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January 26, 2009 Tell Your B2B Marketing Story With Online Videoby Laura Ramos with Peter Burris, Christina Lee, Zachary Reiss-Davis |
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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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