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For Technology Product Management & Marketing Professionals

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January 26, 2009

Tell Your B2B Marketing Story With Online Video

by Laura Ramos

with Peter Burris, Christina Lee, Zachary Reiss-Davis

Average:
(1 rating)

This is an excerpt

Executive Summary

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.

TABLE OF CONTENTS

  • Online Video: A Not-So-Novel Way To Engage Business Buyers
  • Five Approaches For Creating Online Video Value

RECOMMENDATIONS

  • Feature Online Videos In The B2B Marketing Mix
  • Supplemental Material
  • Related Research Documents

This is an excerpt

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