Business-to-business cloud services provider Taulia is using humorous video spots to focus narrowly on its niche customers, a strategy that has landed it at least $125 million in "marketing pipeline based on lead interactions with video content," writes Michael Litt. This "narrowcasting" approach doesn't aim to create viral content. Instead, it can improve qualified lead generation, especially when combined with a video-tracking service. Producing "highly targeted content encourages randoms to bounce quickly" and gives better insight into true prospects, writes Litt.

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