Technology buyers are doing their own research before they contact sales. This opens up many new opportunities for marketers to deploy videos, because there’s no doubt that people who are doing their own research will watch videos that are relevant. But, for the most part, you don’t really know what these self-directed buyers already know, or what they want to know, or where they are on the Buyer’s Journey. So how should you allocate your video resources beyond producing a general overview?”
A good place to start is to ask yourself “What things do people generally want to know that are best explained visually?”
Explaining a methodology visually
For example, one of the hardest things to explain is consulting services, because they basically come down to We help you 1) figure out what to do and 2) get it done.