Try a conversational approach to technology marketing video.
Are your buyers “consuming” your technology marketing video content in order to learn about your solutions and what’s on the horizon for your industry? Without contacting sales? That’s the assumption underlying most inbound and content marketing. It’s strange, then, that most content marketing discussions and surveys treat video as tactic. Discussions usually mention video categories (e.g., “explainer […]
Take advantage of these 2017 B2B Video Marketing Trends
In a recent post I wrote about three B2B Video Marketing Trends I’ll be watching for in 2017. More conversational. Less advertorial. More formats More app-like Actually, I’ll be doing more than watching. I’ll be working with clients to find ways to take advantage of these B2B video marketing trends. All three lead toward more engagement […]
B2B video marketing trends 2017
My favorite video marketing advice for the New Year is this: “Video Will Account for 79% of Global Internet Traffic by 2020 (So Increase Your Video Marketing Budget NOW).” Cisco is the source of the percentage forecast. Tubular Insights (formerly ReelSEO) is the source of the conclusion inferred from it — and I hope marketing managers can convince […]
Can technology marketing videos have empathy?
There’s little doubt that video as a medium can have empathy. Reality TV shows may increase empathy and bring out the best in us. But let’s consider the kind of videos I know best, technology marketing videos. These are mostly short, high-level solution overviews for lead generation or account management. What is empathy in marketing? The production of […]
Make a better tech marketing explainer video. Start with a diagram.
In a previous blog post, I recommended diagramming the structure of your tech marketing explainer video using a tool built into Microsoft Office. That was about putting across all the essential messages. Another good way to come up with a story about a technology solution is to find the diagram that tells the story and extract what you need. […]
Tell B2B video viewers you take them seriously
Malcolm Gladwell has said that, for him, the key to a good live presentation is to keep in mind that the audience wants to be taken seriously. This struck me as pertinent to the development and production of B2B video for inbound marketing and sales engagement. We imagine the audience browsing our collection of marketing content like bees collecting nectar. […]
Five webinar worst practices to avoid. Please.
I’m no expert on producing webinars, but I’ve sat in on lots of them. We use them to collect background info for technology solution webinars as background for the marketing videos we create. We sign up for webinars to video trends in general. So, maybe these are just pet peeves, but I think there are […]
Videos for lead nurturing? They can do a lot more than you think.
I’m talking about actual nurturing here, not creating leads or tipping them over the lip of the sales funnel. According to SiriusDecisions, 80% of unqualified leads today — understandably ignored by sales — will go on to buy from someone within the next 24 months. According to Jeff Cohen, a blogger for Oracle Marketing Cloud, […]
Don’t miss out on this new kind of video for business development
In tech companies, business development goes hand-in-hand with innovation. It’s about getting people to try something new, namely your tech solution. Usually, a video helps to launch a tech solution. Is that enough video for business development? Business development for technology solutions is often a drawn-out process where you’re trying to nurture a group of buyers. […]
Marketing video’s big fail. And how interactive web video succeeds.
Explainer videos explain. Marketing videos create awareness. And then what? What do viewers actually do after they click the “Play” button? Who knows? This is marketing video’s big fail — an impersonal user experience that captures no user data. The big opportunity is interactive web video. This used to be specialist technology. It didn’t really scale. It didn’t work on […]