Tilt Motion, Author at Tilt MotionTilt Motion

Author: tiltmotion

Heading to INBOUND 2016 in Boston next week?

If so, you’re not alone! Some 15,000 marketing, sales and services professionals are expected to attend. The star-studded speaker line up includes actors Alec Baldwin and Anna Kendrick, HubSpot co-founders Brian Halligan and Dharmesh Shah, best-selling author Ta-Nehisi Coates, and Girls who Code founder & CEO Reshma Saujani, among many others.

With dozens upon dozens of breakout sessions and a multitude of entertainment options (including enjoying the TILT Motion Video Party Busfrom the airport to your hotel – you might miss what we consider two of the top breakout sessions in this year’s lineup:

“Adding Video to your Service Offerings” by StoryTeller Media + Communications owner and founder Ed Heil – Wednesday, November 9, 11:45 a.m. – 12:30 p.m.

“Using Video to do Better Marketing with HubSpot” by Kristen Craft, director of business development at Wistia – Friday, November 11, 11:45 a.m. – 12:30 p.m.

Why are we so jazzed about these two sessions in particular?

Well, there’s the obvious reason: we’re all about video! But our enthusiasm for these two sessions extends beyond the obvious.

As Ed Heil’s session description notes, “96 percent of B2B companies report using video in their marketing strategy.” Ed is the owner and founder of StoryTeller Media + Communications, an inbound marketing agency in TILT’s own backyard (Minneapolis). He has 12 years of television news reporting experience so you can expect a lively presentation on a topic that’s on the minds of many agency professionals: how to add video to their current client service offerings. We tracked Ed down earlier this week to ask him why his session will stand out at INBOUND 2016.

Agencies are looking for ways to differentiate themselves and to add value. Many want to offer video but client margins won’t allow them to subcontract with high-end professional video production companies,” he said. “My session will focus on all the down and dirty details, from pricing to getting the most out of your video content.

Kristen Craft’s breakout session, “Using Video to do Better Marketing with HubSpot” is a no-brainer for HubSpot users. She promises to share how to use HubSpot’s marketing automation tools and Wista’s video marketing platform together. As well as:

  • How to use video to get the right content to the right people
  • How to create videos to connect better with prospects
  • How to take action on viewer behavior by using video viewing data to trigger workflows in HubSpot

While Kristen’s day job is business development at Wistia (which provides video hosting for businesses and personal users), she has more than a decade of experience in technology, including product management, product marketing, business development, and channel sales.

And according to her LinkedIn profile, she likes “to move fast & build new things: marketing campaigns, integrations, relationships, services.

Kristen and Ed sound like just the sort of inspiring speakers we’re looking forward to hearing at INBOUND 2016. We hope to see you at these two great sessions and on the TILT Party Bus – just don’t forget to cast your election ballot before you leave for Boston.


Download the eBook: How to Win at Marketing with Video

Marketing and product managers, whether in-house or within agencies, feel constant pressure to deliver results with modest budgets and seemingly impossible deadlines. Many are discovering the power of corporate video. That’s because video can effectively reach and convert prospective customers – both B2C and B2B. Research has found that 90% of consumers say that product videos are helpful in the decision process.

Video spending is projected to reach $5.4 billion in 2016, with video ads comprising 35% of total online ad spending. Corporate video advertisements, however, are the just the tip of the proverbial marketing iceberg.

Here are ten easy ways to use corporate video to extend your marketing reach (and, if you do it right, make yourself into a company hero in the process!).

1. Sales Presentations

Many companies, particularly smaller firms or startups, cannot afford a team of experienced sales professionals to move products and services. A professional sales presentation video can deliver a consistent sales message to multiple prospects much less expensively than in-person sales pitches. And video included in email has been shown to increase click-through rates by more than 96% (Implix Email Marketing Trends Survey).

2. Virtual Tours

Professionals who market travel destinations, higher education, and real estate are among the growing number of marketers seizing the power of virtual video tours like never before. Video has the power to show prospects your product and propel them to your door in unprecedented numbers. This could be one of the reasons consumer usage of View on Demand (VoD) video is expected to double by 2019.

3. Product Demonstrations

Motion graphics, screen captures and voice narration all can be combined to create powerful product video presentations. Technical products are particularly good candidates for demonstration videos. Not convinced? Internet Retailer reports that people who view product videos are 85% more likely to buy than people who do not. If you’re in the B2B space, you’ll be interested to know that 50% of executives visit the marketer’s website after viewing a product video.

4. Custom Sales Tools

Nothing beats a custom sales tool to tell your product story in a compelling way. Professional corporate video producers know the difference between simply showing information and telling a product story that connects with customers. And combining video with full-page ads boosts engagement by 22%.

5. “About Us” Brand Documentary Videos

Marketing efforts to establish brand leadership are enhanced with professional videos that tell your brand story clearly and memorably. And if the executive suite is your target, know this: 59% of senior executives prefer to watch video versus reading text.

6. How To Videos

Consumers rely on video to learn new skills, research products and understand issues. A well-made “how to” mobile-friendly corporate video has the potential to go viral since 92% of mobile video consumers share videos with others.

7. Expert Videos

Video is also an ideal platform for positioning your people as product experts. Well-made corporate videos not only inform, they often create a lasting impression. In fact, 80% of consumers can recall a video they viewed within the past 30 days.

8. Promotional Videos

Sending out a press release to promote an industry product event? Sure, but without video you probably won’t generate much buzz. That’s probably why 96% of B2B organizations use video in some capacity in their marketing campaigns, of which 73% report positive ROI results.

9. Training

Grabbing and holding attention is key to effective training. Video far surpasses bland PowerPoint presentations, or worse, dry training manuals, as a means of engaging employees or customers who need to learn product information or company policies. We live in a digital and highly visual age, with one-third of online activity spent watching video. Maximize this power for training that delivers.

10. Recruitment

Recruiting star performers is hard work, especially if you’re targeting younger people. Video can help tell your company’s story from the perspective of a prospective employee. Effective videos greatly improve your chances of landing your star recruits. It only makes sense: enjoyment of video increases purchase intent by 97% and brand association by 139%.

If you think video is a passing fad, consider this last mind-boggling fact:
More video content is uploaded in 30 days than all three major U.S. television networks combined have created in the past 30 years! Corporate video is a powerful marketing tool and will become even more so in the future.

Download the eBook:  How to Win at Marketing with Video

With more active smartphones on earth than people it’s no wonder that videos are proliferating at the speed of light. Groupon estimates that 79% of all web users will watch online video every day by 2018. It’s not surprising. As millions of consumers know, video marketing is a more engaging and efficient way to consume information. Smart brand managers are moving fast to capitalize on the video revolution.

Not convinced you need to include video marketing in your brand strategy? Here are five compelling reasons that may just persuade you:

1. Brands (and perhaps your competitors) have found YouTube

According to OpenSlate, there are 500 brand channels on YouTube today with average monthly views of 884,000. If YouTube were a country, it would be the world’s third largest country just behind India and China.

2. Business Decision-Makers are watching

Maybe you think YouTube channels are not appropriate for B2B marketing. Think again. A recent report from Forbes & Google noted that 75% of senior executives watch work-related videos on business-related websites at least once a week.

3. Video Provides Clear Track Marks

Big data has made tracking marketing ROI more imperative than ever. While sophisticated analytics make it easier to see who is visiting your website, tracking which leads become customers is still a challenge. Video marketing is different. Even when shared, videos remain within their original packaging – unlike text that can be copied and completely removed from its original source – which allows marketing managers to more effectively track engagement.

4. SEO hack – #Video

Google algorithms place a higher quality score on video content, which is why video accounts for 70% of research results (searchmetric.com). While well executed text-based content strategies still are relevant, the video SEO trend is expected to increase to 90% of all search results by 2019 according to Cisco’s Visual Networking white paper.

5. Video Inspires Action

More than 80% of people say they are more likely to buy a product after watching a video about it (mediabuzz.com). If your marketing goal is to sell a product or service, the message is clear: video marketing must be an integral part of your marketing mix. Need more proof? Landing pages with video have up to an 800% higher conversion rate than the same page without video (socialmediatoday.com). The results are in and video has won. Harness the power of video marketing to showcase your brand and help prospects see how your product or service can solve their problems.

Download the eBook:  How to Win at Marketing with Video