Page 1 Using the Power of Video to Engage Customers Laura Ramos VP, US Industry Marketing Xerox Document Outsourcing March 2, 2011 © 2010 Xerox Corporation. All rights reserved. Xerox ｮ , Xerox and design ｮ and Ready For Real Business are trademarks of Xerox Corporation in the United States and/or other countries.
Customer engagement summit ramos ss
May 20, 2015
Video is going to be the most important communications tool in the 21st century. Laura Ramos, a former VP and Principal Analyst for Forrester Research, will show how Xerox is making strides in using video to engage more meaningfully—and effectively—with customers in three key ways: 1) Self-produced testimonials, 2) Hallway conversations, and 3) As in integral part of client case studies. In addition, she’ll show how Xerox uses video to engage clients on its Thought Leadership site and to engage the sales force with “Brake Time” by using video to capture “how I got that big deal” that contributes to sales-enablement best practices sharing.
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Using the Power of Video to Engage CustomersLaura RamosVP, US Industry MarketingXerox Document OutsourcingMarch 2, 2011
© 2010 Xerox Corporation. All rights reserved. Xerox ｮ , Xerox and design ｮ and Ready For Real Business are trademarks of Xerox Corporation in the United States and/or other countries.
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The Power of Video for Engaging Customers
• The Role of Video in B2B Marketing
• 4 Ways Xerox Services Uses Video to Engage Customers
– Thought leadership
– Case studies
– Testimonials
– Sales enablement: best practices sharing
• Best Practices for Creating Successful Video
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B2B Marketers Lack Video Track Record
33%
49%
55%
62%
68%
77%
89%
0% 20% 40% 60% 80% 100%
Other Web 2.0 Tools
Online Video
Webinars/Webcasts
Social Networks
Search Marketing
Source: Forrester Q1 2010 B2B Marketing Budgets And Tactics Online Survey With MarketingProfsSee Forrester Research March 15,2010, “Rethinking The B2B Tech Marketing Mix In The Digital Age” report.
Base: 249 B2B marketers at companies with 50 or more employees(multiple responses accepted)
“Which of the following marketing tactics do you use?”
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B2B Video Sells Products, Not Experiences
Source: Q1 2008 B2B Social Computing and Installed Base Marketing Online SurveySee Forrester Research January 26, 2009 “Tell Your B2B Marketing Story With Online Video” report.
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5 Ways to Capture Video Value
• Feature employee talent.
• Create excitement around physical events.
• Let customers advocate for you.
• Engage and qualify buyers.
• Pass a viral message around.
See Forrester Research January 26, 2009 “Tell Your B2B Marketing Story With Online Video” report.
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5 Ways to Capture Video Value
• Feature employee talent.
• Create excitement around physical events.
• Let customers advocate for you.
• Engage and qualify buyers.
• Pass a viral message around.
See Forrester Research January 26, 2009 “Tell Your B2B Marketing Story With Online Video” report.
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Develop and disseminate meaningful, relevant content with strong points of view on a variety of topics.
Increase awareness and consideration of our services and Thought Leaders expertise by leveraging internal and external networks and channels.
Promote Xerox as a thought leading company with service offerings and insights that solve complex business challenges. Expand our brand image of being an innovative, trusted company.
Track & deliver metrics that support program and business goals.
Xerox Services Thought Leadership
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Features Xerox Experts and Thought Leaders
Source: http://www.consulting.xerox.com/thought-leadership/enus.html
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Features Xerox Experts and Thought Leaders
Source: http://www.consulting.xerox.com/thought-leadership/enus.html
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Involve Customers in TL Summit Experience
Source: http://www.xeroxthoughtleadershipsummit.com/PastEvents/tabid/78/Default.aspx
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Involve Customers in TL Summit Experience
Source: http://www.xeroxthoughtleadershipsummit.com/PastEvents/tabid/78/Default.aspx
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Video Case Studies Share Customer Success
Source: http://www.youtube.com/watch?v=75qxCaJtY_g&p=44DAACF723C6A127
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Video Case Studies Share Customer Success
Results: Video case studies receive2X interactions than PDF/text.
Transcripts boost search ranking.
Source: http://www.youtube.com/user/JoeXRX2009
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Example: Ready for Real Business Campaign
Affiliation Marketing
Traditional and Online channels
Source: http://www.youtube.com/watch?v=e6reT9Ux_gI
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Customers Explore Real Business Live
http://www.realbusiness.com/#/ready-for-business
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Best Practice: When Customers Tell Their Story
Source: http://www.youtube.com/watch?v=nYuOgCynlN0http://www.youtube.com/user/CSUGoesGreen
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Sale Engagement: Use Video to Share Best Practices
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Best Practices for Creating Engaging Video
• Tell the customer’s story, not yours.
– Real people and places
– Make problem, pain stand out; don’t hide it
– Show both sides of the solution – what went wrong?
• The shorter, the better
– Two parts: the “teaser” and then “the rest of the story”
• Humor is good, but know your audience
• Make it easy to share
– Integrate online and physical elements
– Explore social channels
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Explore social channels for sharing video stories
Source: http://www.facebook.com/managingprint
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Lessons Learned
• Customers more willing to contribute video than case studies
• High production quality – and good story telling – matters
• Field engagement is essential
• Leverage events/face-to-face meeting to capture video
Next steps
• Break up assets into small components
• Reuse assets in lead nurturing campaigns
• Streamline content refresh cycles
• Connect traffic to business results
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Thank you, Q&A … and for more discussion
Laura Ramos
Twitter handle: @lauraramos
www.b2bmarketingpost.com
+1 408.996.7660
www.facebook.com/managingprint
www.consulting.xerox.com/
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