Addressing buying team members
Increase engagement with closely targeted messages
Technology solutions are purchased by buying groups, not by individuals. And group members are spending more than 80% of their time researching on their own and talking with each other — not talking to your sales team. These buyers are drawn to credible, informative content that is relevant to their job.
Enterprise software solutions buying team members are likely to include IT, functional users, finance, operations, and others. Short videos that speak directly to a buyer about use cases they are familiar with catch their interest.
Targeting several job roles in IT
Cisco needed to rebrand its Workload Automation solution (formerly Tidal Enterprise Scheduler) and update the messaging for new opportunities and applications in big data and cloud environments. In each case, the company wanted to emphasize two major benefits: 1) end-to-end coverage and 2) simplicity of the user interface, a major differentiator.
Videos targeting different corporate departments
A leading “Visionary” in the Gartner I.T. Service Management category, Axios is expanding the application of their popular assyst® platform to Enterprise Service Management. Their videos are designed to help IT champion the extension of the platform, and to help other departments understand how they can automate repetitive tasks and replace high-maintenance home-grown solutions with ITIL-compliant cloud solutions.