5 steps to save time and money producing technology solution videos
How do you get ready to make a video? Most enterprise technology solution video production starts with someone’s assumption that a video is required, a budget and (preferably) a deadline. Then someone writes a script or a treatment. Here are five practical planning steps (my take on excellent suggestions from TechSmith, makers of Camtasia and Snagit), […]
2019 Video Trends Worth Watching
This is the time of year when content creators mull over the year’s “trends” and opine about what we should be doing during the coming year. I’m not going to do that, but I will share a few “trends” noted by others that could be video trends of interest to technology solution providers. Get more […]
Video content management: who benefits?
If your content marketing strategy includes white papers, blog posts, videos, etc. you might want to rethink it. Video isn’t a content type like the others. When a customer clicks on a link to a white paper or a blog post, they have a pretty good idea of what to expect. But video, not so […]
Video tactics for the modern B2B buying experience
A fascinating new research report by Forrester’s Laura Ramos finds that companies waste a ton of money on content that “buyers don’t want and sellers won’t use.” The survey of marketing decision-makers reveals that few of them think they have a complete understanding of exactly what content sales needs, although they recognize that the sales process […]
Plan video content by the numbers
The first rule for keeping videos for IT decision-makers short, is “Don’t tell them what they already know, just tell them what they want to know.” Maybe that’s two rules, but enforcement is hard either way. It’s particularly hard to say what each person on a buying team starts out knowing or wants to know. […]
Video: The Buyer Enablement Tool
Gartner, the leading supplier of categories to the Information Technology Industry, has come out with a new one: Buyer Enablement Tools. “Today’s buying journey isn’t just hard — it has reached a tipping point where it’s become nearly unnavigable without a significant amount of help,” according to Brent Adamson, principal executive advisor at Gartner. “Much […]
Make interactive videos for free with open source software
You can increase engagement and provide superior customer experience at the same time by making interactive videos out of your ordinary “passive” videos. I mean, wouldn’t you, as a viewer, like to start up a webinar and see clickable “chapter headings” — so you can skip ahead to the interesting stuff? Wouldn’t your sales team […]
Why you need more “snackable” video content
The DemandGen 2018 B2B Buyers Survey Report is out. Among the findings that might surprise you is this: the role of sales is critical early in the sales process. Yes, buyers are spending even more time doing research on their own, and the buying team is bigger, and the purchase cycle is longer. Nevertheless, a […]
What kind of video do you need in sales communication?
“Are Salespeople Relevant to the Modern Buyer?” is the question posed in an article by Tamara Schenck about about CSO Insights’ 2018 Buyer Preferences Study. At first glance, its results seem to say “Not really.” Most buyers only engage with salespeople after they have identified their needs. Many buyers have already identified a solution before engaging […]
Video for sales enablement
When Gartner technology marketing analyst Todd Berkowitz evaluated his “10 Fearless Predictions for B2B Tech Sales and Marketing in 2017” at the end of the year, he decided that he had been “completely right” in predicting that “Tech Providers Will Pay Far More Attention to Sales Enablement.” He deemed the prediction “Content Creation Will […]
