Selling To IT Using Video? How AI Can Help

Every technology buyer’s journey involves watching videos. If you’re involved in budgeting and producing those videos, you’re probably looking for ways AI can help. I think you can get the most out current AI solutions by looking at cost savings and ROI, not creative output. Who are the most effective users of AI for video? […]

6 Tips for better video narrations

In developing marketing videos, we usually start with a script — that is, words on paper. This is a sensible and congenial way for technology marketers to work, since most of us spend a lot more time dealing with text in various forms than the do with video. Better-written scripts help assure better video narrations. […]

Video content management: who benefits?

Video content managemet

If your content marketing strategy includes white papers, blog posts, videos, etc. you might want to rethink it. Video isn’t a content type like the others. When a customer clicks on a link to a white paper or a blog post, they have a pretty good idea of what to expect. But video, not so […]

Video tactics for the modern B2B buying experience

A fascinating new research report by Forrester’s Laura Ramos finds that companies waste a ton of money on content that “buyers don’t want and sellers 
won’t use.” The survey of marketing decision-makers reveals that few of them think they have a complete understanding of exactly what content sales needs, although they recognize that the sales process […]

Plan video content by the numbers

The first rule for keeping videos for IT decision-makers short, is “Don’t tell them what they already know, just tell them what they want to know.” Maybe that’s two rules, but enforcement is hard either way. It’s particularly hard to say what each person on a buying team starts out knowing or wants to know. […]

Make interactive videos for free with open source software

You can increase engagement and provide superior customer experience at the same time by making interactive videos out of your ordinary “passive” videos.  I mean, wouldn’t you, as a viewer, like to start up a webinar and see clickable “chapter headings” — so you can skip ahead to the interesting stuff? Wouldn’t your sales team […]

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

Buying committee is an opportunity for 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 […]

Engineers watch tech solution videos

Engineers look at tech solution videos in conjunction with many different kinds of content.

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, […]