Insights

Three problems associated with building lead generation in the B2B sector in the UK are:

• Lack of engagement: Traditional lead generation methods, such as static forms and landing pages, often fail to engage potential B2B clients effectively. Many decision-makers in the B2B sector have limited time and are overwhelmed with information. As a result, they may ignore or abandon lead generation efforts, leading to low conversion rates.

• Limited data insights: Collecting and analysing meaningful data about potential leads can be challenging in both the B2B and B2C sectors. Often, only basic information like name and email address is obtained, which hinders targeted marketing efforts. This lack of data insights restricts the ability to tailor follow-up strategies or understand customer preferences and pain points.

• Complex value proposition: B2B products or services typically involve complex value propositions, requiring potential clients to grasp the benefits and understand how they address their specific business needs. Communicating this effectively through traditional lead generation methods can be difficult, leading to misunderstandings or disinterest.

Interactive video can help overcome these problems in the following ways:

• Enhanced engagement: Interactive videos provide an immersive experience by allowing viewers to actively participate and engage with the content. Through interactive elements like quizzes, surveys, and clickable hotspots, potential clients can interact with the video, making the lead generation process more enjoyable and memorable. Increased engagement improves the likelihood of lead conversion.

• Data-rich insights: Interactive videos can gather valuable data about viewers' preferences, interests, and behaviours. By incorporating interactive elements that prompt viewers to provide additional information, such as their business challenges or goals, marketers can collect more detailed data to create personalised follow-up strategies. This helps in delivering targeted messages and increasing the chances of converting leads into customers.

• Simplified value communication: Complex B2B value propositions can be effectively communicated through interactive videos. By using interactive features like clickable overlays or branching narratives, potential clients can explore different aspects of the product or service based on their specific interests. This personalised approach enables a better understanding of the benefits and value, making it easier for decision-makers to grasp the relevance to their business and increasing the likelihood of lead conversion.

Overall, interactive videos provide an engaging and data-rich medium for B2B lead generation, helping to overcome the challenges of engagement, limited data insights, and complex value propositions in the UK market.