Videos to support your high-value offer
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 […]
AI Video Talking Points for Your Next New Marketing Job Interview
The hottest job in corporate America is “Executive in Charge of AI” according to a recent New York Times headline. If the job is in marketing, then AI video is almost in the job description, if not in the title. And every interview conversation is almost certain to to turn to AI video. So, here are some […]
Reframing your demos as How-to video content
I was surprised to learn from a Foundry (IDG) white paper on customer engagement [download link] that the average technology decision-maker spent 14.3 minutes watching each How-to video they viewed in 2022, up from 12.2 minutes in 2016. If you really want a technology buyer to spend time with your video, some of what you offer should be how-to […]
Selling To IT Using Video? How AI Can Help
Every technology buyer’s journey involves watching videos. If you’re involved in budgeting and producing those videos, you’re probably looking for ways AI can help. I think you can get the most out current AI solutions by looking at cost savings and ROI, not creative output. Who are the most effective users of AI for video? […]
Current AI video marketing trends
I asked Anthropic’s Claude.ai to help identify notable video trends in marketing to IT buyers using video in 2024. I was shocked when the list of trends came back with no of mention AI. When I suggested that an AI writing about the future of anything tech-related without mentioning AI seemed pretty weird, Claude answered […]
Personalizing Videos with AI
Sixty-three percent of B2B technology buyers disregard content that is not personalized to their interests, needs, industry, or role. Interests and needs can vary widely across industries and roles. This makes producing “personalized” videos at scale a challenge. Which makes personalizing videos with AI worth investigating. AI makes repurposing videos more cost-effective. Repurposing clips from existing […]
How To Use AI To Organize Content And Accelerate The Customer Journey
More than 80% of today’s buying journey is driven by independent research and internal buying group discussions. Not only does that require companies to generate lots of digital content to help buying teams who are doing their own research, there also needs to be a better way to organize it so buyers can easily find […]
Unleashing The Power Of Video In Industry Trade Shows and Conferences
Even though buyers and sellers now prefer digital self-serve and remote human engagement over face-to-face interactions, industry conferences still offer matchless opportunities for networking, learning about innovative solutions, and fostering business growth. And they’re making a comeback. Event organizers plan to make 55% of their events in-person experiences in 2023 (up from 45% in 2022), according to […]
Using AI To Generate Video Text-to-Video
Like many professionals these days, I’ve been wondering how about artificial intelligence is working its way into fields where I use my intelligence. Since my company is frequently tasked with turning text — like case studies — into video, I decided to take a look at Pictory, an AI tool considered one of the best […]
What types of video speed up the customer journey?
Speeding up the customer journey sometimes looks like an iffy proposition. Gartner’s version of the modern customers journey below makes you wonder how it could ever be completed. Yet, businesses are demanding even faster buying decisions for software purchases. If you agree that video is one of the fastest ways to move ideas forward, then […]
