Oracle is a leader in business-to-business (B2B) software and cloud applications. For 2017, it is listed ninth largest worldwide among B2B firms in sales. It is quite active regarding the Internet of Things. And Oracle uses B2B videos well to help market its products. The firm has a YouTube channel with over 1,250 videos.
A while back, we discussed What Works in B2B Marketing and Social Media. Now, we examine the growing role of videos for B2B firms.
Background: B2B Firms and Video
Consider these comments from Jeremy Goldman (Founder and CEO, Firebrand Group), writing for Inc.:
“Some customers are harder to find. There’s plenty of consumer-facing video out there these days. But what about the B2B crowd? That’s something I’ve been following quite closely, ever since Firebrand Group released its Future of Video 2017 report in Q4 ’16 (the follow-up due out the same time in 2017).”
“By the end of 2017, 74 percent of all Internet traffic is expected be video. 79 percent of B2B marketers use video as part of their content strategy. And 69 percent consider it to be an effective tactic. 7 in 10 B2B marketers believe video to be more effective than any other form of content to convert qualified leads. When it comes to ROI, 73 percent of B2B companies say video marketing has a positive impact. Marketers who insert the word “video” in the subject line of an E-mail see open rates jump 19 percent. In addition, they experience 65 percent higher click-throughs, with unsubscribes dropping 26 percent.”
Oracle Uses B2B Videos Well: Overview
What exactly is Oracle? “Today, 430,000 customers in 175 countries use Oracle technologies to seize business opportunities and solve real, tangible challenges. Oracle supports customers on every step of the digital journey, with consulting, financing, support, and training services.”
As noted at the start of this post, Oracle is a great practitioner of video marketing. Watch this first video for an overview.
Now look at these two videos for specific B2B Oracle examples.
Oracle Uses B2B Videos Well: Lessons to Learn
According to Firebrand Group’s Goldman, B2B marketers can learn six lessons from Oracle:
- “Involve the customer — 98% of Fortune 500 companies use Oracle. And the firm has highly credible, satisfied customers singing its praises. Given that, why not let those customers create engaging content for your?”
- “Understand consumer preferences — B2B enterprises often draw few viewers because they don’t keep pace with consumer preferences. Oracle’s CX Factor re-imagines the customer testimonial as engaging content as opposed to a sleepy testimonial. Oracle clients share experiences throughout the customer journey.”
- “Don’t shy away from humor and entertainment — Most people would rather watch prank, entertainment, or how-to videos than a typical B2B video. Yet, if the video is funny, educational, and fast-paced, there’s a good chance your audience will watch and possibly share.”
- “Make it identifiable — B2B brands can create a ‘day-in-the-life’ experience with current customers and shoot it in an entertaining and compelling way. These stories resonate with prospective customers who need the same problems solved.”
- “Think about the funnel — Set up a lead funnel for videos. If you’re talking about a pain point that you solve in the video, make sure to have an E-book or infographic a user can download after the video is over.”
- “Involve Influencers — Find a customer pain point, illustrate it, and then get influencers to show prospective customers how to solve their problem using your product. It comes across far better when done by an influencer.”
Click the image to read more advice from Goldman.