizzes

34. • Driving traffic to other content assets
• Lead generation within video
• Building prospect profiles
Good for all stages of the funnel!

35. • Equal give and take
• Consider experience interruption
• Don’t keep asking
Best Practices for
Interactive Video:

38. Dance Craze Battle - BuzzFeed
March to New Office - VidyardLiveLatteArt-Tastemade
Townhall Q&A - Facebook
Online Course - Benefit Cosmetics
Product Launch - NewBalance

39. • Company events
• A look at your office/culture
• Product announcements
• Customer check-ins

40. • Set a goal
• Establish urgency and exclusivity
• Don’t sweat the production

41. Attention or
Engagement
TrustNurturing
+ +

43. Attention or
Engagement
TrustNurturing
+ +
More qualified
leads …
… that move through
the funnel faster…
… and stick
around longer.