Vidyard recently published an infographic that cleverly maps 12 types of video productions (explainers, product info, chalk talks, personalized, etc.) to the customer lifecycle and suggests appropriate levels of production values for each genre. It’s worth a look. But this “generic” approach to video is mostly geared to marketing content that is essentially promotional. I don’t think this approach works as well when it comes to video content for sales enablement.
Marketing content vs. sales content
CSO Insights research director Tamara Schenk, an authority on sales enablement, has noted that salespeople often complain that the content they’re given to work with is too product-oriented. She says “it doesn’t help them engage on the level of business challenges, and doesn’t help them engage in different industries.”
The CSO Insights 2016 Sales Enablement Optimization Study backs this up with the finding that the quality and quantity of content has a remarkable impact (±15%) on quota and revenue plan attainment, adding that it’s a dangerous illusion to reduce the required sales content to only “marketing content.”
Sales enablement content types
Here are the types of content used in sales enablement considered the survey.
Needs analysis template
Customer case studies
All these items are used throughout the customer journey. Templates and white papers (65.3%) are the most used items during the prospecting phase. The others tend to be used more in later phases of the customer journey.
I’ve never liked the term video marketing. It’s not so much the ambiguity — we can all agree that “video marketing” and “marketing [of] video” are not the same thing. What bothers me is that “video marketing” implies that a video marketing strategy exists in isolation from the rest of your online marketing strategy.
IBM recently published a white paper, “You Don’t Need a Marketing Video. You Need a Video Marketing Strategy.” The gist of it is, marketers should produce a mix of long, short, and live-streaming videos. Then deploy them with marketing automation software on a powerful distribution platform (IBM Cloud Video is mentioned) in order to “reach your target audience.”
A video marketing strategy with empathy
What I think is missing in this sort of strategy is the lack of compassion for the customer.While consumer branding videos can be nearly 100% entertaining (like Red Bull’s delightful Danny MacAskill’s Wee Day Out), few B2B budgets are up to that. And, is this kind of strategy really going to work for a company that sells complex tech solutions and services like, for example, IBM?
LeadGen expert Brian Carroll of B2B Lead Blog is a proponent of empathy in B2B marketing, the idea that we should all take a step back and consider marketing as something we’re doing for customers, not to them. He points to a Forrester Consulting finding, “65 percent of marketers struggle to employ emotional marketing as they turn to automation to improve customer engagement.”
As you plan out a video, it’s certainly worth asking questions like
Do my customers really enjoy being marketed to?
Are my videos personalized for the customer, or do they feel like mass market advertisements
Do I have a lot of data on what interests customers? Viewing data? Any data?
“Feelings” in a marketing video? Nearly every B2B marketing video, including many we’ve made, begins by describing the buyer’s problem to be solved, and then goes on to extol the seller’s solution. The underlying feeling, if there is one, usually begins with unhappiness about the status quo. But most people are not eager to risk changing the status quo, either. So it’s worth looking for other emotional strings to pull.
Is marketing something we do to people?
Brian Carroll is a respected advocate of applying empathy in B2B marketing. He poses the question, is marketing is something you do to people, or something you do for them? The truth is that few of us relish being on the receiving end of marketing under any circumstances. But Brian’s question goes the the heart of the matter: we’re apt to market to people, with more consideration for our message than for how the person on the other end feels about it.
A B2B marketing video pleasure principle
Because we all live with video as a pervasive entertainment medium, we’re apt to evaluate any video on the basis of how entertaining we think it is. But who watches B2B marketing videos expecting to be entertained? And how well do B2B marketers understand customers’ entertainment preferences, anyway? All we can be certain of is that viewers don’t click on a video hoping to be bored. Beyond that, they probably expect useful information, not pleasure.
But one of the pleasures video is extremely good at delivering, besides entertainment, is the pleasure of understanding something we didn’t understand a minute ago. You’ve probably had the experience of watching an animation of some elusive scientific concept — space-time continuum, say — and feeling that, at long last, you’ve got a handle on it. That’s fun. And it’s fun that can be delivered in “marketing” content.
Editorial agility: how to make a lot more B2B marketing videos on a flat budget
Is watchability the best frame of reference for B2B marketing videos? B2B buyers click on a marketing video expecting to get something out of it, and willing to pay for it in the currency of the Internet: their attention. To gauge video as customer experience, consider whether customers will come away feeling that they got what they paid for.
Video is just another way to say something
“What are we trying to say here?” is a question that sometimes gets overlooked in the course of building out a video. Video gives you many distracting ways to shape the message: animation, on-screen interlocutors, dialog, graphics, text, emotional cues (including voice, color palette and music). It’s easy to get caught up in the process of tweaking these variables when your focus is on producing a video that feels lively to you and your colleagues. But you need to step back from time to time and try to watch it from the customer’s point of view.
The customer arrived at this video expecting insight and useful information. It’s quite likely that uppermost in his or her mind is the question “how long will it take?” Even an explainer video under two minutes in length can seem to take too long to come to the point — especially if it starts out by describing things you already know about, or find uninteresting.
This is even more likely to happen if you think of video from the point of view of someone producing a TV show.
Did you know that Facebook thinks most online interactions between businesses and their customers will soon be mediated by chatbots? Chatbots can deliver an immediate personalized response — which is what customers want. Microsoft has the same idea. The underlying design of Microsoft Windows going forward will be “Conversation as a Platform,” and chatbots will be in on most conversations. Chatbot enthusiasts think bots will replace websites and mobile apps altogether. As this conversational model of human-computer interface takes hold, we’ll need to rethink how we use video. We’ll need to produce chatbot-ready video content.
Video content marketing today
A person embarking on a “Buyer’s Journey” (at the “awareness” stage) is happy to view a short explainer video that brings them up to speed on the main features and benefits. Explainer videos can start a conversation. But follow-up video content — thought leadership videos, webinars, tech talks, testimonials, promotional teasers, etc., are all designed for passive viewing. Success is measured in “views” and, in some cases, call-to-action button responses (e.g., download a trial). Nothing wrong with this. It’s simple and direct. It’s just not especially engaging. For one thing, it’s hard for a viewer to know what’s in a video. Is it going to tell me what I want to know? How long will it take to get to the point?
Video and account-based marketing
If you’re in B2B marketing, you’re probably also into Account-Based Marketing. (And, if you are, won’t you please take our 2-minute survey?) Even if it’s not a formal ABM program, you’re trying to grow your business with key accounts, right?
This is the “flipped funnel” ABM model devised by Sangram Vajre, CEO of Terminus and founder of the #FlipMyFunnel community.While there are four discrete phases in each funnel, the stages of the “flipped” ABM funnel all depend on increasing engagement. Source: Vidyard
Looking at the “Flipped Funnel” model shown here, imagine you’re a technology vendor and the buyer you’re trying to extend your reach to has a job title like “network operations manager.” First of all, is this person on a “buyer’s journey?”
Are your buyers “consuming” your technology marketing video content in order to learn about your solutions and what’s on the horizon for your industry? Without contacting sales?
That’s the assumption underlying most inbound and content marketing. It’s strange, then, that most content marketing discussions and surveys treat video as tactic. Discussions usually mention video categories (e.g., “explainer videos” are good for quick overviews, ’roundtable’ videos are good for thought leadership, etc.). But the discussion always comes back to “making a video” in a certain genre with certain production values. Budgets are set for the various types. Costs-per-video are negotiated. After that, it comes down to the “messaging” to be delivered in the selected format.
Video from the customer point-of-view
Customers like short overviews when they set out on the buyer’s journey. Of course, when they start watching an explainer video they don’t know whether it’s going to explain what they want to know about. But at least they know it will be over soon. Even so, Vidyard’s 2017 B2B Video Benchmarks survey shows that, for videos under 90 seconds (most top-of-the-funnel videos would qualify), 25% of viewers stop watching before it’s 50% done, and just over 50% of viewers watch to the end.
Will buyers want to consume longer “thought leadership” later on in the customer lifecycle? Even if a person craves “thought leadership” per se, there’s no way for the viewer to tell going in whether a particular video contains worthwhile thoughts or how long it will be until the first thought worth thinking about will make its entrance.
What about recorded webinars? Don’t you find that they are usually a mix of the relevant and the irrelevant? Again, it’s hard to know at the outset what the mix will be.
My point is that the customer didn’t get to wherever your video appears in order to watch video. She came to learn. And your video represents a risk — valuable time potentially wasted. So the customer experience starts out dubious, and goes downhill fast unless the video delivers the goods.
Conversational video formats
Many experts are predicting that chatbots and conversational user interfaces will replace mobile apps and websites in the near future.
In a recent post I wrote about three B2B Video Marketing Trends I’ll be watching for in 2017.
More conversational. Less advertorial.
Actually, I’ll be doing more than watching. I’ll be working with clients to find ways to take advantage of these B2B video marketing trends. All three lead toward more engagement and a better customer experience. And that’s where all business is headed.
More conversational. Less advertorial.
This is in line with the trend toward a “video-first world,” as envisioned by Mark Zuckerberg. The more pervasive personal video streaming and messages become, the less relevant categories such as webinar, slideshare, explainer, tutorial, and commercial become. Video is simply part of the sales conversation.
Here are three things you can do in 2017 to make videos that are more engaging:
Get subject matter experts to record answers to frequently asked questions instead of making presentations. Add titles and graphics.
Record Skype conversations with customers.
Add video animations or slides to SME blog posts
Did you know that vertical video ads on Snapchat have up to 9 times more completed views than horizontal video ads? With more and more video being viewed on mobile devices, is makes sense that people aren’t going to want to turn their phones horizontal to view every video that comes along. If you’re just trying to explain a value proposition and or teach a customer something useful, there’s no compelling reason to do it sideways.
In fact, one could argue that turning your phone sideways detracts from the customer experience. The vertical format favored by 200 million Snapchat users will become increasingly relevant as more web videos are viewed inline on iOS devices, courtesy of Apple’s iOS 10.
It’s certainly not difficult to record videos in portrait mode. Or to edit in graphics and animations. Give it try. Put some on your FAQ page. Re-use on Snapchat.
Here’s an example of a video that’s feels a bit more like an app than a video, simply because it allows the viewer to manipulate it.
My favorite video marketing advice for the New Year is this: “Video Will Account for 79% of Global Internet Traffic by 2020 (So Increase Your Video Marketing Budget NOW).” Cisco is the source of the percentage forecast. Tubular Insights (formerly ReelSEO) is the source of the conclusion inferred from it — and I hope marketing managers can convince their CFOs of its logic. As it happens, when I googled “B2B video marketing trends 2017” and a few similar terms, none of the results came up with predictions specific to video. I got articles about B2B content marketing, B2B digital marketing, B2B online marketing and the like. but no B2B video. Strange, because, an equally logical inference that could be drawn from Cisco’s “79% of traffic” forecast is that content in media other than video will be comparatively irrelevant. Just kidding. But, any way you look at it, video is getting to be a bigger deal online. Here are the B2B video marketing trends I’ll be watching in 2017.
More conversational. Less advertorial.
In mid-2016, Facebook’s Mark Zuckerberg announced “We see a world that is video-first, with video at the heart of all our apps and services.” The working out of this vision is quite obvious on Facebook’s apps and services like Facebook Live and Facebook Messenger. As this trend grows, people will increasing value video as a medium of conversation, not just entertainment and advertising. Marketers who want to capitalize on this trend should think how they can make video part of the sales conversation.
One inescapable B2B video marketing trend is the proliferation of formats we’re seeing in social media. Source: Social@Ogilvy Key Digital Trends for 2017
I highly recommend Key Digital Trends for 2017, a thoughtful and great-looking SlideShare from Social@Ogilvy. It has a lot to say (slides 45 to 56) about the “video first world.” (Unusually, it also deals with ethical concerns of marketing in this world.) Among the trends noted by Ogilvy is the proliferation of video formats. Especially relevant to marketers on a budget is the vertical format which will become increasingly relevant as more web videos are viewed inline on iOS devices, courtesy of Apple’s iOS 10.
Did you know you can make just about any marketing content — infographics, even white papers — interactive?
There’s little doubt that video as a medium can have empathy. Reality TV shows may increase empathy and bring out the best in us. But let’s consider the kind of videos I know best, technology marketing videos. These are mostly short, high-level solution overviews for lead generation or account management.
What is empathy in marketing?
The production of marketing content — video in particular — focuses on packaging messages efficiently. How often does anyone ask, “How do you think the person who looks at this content will feel about it?”
Brian Carroll at B2B Lead Blog writes interestingly about humanizing the sales and marketing processes. In “How Empathy Will Grow Your Sales and Marketing Pipeline” he notes that customers are deluged with so many impersonal marketing messages through so many channels, they are just worn out. We can all empathize here.
But the idea of empathy in marketing is that people warm to a message that addresses hopes, fears, and other feelings we all have. For example, if yours is a complex sale, Brian suggests focusing on the risks perceived by your customer. That’s a fruitful idea. I would add that, with a buying team, you need to address multiple kinds of risk-averseness to help encourage consensus. I’ve written previously about contending with group dynamics.
How to add empathy to technology marketing videos
In terms of video, empathy doesn’t necessarily mean trying to take hopes and fears into account. I really like Carroll’s formulation that “the best marketing feels like helping.” Customers aren’t looking for solutions.
In a previous blog post, I recommended diagramming the structure of your tech marketing explainer video using a tool built into Microsoft Office. That was about putting across all the essential messages. Another good way to come up with a story about a technology solution is to find the diagram that tells the story and extract what you need. By “the diagram” I mean the one that’s probably on Slide 9 of the sales deck or Page 6 of a white paper.
Making technical concepts visible
Diagrams of solution architectures, processes, even the vision behind a strategy, make a great starting point for developing a video. These illustrations — whether professionally created graphics or napkin sketches — are the distillation of hard thinking by bright people who know the subject. This is the best they can do.
The solution’s technical details are shown in this diagram. But most of them didn’t make it into the video below.
How you turn a diagram like the one shown here into a story depends on your storytelling purpose. In this case, the message about “DevOps style automation” is a key pillar of the messaging. But it the technical details are not central to the story here. The video on the left below is based on the diagram, but it shows where the benefits of DevOps apply, without showing how it works.
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