It’s tough generating leads for B2B clients. Especially in a slow economy. So just for fun, take a two minute comic relief break and enjoy a funny video by the folks at HubSpot, who are serious about generating leads (and make funny videos about it).

The more I read about online video, the more convinced I am that it should be part of the B2B marcom mix as part of an integrated B2B marcom campaign. Aside from cost, the key objection that I hear to online video in the B2B space is that “my audience isn’t really online savvy.” You don’t have to be “online savvy” to conduct a Google search. And video is increasingly becoming important to SEO. In fact, November 2008, YouTube surpassed Yahoo in search queries. That’s right, Yahoo, the number two search engine, was outflanked by YouTube.

So with 146 million people viewing online video–that’s 77% of the U.S. online population–can you afford not to try online video? OK… let’s just assume that only 10% of the population is in the B2B space. That’s still 14.6 million people.

My YouTube search using the terms RFID based inventory tracking systems and the results were everything from how RFID works to a video on how RFID technology is being used by a linen rental company. (Full disclosure… one of the videos is my client).

Then, I conducted another search on enterprise collaboration software and a range of software providers appeared… all B2B.

If you’re a B2B marketer who thinks that online video and YouTube are just for pop culture or B2C marketers, then you may want to rethink. As part of an integrated B2B marketing communications strategy, online video can help:

• boost organic and PPC search results
• drive qualified traffic to your website or landing page
• move prospects further down the sales funnel closer to purchase

Your audience is probably viewing online video content. Take a look at these statistics from Media Post in Kerry Manaster’s Interactive Angle Blog

• It’s effective in boosting brand awareness and recall. A MillwardBrown study indicated that TV and DVR viewing resulted in 54% brand awareness compared to 82% for online viewing.
• It’s an effective way to boost web traffic. With iTunes, YouTube, and other video sites. your video can be seen by even more potential clients. And search engines are now indexing videos, which gives online video even stronger impact.
• It can actually save you money. Production costs have come down over the past few years, so the price of a single video can allow you to leverage that spend and even reduce spending in other areas. e.g. One client was able to reduce space at a trade show and instead rent a large monitor to display a product. It also reduced shipping and set up costs.

Here are two examples of integrated B2B marketing campaigns that included video along with written case studies. Emerson includes radio, TV, print and other online media.

Large scope integrated marcom campaign:
Emerson It’s never been done before campaign.
See the video on YouTube

Smaller scope campaign included internet and event marketing
Datamars client testimonial
See the video on YouTube

Accela Communications’ client, Biomni saw a 76% increase in a white paper download using video versus the typical downloadable pdf file. It’s no surprise that video is more engaging. What’s important about engagment is that engaged visitors tend toward becoming buyers.

I spoke with Accela rep Kevin Flatley who told me that Accela now offers a video white paper service. “It’s a great way to generate leads for clients who don’t have the time or resources to hire a production crew and film the video, themselves” said Flatley. He says all you have to do is send them your white paper and Accela will do the rest.

For about $11K, your white paper will be professionally produced–including script, acting talent and video production–into a 5-7 minute executive summary. It’s a completely turnkey solution. Accela can also create engaging video banner ads from your white paper.

Check out online video white papers here.
That’s integrated marcom!

If your 2008 integrated marketing communications plan includes online video (a.k.a. webcasts), here are seven great online video tips to make your webcasts more engaging. And if you’re a copywriter, check out tip number one.

Personally, I like the “lean forward 20 degrees”–tip #6.

Read all seven tips from Business Week columnist and former television journalist, Carmine Gallo.

If your marketing communications mix doesn’t include online video, then you may be missing a good opportunity to enage senior execs. An IPSOS study shows that 49% of senior executives watch online video.

Dave Morgan, Media Post’s Online Spin blogger, summed up video advertising best when he said, “Certainly video is a mainstay for the entertainment industry. Research has proven that the more folks engage with excerpts of movies or music, the more likely they are to buy it later. Thus, the content itself becomes advertising. In fact, it becomes advertising that people want, not just advertising that they are willing to tolerate.”
(Click here to see the whole online video post.)

Not all online video ads have to be annoying and intrusive…

Although Dave was referring to B2C, I think Dave’s idea of “content as advertising” has merit for B2B integrated marketing communications. Perhaps we’ve lost site of the goal of online advertising… to engage, inform and ultimately convert. The entertaining YouTube-type spots with their heavy viral influence have had such a powerful influence on video advertising that we may have forgotten that online video, with relevant content, can be just as powerful to the right audience.

Think about it… a brief product demo, an easy how to spot, or a thought leadership interview could be potential online video ads that your prospects and clients would want to see.

I’m not sure if its novelty or effectiveness, but two recent studies have confirmed that online video is getting action.

A recent Online Publishers Association (OPA) study indicated that 80% of respondents had seen video ads and 52% of that group took action.

• 15% went to a store to learn more
• 1% actually purchased

A similar study from the Kelsey Group had similar results with around 55% of online viewers taking some action.

• 43% visited a website
• 18% visited a store
• 15% actually purchased

The study didn’t mention if the respondents were B2B or B2C marketers, but one thing is clear–online video is cutting through the clutter.

What online video content works best?
The OPA study says news and humor.

Read the entire Just an Online Minute blog post including comments.

Sounds like a pipe dream, doesn’t it? The reality is that integrated marketing can help. But here’s the secret…

You have to integrate your marketing messages at a much deeper level–starting with your agencies and creative partners.

That’s what Xerox did in their recent “frugal color” campaign. Barbara Basney, Xerox global advertising director, says integrating the creative teams right from the start was key in bringing results, some of which included click through rates much higher than your typical B2B campaigns.

Not surprising, Xerox integrated online video in the online marketing portion of the campaign. And, of course, the online video was entertaining enough to give the campaign a viral element.

Check out the online campaign here.

Integrated marcom works. And it works even better with you integrate your marketing partners right from the start of a campaign.

Want to learn more about the Xerox campaign? Click here to see exerpts from Barbara’s presentation at a recent BtoB Magazine Netmarketing Breakfast.

…not to mention create a more engaging viewer experience.

I’m talking about Veotag. A new service that lets you add clickable text to your audio or video podcasts. It’s like creating a clickable table of contents that runs alongside your audio/video panel. So viewers can skip to each section in your podcast–you define the links and veotag adds them. Plus, the text is searchable, so it makes your audio or video podcast conducive to search engines. Take a look at this video about Veotag from Beet.TV.

And speaking of create, it’s really easy to add Veotags to your online audio/video files. Here’s a sample of one that I created in about 10 minutes: Integrated Marcom Minute – B2B Social Marketing