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 […]
Why you need new types of video: all marketing is consumer marketing
Is B2B to be B2C? That is the question. Marc Brown, who analyzes digital marketing strategy, trends and practices at Gartner, argues persuasively that the differences between B2B and B2C are are rapidly disappearing. This trend has important implications for sales and marketing video production, and for content marketing in general. And it supports the case […]
Technology Business Video Guidelines for 2018
If you’re calculating, or recalculating, this year’s video content marketing strategy, Vidyard’s 2017 Video in Business Benchmark Report contains some interesting stats from which we can infer some useful technology business video guidelines . The report’s insights are based on a year’s worth of data covering 500 businesses and over 600 million video streams on Vidyard’s […]
A video positioning statement? Why not?
“Okay, I know what we are talking about. I get it.” That’s the only response you want to your positioning statement, according to Gartner research analyst Hank Barnes, who has conducted more than 1500 positioning reviews in the last five years. You don’t share your positioning statement? Neither had we. Neither do lots of companies. Positioning, […]
Video for sales onboarding
On average, it takes nine months to onboard a sales person. Surprised? I was, when the sales and social selling expert Barb Giamanco mentioned this when we spoke recently about using videos in the sales process. She noted that video could — and should — be used more effectively, because an interval of nine months spent […]
Video for the customer journey
An arresting Biznology article by Ruth Stevens, “How do you sell when your buyers can’t buy? Mounting dysfunction in the B2B buying process” has interesting implications for creating videos geared to the customer journey. The article recounts an interview with Brent Adamson, Principal Executive Advisor on Sales, Marketing, & Communications at Gartner. The cause of […]
Motion graphics provide meaning
“Motion provides meaning,” according to Google’s Material Design language for mobile applications. Motion guides our interactions with mobile devices. Motion is equally central to the experience of watching videos. Motion tells the eye where to go. That’s why it makes sense to give a lot of consideration to motion graphics in technology business videos. Four golden words: […]
Engineers watch tech solution videos
Engaging with engineering staff is a challenge tech solution videos share with all other kinds of content. That’s clear in the table below from Engineering.com It shows the degree to which engineers rely on video compared to other marketing content. But think about this: all the non-video content in this table could be enlivened, clarified, […]
How to use video
Video content managers and technology marketing analysts say that many solution marketers complain that they just don’t understand how to use video. They like it. Sales teams like it. They know it’s effective. They want to use it more. But they don’t feel confident deciding just what kind of video to make. Videos for the […]