Forrester encourages B2B marketers to use online video, recorded Web seminars, and other rich media to educate, train, and persuade buyers. Through testimonials and case studies, video creates a lasting impression and emotional bond that is important in business marketing. It’s also less risky to experiment with this medium with the cost of recording decreasing.
But how far can B2B marketers push video from traditional interview or demonstration formats into non-traditional word-of-mouth? Clients see consumer-oriented video ads on YouTube and ask if we see viral video work in business marketing. The answer? We don’t see much.
Exceptions do arise: Scalent VP of Marketing and friend, Kevin Epstein, sent me an April Fool’s joke video his team put together, and – on a whim – decided to post on YouTube. Kevin wrote about this decision on his blog and I asked Forrester’s marketing research team to look and weigh in. Our take: video may become the digital tchotchke: logo-emblazoned pens, toys, and other useless items companies give to prospects or hand out at tradeshows.
Earlier today, Silverpopannounced their acquisition of marketing demand management start-up Vtrenz. My colleague Shar VanBoskirk and I had the opportunity preview this event with Bill Nussey and Will Schnabel. From a B2B marketing perspective, this combination holds promise because email and lead nurturing make good bedfellows. In B2B, email is a low cost way to continue prospect conversations and it gives marketing a direct channel for incubating buyers during longer B2B purchase cycles.
Because there's not a lot of overlap in technology or customer bases here, the prospects for a richer, more rounded offering are good. However, this combination is not unique: Eloqua also offers email, lead warming, and prospect analytic solutions. So -- other than giving Eloqua some stiffer competition -- will this merger matter in the greater email market? Probably not, but I'll let Shar weigh in on that question.