Unlocking the potential of business streaming: The next stage of OTT growth?

The very mention of OTT streaming conjures up some now-popular images such as binge-watching, web series, etc. So, the notion of business streaming might seem slightly incongruous at first. The same dynamics that shaped and accelerated the streaming ecosystem in the entertainment segment, primarily the COVID-19 pandemic and its consequences, are fueling the birth and growth of B2B streaming as well. Businesses are trying to find newer ways to reach out to their target audience, especially the millennial audiences who are fed on a staple digital diet and who cannot be lured with boring white papers and unappealing blogs.

That’s precisely what Leandro Perez, Vice President, Asia Pacific Marketing at Salesforce, wants to achieve with the launch of Salesforce+, an all-new business streaming service launched recently for live brand experiences and original content series.

“As a result of the pandemic, we looked at the media landscape, where people are consuming content, and decided the days of white papers in a business-to-business setting were no longer interesting to people. Looking at the consumer world, we reflected on how we can make content in a business setting more engaging. The people watching Disney+ Hotstar, Netflix, are the same people watching Salesforce+ content in a business setting, so why wouldn’t we follow that sort of direction? That’s really the genesis of this idea,” said Perez.

“Inspired by Netflix, Disney+, and Peloton, Salesforce+ is an all-new streaming service for our original content series and live brand experiences that inspire change in business, and the world. Salesforce+ is full of rich original series for the business audience, including inspiring trailblazer stories and thought leadership across industries, roles, and topics. Salesforce+ gives a home to all of our amazing original content and live experiences so everyone can easily find new content, binge it, and engage with the community, all in one place,” he explained.

Salesforce+ offers live experiences, podcasts, original series, etc., with thought leadership, and engaging stories.

Perez believed that there was great potential for such business media streaming platforms in the market. According to him, the way individuals consume content has radically changed in the recent past.

“We are seeing phenomenal growth of video owing to social media platforms like YouTube and Instagram, which is in turn changing the consumption habits of people. In a country like India, this may mean up to 5 billion views each month. This trend has only accelerated in the last few months, owing to people staying indoors due to the pandemic,” he added.

Salesforce+ will be available globally. Launched during Dreamforce 2021, the world’s largest software event, the platform gives viewers around the globe a front row seat to all of the magic, streaming live across channels and providing on-demand content organised by role and by topic.

According to the Salesforce State of Marketing Report 2021, customers spent time under various phases of lockdown with their devices, digital marketing channels have seen even greater appreciation than before. Video – be it through YouTube, Twitch, or a recorded webinar – saw a particularly large boost in value.

“We’ve seen successful indications from the work we did during the pandemic and continue to do on Leading Through Change. We’ve now done 70 episodes and have almost 700-million views. So, we’ve been able to get leading indicators in the types of content people are looking for and Salesforce+ is doubling down on that success,” Perez said.

He further said, “We started by looking at the original content we had – Leading Through Change, Inflection Points, Connections – then when we looked at our strong events portfolio, we asked ourselves, ‘How do we bridge content and events together?’ In two weeks, we found a way for these two things to coexist in a way that pays off. We then moved on to layer in some of our personalization technology to make it uniquely Salesforce.”

Salesforce+’s aim is to bring together the best of its live experiences and original content series in an always-on, on-demand, personalised business media platform for professionals to learn new lessons and hear from the most inspirational leaders in their particular field.

Perez said that Salesforce+ will enable thousands of people around the world to experience live events such as Dreamforce and more at the comfort of their home. In addition, individuals who sign up also have access to original series, podcasts, and other content that are all part of Salesforce+. Key topics of discussion will be around the future of technology in the digital-first, work-from-anywhere world, inspiring millions of Trailblazers to learn new skills, explore new career possibilities, and make a change in the world through captivating tales, thought leadership, and expert guidance.

As regards the revenue model, he said, “Currently, the access to the Salesforce+ platform is completely free of cost. Just as Trailhead is democratising access to learning, we are trying to do the same thing with Salesforce+. We want to be thought leaders without charging our customers to attend.”

The current line-up of Salesforce+ includes:

“Connections” showcases some of the most innovative marketers from companies like IBM, Levi’s, and GoFundMe. Salesforce President and CMO Sarah Franklin talks with some of the best and brightest marketing minds about how they are connecting with their audiences in a whole new way.
“The Inflection Point” features CEOs from leading brands such as Coca-Cola, PayPal, Honeywell, and Workday sharing how their personal backstories, professional influences and values inform their leadership. The series reveals a different side of some of the world’s top executives.
“Boss Talks” is a career advice series hosted by Salesforce’s Chief Philanthropy Officer Ebony Beckwith and designed to inspire professional growth.
“Simply Put” is a short-form video series hosted by Emmanuel Acho that makes complex business problems easy to understand, focusing on topics like how to build an ecommerce business and how to grow digital sales.
Brightcove’s CorpTV

CorpTV is another B2B streamer launched recently by video technology solutions provider Brightcove. CorpTV enables companies to create channels similar to Netflix or any other streaming platform to streams content to customers, employees and other target audiences, with their own audience-specific content. CorpTV allows companies to think and act like media brands, enabling them to go beyond conventional websites and engage audiences more deeply, and monetise compelling content.

CorpTV helps companies forge stronger connections with their customers, partners, and employees over any device, including connected TVs, by streaming branded stories, shows, case studies, demos, training content, speeches, panels, tech explainers, cause-related content, and entertaining diversions. Companies can even sell ad time, sponsorships, and premium content on their CorpTV channels.

“Companies for the first time have an opportunity to cut through the noise, transcend static websites, and enthrall the people they want to connect with,” said Brightcove CMO Jennifer Griffin Smith during the launch of the CorpTV. “The secret is thinking like a media company and engaging audiences, driving greater brand awareness, creating new revenue streams and brand loyalty. To see Brightcove CorpTV in action, check out the Brightcove PLAY TV app, Brightcove’s very own Brightcove CorpTV channel.”

With CorpTV, brands will be able to consolidate video repositories, measure viewership, and maintain a continuous connection with their audiences. Viewers, as they do with their favourite streaming sites, will start their Brightcove CorpTV experience at a branded video gallery where they can investigate products, connect with peers, and develop an affinity to the streamer’s brand. Brightcove CorpTV can serve employee audiences the same way.

Indeed, the B2B streaming market is ripe. According to Demand Gen Report’s (DGR) 2021 Content Preferences Survey, 62% of marketers depended on more content to make B2B purchasing decisions. Of this, 44% agreed that they often consume up to five pieces of content before engaging with vendors.

The other two B2B streamers in the market are Terminus TV by Terminus and Demandbase with DBTV. The launch of Salesforce+ and Corp TV is a testament to the great potential the segment holds, especially in a post-pandemic world. Though in a nascent stage, B2B streaming will ultimately turn out as the quintessential mode of communication to stay in touch with the target audience in a hassle-free, agile, and effective manner. In the days to come, we can surely expect more diverse players to enter the fray. AdGully