Video Archives - B2B Marketing Blog

Livestream Marketing: 5 B2B Brands Elevating With LinkedIn Live

Lane Ellis on Sep 21st, 2022
B2B Marketing, LinkedIn, Video

B2B brands have increasingly turned to LinkedIn*’s live-streaming offering LinkedIn Live to elevate their messaging in creative new ways. Brands using LinkedIn Live are increasing engagement from virtually all public-facing sides of their organization, and pulling their professional communities closer than ever in real time using live-streaming.

The past year has been the first that LinkedIn has offered LinkedIn Live Events, a combination of LinkedIn Live and the professional platform’s other event features, and B2B brands have increasingly found value in the combined one-two punch, as we’ll explore.

The updated LinkedIn Live Events experience has allowed brands to create more robust virtual events, which have become de rigueur, must-have offerings for many brands since the pandemic began.

Livestream Marketing: 5 B2B Brands Elevating With LinkedIn Live

Brightcove’s Jennifer Griffin Smith: Why Every Company Should Act Like a Media Company

Lee Odden on Sep 9th, 2022
B2B Marketing, Marketing PR Conferences, Video

I am sure you can relate to the frustration of being bombarded with information online. There are distractions everywhere. The thing is, if you’re frustrated as a customer, you’re certainly frustrated as a marketer trying to break through.

What’s a solution? Jennifer Griffin Smith the CMO at video communications platform Brightcove said in her presentation at INBOUND 2022 that thinking as a media company we can more effectively connect with customers. Just look at Netflix for example. They don’t renew a show unless the content performs. They think very specifically about the audiences they’re trying to serve and optimize programming and the content experience accordingly.

We’ve all heard “content is king”, but with 4.6 billion pieces of content consumed on a daily basis (eMarketer), there’s simply too much content.

Brightcove’s Jennifer Griffin Smith: Why Every Company Should Act Like a Media Company

Press Play: How Marketers Who Invest in B2B Video Earn Greater ROI

Lane Ellis on Jun 29th, 2022
B2B Marketing, Video

How is B2B video marketing continuing its ascendancy and generating greater return-on-investment (ROI) than ever, and where are B2B marketers finding the sweet spot when it comes to video success?

With investment in B2B video having climbed, search engines showing more video answers and social media platforms continuing to place video front and center, there’s never been more vibrant and bustling video marketing activity — or possibility — than now.

Let’s take a look at some of the most recent information about B2B video from the latest industry reports and surveys, and hear from some of the top subject matter experts and proponents of B2B video.

Press Play: How Marketers Who Invest in B2B Video Earn Greater ROI

6 Ways Livestreaming Video Can Boost B2B Marketing Results

Joshua Nite on Jun 6th, 2022
B2B Marketing, Video

There’s at least one thing that became popular during the pandemic that I hope sticks around. No, not sourdough starters or puzzles — I’m talking about live streaming performances.

It’s funny: You can go to YouTube right now and pull up dozens of recorded contents from your favorite bands, whether they’re playing stadiums or dive bars. But there’s no substitute for watching it happen live. There’s an intimacy and immediacy that even the highest-def recording can’t match.

And livestreams aren’t just for musicians or comedians, either. B2B brands can use the format to reach and engage people in new and interesting ways. It’s no coincidence that our client LinkedIn, in its quest to become the destination for B2B marketing, now boasts robust livestreaming video capabilities.

6 Ways Livestreaming Video Can Boost B2B Marketing Results

Get Ready For Video In 2021: Watch 5 Creative Examples of B2B Marketing on YouTube

Lane Ellis on Sep 16th, 2020
B2B Marketing, Video, Visual Marketing

What’s new at YouTube, and how are B2B marketers using the world’s largest video platform in creative and engaging campaigns?

Let’s take a look!

Google’s omnipresent YouTube brought in revenue of over $15 billion in 2019, has over two billion monthly active users (MAUs), and by some estimates is considered as the world’s number two search engine, making it nearly inescapable for B2B marketers seeking to host and promote video content. While not necessarily out of this world, YouTube’s orbit casts a wide swath in the B2B marketing universe.

During the pandemic, video and webinar content has seen the largest increase in views according to recently-released PathFactory survey data, leading the Association of National Advertisers (ANA) to suggest that “Now Is the Time for B2B Content.”

Get Ready For Video In 2021: Watch 5 Creative Examples of B2B Marketing on YouTube

Livestream Marketing: 5 B2B Brands Rocking LinkedIn Live

Lane Ellis on Jul 1st, 2020
B2B Marketing, LinkedIn, Video

How can B2B brands benefit from using LinkedIn Live, and what are some examples of businesses rocking their LinkedIn Live marketing?

LinkedIn* has seen its live-streaming LinkedIn Live feature being used by more major firms all the time, and we’ll take a look at five top B2B brands that are rocking their LinkedIn Live game.

The sky’s the limit when it comes to how B2B brands can use LinkedIn Live. Here are 12 to get you started:

Interviewing a Member of Your C-Suite
Answering Frequently-Asked Questions
Streaming a Keynote or Session
Highlighting Special Events
Streaming “Ask Me Anything” Episodes
Introducing Various Team Members
Deep-Dive Interviews
Showcasing Behind The Scenes Workplace Culture
Unveiling New Innovations
Launching Episodic Content

Livestream Marketing: 5 B2B Brands Rocking LinkedIn Live

What B2B Marketers Need to Know about Optimizing Content with Video Analytics

Tiffani Allen on Apr 16th, 2020
B2B Marketing, Video, Web Analytics

Between stay-at-home orders and the manic Minnesota weather, I’ve found myself at home for the last four weeks looking for something, really anything, to occupy time. One can only take so many walks in a day. Naturally, I turn to YouTube, Netflix, Hulu, Amazon Prime, Disney+ and all of the other video streaming sites for entertainment.

As a marketer, this makes me wonder what those streaming sites are seeing in their analytics. Obviously, views must be up by an unbelievable amount. But, what about engagement? How many people are completing the videos they start? Are they watching more? Unless it’s Tiger King, the answer is unknown (it’s impossible to look away from Tiger King). But those streaming sites aren’t the only ones that might have some fascinating new data to look at.

What B2B Marketers Need to Know about Optimizing Content with Video Analytics

Break Free B2B Series: Adam Dunn on Creating Blockbuster Video Content in B2B

Nick Nelson on Jan 9th, 2020
B2B Marketing, Video, Video Interviews

Content has many aims. It should inform. It should assist. It should entertain.

But as B2B marketers, doesn’t it seem like if we don’t deliver on the latter – immediately, and convincingly – we don’t really get a chance to deliver on the rest?

Given that our job is dependent on earning and keeping an audience’s attention, marketers are wise to take cues from entertainment-focused content formats like films and music videos. Even more so, we’re wise to take cues from the creators behind them. In a nutshell, that’s why Adam Dunn offers a particularly valuable perspective for people in our line of work.

Break Free B2B Series: Adam Dunn on Creating Blockbuster Video Content in B2B

Margaret Shepard Shares How Mayo Clinic Built its Facebook Live Broadcast Strategy #DSMPLS

Debbie Friez
Digital Summit, Facebook, Influencer Marketing, Video

The Mayo Clinic, one of our nation’s most renowned hospitals, believes in being social. More than 100 years ago, the Mayo brothers got the social ball rolling by inviting other surgeons to come to its facility in Rochester, MN to talk and learn from one another.

Today, that sharing and learning principle continues through social media, particularly Facebook Live.

With the hopes of helping patients learn more about their health care options, Mayo Clinic knew that research showed that word-of-mouth and expert insight could make an impact. With that in mind, it began its foray into live video on social media with Periscope and eventually moved to Facebook Live.

The hook of the broadcast? Leveraging the expert insights of experienced physicians.

Margaret Shepard Shares How Mayo Clinic Built its Facebook Live Broadcast Strategy #DSMPLS

Content Marketing Interview: Andrew Davis on Showing, Not Telling #CMWorld

Nick Nelson
Content Marketing World, Video

One of the most fundamental requirements for content marketing is also one that unfortunately tends to get overlooked most: It needs to be entertaining. As marketers, we can get so caught up in conversions and funnels and business outcomes that we lose sight of this imperative. If your content doesn’t hook someone and draw them in, it isn’t going to accomplish anything.

Andrew Davis is someone who doesn’t need to be reminded of this because he launched his career in the entertainment industry. Now a cherished keynote speaker and best-selling author, Andrew got his start as a program producer for WABU-TV, a local station in Boston. He later served as Workshop Production Manager for the Jim Henson Company, helping out with brands like The Muppets and Sesame Street.

Content Marketing Interview: Andrew Davis on Showing, Not Telling #CMWorld

Making the Case for Video at Every Stage of the Buyer’s Journey

Anne Leuman
B2B Marketing, Content Marketing, Video

It’s been said before, but I’ll say it again: Video across the digital landscape is what buyers and consumers alike crave.

The average U.S. adult spends 5 hours and 57 minutes a day watching video. Compare that number to the average amount of time someone reads each day (16.8 minutes), and you’ll find that people watch videos over 21-times longer than reading text. Video informs, engages, and entices audiences, which means video can and should have a place within your B2B content marketing strategy.

But when and how should you leverage video? It’s not just a top-of-funnel tactic reserved for B2C brands. And here are the *stats that showcase it’s potential.

15 Video Marketing Statistics for Every Stage of the Buyer Journey

Attract

84% of marketers credit video with increasing traffic to their website. (3)

Making the Case for Video at Every Stage of the Buyer’s Journey