B2B marketers are suffering from an increasing number of whitepapers being produced. How can videos help in extending whitepaper value in demand generation?

1. HOW VIDEO IS TRANSFORMING
B2B DEMAND GENERATION
A strategy to improve the performance
of your whitepaper promotion

2. AboutAboutAbout
Beachhead
Contact us
www.beachhead.io
email: steven@beachhead.io
• A marketing agency founded to help B2B marketers adapt to
the changing world of marketing technology.
• Learn more at www.beachhead.io

3. 1 THE VALUE OF

4. Whitepapers are vital instruments
• Convey thought
leadership
• Introduce challenges
and solutions
• Generate awareness
and leads

5. B2B buyers trust whitepapers
41%
56%
0%
10%
20%
30%
40%
50%
60%
2010 2012
% of B2B buyers view whitepapers very to extremely influential

6. But whitepapers are growing slow
55%
58%
71% 73%
43% 51%
61%
64%
41%
52%
70%
73%
30%
40%
50%
60%
70%
80%
2011 2012 2013 2014
At what pace do marketing tactics usage grow?
Case Studies
Whitepapers
Videos

7. Reason: the content arms race
Many vendors are building an ever-increasing
number of whitepapers

8. How to win the content arms race?
Strategy: capturing readers’
attention
as quickly as possible

9. How to win the content arms race?
Pre-selling
the message
with a non-
text-based form

10. 2 THE EXPONENTIAL GROWTH
IN

11. Videos have enormous audience
• More than 1B users visit YouTube each month
• 187M US people watched 48B online videos in
July 2013

12. B2B audience are business-focused
26
18
29
21
20
13
12
11
8
16
5
20
0% 20% 40% 60% 80% 100%
On Business
Related
Websites
On YouTube
Where do executives view business related videos?
Daily Several Times / Week Weekly
Several Times / Month Monthly or less often Never

13. B2B audience are business-focused
You need not produce the
most shared video online;
just the most shared
among your buyers

14. Videos go viral because they are…
• Short, concise
• Engaging with
motion and audio
• Quickly absorbed
What whitepapers aren’t

15. Videos engage the C-suite
78% of under-40 executives receive video
links from colleagues

16. Videos engage the C-suite
42%
executives have
ever made a
purchase after
watching a work-
related video

17. Videos enhance ROI
Increasing:
• Time on site / page
• Website traffic
• Click through rate
• Sharing rate
• Conversion rate

18. Best-in-class practice
Video use Website conversion rate
Best-in-class
companies
55% 4%
Others
companies
40% 2%
Companies using video more than other
tactics doubled conversion rates

19. 3 THE WHITEPAPER VIDEO

20. Video works best…
… when doling out whitepaper messages
as smaller chunks for easier digestion

21. Video works best…
… to conduct add-
on campaigns to
re-market a
whitepaper

22. Video works best…
• On a website
• Through social
media
• In marketing
emails
• In sales emails
• Industry events

23. Video works best…
… when multiplied and posted
on various channels:
• Create more chances for
exposure
• Attract more personas
• Support different stages of
lead nurturing.

24. Video
• Facilitates whitepapers’ merits
• Meliorates whitepapers’
shortcomings

25. The whitepaper
video strategy is the
key to win the
content arms race

26. Contact us
www.beachhead.io
email: steven@beachhead.io
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27. THANK YOU
If you have any
question
THANK YOU
If you have any questions
Contact Us
www.beachhead.io
email: steven@beachhead.io