If you’re a marketer in B2B and you haven’t organised, presented on, or even attended a webinar, then this article isn’t for you!
This post comes from the fact that webinars are one of the most highly-rated forms of content marketing for lead generation and engagement.
Year after year, CMI, Forrester, MarketingProfs and countless other marketers, cite webinars as one of the top three most effective content types for lead generation and conversion.
Enough said then, webinars are still cool.
And there is a but, the market is evolving. And fast.
Video is the new kid on the block. For:
- How To’s
, videos are entering the fray in the sales and marketing toolkit for B2B.
However, their focus sits pretty firmly in On Demand video hosting and analytics.
The enlightened amongst you will have realized, of course, that webinars, webcasts and live streaming are all video types, but they provide two points of engagement -
- On Demand
I ask myself continually why this is always overlooked in the video ecosystem and the simple answer is that the traditional webinar vendors, (GTW, Webex, Zoom etc.) do not play in the video game.
They are proprietary, app, plugin and download based systems that don’t serve their content natively as video.
So, that brings us to…
Why is this important for B2B Marketers?
The answer is simple: Video is the new Text and Images.
Video engagement is huge, people love video, buyers love video. It helps inform, educate and entertain.
Also, people engage longer when video is live - Fact.
Not just a bit either, by a mile.
Maybe human psyche, maybe access to live speakers, maybe better content, but people prefer live.
So, what's the challenge for B2B marketers with live video?
Well, for the most part it has been difficult to produce.
- Vision Mixing
The list goes on...
The good news is that this is getting easier.
Take Facebook video for example -
This post in 2014 - https://www.facebook.com/business/news/video-ads-on-facebook
Compared to these stats from 2017 - http://mediakix.com/2016/08/facebook-video-statistics-everyone-needs-know/#gs.7Bs=RK0
shows how far we have come in just 2 and a half years.
What is the New Challenge though?
How do you get to your viewers?
What channels are your viewers in?
More video required for more channels. The marketer is now having to make video for:
- The Website
- The Sales Team
- Case studies
Put simply, their task list is growing constantly.
Broadcast your webinars to all the places your audiences watch video.
Take them to landing pages on your website. Push the streams to social channels.
Imagine having multiple presenters in multiple locations pushing Live Video, Audio, Slide, Webcam and Screenshare content, to where the audiences exist within one platform.
Gathering all the stats that prove ROI and empower sales teams.
For example, the below infographic illustrates how a live webinar video is hosted on multiple channels, simultaneously:
This new extended power brings your webinar content closer to the audience, by streaming to many destinations where they are already tuned in.
The ability to broadcast anywhere gives customers the opportunity to strengthen their brand awareness and position their content without the barriers of managing several pieces of hardware and software!
Within the WorkCast Platform, why not try embedding live video streams into your landing pages?
By Barney Brown
Barney Brown is WorkCast's Chief Commercial Officer. He co-founded WorkCast in 2008 alongside Chief Operating Officer, Stewart Kibby. WorkCast has grown rapidly since 2008 to become a first class, award winning Online Event Platform with many of the World's leading brands as customers. As a webinar and webcasting software pioneer, Barney has been instrumental in shaping the products over the years that users experience today. When he's not visiting WorkCast's valued customers and offices in the UK and overseas, he'll be found supporting his beloved Arsenal FC.