Now more than ever, online video can boost demand and lead generation. An increasing number of B2B consumers are turning to enterprise video for information, education and even entertainment. As a result, video has become the most-used content type for demand generation according to Software Advice’s B2B Demand Generation Benchmark Report.
The company found that 92% of marketers utilize this medium for demand generation over surveys (88%), white papers (88%) and case studies (87%). In terms of lead generation, 23% of marketers said B2B video generated a “very high” quantity of leads, and 43% reported “somewhat high.”
Though lead forms and calls-to-action have made it easier for companies to drive prospects through the purchase funnel, there are also specific types of video content that contribute to lead generation.
Below, we’ll highlight five types of enterprise video and discuss why each one works for lead generation.
Type: The Explainer
Why it works…
Simple and straightforward with a story to tie it all together, Convertable’s explainer video packs a notable punch. Though explainer videos are typically top-of-the-funnel marketing materials, if you present an engaging, easily consumable piece of content that drives your value proposition home, the leads will follow.
Type: The Lowdown (Educational)
Why it works…
In the B2C video marketing world, a clear value exchange fuels viewership, social interactions and even virality. In the B2B video marketing space, a value exchange facilitates lead generation. In this specific case, Eloqua offers a deeper understanding of a complicated concept in order to pique curiosity and drive lead generation. Educational video content can be an incredibly effective lead generation tool, especially if you can present viewers with solutions to previously unidentified problems.
Type: The Testimonial