Five webinar worst practices to avoid. Please.
I’m no expert on producing webinars, but I’ve sat in on lots of them. We use them to collect background info for technology solution webinars as background for the marketing videos we create. We sign up for webinars to video trends in general. So, maybe these are just pet peeves, but I think there are […]
Videos for lead nurturing? They can do a lot more than you think.
I’m talking about actual nurturing here, not creating leads or tipping them over the lip of the sales funnel. According to SiriusDecisions, 80% of unqualified leads today — understandably ignored by sales — will go on to buy from someone within the next 24 months. According to Jeff Cohen, a blogger for Oracle Marketing Cloud, […]
Don’t miss out on this new kind of video for business development
In tech companies, business development goes hand-in-hand with innovation. It’s about getting people to try something new, namely your tech solution. Usually, a video helps to launch a tech solution. Is that enough video for business development? Business development for technology solutions is often a drawn-out process where you’re trying to nurture a group of buyers. […]
Marketing video’s big fail. And how interactive web video succeeds.
Explainer videos explain. Marketing videos create awareness. And then what? What do viewers actually do after they click the “Play” button? Who knows? This is marketing video’s big fail — an impersonal user experience that captures no user data. The big opportunity is interactive web video. This used to be specialist technology. It didn’t really scale. It didn’t work on […]
5 questions you should ask about explainer video animation
“Animation” means breathing life into something. Explainer video animation is popular because just about any subject can be explained — without the need for actors, crews, and cameras. But what style of animation is best? Here are five must-ask questions to help guide your choice. What is the hook? If your video is chiefly about your brand, or […]
Men vs. women? Which is the best explainer video narrator
We’re often asked whether there’s any reason to prefer a male or female explainer video narrator for tech-oriented videos. Our answer has always been “not really.” However, Ben Lebay, a researcher at ConversionXL.com, has published a nice study of the perceived “trustworthiness” of male and female narrators, professional and non-professional. It’s called Which Type of Voice Actor Should You Use […]
More “delightfully nerdy” explainer storytelling styles
Technology buyers who are looking into a solution value insight on the buyer’s journey. That’s something video can deliver faster than any other medium. That’s why I’ve been advocating getting down in the weeds with a “delightfully nerdy” style of explainer storytelling — most recently here and here. Typical messaging about superior product features and benefits seldom […]
“Delightfully nerdy” storytelling styles for high-tech marketing videos
In the twelve years we’ve been making high-tech marketing videos, we’ve occasionally mediated disputes between marketers and product managers over the question of what makes a video “too technical.” We like featuring as many technology differentiators as possible — probably not more than three or four in a short video — because we believe that buyers are […]
The future of tech marketing video is closer than you think
Perhaps the most powerful driver of “digital transformation” has been the smart phone. And perhaps the most notable “transformation” as been the rise of video as a tool for discussion and social interaction. In a wide-ranging report, The Future of Video, Feng Li of London’s Cass Business School, writes that “video is not simply an […]
Why hire a pro to produce your tech solution marketing video?
With so many DIY video tools and cheap production options for “explainer” or other type of tech solution marketing video, it’s reasonable to question the $5,000–$15,000 cost of a professional production studio. Here’s how professional specialists earn their fees. Viewer-friendly tech solution marketing video You’re involved in sales and marketing. That makes you an advocate […]
