How to tell a video sales story (Pt 2)

This is the second of a series of posts on how to tell a video sales story. Here’s where to see Part 1 and Part 3 How to tell a video sales story? As noted last time, there’s evidence that a lot of salespeople don’t have a good handle on the circumstances under which buyers might […]

How to tell a video sales story (Pt 1)

This is the first of a series of posts on how to tell a video sales story. Here’s where to see Part 2 and Part 3 How to tell a video sales story? An OpenView B2B Buyer Insight survey points up some differences between what IT buyers and IT salespeople think motivates buyers to reach out to […]

Chapterizing videos? Why aren’t you doing it?

What are your reasons for not chapterizing videos? Consider any of the following situations. #1. You are a new employee. Your Employee Orientation Package contains links to a number of webinar recordings, executive presentations, solution demos, and tutorials — several hours’ worth, say — that you are urged to watch to help you get oriented. […]

Why you should make interactive marketing videos

Educators and corporate trainers have been using “interactive” video for decades — at least, since the dawn of “Educational TV” — but it’s just now making its way into online sales engagement and content marketing. YouTube, Wistia, Hapyak, and Viewbix are among the services offering annotations and analytics. Learning management systems can be extended to marketing. And there […]

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 […]