business conferences, augmenting the on-site
attendees with PPV of a famous keynoter has
not, as of yet, become the norm—most conferences tend to give away the keynote address,
thinking it will entice future attendees—but
expect to see this trend increase, especially if
the keynoter is paid for their appearance by
the audience size.
In addition, when it comes to the more staid
all-hands meetings, the freemium model might
work nicely. There are a variety of reasons that
key customers and even affiliates might not be
able to attend a corporate event that is one part
internal all-hands revenue/company health
oversight and one part motivational speech.
Cue the Amway, Mary Kay, and Cutco Knives
There’s also another approach: lead generation.
HubSpot, a company with one of the more
powerful customer relationship management
(CRM) services, offers its subscribers a fairly
powerful way to create lead generation. HubSpot and other similar CRM tools, like Sales-force’s Pardot add-on CRM, track customer and
potential customer interaction with customer-facing content. HubSpot has finally embraced
video as a means for interacting with potential
and current customers.
“[W]e know video exists, and some of us
have even dabbled in producing videos for our
companies before,” HubSpot’s Erik Devaney
wrote in a blog post titled “ 16 Video Market-
ing Statistics Every Marketer Should Know.”
“But when it comes to proving the value of vid-
eo marketing, there definitely seems to be a
Interesting statistics abound on the Hub-
Spot site, including the following, quoted from
Animoto: “4X as many customers would rath-
er watch a video about a product than read
But Devaney also points to conversion rates,
which companies like Brightcove and others
claim can be increased by at least 20% using
the power of video.
Devaney’s data was a bit dated—most of it
stemmed from 2016 statistics, and some as far
back as 2014—so I went looking for lead generation examples that are more recent. One that
rose to the surface was a dynamically generated personalized video ad campaign that
used machine learning from Eyeview, which
labels itself as an “outcome-based video marketing” firm.
Eyeview leveraged its solution for two marketing agencies, Innocean and Canvas, as it
sought to increase lead generation and conversions for luxury car marker Genesis.
What’s interesting about this is that Genesis already had the video content, so it was a
matter of repurposing what had been internal
sales presentation content to be used in an
outward-facing brand awareness campaign.
In other words, lead generation from existing
In a study conducted
with New York
video from brands over
about those brands,
enterprise video might