Videos to support your high-value offer

A “High-Value Offer” is an interaction that’s hard for competitors to match.

The High-Value Offer is a customer interaction with so much business value that the buyer feels compelled to engage. It’s an account-based marketing concept recommended by Gartner for customer acquisition, too.

A high-value offer’s business value depends on

timely topics
meaningful discussion
a unique opportunity not readily available elsewhere — like the opportunity to explore solutions with your experts

One obvious difficulty here is that the high-value offer includes direct interaction with sales — something most buyers are working to avoid.

High-value offers can make a big difference in customer acquistion and ABM.

Also, coordinating your experts to focus on a prospect’s situation in an online meeting can be a challenge.

The role of video in crafting a high-value offer

Here are some ways you can use video to add value to your high-value offer.

A short video invitation highlighting the kinds of things you will demo, graphics you’ll discuss, and the expertise available.
Marketing video and demo excerpts. I don’t recommend showing marketing videos in online meetings, but you should assemble brief excerpts from recorded demos, webinars, and tutorials that fit your offer. An animated GIF can deliver a lot of information without looking sales-y.
Pre-recorded video messages. Your experts talk about a prospect’s specific pain points or relevant use cases and provide tailored recommendations.
Video follow-up. Post the recorded version (or excerpts) on your website and share links to key takeaways.

The value of a video library

Traditional videos — explainers, webinars, even customer testimonials — aren’t suited to the problem-solving interactivity that defines high-value offers. But they can help deliver a solid explanation visually.

Spend time examining your existing video library for material that can be repurposed to enliven online meetings.

Look for