Video: The Buyer Enablement Tool

Illustration of buyer enablement video.

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 […]

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 […]

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 […]

Conversational video content for sales enablement

Happy customer inspired by video content for sales enablement.

Vidyard recently published an infographic that cleverly maps 12 types of video productions (explainers, product info, chalk talks, personalized, etc.) to the customer lifecycle and suggests appropriate levels of production values for each genre. It’s worth a look. But this “generic” approach to video is mostly geared to marketing content that is essentially promotional. I don’t […]

Take advantage of these 2017 B2B Video Marketing Trends

2017 B2B Video Marketing Trends open up new opportunities for increasing customer engagement and improving the customer experience.

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 […]

Should sales or marketing produce your videos?

Sales video or marketing video. If it's a video for sales engagement, who should take charge?

In an interesting blog post, guru-to-the-startups Rita Baker makes a strong case that, if your product or the needs of your market are complex, it is sales, not marketing, who should run the show. On that logic, since most tech solutions are designed to eliminate or hide complexity, the answer to the question “Should sales or marketing produce […]

Explainer video production questions for subject matter experts

In explainer video production, subject matter expert interviews are an important resource.

Knowledge transfer is the aim of most of the videos we make. When you begin an explainer video production project, the “knowledge” you want your prospect to take on board resides in the minds of subject matter experts — salespeople, product managers, marketers and engineers. Some subject matter experts (e.g., salespeople) are invested in the […]

How to tell a video sales story (Pt 3)

This is the third of a series of posts on how to tell a video sales story. Here’s where to see Part 1 and Part 2 How to tell a video sales story? At one time or another, everyone who has ever had a job has probably wished “to bring about a major change in […]