TBV Insights

Video tactics for the modern B2B buying experience

A fascinating new research report by Forrester’s Laura Ramos finds that companies waste a ton of money on content that “buyers don’t want and sellers 
won’t use.” The survey of marketing decision-makers reveals that few of them think they have a complete understanding of exactly what content sales needs, although they recognize that the sales process is a crucial channel for content distribution. She identifies a number of practices that have helped companies create marketing content that satisfies both buyers and sellers.

Image of Modern B2B Buying Experiences Require A Singular Content Strategy.
This worth-your-time Forrester report Modern B2B Buying Experiences Require a Singular Content Strategy can be downloaded from content hub provider Folloze.

The report does not single out video as a content type, but the best practices she recommends suggest some new video tactics for a modern B2B buying experience. Here’s my take on five of them.

Produce content that is modularized for industry or role

A company that supplies robotics software, uiPath, pairs industry-savvy copywriters with marketing channel specialists to produce content modules that sales can mix and match by topic, idea, or industry. Video tactics might include bite-sizing webinars and demos — a fairly simple editing task. Bookending product videos with different intros and outros is another way to target an industry or role without creating a whole new video.

Augment content with resources that bring messages to life

The reference here is to “big rock” content assets (e.g., eBooks) that will be divided into digestible bits like blog posts, infographics, and videos. The most successful programs include additional sales enablement content to help salespeople understand the marketing content from the buyers’ point of view. One way to help sales get more out of marketing videos is to create an interactive version augmented with examples, objection-handling suggestions, quizzes, etc.

Use content hubs to put sellers in the spotlight

What do content hubs do? Here’s 2-Minute Explainer video we made about the Journey Sales content hub solution.

Content hubs are microsites customized for a prospect company’s convenience with relevant content and collaboration tools. Journey Sales, a client of ours, provides “Smart Room” software on SalesForce. Other vendors include Folloze, Triblio, and Uberflip. Content hubs are supposed to foster engagement between buying teams and sales teams. Clearly, they should be stocked with lots of different kinds of content. Obviously, a well-stocked content hub is going to include existing marketing videos, but the emphasis should be on information customers want, not product promotion. Video FAQs would fit right in.

Use sales as an important source of insight

Most of the videos we’ve produced over the years have incorporated ideas from people in sales. They’re the ones with the stories, after all. They also understand the role of influencers and and what motivates prospects to buy. So I was astonished to read in the Forrester report that “only 15% of survey respondents say that marketing and sales jointly collaborate on persona-based content that both teams use in customer interactions . . . [and] one in four admits that they don’t collaborate at all.” Yikes. Especially since we know that video is especially effective later in the sales process, keeping sales involved should by high on everyone’s list of video tactics.

Help salespeople develop their personal brands

Everyone knows that buyers access a lot of company content before they ever contact sales. But when they do engage with sales, they want to feel they’re in good hands. A great way to increase engagement with visual content is to create personalized videos where salespeople and/or subject matter experts explain specific issues. Technically, this isn’t that hard to do. Here’s a well-researched list of video platforms that can be used to record and share personalized videos.

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Videos to support your high-value offer

The High-Value Offer is a customer interaction with so much business value that the buyer feels compelled to engage. It’s an account-based marketing concept recommended by Gartner for customer acquisition, too. A high-value offer’s business value depends on timely topics

photo representing IT exec pondering how-to video content

Reframing your demos as How-to video content

I was surprised to learn from a Foundry (IDG) white paper on customer engagement [download link] that the average technology decision-maker spent 14.3 minutes watching each How-to video they viewed in 2022, up from 12.2 minutes in 2016. If you really want a technology