Video Marketing Killed the B2B Stars (Or Did It?)

Video marketing is gaining ground in B2B. There’s just one problem: most B2B videos are drier than Mitch Hedberg riding an overcooked Thanksgiving turkey under the sweltering Saharan sun. That’s why today on Marketing Is Broken, we’re chatting with Foundation Marketing founder Ross Simmonds, who will tell us which channels are best for B2B video and how we can all make better videos.
09/12/2019

Growing up, I was always told I had a face for radio. And a voice for print... So naturally, I decided to make a weekly video show. Take that, haters.

And lots of B2B brands are doing the same — according to a new study by Mondo summarized by MarketingLand, a whopping 67% of marketers list video as their top priority this year and next.

There’s just one problem: most B2B videos are drier than Mitch Hedberg riding an overcooked Thanksgiving turkey under the sweltering Saharan sun. Thankfully, today on Marketing Is Broken, we’re chatting with Foundation Marketing founder Ross Simmonds. Ross will tell us which channels are best for B2B video, how we can all make better, wetter videos, and — hopefully — what to do if you can’t forget the voices of your childhood bullies.

Welcome back to Marketing is Broken, your weekly source for what’s new in digital marketing, and really old in dog years.

Topping the charts right now? Video marketing. Video is the great equalizer! Never before in human history have we ALL carried around the power to make incredible videos, using just the tiny supercomputers in our pockets. And yet somehow, B2B businesses still manage to produce crap like this. [Watch the episode above to get this reference]

Now that’s truly riveting media… if you grew up in an underground bunker in the ‘40s with only a creepy straw doll named Chester for company.

Aaaaand nightmare fuel.

For top-performing marketers, the video bar is higher. A few things contribute to video’s growing popularity in marketing, sales, and customer success:

  • Lower production costs mean it’s easier than ever to create a great video
  • More people are consuming video at work — Look Boss, no hands!
  • New tools and software have enabled better video conferencing and new channels to share

You Can Still Catch Up With B2B Video

So how can your business play catch up in the already-competitive video space? Especially if Chester is more your speed?

We brought in digital marketing consultant, speaker, and regular video creator Ross Simmonds to share his ideas. Thanks for joining us, Ross. Watch the episode to hear Ross answer these questions:

  • What are the hottest channels for B2B video right now, and what tactics do you see companies using in each?
  • Video is getting just as competitive in B2B as blogging or podcasting. How can marketers make sure that their video marketing efforts stand out and remain differentiated as things get more competitive?
  • A lot of people ask what types of videos they should create, but few people ask HOW they should be creating videos. How do companies get better at video operations so that they can get good at creating high-quality video content, but quickly and efficiently as well?

That’s it for today. I want to know: are you a video maven, or would you rather be locked in a bunker with Chester than try your hand at the video game? Let me know in the comments.

Author: Josh Braaten

CEO - Brandish Insights

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