It’s easier and cheaper to grow your business with existing customers than it is to acquire new ones. So why don’t technology companies devote more video resources to this marketing tactic? Because most marketers think of making videos in just a few categories — overviews, testimonials, executive presentations, demos. But there is a more appropriate way to think about video to increase penetration at key accounts.
Customers in an array of industries, from IT to insurance to business process outsourcing, are often way ahead of the salespeople who are ‘helping’ them.
Harvard Business Review
In many of today’s buying processes, actual living, breathing salespeople are likely to enter the game when it’s more than half over. If the buying process goes awareness –> consideration –> action, it’s probably somewhere in the consideration phase.
Companies typically publish overview videos to create awareness. But what other kinds of video can help the salesperson help the buyer complete the journey?
Targeted videos for sales training
Sales training, of course, has long relied on instructional video. Today’s eLearning platforms, it could be argued, are largely interactive video platforms.
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 time” according to an excellent primer from Eloqua. To select “the right content” to deliver, you look at what content the prospect has accessed to date. This is called “reading digital body language.” It enables the sales person to get in sync with the buyer’s interests, understand where the buyer is on her journey, and to generally be more consultative.