Explainer video is a key sales enablement tool
“Helping a salesperson deliver the right content to the right person at the right time” seemed like a good working definition of sales enablement when I quoted it recently, but, on further reflection, I wish I had added “at the right place” because prospects are so often on the go. That’s why explainer video is […]
How to use explainer videos for sales enablement
In content marketing, you put content where prospects are will notice it and, hopefully, consume some, because you assume that buyers are avoiding sales people during at least half of the sales process. Sales enablement, on the other hand, is about helping a salesperson “deliver the right content to the right person at the right […]
Make white papers work better with video
Done well, there’s really nothing quite like white papers. Here are four ways to use make white papers work better with video, and how to make this staple of marketing content a little more appetizing. Use video to increase downloads White papers are supposed to be interesting, technical, and objective. Well — nobody really […]
Produce more lead-generating and funnel-filling video
Marketers are missing opportunities to produce more lead-generating and funnel-filling video at lower cost. They just need to look at video from a different point of view. What stands in the way of producing more videos? A technology solutions company we have worked with asked us to gear up to produce 70-100(!) 2-Minute Explainer videos […]
Why your eNewsletter should link to videos
This the third in a series about integrating video with your other email marketing tactics. Here is why your eNewsletter should link to videos The word “video” in the subject line increases click rates by 65% That’s according to a 2013 MarketingProfs study. This is good news for technology marketers, most of […]
Use videos to maximize LinkedIn lead generation
[ Note this article appeared in MarketingProfs ] You’re creating videos and distributing them through Facebook, YouTube, your blog, and paid media opportunities to generate hundreds to millions of views. But are you forgetting LinkedIn, one of the most important channels for B2B marketers? Here’s how to use videos to maximize LinkedIn lead generation LinkedIn […]
Use explainer videos to convert webinar registrants
Between audience acquisition, webinar content development, webinar management and webinar follow-up activities, B2B organizations can spend more than $15K on their webinar marketing efforts. The problem is — very few B2B technology organizations are generating the leads they should be grabbing and even fewer are effectively engaging these leads after the event is over. Here are […]
B2B video marketing: consistent messaging or repetitive?
You’ve probably seen the original of the chart at the right (adapted from a Marketing Profs survey), or one like it, rank ordering content marketers’ reliance on various “tactics.” As a tactic, video seems to be essential. But, companies often fail to think about integrating video with other tactics. They just order up “a video about X,” […]
The ROI of video marketing
Analyzing the ROI of Video Marketing is the intriguing title of report from the Aberdeen Group that is fairly bullish on content marketing in general, and video in particular. It finds that that “Best–In-Class companies are more likely to use video in their content marketing mix than any other media.” Somewhat disappointingly, it does not present […]
Best information sources for B2B technology videos
There are few exceptions to the rule that you can’t have a good video without a good script. Even if the production is improvised, what gets used is judiciously chosen and edited to create the script. Here are some of the best information sources for B2B technology videos which you should furnish to the writers […]
