Video Tactics for Today’s B2B Buyer Experience

Video Tactics for Today’s B2B Buyer Experience

Interesting Not Interesting Share Tweet A fascinating new Forrester research report from finds that companies “waste a ton of money” on bad 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. The report does not single out video as a content type, but the best practices Ramos recommends do suggest some new video tactics for a modern B2B buying experience. 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. 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. Use content hubs to put sales in the spotlight Content hubs are microsites customized with relevant content and collaboration tools for a prospect company’s buying team. Content hubs are supposed to foster engagement between buying teams and sales teams. 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. 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 . Help salespeople develop their personal brands Everyone knows that buyers access a lot of company content before they ever contact sales.

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A fascinating new Forrester research report from finds that companies “waste a ton of money” on bad 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. Analyst Laura Ramos identifies a number of specific practices that have helped companies create marketing content that satisfies both buyers and sellers. The report does not single out video as a content type, but the best practices Ramos recommends do suggest some new video tactics for a modern B2B buying experience. (The full Forrester Report is available for download here.) Here’s my take on five content strategy recommendations.

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…

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