unSEXY Conf 2013: Kieran Farr, Vidcaster

The Unsexy Secret to Driving B2B Sales with Video

Kieran Farr, CEO and Founder

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Vidcaster Core Service API

Video Player & Streaming Portal Website Hosting

User Analytics / CRM Tracking

Video that drives sales for B2B

Video that drives sales?

Video that drives sales?

Applying B2C for B2B video

“We’ll make an explainer video!”That’s our video strategy.

Applying B2C for B2B video

Don’t blindly copy B2C!

Misguided obsession w/“top of funnel”

Awareness

Loyalty

Consideration

Conversion

Now, with Vidcaster ROI analytics we know what works.

It isn’t sexy.It’s deeper than top of funnel.

Instead, B2B video is “middle of funnel”

Awareness

Loyalty

Consideration

Conversion

- Video that converts is FUNCTIONAL and adds REAL VALUE immediately to a

viewer.

- We see our customers succeed with lead generation from content thatSOLVES REAL PROBLEMS

“Middle of Funnel” Video

CUSTOMER EXPRESSES INTENT

Feature tours – “How to create an account for …”

Tips and tricks – “Driving success using …”Customer spotlight – “Customer x reduced

customer wait time by …”Screencast tutorials – “Step-by-step lesson on

creating beautiful landing pages …”Webcasts – “Reducing churn with marketing

automation …”

What sells?

What works?

What works?

What works?

What works?

Critical SEO and Conversion Tools

Measure what matters:

Video ROI.

@kfarrkieran@vidcaster.com…