Matching video content to technology buying committees
LinkedIn recently came out with some research on technology buying that matches up well with Gartner’s re-imagining of the buying cycle, where members of a buying team cross back and forth as they progress through streams of activities designated Explore, Evaluate, Engage, and Experience. (discussed in a previous blog post.) The LinkedIn research uses the concept of a buying committee. […]
B2B content marketing videos that increase conversations
This article shares four ways we use to produce B2B content marketing videos that increase conversations. Someone recently asked me “Can B2B videos connect with people and start conversations on social media?” Well, obviously, people will talk about almost anything on social media, but in the context of B2B technology marketing, what you need to do is […]
Why animated videos should be in your B2B video marketing plan
Is it better to have real people or animation in a video? Or both? Well, there’s no correct answer to that, and a lot depends on your goals, your needs and your budget. However, if you are trying to communicate your solution’s value to prospects fast, and if you are trying to explain a complicated […]
Technology video “demos” that convert prospects to leads
B2B technology marketers, especially those with SaaS and cloud-based software solutions, like to feature “DEMO videos” prominently on their web sites and landing pages. This makes sense if the website visitor is the same person who is going to be forking over the subscription fee. But that person is probably going to need reasons to […]
B2B story telling videos or software demos?
A recent BtoB Magazine article showed that 47% of B2B marketers favor product demos as a lead generation strategy. This may be effective in generating leads — but what about conversions? B2B story telling videos or software demos? Where should your organization be investing your marketing budget? Through our work with 100 or so technology companies like […]
Building video marketing content around ideas
We most often think of short videos in the context of outbound marketing as they are included in most product introduction packages. After all there’s no quicker way to communicate essential features, benefits and points of differentiation. But, what about using short B2B content marketing videos to change perceptions – instead of focusing on features and benefits. […]
Condensing product information into an explainer video
The most important constraint on the length of a video message is the number of words spoken. But it can also be helpful to consider different shapes for the message container. Here are some ways that we condense our clients’ product information and marketing messages in a two-minute or less video. 1. We Tell Stories […]
Information to include in a two-minute B2B video
This article will share what I think is the essential information to include in a two-minute B2B video. Because short videos play such an important role in inbound marketing, it’s probably safe to assume that: 1) The viewer is pressed for time 2) The viewer wants to know right away “What’s in it for me?” […]
Common mistakes when condensing information into a 2-minute video
1. Saying what goes without saying Promises such as “increased productivity” and “lower costs” are tough to deal with because they are among the benefits of technology in general, and all B2B technology products I can think of promise them. On the other hand, if those are the main benefits, you cannot not mention them. […]
B2B video teams instead of committees
I was asked in a LinkedIn group discussion, “If you don’t use storyboards, how do you develop the finished product, particularly if a team is working on it?” A creative process and a business process B2B video is as much a business process as it is a creative process. Like many business processes today, there’s […]
