By Lane Ellis

How can B2B brands harness the increasing power of live-streaming content to build audience engagement?

Over the course of the pandemic, live-streaming events have catapulted onto our screens and into many new areas of our business lives, and as 2022 looms, there’s no sign that live-stream content usage will dissipate.

Quite the opposite appears to be in store, and with good reason, as our CEO Lee Odden outlined earlier this year in “How B2B Brands Can Boost Confidence in Livestream Video, Podcast and Clubhouse Marketing,” exploring how engaging B2B marketing experiences are more vital than ever.

How are B2B brands achieving success with live-streaming today?

Let’s turn on the cameras and mics and take a look at five global B2B brands that have had success through well-planned and innovative use of live-streaming content.

1 — SAP

With its Better Together, SuccessFactors, and other live-streaming initiatives, global enterprise software firm SAP* has brought digital transformation directly to its customers, partners, and thought leaders.

For its Better Together: Customer Conversations series, live-streaming via LinkedIn Live has been utilized to foster communication around the SAP Business Technology Platform, with live-streaming also being tied together with accompanying podcast, blog, and social content.

Recent episodes include looks at boosting sustainability and efficiency through digital transformation, sustainable IT for your business and bottom line, and success stories focused on turning customer service into customer experience.

For its SuccessFactors’ Rise of HXM series, live-streaming using LinkedIn Live has also been featured, along with human experience management (HXM) content on YouTube, Facebook, and in other non-video digital content formats, with recent episodes bringing in industry subject experts to examine “Take Your Employee Experiences to the Next Level in the New World of Work,” “The 6 Steps to an Empowering Digital Learner Experience,” and “The Rise of HXM: How HR in the Cloud Accelerates Your People-first Strategy.”

2 — Vimeo

Video hosting, sharing, and services platform provider Vimeo has increasingly embraced the B2B landscape during the pandemic, recently launching its Vimeo Events platform with an array of powerful live-streaming features.

With its VimeoEvents offering, Vimeo has worked to meet the increasing demands B2B firms have had when it comes to live-streaming, and with a robust feature set including tools to utilize before, during and after live events, there will likely be fascinating use cases in 2022 and beyond as the product matures.

Vimeo CEO Anjali Sud recently shared news of the launch on LinkedIn, noting the platform’s ambitious goal of making webinars beautiful and democratizing events for marketers.

3 — Eaton

Global power management company Eaton has successfully utilized live-streaming to highlight a variety of topics, including a forthcoming LinkedIn Live broadcast focused on inclusion and diversity.

Recent live-stream content has included episodes …read more

Source:: Top Rank Blog

Author: Aaron