I've been fixated on great user experiences since I started in the software industry. Regardless of what lies under the hood, the UX is the only thing the customer touches, whether its an end user within a web or mobile app, or an enterprise user via a management console. Video poses a new set of challenges, and one of the bellwethers in UX best practices, the Nielsen Norman Group, recently published a report on video usability. To summarize, they highlight the following needs around building great video user experiences:
Remember when you were back in grade school? Without a doubt, the best days were video days. Whether you watched them on an old, rickety TV set or a new, state-of-the-art projector, educational videos trumped textbooks any day. Why? Because visual storytelling is more interesting, engaging and effective.
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
With the recent launch of RAMP Video Live, I've been thinking a lot about Live Streaming Video. Coming from a mostly narrative background, it's a whole new world out there, and today I'm going to share some insights I've gained regarding the products and applications that facilitate live video streaming. In this post I’m going to cover a fairly wide range of options, both software and hardware, with price tags ranging from free to thousands of dollars. The goal is to show you that you can stream your organizations video content live no matter what your budget may be.
First, a quick introduction. I recently joined RAMP as the Senior Director of Product Management, and I find RAMP’s solutions incredibly powerful for media and enterprise companies' search and video requirements. In particular, I wanted to take this opportunity to provide a tour of one of RAMP’s recent product releases for ABC.com around their television series “The Chew”.
It's been said that imitation is the highest form of flattery. In the digital video landscape, imitation is often in the form of parody. In the past, we showed you Ikea's video marketing parody for their 2015 catalogue and today we present the parody for John Lewis' Christmas Ad #MontyThePenguin.