It is estimated that in 2021, the average person watches more than 100 minutes of online video every day. The vast bulk of this video consumption, says Maury Rogow, CMO of TheVideoBot and CEO of Hollywood’s Rip Media Group, is marketing content. Big-budget marketers are trying to out-shout each other, Rogow says, which does not work. It particularly fails to work, he notes, in the business-to-business sector, where the marketing targets are professionals already being bombarded by cold calls.
Rather than ramping up the volume, Rogow suggests that ROI-conscious B2B marketers combine microtargeting with personalized video. “The object,” he says, “is to reach a given person with a given message. A personalized video message is currently the best and most cost-effective way to do that.”
Users of this new technology, says Rogow, report that it is significantly more effective than conventional email campaigns. According to Rogow, a recent user in the apparel industry, for example, sent personalized messages to an aging and unproductive prospect email list and had a 400% response increase and four new sales. A B2B company in the service industry reported a more than 300% increase in both reply rates and actionable leads. A nonprofit female empowerment group that sent out 20,000 personalized videos reported a 400% increase in engagement.
According to Rogow, the key to a video’s effectiveness is its specificity. With TheVideoBot, one can choose the outgoing message according to the recipient’s stats (job function, area of specialization, etc.) and positions the messaging to set up the next contact level: order placement, a scheduled appointment, a website demo page, whatever the desired action might be. “Taking top-of-funnel leads all the way to a closed deal with the use of personalized video also goes a long way to establish loyalty amongst your base and beyond,” says Rogow. “Not to mention, it allows SMBs and SMEs to do the same thing the larger companies are doing—and with the same results—for a fraction of the price.”