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
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
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, […]
How to use video
Video content managers and technology marketing analysts say that many solution marketers complain that they just don’t understand how to use video. They like it. Sales teams like it. They know it’s effective. They want to use it more. But they don’t feel confident deciding just what kind of video to make. Videos for the […]
Why technology business video animation works
The rise of animation in technology explainers The extensive use of animation in “explainer” videos can be explained by the fact that 2-Minute Explainers originated in 2004 as computer files authored in Flash, a vector-based program widely used for web animation and games. Not “real” video — small file size was important. Real video — […]
Differentiator video. One thing to remember you by.
How do you differentiate your technology solution? Make a list? That’s what most marketers do, according to Gartner distinguished analyst Hank Barnes. But tech buyers don’t respond to these laundry lists. Give prospects one thing to remember you by is Hank’s prescription. Spotlight your differentiator by comparing it to something the prospect knows. Hmmm. Shining […]
Convert blog posts into videos
Are you one of those marketers wondering where and how to use video effectively? You’re certainly not alone. Here’s an easy way to round out your content marketing strategy with videos that that increase engagement at lots of different spots on the customer journey map: convert blog posts into videos. Beef up your video content […]
Do you need more killer video content? Just fill in the blanks
Are budget constraints keeping you from producing as much killer video content as you’d like? Maybe, like most marketers, you tend to think about video as the product-promotion content you need when you roll out something new. Try thinking about video as something the customer wants on the buyer’s journey, and why. Whatever the content, he […]
3 innovative ways to structure video content for sales engagement
1. Add video to non-video assets There’s no getting around the fact that that text is cheap and efficient. That’s why most online “content” is text. To scope out a solution, you can skim text. You can skim video, too, if it’s interactive, or offered in bite-size chunks. (I wouldn’t call anything longer than […]
