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New Metrics Show Video Emerging As Star Player In BtoB Campaigns

As BtoB marketers turn to interactive tools and tactics to engage prospects and optimize lead generation campaigns, research shows that video is becoming an increasingly viable source for engagement and enhanced response.

According to Forrester Research, video in email campaigns can increase click-through rates by as much as 2-3 times. In a recent webinar titled “How to Increase B2B Leads 200% By Using Video,” Joe Eldridge, VP & Co-Founder at Visible Gains, offered a BtoB take on how marketers can integrate video into campaigns for effective customer engagement throughout the sales cycle.

While YouTube is the common starting point for many videos, Eldridge said there are many more opportunities to integrate video into emails, landing pages and product demos. According to a 2009 video marketing benchmark report, online video is second only to word of mouth for its ability to influence decision makers in every stage of the purchase lifecycle. Video can drive awareness of a brand’s product and/or service, leads, customer acquisition and loyalty.

Global Crossing to Host Virtual Event to Showcase Collaboration Services

ON24, Inc. recently announced that Global Crossing, a leading global IP solutions provider, will be using the ON24 Virtual Show platform for its virtual trade show, “Collaborate NOW!” a virtual event that will showcase the company’s collaboration products and services.

Scheduled to go live September 1, 2010, the virtual trade show will also feature presentations on emerging collaboration services and best practices for driving business productivity. The event will include a live keynote on the latest in business video applications, delivered by Henry Dewing, principal analyst with independent research firm Forrester Research, Inc.

Forrester Wave Report Cites Cross Channel Campaign Tool Leaders

Forrester Research recently released its Cross-Channel Campaign Management Wave Report, the research firm’s first evaluation of cross-channel campaign management (CCCM). With the goal of spotlighting how vendors "support marketers in program management, multichannel execution, cross-channel decision management, optimization, measurement, and analytics," the report selected the top 11 vendors in CCCM capabilities.

Forrester’s Laura Ramos Discusses Report Showing Slow Adoption Of Lead Management Automation

Despite the clear benefits the tools have realized for early adopters, lead management automation solutions are still being utilized by a relatively small segment of the population. In the new Forrester Research Report titled, “B2B Lead Management Automation Market Overview,” the analyst firm estimates that market penetration to date is low, with between 2% and 5% of BtoB firms having invested in full-featured Lead Management Automation (LMA).

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