Corporate video is becoming increasingly popular as an effective tool for businesses to connect with their customers, train their employees, and showcase their products.
Whether you're looking to start creating high quality corporate videos or want to update your current content, a professional video production company like The Customer Story can help you reach your goals.
Video has become an integral part of many companies' operations and their marketing plans. with an increasing amount of CMOs, business owners and other executives taking note of its potential.
According to a recent survey by Forbes, 75% of business executives watch work-related videos on their company websites at least once a week.
In a separate study by Tubular Insights, 73% of companies claim that brand videos had a positive impact on their ROI numbers. This means that if you’re in the B2B space, your customers want to watch corporate videos and
video marketing can be an invaluable part of your marketing efforts.
When it comes to creating corporate videos for your business, there are several elements that go into making them successful. At The Customer Story, we have developed a video production process that ensures we create high quality, engaging content that reaches your target audience, fulfills your marketing strategy and generates a positive ROI on your time and budget.
For Our New Clients: We schedule a brief but comprehensive on-boarding call to learn about your business and your sales and marketing goals. In order for us to produce engaging and effective videos, we need to understand your business, your clients, and your products.
For Each Shoot: We create a list of questions and a production brief guiding the content and visuals we need to capture for this particular customer and video. We also provide guidance and expertise to your customer at this time to help prepare them for the process. We believe everyone has a story to tell, and we help our clients and their customers tell it in the most effective and engaging way possible.
Our professional and creative crew will visit your customer location, or your event, and capture the magic! We don't charge crew travel fees, and no one from your team needs to attend (but they are always welcome if you want them to be there).
We are professional creatives and we know that your customers are busy! We are dedicated to capturing amazing, high quality content without taking up more time than absolutely necessary. Typically we are on the customer site for no more than 2-3 hours.
If we are filming a remote testimonial, we only require about 30 minutes to an hour of your customer's time. We guide them through the whole process to capture incredible footage remotely.
We take the footage back to our home office and work our magic! This is where we turn interview footage and b-roll into a stunning production. We are expert storytellers and we craft your 45 minute + interviews into an engaging story 1-3 minutes long.
Our typical turn around time from shoot to first draft is two weeks, and rush edits are available for an additional fee.
Many companies stop with step three, but as video marketing experts, we understand that there are many opportunities to leverage existing content to achieve your marketing and sales goals.
All content captured is transcribed and stored in a database for analyzing for additional content. We can also make multiple versions of videos for social, sales channels and events.
Now that you know the process we use to create the best corporate videos, let's look at the type of video projects we help our clients create.
Written testimonials are great, but when a future client gets to watch a current client describe and discuss their experience with your company, it elevates their need to work with you to whole new level!
Click the link to learn more about our live-action Testimonial Video Production service, or watch below as one of our clients discuss how they used testimonial videos to grow their software company.
2020 was a year that changed everything. In many ways, it accelerated the adoption of remote communication tools. In fact, many companies have switched to an all remote workforce. You can still capture great testimonials from these customers - even if there isn't an office to meet them at.
Click the link to get more details about our remote testimonial service, or watch one of our customers provide a testimonial for us - from his home office!
As in person conferences start becoming a regular thing again, take advantage of all of your partners, customers, and target audience being in one place and capture great corporate video. Testimonial videos, recap videos, presentation videos, partners videos and more are all great options of content you can produce at conferences.
Click the link to learn how we can help you create great video content at your next conference or corporate event.
At The Customer Story, we give you lots of options when it comes to video editing. We offer one off services or monthly contracts - whatever models fits your needs and budget best.
Our editors have years of experience crafting expert corporate video stories. Whatever video type you need to edit (including product demos), we're here to help!
Click the link to learn more about our video editing service and options.
After starting as a small production company based in San Antonio, over the years we have grown to having corporate video clients all over the state and country.
Click the link to learn more about our local video production offerings.
There is no doubt that video content dominates social media these days. Between Tik Tok, Facebook, LinkedIn, YouTube, Instagram - video is the belle of the ball. But how do you leverage corporate videos on these platforms and get the most from your efforts?
At The Customer Story, we've developed a monthly service to leverage your existing video content and optimize it for the social media platforms. For a much smaller incremental cost, you can take the corporate video you already have and repurpose it for the different social platforms.
We create optimized content that gets more impressions, more engagement and overall better results. Check out the link to learn more!
In today's fast-paced and competitive business landscape, B2B demand generation plays an increasingly vital role in driving growth and success for organizations.
This comprehensive guide will delve deep into the world of B2B demand generation, providing you with a thorough understanding of the fundamentals, practical steps to build a winning strategy, a plethora of tactics and techniques to choose from, and insights to stay ahead of the curve.
So, buckle up and get ready for an engaging and informative ride!
Before we dive into the strategies and techniques, let's first establish a solid understanding of B2B demand generation and its significance in the business world.
B2B demand generation refers to the collective marketing activities and initiatives aimed at creating demand and interest for a company's products or services among its target audience. It encompasses a wide range of tactics, from content marketing to targeted advertising, with the ultimate goal of nurturing and engaging prospects throughout their buying journey and converting them into loyal and paying customers.
The importance of B2B demand generation campaigns cannot be overstated. A well-executed and successful demand generation strategy helps businesses increase their visibility, brand awareness, and credibility in the market. It also contributes to customer acquisition, retention, and revenue growth, ensuring long-term success.
It's essential to differentiate between demand generation and lead generation. While both are important components of a marketing strategy, lead generation primarily focuses on acquiring contact information of potential customers. On the other hand, a demand generation campaign aims to nurture and engage prospects throughout their buying journey, addressing their pain points, and positioning your solution as the best choice.
A successful B2B demand generation strategy involves a series of well-planned steps. Here's a step-by-step guide to help you build a winning demand gen strategy:
Start by defining your demand generation goals. These may include increasing brand awareness, driving high quality leads, boosting customer engagement, or accelerating revenue growth. Align these goals with your overall business objectives to ensure consistency and focus.
Understand who your ideal customers are by conducting market research and analyzing your existing customer base. Develop detailed buyer personas, which are fictional representations of your ideal customers, based on demographics, psychographics, and behavioral attributes. These personas will enable you to craft tailored messaging and content that resonates with your target audience.
Based on your target audience and buyer personas, determine the most effective marketing channels and tactics for reaching them. Consider factors such as budget, resources, and industry trends when making your decision.
A robust content plan is the cornerstone of your demand generation strategy. Create valuable, informative, and engaging content that addresses your prospects' pain points and positions your solution as the best choice. This may include blog posts, eBooks, whitepapers, infographics, videos, and more.
Effective collaboration between marketing and sales teams is critical for driving demand generation success. Both teams should work together to define goals, share insights, and fine-tune strategies to ensure a seamless customer experience.
Continuously track key performance indicators (KPIs) to gauge the success of your demand generation efforts. Regularly analyze your data and adjust your strategy as needed to optimize your efforts and maximize your ROI.
With a solid strategy in place create demand,, it's time to explore various tactics and techniques to execute your demand generation plan effectively. Here are ten proven strategies and techniques for successful B2B demand generation:
Craft valuable, informative, and engaging content that attracts and retains your target audience. This may include blog posts, eBooks, whitepapers, infographics, videos, podcasts, and more. Make sure your content addresses your prospects' pain points and demonstrates your expertise, positioning your solution as the best choice.
A strong content marketing plan begins with understanding your target audience and their needs. Conduct thorough market research and develop buyer personas to identify the topics that resonate most with your potential customers.
Create an editorial calendar to plan and schedule your content, ensuring a consistent output and a balance of topics. Remember to measure the success of your content by tracking engagement metrics such as page views, shares, comments, and conversions.
Streamline your marketing efforts by integrating your CRM and marketing automation platforms. This allows you to track prospect interactions, segment your audience, and deliver personalized content based on their preferences and behavior.
A successful integration of marketing automation and CRM platforms can yield numerous benefits for your demand generation efforts. By unifying the data across both systems, you'll gain deeper insights into prospect behavior, allowing you to tailor your marketing campaigns more effectively.
Marketing automation can also help in automating repetitive tasks like email marketing, social media posting, and lead management. This not only saves time but also enables your marketing and sales teams to work more collaboratively, improving lead qualification and accelerating the sales process.
Develop an effective lead nurturing strategy to engage prospects at different stages of the buying journey. Use lead scoring to prioritize high-potential leads and ensure timely follow-up. This helps your sales team focus their efforts on the most promising opportunities.
When refining your lead nurturing strategy, consider developing personalized content and messaging that addresses the unique concerns and objectives of your prospects at each stage of the sales funnel. Utilize marketing automation to deliver this content in a timely and consistent manner, ensuring your leads are always engaged and moving closer to conversion.
As for lead scoring, collaborate with your sales team to establish clear criteria for ranking leads based on their fit and engagement level. By regularly reviewing and updating these criteria, you can improve the accuracy of your lead scoring system and enhance sales efficiency.
ABM involves targeting high-value accounts with personalized marketing campaigns. By focusing on a select group of high-potential accounts, you can allocate your resources more efficiently, close larger deals, and foster long-term customer relationships.
To implement a successful ABM strategy, start by identifying your high-value target accounts and researching their needs, challenges, and decision-making processes. Work closely with your sales and marketing teams to develop personalized content and campaigns that address the specific pain points of each account.
Monitor the success of your ABM initiatives by tracking metrics such as engagement, pipeline growth, and deal size. By continuously refining your approach based on these insights, you'll be able to drive higher ROI from your ABM efforts.
Leverage social media platforms to engage your audience, share valuable content, and amplify your brand message. Collaborate with industry influencers and thought leaders to increase your reach, credibility, and authority in your niche.
In addition to sharing valuable content on social media, consider engaging with your audience through polls, surveys, and discussions. This can help you gain valuable insights into their preferences and concerns, while also fostering a sense of community around your brand.
When working with influencers, choose those who align with your brand values and have a strong connection with your target audience. Collaborate on co-created content, such as guest blog posts, webinars, or social media takeovers, to leverage their expertise and expand your reach.
Use personalized, relevant, and timely email content to nurture leads and drive conversions. Test and optimize your email campaigns by experimenting with subject lines, content, and call-to-actions to maximize impact.
Segmenting your email list based on factors like buyer persona, industry, and engagement level can help you deliver more targeted and relevant content to your subscribers. Use automation tools to trigger personalized email campaigns based on specific actions or behaviors, such as downloading a whitepaper or attending a webinar.
Additionally, monitor your email performance metrics, such as open rates, click-through rates, and conversion rates, to identify areas for improvement and optimize your campaigns accordingly.
Engage with your audience and showcase your expertise by hosting webinars, attending conferences, and participating in industry events. These platforms provide excellent opportunities for networking, learning, and establishing your brand as a thought leader.
When attending industry events and conferences, take advantage of networking opportunities to connect with potential clients, partners, and influencers. Consider delivering presentations, participating in panel discussions, or hosting workshops to showcase your expertise and raise your brand's profile.
Webinars can be an excellent way to engage your audience remotely, providing valuable insights while generating leads for your sales pipeline. Ensure you promote your webinars effectively through email, social media, and your website to attract a wider audience and maximize attendance.
Showcase the success of your customers by sharing their stories, reviews, and testimonials. This can help build trust and credibility among your prospects, making them more likely to choose your solution over competitors.
To make the most of customer reviews, case studies, and testimonials, display them prominently on your website and incorporate them into your marketing collateral. Encourage your satisfied customers to share their positive experiences on review platforms, social media, and industry forums.
When creating case studies, highlight the specific challenges your customers faced and the measurable results they achieved by using your product or service. This will provide prospects with compelling, real-world evidence of your solution's effectiveness and help build trust in your brand.
Leverage intent data to understand your prospects' needs and preferences. Optimize your content for search engines to improve your online visibility and attract more organic traffic. Use pay-per-click (PPC) advertising to reach your audience at the right time and place.
Intent data can reveal valuable information about your prospects' online behavior, such as their search queries, content consumption, and interactions with your competitors. By analyzing this data, you can create more targeted campaigns that speak directly to your prospects' needs and interests.
To improve your SEO efforts, conduct keyword research to identify the search terms your audience is using and optimize your content accordingly. Build high-quality backlinks and ensure your website offers a seamless user experience to further boost your search rankings.
When implementing PPC campaigns, utilize data-driven targeting methods, such as remarketing and lookalike audiences, to reach prospects who are more likely to convert.
Experiment with new marketing channels and tactics, such as performance TV advertising, retargeting campaigns, and chatbots, to reach a wider audience and stay ahead of the competition.
Performance TV advertising, which ties advertising spend to measurable outcomes, offers an opportunity to reach a wider audience while closely monitoring your ROI. When developing your performance TV campaigns, ensure your messaging and creative assets are aligned with your target audience and overall marketing goals.
Retargeting campaigns can help you re-engage prospects who have previously interacted with your brand but haven't yet converted. By serving these individuals with personalized ads based on their browsing history, you can increase the likelihood of conversion.
Lastly, consider implementing chatbots on your website to provide instant, personalized support to your visitors. This can help improve the user experience, generate leads, and streamline your customer support processes.
To evaluate the success of your B2B demand generation marketing efforts, it's crucial to track key performance indicators (KPIs). Some important KPIs to monitor include:
Number of leads generated
Cost per lead (CPL)
Return on investment (ROI)
Customer lifetime value (CLV)
Marketing qualified leads (MQLs)
Sales qualified leads (SQLs)
Regularly analyze your data, identify trends, and adjust your demand generation marketing strategy as needed to optimize your demand generation efforts and maximize your ROI.
In the ever-evolving world of B2B marketing, it's essential to stay informed about the latest trends and developments in demand generation tools. Some notable trends to watch include:
The increasing importance of data-driven marketing and personalization: As the volume of data available to marketers continues to grow, leveraging this information to create personalized and targeted campaigns has become increasingly important. Employing data-driven strategies can help you better understand your audience, improve campaign effectiveness, and maximize your ROI.
AI and machine learning are revolutionizing marketing automation by enabling more sophisticated segmentation, personalization, and predictive analytics. These technologies can help you optimize your demand generation efforts by identifying patterns and trends in your data, automating repetitive tasks, and delivering more relevant and engaging content to your audience.
As customer expectations continue to rise, businesses must prioritize delivering exceptional experiences and fostering strong relationships with their audience. This involves creating seamless interactions across all touchpoints, actively engaging with prospects and customers on social media, and consistently delivering value through your content and communications.
As digital marketing continues to evolve, marketers must stay informed about new channels and tactics, such as chatbots, virtual events, and interactive content. These innovative approaches can help you stay ahead of the competition and engage your audience in unique and memorable ways.
Staying informed about these trends and adapting your demand generation strategy and sales cycle accordingly will help you maintain a competitive edge in the rapidly changing B2B landscape.
Customer testimonial videos are an incredibly powerful tool in the realm of B2B demand generation. These videos showcase the experiences and success stories of your satisfied customers, providing tangible proof of the value and effectiveness of your product or service.
Featuring real customers sharing their authentic experiences, testimonial videos can build trust and credibility among your prospects, making them more likely to choose your solution over competitors.
In addition to enhancing your brand image, customer testimonial videos can also play a significant role in nurturing leads throughout the buying journey. By strategically placing these videos on your website, landing pages, social media channels, and email campaigns, you can demonstrate the real-world impact of your product or service, effectively addressing common objections and concerns.
Moreover, these videos can act as compelling social proof, encouraging potential customers to take action and ultimately become quality leads, driving conversions and revenue growth. Make sure your sales team is aware of what assets you have created that they can leverage in their conversations with customers.
Consider creating a central hub where all customer testimonials can live. This should allow for easy access for the team, allowing searching based on industry, customer size, etc.
In conclusion, mastering B2B demand generation requires a deep understanding of its principles, a well-defined strategy, and the ability to adapt to changing market conditions. By implementing the demand gen strategies, tactics, and insights shared in this comprehensive guide, you can refine your demand generation efforts, drive revenue growth, and ensure long-term success in the competitive world of B2B marketing.
Remember that demand generation is an ongoing process that requires continuous optimization and innovation. Keep experimenting with new tactics, monitoring your KPIs, and staying informed about the latest trends to stay ahead of the curve and position your business for sustained business growth thereafter.
How about all of them?
In all seriousness, the answer to this question depends on your goals and needs. What do you need to communicate with a corporate video? Who is the audience? What is your end goal? Once you have these questions answered, it will be easier to decide what type of corporate video production works best for your business. Not sure? That's what we're here for!
The Customer Story is a video production company that wants to help our clients achieve their goals through corporate video. Whether you need more clients, more brand awareness, more employees (don't forget about human resources!), and more - we think there are video types that can fit all of these needs.
Contact us to get started on your next video project today!
Hear From Our Clients
“The Customer Story is a great partner in producing video content. High-quality work and total professionalism is the name of the game.”
“I loved working with Jacob and the Customer Story team. Jacob is extremely responsive, very flexible to change up the shoot at a moment’s notice or jump in to edit the final video. He is always punctual… and ready with ideas on how / where to shoot. I always know I am in good hands with Jacob and have been able to trust him with the utmost of professionalism in front of very high-level clients on a regular basis too. He’s excellent!”
Ballyhoo Blue Workshop
“The Customer Story is a phenomenal business to work with! Jacob is easy to work with, provides quality production, and delivers on-time content. I look forward to working with him again.”
At The Customer Story, our video marketing production capabilities help our clients reach their marketing goals in powerful and effective ways. Using creativity, expertise, and business knowledge, our team of experienced professionals can create engaging videos with high production values that will captivate your customer base.
One of the most common video types we get asked about are explainer videos. Most companies could benefit from a video that succinctly and effectively describes their product and capabilities.
We understand the importance of getting your message across quickly and in an engaging way.
If you're looking for something a bit more creative - animation video is the perfect solution. With an animated corporate video, the possibilities are endless. We can create any type of video to meet your goals and needs. From short 2D explainer videos to full 3D animation masterpieces - our animation partners have you covered!
Sometimes our clients are afraid that an animated corporate video won't work in a buttoned up corporate environment. While every market is different, we have found that animated videos provide unique and interesting content that audiences enjoy viewing.
We've all seen those cheesy training videos from the 90s, right? At The Customer Story, our corporate training videos are nothing like that. We are a video production company that takes corporate video seriously (and creatively) and that applies to training videos as well.
It is important to entertain and engage the audience, while also getting the important information across in a retainable way.
Promotional videos are used to promote a product or service, announce an event, getting people excited about something or simply to showcase the best features of your business. Every promotional video needs to be unique and creative - that's what we specialize in here at The Customer Story!
Product videos are a great way to demonstrate a product or service. A video that captures the features and benefits of what you have to offer will help your customers understand it better and make them more likely to purchase from you.
We create videos that show off your products in an engaging way, helping you increase sales and brand engagement. If you are an e-commerce or retail company, our product video team has what it takes to increase sales using video.
Your brand is the way that the world and your market sees your company. We are a little biased, but we think video is one of the best ways to put your brand values and essence into the marketplace.
Corporate video productions don't have to be stale, boring, or stuffy. It can match
corporate culture and brand identity.
I don't know about you - but we have been around the block long enough to remember when most businesses didn't have a website (yeah, we're that old). And now, it seems every business has one. Again, we are biased, but we feel corporate videos on websites are going in the same direction.
As the internet matures, customers and clients (and employees) expect video from the websites they visit because it is the most efficient and effective way to communicate your brand, your product and services, your expertise, and more. Don't get left behind.
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