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.