Hugh Macfarlane, Founder & CEO of, writes…

Consumer marketers have always worked hard to create high levels of engagement for their audiences. But in B2B marketing we often struggle, and end up with drab results. Video is an immediately engaging media, and so it should play a big role in our B2B marketing, but many B2B marketers shy away from the technical work involved. The good news for these B2B marketers is that using video just got a whole lot easier.

Cliff Pollan, CEO & Co-Founder of VisibleGains, will showcase the best practices for using video to accelerate lead generation in B2B marketing.

Disclosure: has just begun using VisibleGains and we’re rapt. We’re a normal commercial customer (i.e. not paid to spruik), but that’s exactly what I’m about to do. The company says its software enables sales and B2B marketing teams to create and use video to help increase conversion and accelerate sales cycles.

I’ll go further: creating and producing high quality video has been expensive and time consuming for professional marketers who are not video professionals. Visible Gains makes it possible to create, and evolve, powerful and engaging content whether the original source is camera-based video, PPT with voice, or images (or a combination of all). We’ve been advocating the use of video in B2B marketing plans for our clients for years, but time and cost often got in the way. With VisibleGains that’s a thing of the past.

I’ll be interested to hear what Cliff has to say at DemandCon because he is a serial entrepreneur, having had his finger on the pulse with a number of technologies that have changed the way people work over the last 30 years. For example, he was a co-founder of NewsEdge Corporation, the company which created the first live and integrated news-alert service. So there’s no doubt Cliff’s presentation will provide valuable content for our B2B Marketing Training Workshop on day 3 of DemandCon.

At the B2B Marketing Training Workshop, Chuck Besondy and I will lead you through the process of building an end-to-end sales and marketing plan that helps you select tactics for every stage in the buyer’s journey, and to task each tactic with a clear and measurable role.

Haven’t yet registered for the B2B Marketing Training Workshop? You can do so (and get a 15% discount!) by scrolling to the bottom of our DemandCon event information page.