Professionals in B2B marketing achieved including video marketing to their portfolio. A research conducted by Google says that 70% of people in B2B buying watch at least one video during their buying process. This can be one of the reasons for the rise of video marketing.
As you very well know, there are many types of video marketing. So, what if you had to invest in only one type of video marketing, which one would it be? I would invest in “Success Story” (Case Study) videos. Let me explain.
Recently, an article has been published in Harvard Business Review. The article was compiled after studying more than 34 million sales-marketing documents sent by sales representatives to their leads through DocSend. According to the study, materials that leads spent most of the time on were “Success Story” (Case Study) videos. “Success Story” (Case Study) videos sent by sellers to their leads had an 83% watching completion ratio and the ratio of such videos was dramatically different when compared to others.
In another article I read, James Brooks comments on the fact as follows: “In buying process, B2B buyers have another basic motivation which is different than B2C buyers: since they are buying not for themselves but on behalf of their organisations, they need to have arguments for defending their decisions before others included in buying decision or before senior management of the company.” This sentence explains why “Success Story” (Case Study) videos are watched so much. People who are in B2B buying would like to learn what other organisations engaged in similar businesses and what kind of outputs they obtained by using the products or services you offer.
Considering that people make their decisions after checking the scores given to the restaurants by previous customers even while ordering a 20 TL meal from Yemek Sepeti (a popular online food ordering app in Turkey), we can understand why people would like to hear experiences of other firms before making B2B buying decisions that from time to time might put their careers at stake.
According to a research study conducted by Forrester, 59% of people making a B2B buying decision prefer proceeding with buying process by making his online research instead of contacting a sales representative. Following the pandemic, I estimate that this ratio would increase even more because of the social distancing burden. Although written contents on online media attract attentions, a video showing a product or service in practice or a “Success Story” (Case Study) that contains other people’s experiences attract buyers’ attention and interest much more. After all these data based on research, I would also like to share my opinion. I also believe “Success Story” (Case Study) videos are very important. However, unfortunately, samples I have watched in this field so far have been very weak. “Success Story” (Case Study) videos must certainly be increased; not only in quantity but also in better quality. Very few digital marketing firms have added “Success Story” (Case Study) videos into their marketing plans. I have also observed that companies trying to produce “Success Story” (Case Study) videos usually fail to do so. What is missing is that these videos usually do not consist of a plan, a story and a spirit. Since we, at Arina Digital, have been included in many “Success Story” (Case Study) video recording and editing processes, we issued a document on this subject. It would be to your advantage if you review this document in detail and make sure that you have made necessary preliminary preparations for each item before you start your “Success Story” (Case Study) work. Please download this document for free by clicking on this link.