Is mobile growth a consideration for B2B video?
Video viewing on mobile devices grew 700% between 2011 and 2013, and didn’t slow down in 2014, according to the Ooyala global video index. Does the conjunction of B2B video and mobile growth matter to B2B video producers? True, most of this viewing was sports and entertainment, and there is still considerably more digital viewing […]
How to use video to increase penetration at key accounts
It’s easier and cheaper to grow your business with existing customers than it is to acquire new ones. So why don’t technology companies devote more video resources to this marketing tactic? Because most marketers think of making videos in just a few categories — overviews, testimonials, executive presentations, demos. But there is a more appropriate […]
Explainer video scriptwriting, in chapters
In fiction, everyone in the audience starts out knowing little or nothing of the story — and looks forward to the telling. Effective commercials tell stories. Most technology marketing videos tell the story of characters (e.g., the CXO) overcoming difficulties (e.g., bad data, poor performance) with new technology solutions. This article will discuss approaches to […]
Explainer video scripting: don’t tell buyers stuff — give them a vision
If you did any holiday shopping for, say, appliances or fitness gear — items that are practical and not cheap — you probably watched online videos. You tried to envision yourself and/or your giftee actually using the product. Maybe you watched the same video more than once, to reassure yourself. Maybe you sought further assurance […]
Should sales or marketing be responsible for a sales enablement video?
Who should be responsible for producing a sales enablement video for technology solution vendors? Well, marketing usually controls the budget, and has responsibility for inbound content marketing and lead generation. So, marketing is responsible. But how responsibly do they fulfill the sales enablement function? As noted in a previous post, formal agreements between sales and marketing (budget commitments, […]
Content marketers are forgetting sales enablement. Here’s why.
A recent LinkedIn post asks “Are B2B sales reps getting spoiled by inbound marketing?” Now, I don’t know about all B2B sales, but in my experience with technology solution sales, I’ve certainly never run into a sales professional who seemed overly satisfied with the leads produced by inbound (or any other kind of) marketing. A recent Hubspot […]
Using explainer video for buyer engagement
When we started making 2-Minute Explainer® videos in 2004, what seemed to need the most explaining was what businesses do. We prospected for new business by reading news releases about new products. If we couldn’t understand the product or service on first reading, we called up the executives quoted in the release and pitched them […]
Producing more targeted explainer videos
How messaging and branding hurt your business Let’s assume that you work for a technology company with a viable brand and a professional marketing operation. Which of the following does more to make your brand central to the business lives of your customers: Advertising, corporate identity, and PR? Or Everything else employees do? Sure, branding […]
New Buyer’s Journey Videos
I’ve been writing recently about videos for the buyer’s journey. We tried to capture the essentials of these ideas in the video linked to the right. It’s under a minute long, so I won’t give away the plot except to say that targeting different interests on the buying team seems to us to be a […]
My eight best explainer video content tips
I’ve been working with clients to make videos that help their buyers make decisions about enterprise technology solutions for some time. Here’s a summary of the best tips for video content I’ve shared recently. 1. Make several videos from one. Why? It’s very cost effective and simple to slice and dice even the shortest video […]
