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.
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