The way to B2B marketing success has
changed and evolved YEAR AFTER YEAR.
2016
2014
2013
2015
2012
2011

From a more person to person sales approach
purely through one on one sessions, emails,
and phone calls, we have moved to a more
content driven B2B sales cycle.
B2B

With content at the heart of their marketing
strategy, brands have built credibility among
their readers who eventually became their
customers.
BRAND

Great content has single­handedly driven the
sales of numerous organisations like Hubspot &
Linkedin over the few years.
CONTENT

But gradually over time, the type of content
preferred by the audience has changed and
evolved.

Now, videos have become almost ubiquitous in
all B2B marketing efforts
79% of B2B content
marketers are now
using video in their
content marketing.
(2016 report)

- ANN HANDLEY
"Any brand or company that isn't using
video in some way is missing out on a
tremendous opportunity to bring its
brand to life. Video adds a pulse to your
content. It makes your story tangible and
real. So why wouldn't we all embrace it?"

To scale up a company's content marketing
efforts, videos should become an ideal part of
their marketing initiatives
CONTENTMARKETING
Brandvalue

And to help you with that,
we have put together a list of
14 ways you can use videos in B2B marketing
scenarios.

#1. EXPLAINER VIDEO
Once a thing of the future. Now, Explainer video is a
redundant buzzword that all businesses talk about in
their marketing strategy meetings.

Business such as Dropbox and Pinterest owe
most of their success to brilliant explainer
videos which made their products simple in the
eyes of the users.
THE
NEXT BIG
THING
EXPLAINER
VIDEO

Jellyfish: Explainer Video Helped Closed A $800,000 Deal In 7 Days
Thanks to the Explainer Video, Jellyfish was able to close a whopping
$800k deal in just 7 days. The client had never heard of Jelly Fish before
those 5 days.
CASE STUDY 1

As a visitor to the site, the client neither has
the time nor the patience to read and
understand the software features and how it
solves problems.
#2. TUTORIAL VIDEOS

Tutorial videos act as a self-guided tool
which can even make the customers with the
biggest apprehensions feel at home with the
new product.

Animaker saw a 250 percent increase in user
engagement once we placed a tutorial video
inside our application.
CASE STUDY 1

#3. PRODUCT DEMO VIDEOS
If a picture is worth a thousand words, a
product video could very well be worth a
thousand sales.
PRODUCT
DEMOVIDEO
= 1000XSALES

Product demo video puts
your company's value proposition in
the form of an attractive video.

Pages with video now appear in 70% of the
top 100 search results listings, and viewers
are anywhere from 85% more likely to buy
after watching a product video.
Stats that you cannot ignore about
Product demo videos!

"The play button
is the most
compelling call
to action on the
web"
- MICHEAL LITT

HubSpot, an inbound marketing, and sales platform, has provided a demo video
along with a form to schedule a live demo for any interested business. They
added the video to show the application's ease of use to the visitors even before
they were registered as a user. This significantly increased the site's visitor to
lead conversion.
CASE STUDY 1

Kissmetrics, the world renowned customer intelligence and web analytics
tool, recently released this product demo video to help their customers
understand the various features of the tool easier. The video is an ideal
example of how churn rate can be reduced by making the customers feel
more at home by walking them through the various features slowly and
thoroughly.
CASE STUDY 2

#4. LANDING PAGES / MICRO SITE
VIDEOS.
A landing page with a video is a cogitable solution to win the fleeting
attention of the visitors and convince them to make the judgement
call. By providing videos on your landing pages, you can provide your
visitors with a passive engagement medium where they can
experience the message for themselves with little effort.

With a stunning video placed on the top of one of the landing pages, Team
Animaker had all the right things in place to convince the user that they were
on the right page. The bounce rate of the landing page dropped drastically to
as low as 25%.
CASE STUDY 1

Eyeview Digital (an industry leader in outcome-based video marketing),
tested the case of landing pages with and without a video on it. The
results showed a statistically significant improvement in conversion
of over 86%, compared to the original landing page.
CASE STUDY 2

#5. VIDEO INFOGRAPHIC
- STEPHEN FEW
"Numbers have an
important story to
tell, but it depends
on you to give it a
voice"

Even though videos changed the way in which information was conveyed to people
online, they were never able to make data interesting. But with Video infographics,
the new face of data, that story changed.
Data storytelling has now become the go to presentation technique when it comes
to business presentations and VC pitches. With Video presentations Sales
executives can now empower customers to look data in a very new angle which
helps them better understand the value that a particular idea can deliver.
Videos are the new convincing Voice of Data.
VIDEO
DATA
VIDEO
INFOGRAPHICS

Video infographics is the new data storytelling.
Data storytelling has proven to be a powerful delivery mechanism for
sharing insights and ideas in a way that is memorable, persuasive, and
engaging. As marketers, we can tailor the story to the audience and
effectively use data visualization to complement our narrative. We know that
data is powerful. But with a good story, it's unforgettable.

TechMD, an IT service company was able to demonstrate the scenario at IT
corporates in exact numbers using Video Infographics. This provides an
opportunity for business to rethink & lay more focus on 'data and numbers' - a
company's integral asset to build trust among the consumers. Everyone believes
the fact - Numbers don't lie.
CASE STUDY 1

With numbers being the important story behind every
business, video infographics becomes the chosen way to
decipher that message behind the story.
40% of all people respond to visual information better than text or
numbers. Here’s your chance to make those numbers fun for the
viewers.
Add a little bit of body text
Click
here
to
experience
the
m
agic
of
Video
I
nfographics.

#6. ONLINE STREAMING OF
EVENT CONFERENCES AND
TRADE SHOWS
These days, event presentation videos released online, get
thousands of extra views, roundtable sessions go viral, live
internet broadcasting open up your expert Q&A sessions to the
world.
Why limit the event to the size of the venue, when
the whole world could be your venue??

Play Video
Video is a window that connects opportunities
present anywhere with the online audience !!

Now, aspiring learners can also be the part of renowned conferences
and hear speeches directly from expert's mouth. The SAP TechEd
conference in Las Vegas is an ideal example of this scenario.
CASE STUDY 1

The Email design conference conducted by Litmus gives you valuable
tips and tricks on the most gullible tool of the marketers, the email.
Online streaming of this conference made it possible for millions to
watch it from home and gain sparks of knowledge.
CASE STUDY 2

Vlogging is surely the new blogging. The rise of YouTube and
higher monetization capabilities have given rise to Superstar
Vloggers. A Vlog as a medium for B2B marketing is still an
unexplored concept.
#7. B2B VLOGGING
YOUTUBERS!!

40% of people are most likely to engage with branded
content that contains videos. Constant company and
product update via vlogs will humanize the brand as a
whole and make purchasing decisions easier.
BR ND

Wyzowl, an explainer video production house uses vlogs to connect with
their target audience. They believe that a vlog is the right tool to get their
message delivered effortlessly. They target on creating vlogs that serve a
purpose. In this case, they have talked about "The ideal length for an
explainer video". The subtle way in which they promoted their company at
the end is the perfect example of what we are talking about.
CASE STUDY 1

Internet sensation and online entrepreneur Gary Vaynerchuk, started
his online journey when he started his vlogging channel Wine Library
in 1999. Within 5 years of its inception, he grew his business from a
humble 1 million$ to 50 million$. Today, he is a major internet
celebrity and owns Vayner media, a social media focussed digital
agency.
CASE STUDY 2

#8. VIDEO CASE STUDY
Video case studies add authenticity to your
communication, as the message is about how your
customer benefitted by the service or product provided
by you. It's much easier to communicate your unique
selling points to a prospect in a video by showing practical
case studies rather than telling how your product is better.
potential selling point 1
potential selling point 2

Case studies are a lot like stories. A typical format introduces your
customers or clients (your characters), fills you in on the conflict
they experienced, and then wraps it up with the resolution.
Your customers are the heroes of these stories, and your product
or service is what helps them save the day. This makes case
studies both engaging and relatable.

This case study by Fujitsu showed how they helped DEPFA set up
an all new IT platform for performing their critical services.
Since DEPFA was going through a restructuring process, it was
highly important that they handled the transformation smoothly.
The case study gave a clear look into how well Fujitsu was able to
deliver when it was most needed.
CASE STUDY 1

This case study talks about how K2, a leading provider of business
process application helped Kimberly-Clark Corporation optimize various
processes in the organization starting from document management to
system integrations. The video instills the notion that K2 has the
necessary experience and skill to successfully implement new solutions
in a highly complex corporation.
CASE STUDY 2

#9. VISUAL STORYTELLING
Brand storytelling isn’t a new concept, but with the
explosive growth of social media and content marketing,
the opportunities to tell stories as part of direct and
indirect brand marketing initiatives have become huge
and is also considered a strategic priority.

Brand Adobe has put video storytelling at the heart of its brand
engagement strategy Adobe Marketing cloud product. The series of
commercials they created for Adobe marketing cloud has a very funny
take on real life scenarios which can be made better with the use of
their product.
CASE STUDY 1

#10. VIDEO PRESS RELEASE & PR
MATERIALS.
Video holds advantages over text press releases, AdWeek reports.
Eighty percent of viewers will watch an entire video release, while
just 20 percent read an entire text release. In addition, video
releases have an average half-life of about 40 days, compared to
nine days for text releases.

Trenitalia is the leading rail transport operator in Italy. SAP did an online
press release about Trenitalia's adoption of SAP's dynamic maintenance
management system. The video press release gave an opportunity to the
viewers to experience the functionalities the company delivers.
CASE STUDY 1

STATS THAT YOU CANNOT
IGNORE ABOUT A VIDEO
PRESS RELEASE!
The press releases with video attracted
55.4 percent more views and 6.1 percent
more clicks than the text-only release.

Rather than a boring monologue of companies talking about
themselves, a video testimonial by a customer about their
happiness and satisfaction with the service provided by the
company can easily connect with the prospects and make
their purchasing decisions easier.
#11. VIDEO TESTIMONIALS
“A Testimonial is an online marketer's magic wand!”

"Using a video to connect to
the prospect is so much like
a cold call, it humanizes the
selling process."
- JILL ROWLEY

Hubspot does a great job with video testimonials. The video shown
here is a detailed testimonial which talks about how HubSpot changed
the fortunes of the company "Brightfire", a creative digital agency. The
video clearly talks about the problems that Brightfire faced initially
and how adopting to the HubSpot platform helped them find leads
more easily.
CASE STUDY 1

KONE Elevator, the world renowned elevator manufacturer, has
created this short and crisp testimonial where the client talks about
why they chose KONE Elevator over the other competitors. The video
also gives viewers an idea of the challenges the project had and the
solutions that were provided by KONE.
CASE STUDY 2

Using Q&A videos on the landing pages and online video
channels add authenticity and improve the trust factor in
the minds of the viewers. Most businesses are still yet to
explore this method to improve their visibility.
#12. Q&A VIDEOS
Q & A

Remember Gary Vaynerchuk, the guy we talked about in the Vlogging
case study? He is really good at leveraging Q & A videos too. His
current series #AskGaryVee is now 2 years old and millions of
subscribers. Over the years, he has established himself as a thought
leader in the business world through his videos. The #AskGaryVee
series gets him the visibility he needs to grow his main business
Vayner Media.
CASE STUDY 1

#13. VIDEO WHITEPAPER
Yes! It is true. Whitepapers build the credibility of
companies among business executives. But how many of
those executives actually read through your entire
whitepaper containing 50 pages of information? Video
whitepapers are the answer to holding the executive's
attention throughout its length.
video

The obvious thought now would be that video whitepapers are going to
replace white papers, or that white papers will become obsolete. Video
whitepapers are just the result of white papers evolving. Consider the
whitepaper’s evolution into digital format: PDFs and Word documents.
Video white papers are the next step.
CASE STUDY 1

The interesting part in video whitepaper is a story. And when a story is
integrated with research, the whitepaper breathes life and
opens an opportunity for everyone to view and understand it without
having any preconceptions.
CASE STUDY 2

#14. EMAIL MARKETING VIDEOS
There was once a hoax "Email is Dead". But in reality, emails are
the biggest drivers of ROI even today. Emails today are better
optimized and better designed. In its newest Avatar, Emails with
videos have become the most dynamic way to engage
recipients and help them make better purchasing decisions.
EMAIL IS NOT
DEAD!!

A Forrester Research study says that
1. When marketers included a video in an email,
the click through rates opened by 200-300%
2. Video also boosts open rate by 19%.
Click
here
for
a
detailed
guide

Everytime Brian Dean, the founder of
Backlinko, sends an email, you can
be sure that he has embedded a
video along with the text content. By
providing actionable video content
that can help his customers,
Brian not only delivers value to them
but also build a long term
relationship with them. He truly
believes that videos can help
companies build a deeper
connection with their audience.
CASE STUDY 1

Evernote used a unique
combination of email, case
study videos, and a landing
page to make a solid sales
hook and get people
interested in the product and
strongly consider
subscribing to the paid plans.
A sales hook such as the one
mentioned here with a solid
Call To Action at the end can
convince any prospect to
give your product a try.
CASE STUDY 2

The number of ways in which videos can be used for B2B
Marketing doesn't end with these 14 ways. There are many
more ways such as Video Presentations, Customer
Engagement videos, etc. Videos have been and will
continue to be one of the most effective mediums for
information delivery.

Start creating your videos now at www.animaker.com