Table of Contents

Preface



Introduction



Part I: Welcome to the Visual Age

- A Note from Tyler Lessard

- Chapter 1: Why Video Works

- Chapter 2: The Power of Video Is as Easy as the 4 Es

- Chapter 3: Unless We Show It, It Doesn’t Exist



Part II: The Art of Video for Sales

- A Note from Marcus Sheridan

- Chapter 4: 6 Videos That Will Immediately Impact Sales and Closing Rates

- Chapter 5: The 80% Video

- Chapter 6: Employee Bio Videos for Email Signatures

- Chapter 7: Product and Service Fit Videos

- Chapter 8: Cost and Pricing Videos

- Chapter 9: Customer Journey Videos

- Chapter 10: “Claims We Make” Videos



Part III: The Evolution of Buyer Behavior and Marketing

- Chapter 11: The Most Common Marketing Challenges

- Chapter 12: New Buyer Behaviors Lead to a New World of Marketing

- Chapter 13: The Buyer’s Journey, the Role of Marketing, and What It Means for Video

- Chapter 14: Miovision Transforms Every Step of the Buyer’s Journey in a Notoriously Slow-moving Industry



Part IV: Using Video Marketing in the Awareness Stage

- Chapter 15: Earning Attention and Reaching New Audiences

- Chapter 16: How to Drive Inbound Traffic with a Visual Approach to Content Marketing

- Chapter 17: How to Use Video to Package and Productize Your Ideas in New Ways

- Chapter 18: River Pools Dives Deep with Video-Based Thought Leadership

- Chapter 19: Video for Inbound Marketing Checklist

- Chapter 20: How to Use YouTube to Build an Audience and Generate Leads

- Chapter 21: How to Use Educational Content on YouTube to Attract More Viewers

- Chapter 22: Cranes and AI Have Never Been So Interesting

- Chapter 23: How to Strike an Emotional Chord with Brand Entertainment

- Chapter 24: LucidChart Reaches Millions with B2B Brand Entertainment

- Chapter 25: YouTube Video Checklist

- Chapter 26: How to Expand Your Social Media Reach with Engaging Video

- Chapter 27: How to Create Social-First Thought Leadership Videos

- Chapter 28: How to Activate Your Employees and Brand Advocates with Social Video

- Chapter 29: Social Video Checklist

Part V: Using Video Marketing in the Consideration and Decision Stages

- Chapter 30: Explaining Your Value and Staying Top-of-Mind

- Chapter 31: How to Make Your Website an Insightful and Delightful Conversion Machine

- Chapter 32: How to Explain What You Do in a Clear, Concise, and Memorable Way on Your Website

- Chapter 33: Uberflip’s Explainer Leaves You Laughing and Craving More

- Chapter 34: How to Use Deep-Dive Videos to Create a Friction-Free Website Experience

- Chapter 35: Marketo Increases Website Conversions by 1,103% with Video

- Chapter 36: How to Justify Your Costs and Earn Trust with Transparent Pricing Videos

- Chapter 37: How to Maximize Landing Page Conversions with Objection Handlers

- Chapter 38: Website Video Checklist

- Chapter 39: How to Breathe New Life into Your Email Marketing and Nurturing Sequences

- Chapter 40: How to Think Outside the Inbox with Creative Video in Email Marketing

- Chapter 41: How to Maximize Engagement with the Right Subject Line and Thumbnail Image

- Chapter 42: Video in Email Marketing Checklist

- Chapter 43: How to Make Your Big Campaigns and Content Investments Count with Video

- Chapter 44: Gordian Drives $6 Million with Educational Video Series

- Chapter 45: How to Maximize Engagement in Key Lead Generation Campaigns

- Chapter 46: Loyola University Maryland Earns Attention and Spikes Enrollment

- Chapter 47: Video for Key Campaigns and Content Checklist

- Chapter 48: How to Support the Buying Decision with Visual Customer Stories

- Chapter 49: How to Bring Your Customer Stories to Life in New and Creative Ways

- Chapter 50: Visual Customer Stories Checklist



Part VI: Using Video Marketing in the Post-sale Stage

- Chapter 51: How to Use Video to Drive Adoption and Turn Customers Into Fans

- Chapter 52: How to Accelerate Onboarding and User Adoption

- Chapter 53: How to Increase Adoption and Expand Utilization

- Chapter 54: How to Turn Customers into Fans Through Delightful Digital Experiences

- Chapter 55: How to Delight Your Customers with Wow-Worthy Culture-Based Video Content

- Chapter 56: Axonify Transforms Customer Engagement with Video

- Chapter 57: Video for Customer Marketing Checklist

- Chapter 58: How to Prioritize Your Video Marketing Efforts



Part VII: Creating the Culture of Video… In-House

- Chapter 59: Identifying the Personality Traits of a Videographer

- Chapter 60: The Ideal Videographer Background

- Chapter 61: Interview Questions for Videographer Candidates

- Chapter 62: A Simple Video Assignment as Part of the Interview Process

- Chapter 63: Team Buy-in on Video, Performance Tips, and Long-term Success

- Chapter 64: The Problem with Scripts

- Chapter 65: Getting Buy-in and Embracing the Messy

- Chapter 66: “But I’m Just Not Good on Camera”

About the Author

Marcus Sheridan is an international keynote speaker listed by Forbes as 1 of 20 “Speakers You Don’t Want to Miss.” Mashable rated his book, They Ask, You Answer, the “#1 Marketing Book” to read in 2017. Forbes listed it as one of “11 Marketing Books Every CMO Should Read.” Dubbed a “Web Marketing Guru” by the New York Times he inspires audiences from the stage and through his agency, IMPACT, in the areas of sales, marketing, leadership, and communication.  The only thing Marcus loves as much as being on stage is being on a boat with his wife and four children.



Tyler Lessard is a business leader with a passion for creative storytelling and exceptional customer experiences. Recognized by Demand Gen Report as the top Buyer-Focused B2B Marketer, and by Marketo as one of the top 50 Fearless Marketers, he’s a frequent speaker and author on video marketing, content marketing, brand building, and demand generation. As VP Marketing at Vidyard, he’s spent 6+ years helping businesses grow through the strategic use of video content. When he’s not chasing higher engagement rates, he can be found chasing one of his four wonderful children.