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 […]
Explainer videos for sales enablement
Customers in an array of industries, from IT to insurance to business process outsourcing, are often way ahead of the salespeople who are ‘helping’ them. Harvard Business Review In many of today’s buying processes, actual living, breathing salespeople are likely to enter the game when it’s more than half over. If the buying process goes awareness –> […]
Explainer video is a key sales enablement tool
“Helping a salesperson deliver the right content to the right person at the right time” seemed like a good working definition of sales enablement when I quoted it recently, but, on further reflection, I wish I had added “at the right place” because prospects are so often on the go. That’s why explainer video is […]
How to use explainer videos for sales enablement
In content marketing, you put content where prospects are will notice it and, hopefully, consume some, because you assume that buyers are avoiding sales people during at least half of the sales process. Sales enablement, on the other hand, is about helping a salesperson “deliver the right content to the right person at the right […]
Produce more lead-generating and funnel-filling video
Marketers are missing opportunities to produce more lead-generating and funnel-filling video at lower cost. They just need to look at video from a different point of view. What stands in the way of producing more videos? A technology solutions company we have worked with asked us to gear up to produce 70-100(!) 2-Minute Explainer videos […]
Don’t forget sales when producing explainer videos
I recently did a podcast with Joshua Feinberg, an interesting guy and certified HubSpot partner, whose company, SPHomeRun, helps IT service providers (Cloud, MSP, Consulting, Repair, etc.) with inbound marketing. One of the subjects we covered was the value of talking to sales reps — people who actually talk to customers — when planning a video […]
