Video for Buying Team Laggards
Laggard is a nice old-fashioned word that hardly anyone uses. It was surprising to learn that “laggard” is not infrequently used in discussions of technology adoption, and also how relevant it is to the issue of planning video for buying teams. Gartner uses the psychographic profiles “conflicted laggards” and “disinterested laggards” to characterize the least […]
The case for use-case video
Use case videos for product demonstrations and tutorials Tech tips and how-to’s. Case studies. These categories — let’s call them “use cases” — invariably show up near the top in surveys of content preferences of IT decision-makers. A use-case video can help buyers develop budgets and justify spending, especially for larger investments. Relevant use cases […]
Videos to support your high-value offer
The High-Value Offer is a customer interaction with so much business value that the buyer feels compelled to engage. It’s an account-based marketing concept recommended by Gartner for customer acquisition, too. A high-value offer’s business value depends on timely topics meaningful discussion a unique opportunity not readily available elsewhere — like the opportunity to explore solutions […]
Reframing your demos as How-to video content
I was surprised to learn from a Foundry (IDG) white paper on customer engagement [download link] that the average technology decision-maker spent 14.3 minutes watching each How-to video they viewed in 2022, up from 12.2 minutes in 2016. If you really want a technology buyer to spend time with your video, some of what you offer should be how-to […]
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? […]
Current AI video marketing trends
I asked Anthropic’s Claude.ai to help identify notable video trends in marketing to IT buyers using video in 2024. I was shocked when the list of trends came back with no of mention AI. When I suggested that an AI writing about the future of anything tech-related without mentioning AI seemed pretty weird, Claude answered […]
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?
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. […]
