A New Paradigm for B2B Marketing

Generating qualified leads is the Holy Grail for B2B marketers. Your marketing campaigns must do the following:

  • Place your messages in front of highly targeted prospects.
  • Grab those prospects’ attention and hold it.
  • Communicate a significant amount of information in a short amount of time.
  • Gently persuade prospects in a way that’s entertaining and memorable.
  • Incent them to take an action that demonstrates a significant level of interest.

A study conducted by Rich Media calculates a 600% increase in viewer engagement and response rates using online video compared to static content such as text and graphics. It makes sense then to couple online video with marketing strategy and tactics like a story format. People are hard-wired to be fascinated by stories. They remember and retell stories.

I am fortunate to be acquainted with Joe Pulizzi, the Godfather of Content Marketing. I reached out to Joe to ask his advice. Here’s what he said when I explained my idea for an online B2B video marketing service: “I think it’s a viable idea… particularly the combination of building the videos on well-conceived marketing strategies, and telling stories via the videos. Those are differentiators that not only set you apart, but they’re what the market needs.”

Of course, this is all for naught if we don’t capture qualified leads from the process. Each video must include a call to action – a specific assignment given to the viewer that, if completed, converts them from a prospect to a qualified lead. That means there must be an offer of some type and a follow through. An appropriate offer (e.g. an ROI study) prompts the prospect to fill out a form to learn more about the product or service, thus self-identifying as a qualified lead.

Finally, the qualified leads must be taken care of. They may be ‘sales-ready’. In that case a salesperson is assigned to the opportunity. If the lead is qualified, but not ‘sales-ready’, they’re placed in a lead nurturing bucket. They will then be contacted periodically with relevant and useful information to keep them warm and engaged until they’re ready to buy.

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About the Author:

Managing Consultant at acSellerant. Seasoned business marketer currently focused on positioning, sales messaging, content marketing and visual storytelling.

4 Comments
  1. Frank Murray

    OK, Bob. I get where you’re going with this. B2B buyers are embracing video, so sellers/marketers should too. It makes all the sense in the world to integrate the videos into a larger marketing strategy, but this is all MUCH easier said than done. We tried doing the Flip camera thing and the end result was an embarrassment. We never posted it.

    We’re a mid-sized Canadian software firm with a limited budget. Can you give us more detail around how to accomplish what you’re describing?

  2. Frank,

    That’s exactly what I intend to do. This post is only the second in a series of 15. I’ll be getting into much more detail over the next six weeks.

    You bring up an important point. The barriers to entry have been lowered. Almost anyone can afford the necessary equipment and editing software (if you want a quality end result, you should upgrade from a Flip or phone camera – the cost is still fairly low). There are legions of wedding videographers who have recently become online marketers. They may know how to use the camera, adjust the lighting and synch the sound… that doesn’t mean they know how to tell a story visually, or how to move a prospect through the sales cycle.

    Starting with the next blog post, we’ll be embedding short snippets of video to illustrate ‘the good, the bad, and the ugly’.

    Bob

  3. Bob,

    Great stuff as usual! IMO, it is more than a viable idea. The key as you pointed out is telling a compelling story to move the prospect through the funnel.

    From my perspective of industrial marketing, I see many manufacturers already using videos. YouTube is full of “how-to” videos from these companies. Granted most of them are the DiY variety and highlight their capabilities and their equipment. These videos definitely lack the power of story telling.

    Look forward to your next installment in the series.

    Best regards,
    Achinta

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