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March 19, 2014

Using Humor to Win in B2B: How Taulia Became a Video Marketing Powerhouse

B2B video marketing isn't always boringThere are a few myths about video marketing out there, but none more misleading than the idea that B2B videos are boring.

Well – okay – some are admittedly a snoozefest but, if your brand is clever about your messaging, even B2B videos can be brilliant (they can even be funny!).

That’s why we were so impressed with Taulia.

What’s so different about Taulia?

Courtesy of TauliaThis supplier financing company based out of San Francisco has become a video marketing trailblazer by using humor and narrowcasting as techniques to get their marketing noticed.

Even more importantly, however, they’re the best video marketing role model you can have because of the way they track their video performance using integrations with Marketo and Salesforce. Whether it’s improving content over time to suit audience preferences, or sending automated follow up to highly engaged leads, it’s safe to say their marketing department has the whole video thing figured out.

In fact, they’ve influenced over $125M in marketing pipeline based on lead’s interaction with video content!

Approaching video differently

While some brands focus on going viral, Taulia narrowcasts their message in highly targeted videos to appeal to qualified buyer personas.

As Bhaji Illuminati, Senior Marketing Manager explains, “rather than trying to make one video that appeals to the entire world, we’ve learned that we can get stronger results by making many videos that appeal to specific audiences.”

What’s more is that, even though their videos discuss what may be considered unglamorous or average procure-to-pay financing topics, their content is really entertaining!

Take a look at their eInvoicing video as an example (it’s a spoof of Direct TV’s award-winning ‘Get rid of Cable’ ad campaign):

As you can see, Taulia clearly understands that to make meaningful connections with your audience, you can’t just list off buyer pain points – you should elicit some emotion. Moreover, nobody can deny the power of a laugh when it comes to breaking the ice with your customers.

Narrowcasting and humor aside, Taulia doesn’t just make great video spoofs, they also capture hundreds of leads, track audience attention span, measure total revenue for video, and plan out future content based on their viewership analytics. It’s pretty incredible, and it’s all in our latest customer case study.

Read the full case study for more fun video examples from Taulia. It’s full of the practical marketing tactics they use to track their ROI with Marketo and Salesforce, and you’ll see their lead scoring model based on video content.

We’re really impressed with Taulia and I think you will be too.

Jennifer Pepper

Jennifer Pepper

Jennifer is the Customer Success Content Strategist at Unbounce. One day she wants to direct the ads you skip on YouTube. Follow her on Twitter @PeppersWrite.

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