Watch webinar on-demand: http://resources.kapost.com/marketing-distribution-channels-webinar.html?kui=z-VRD7CtIeNK00ncvnjBaA In a world of video, interactive content, and myriad social networks, simply producing enough content to keep up with consumer demand can feel overwhelming. In this webinar, we consulted top marketers from Vidyard, Uberflip, and Content4Demand to learn how embracing new channels and content types can improve B2B marketing efforts. Together, they discuss the importance of video, customer-centricity, and sales enablement.

1. Conquering Channel Explosion
A Kapost webinar with Vidyard, Uberflip, and Content4Demand
#KapostWebinar

2. → Introduction
→ Guest Presentations
● Tyler Lessard, Vidyard
● Dana Harder, Content4Demand
● Tara Robertson, Uberflip
→ Q&A and Panel Discussion
Agenda

3. The Buyer’s Journey Has Changed
The Challenge

8. Meet the Presenters
Tyler Lessard
VP of Marketing
Vidyard
Dana Harder
VP of Strategy
Content4Demand
Tara Robertson
Director of Revenue
Marketing
Uberflip

9. Tyler Lessard
Vidyard

10. Educate
Share Stories Connect Relationships

11. The Right Content
and EXPERIENCE
Stand Out & Boost CTRs
Greater Audience Engagement
Improve Conversion Rates
Build More Personal, Emotional and
Human Relationships with Buyers

12. Why Video Works: The 5 E’s
1. Engaging: We’re hardwired to engage in storytelling
2. Emotional: Opportunity to invoke emotional responses
3. Educational: We process video faster and retain longer
4. Empathetic: Can develop trust and human empathy
5. Effortless: Meets the expectations of today’s buyers

16. ENGAGING
EMOTIONAL
EMPATHETIC
EFFORTLESS
EDUCATIONAL
www.vidyard.com/happy-holidays-2017
Power of a Great Story

17. Using Video to Optimize Channel Performance
Explainers & Demos Resource Promos Thought Leadership
Customer Stories Educational Personalized

18. Using Video to Optimize Channel Performance
Snackable Lessons Tips and Hacks Educational
Content Promos Live Streams? Enablement

19. The Right Content
and EXPERIENCE
Boost CTRs and Engagement
Improve Conversion Rates
Build Stronger and More Personal
Relationships
Complement and Support Existing
Channels and Other Content Formats

20. Dana Harder
Content4Demand

21. CONTENT4DEMAND 21
Content Formats
That Rock…
Right Now!

22. CONTENT4DEMAND 22
Last year it was
all about…
Interactive
Visual Content
Short Format

23. CONTENT4DEMAND 23
This year it’s
all about:
Blogs
Podcasts
Influencer/UGC

24. CONTENT4DEMAND 24
Buyers continue to LOVE
content…
94%
of buyers are using more or
the same amount of content
to inform B2B purchase
decisions
Source: 2018 Content Preferences Survey Report, Demand Gen Report

25. CONTENT4DEMAND 25
Source: 2018 Content Preferences Survey Report, Demand Gen Report
But buyer preferences continue to evolve…

26. CONTENT4DEMAND 26
Give buyers content they WANT to consume…
75%
want more data and research
to support content
88%
want content that focuses on
business value, not product
specifics
Source: 2018 Content Preferences Survey Report, Demand Gen Report

27. CONTENT4DEMAND 27Source: 2018 Content Preferences Survey Report, Demand Gen Report
Consider their content format preferences…

28. CONTENT4DEMAND 28
Preferences by buyer-stage…
Source: 2018 Content Preferences Survey Report, Demand Gen Report

29. CONTENT4DEMAND 29Source: 2018 Content Preferences Survey Report, Demand Gen Report
Creating buzzworthy content…

30. CONTENT4DEMAND 30
3rd Party Influencer & User-Generated Content

31. CONTENT4DEMAND 31
Content formats should be
chosen based on buyer
preferences and the format
that is best suited to tell the
story needed to covert!

32. Tara Robertson
Uberflip

34. Browse by
mood
AI Powered
Streams

35. Curated lists
Browse by
mood
AI Powered
Streams

37. What does this mean for marketers?

38. What does this mean for marketers?

40. Organizing your B2B content

43. Marketers are the DJ

45. Discussion
•
Q&A

46. Thank You!