On Thursday, October 18th, 2018, we held an event titled “B2B Companies Must-See! Video Marketing Points and Latest Case Studies” in collaboration with video production company Human Centrics (https://www.humancentrix.com/).
In the first part of the event, Mr. Okazawa of Human Centrics gave a talk on “Latest Video Utilization in Companies and Future Video Production”.
When videos first appeared on the web, people were amazed and impressed just by seeing paper documents come to life, but now videos are commonplace. He told us that the key to video production today is how easy it is for users to imagine what they are seeing.
In the second part of the event, Brightcove’s Ohno gave a talk entitled “Don’t let it end with a fireworks display! What are the tricks for B2B companies to implement video marketing on an ongoing basis, as seen in case studies?”, in which he talked about the dos and don’ts of video marketing for B2B companies and KPIs. By using a paid platform, you can measure not only the number of times a video is played, but also the number of impressions, number of plays, completion rate (how far into the video people watched), and completion rate (how far into the video people watched). Rather than proceeding blindly without knowing who is watching what and how far they are watching, it is important to set clear KPIs.
In the third part of the seminar, Mr. Mizutani of HDE, Inc., who has been using video for marketing activities from early on, came to talk about examples of how using video for marketing has greatly increased the number of business negotiations.
Mr. Mizutani said that the reason the company uses videos is because “we didn’t have the resources to mass produce content”. While they thought that approaches such as websites and white paper downloads for potential customers were inefficient, they were able to mass produce videos without much effort by filming and recording all of the seminars they hold every month and using them as online content.
The videos were published on the company website, and MA was used to track who had watched them and to what extent. By sending alerts to sales staff about potential customers who had watched the videos for a certain amount of time, the company was able to increase the rate of appointments by three times compared to approaches to people who had not watched the videos.
In addition, by having inside sales staff follow up on parts of the videos that had not been watched by phone, and by having sales staff focus on conveying this information when they visited, the number of business negotiations increased by 2.5 times.
The feedback from sales staff is that using the video data has helped them to have more lively conversations with potential customers.
If you are a sales or marketing staff member who wants to improve the effectiveness of your telemarketing, incorporate video into your sales activities, or use marketing in a way that is visible and useful for sales activities, please contact Brightcove!
