TBV Insights

Changes in Sales Models Call for New Video Content

Only 20% of B2B companies these days rely on in-person or field teams — down from 60% last year (source). For many B2B companies “website interactions” has meant redoubling their eCommerce efforts — with good results and with fewer interactions. But it’s not so easy to get online orders for complex and pricey purchases like technology solutions. They’re seeking to make up for the lost engagement with online tools that can all be improved with new video content.

  • online meetings
  • website interactions
  • self-serve interactions
  • live chat agents

The experience of tech buyers

Some intriguing characteristics of tech buying are captured in the chart below, based on data collected just before the pandemic really settled in.

chart illustrating need for new kinds of video content
The prevalence of stakeholders arriving late in the buying process makes a strong case for new video content —like short videos dramatizing benefits for stakeholders  Source: https://www.marketingcharts.com/top-b2b-charts-of-h1-2020

Buyers appear to put more value on personalized sales materials than you might have thought. Most are making decisions as part of a team, not on their own. 93% reported that a new decision influencer was inserted into the buying process after the vendor’s proposal was submitted. Overall, the tech buying experience outlined here suggests the need for varied content — including video.

New video content to support digital selling

“Personalizing” a video doesn’t mean you need to appear on camera. We’re all getting more used to showing our faces presenting on-camera, but recording worthwhile video messages can take a lot of time. The best way to “personalize” a video is to share it with the right person at the right time. For that, you need a library of short videos that zero in on specific topics. Not high-level overviews, but trustworthy show-and-tell videos that hit the mark. And you need videos that speak directly to different members of the buying committee.

How do you build a library like that? You can edit existing videos. Plan new videos in “chapters” that can stand alone. Get your on-line demonstrators to record screencasts that can be edited into punchy stories. Compile customer comments into animated gifs. Planning and editorial skill can go a long way to “personalize” videos for specific interests and points of view.

Pro Tip (for MacBook and iOS users)

If you’re a MacBook and iOS user involved in online meetings, take a look at the Camo app. Even the free version lets you significantly improve your online appearance by making it easy to use the excellent video camera in your iPhone or iPad in place of the mediocre webcam in your MacBook.

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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

photo representing IT exec pondering how-to video content

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