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Marketers shine spotlight on online video at 'BtoB's' NetMarketing Breakfast

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New York—The growing use of online video as a b-to-b marketing tool was the focus of the discussion Thursday at BtoB's NetMarketing Breakfast in New York.

Speakers shared various case studies demonstrating how they are using online video—combined with social media marketing—to get their companies' marketing messages out and expand prospects.

For example, CareerBuilder.com, the largest online employment website in the U.S., is using online video to raise awareness of its various marketing programs that go beyond job listings online, such as social media platforms and software-as-a-service.

“We spend a lot of money at conferences and events, so how do we take that conversation beyond the event itself through e-marketing,” said Jamie Womack, VP-corporate marketing and sales training at CareerBuilder.

At last year's Staffing World conference, which had about 600 attendees, CareerBuilder deployed a video crew to take the pulse of attendees and shoot some video testimonials.

“We forget how vain people are, and love seeing themselves on video,” Womack said. Videos were posted and updated on CareerBuilder's Twitter and Facebook accounts. Attendees who participated in the videos distributed the content on their own social networks.

Within a month following the conference, CareerBuilder.com's microsite for the event garnered 3,000 visitors, according to Womack. “That's literally five times the amount of interaction going on at the event.”

At IBM's Lotusphere 2011 in January, the software giant rolled out "60 Seconds of Social," a series of animated video shorts that are becoming increasingly popular in marketing communications.

IBM debuted "60 Seconds of Social" for eight customers, including Cars.com and Cemex, said Kathy Mandelstein, director-worldwide demand programs, Web and events at IBM Collaboration Solutions.

“This allows us to show examples of what our customers are doing in a quick and easy way,” Mandelstein said, adding that the initial videos will be distributed to 300 software-related events globally. “They're low-cost, high-impact and engaging,” she said

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