January 26, 2009
Tell Your B2B Marketing Story With Online Video
by Laura Ramos
with Peter Burris, Christina Lee, Zachary Reiss-Davis
Executive Summary (This is a document excerpt)
As business-to-business (B2B) marketers recognize the power of video for creating emotional, engaging connections with prospects, most struggle to make this medium personal and persuasive. As production costs drop, capturing buyer attention with full-motion video requires marketers to step outside their comfort zone and replace lackluster corporate collateral with live-action demonstrations and stories. Forrester offers five approaches assured to transform video from humdrum nattering to compelling interaction that generates more qualified demand and makes marketing communication more authentic.
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recommendations
| Forrester interviewed 189 B2B marketing decision-makers and influencers from our ongoing marketing research panel. Related Research Documents
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Online Video: A Not-So-Novel Way To Engage Business Buyers 
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Tuesday, December 01, 2009
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