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Brightcove Whitepaper

USING VIDEO TO DRIVE

THE B2B CUSTOMER JOURNEY

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Video connects at every point in the customer journey. We detail how to build a cohesive strategy that fuels the end-to-end customer life cycle.

Gain actionable insights for all the customer journey stages

Awareness

  • Use video to tell a story that shows you understand prospects’ pain points.
  • Stand out from the crowd with videos that are entertaining and thought-provoking.
  • Showcase and build trust in your brand.
  • Extend your reach by publishing videos on social media sites and other external channels.
  • Make it easy to go from external channels to your website or other branded properties.
  • Send video emails to boost the effectiveness of prospecting by business development teams.

Consideration

  • Continue to build your story, focusing on the benefits of your product or service.
  • Every prospect ends up on your website, so make it the go-to channel for the consideration stage.
  • Increase prospect engagement with interactive video.
  • Encourage buyers to take the next step in their journey with in-video calls to action.
  • Use video metrics to help identify and target your best prospects.
  • Nurture prospects with emails that guide people to video landing pages.

Conversion

  • Build your story and credibility with video testimonials and case studies.
  • Host webinars to provide in-depth product information.
  • Help buyers win support with shareable videos that highlight your solution’s business value.
  • Accelerate the evaluation process with personalized communications informed by streaming analytics.
  • Integrate video engagement data into your CRM system for a smoother handoff to sales.
  • Improve marketing outcomes by analyzing video performance across channels and campaigns.

Retention

  • Set customers up for success with onboarding videos.
  • Provide training videos to shorten the time between purchase made and problem solved.
  • Build a video knowledge base so customers feel continuously supported.
  • Reinforce relationships with livestreamed or hybrid customer events.
  • Enliven customer communications to increase engagement
  • Watch for follow-on sales opportunities by tracking customers’ video interactions.

Drive growth across the customer journey with Brightcove Marketing Studio
Brightcove Marketing Studio includes everything your business needs to make video the center of your marketing strategy. The powerful streaming platform fuels the end-toend customer journey with capabilities that include omni-channel activation, support for interactive features, advanced video analytics, and centralized video management. Best of all, Brightcove Marketing Studio benefits the entire marketing team, from content, social, and customer marketing to digital campaigns, events, and the web.
Learn more about Brightcove Marketing Studio.
The right video in the right place at the right time drives results
Brightcove can help you maximize the power of video by aligning your streaming strategy to the customer journey. Brightcove Marketing Studio pushes video to all marketing channels, captures actionable viewing analytics, and integrates with leading martech platforms—all to accelerate business growth. Brightcove customers have realized a 20% increase in sales conversions when using video in their marketing and outreach efforts.
Contact us to learn more.

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