Most B2B marketing videos don’t support the buyer’s journey because they are product-centric. They accompany product introductions, reside on product pages and are featured in product promotions. Most B2B videos are designed for the “awareness” phase of the buyer’s journey — that is, “Introducing (ta-da!) Cloud Security v.3.0!”
These overview “explainer” videos are useful. Customers, prospects, marketers, and salespeople all like short videos that answer the question “what does it do?” when the subject is new to them. Our company has made hundreds of product introduction videos. But . . .