Video Content for Sales Transformation

More and more subscribers to this newsletter have “Sales Transformation” in their job title. Why does Sales need “Transformation?”

  • 33% of all buyers desire a seller-free sales experience (Gartner)
  • Buyers spend 80% their buying time researching independently and talking with other decision-makers on their team
  • and 87% (!) of business buyers expect sales reps to act as “trusted advisors.” (Salesforce).

How can creators of sales and marketing videos help?

Bite-size videos are attention grabbers. You know this from TikTok and YouTube, where, as of July 2022, videos under 60 seconds made up 57% of views, compared to just 11% two years earlier. (Forbes). You know short-form videos get shared a lot. You may not know that most are watched most of the way through (Hubspot). 

Microlearning for customers. Can you break down the messaging in a sales training module, a blog post, or a white paper, into short problem-solution stories that will engage people who want to learn things quickly?  Sharing one or two videos from which the viewer learns something useful seems like something a “trusted advisor” would do.

Sales Cadence. Your sales cadence involves a certain number of emails or text messages. And Sales always needs follow-up messages. In either case, it makes sense to share a short video that buyers will want to share with their team. It doesn’t need to be slick (probably shouldn’t be). It just needs to be something a “trusted advisor” would share.

Seller-free sales experience. To learn a new piece of software, most people like to download it and see how it might fit into their workflow. As soon as they hit a stumbling block, they want to figure out how to get over it in a minute or two, not start fresh on a comprehensive tutorial. Think about ways you can deploy learning resources for customers. You can probably start to develop lots of short-form how-to videos by repurposing long-form videos and/or text materials.


Creative Trend Predictions for 2023, from Envato, a supplier of graphics, audio, and video resources for creative pros. Top three trends:

  • TikTok Overtakes Google
  • AI Copywriting Dominates PR
  • Creators Turn on Instagram


That’s all for now.

Bruce McKenzie & Lorna Pautzke