Resources for planning technology business videos

Why make a video, anyway?

Good ideas for new kinds of video

Research reports are a great source of interesting content for buyers looking for new insights.

Sales enablement programs are supposed to rev up engagement. Why not do it with consumable video content?

Does video stop being engaging just because it’s later in the sales process?

Interactive video is a better customer experience. And it’s easier than you probably think.

Product video segment repurposed as a 15-second software “demo” with a stylized interface. A new micro-learning asset — without much effort.

In 20-seconds, you can put across who uses your solution, and what it’s like to use it.

Just about every technology solution promises “visibility.” A very short video demo can show people what they’re missing out on.

When you demo your user interface, make the screen captures show user benefits.

Quick and easy ways to get people to click on your video link

Guides and checklists for Technology Business Videos

Tech Business Video best practices

and inspiration drawn from more than ten years’ experience writing and producing 2-Minute Explainer videos for tech marketers about hard-to-explain value propositions. Examples of what works, and why. (Click image to download)

The flipped funnel needs more video
Video and the complex customer lifecycle
Video from the customer’s point of view
Responsive online engagement with video
Using video opportunistically
Video chatbots?
and more

Prepping reviewers and subject matter experts
Setting the narration word count
Sharing corporate standards
Setting look-and-feel expectations
Setting narration style and voice actor selection
Planning for interactivity
and more

Bite-size learning and light bulb moments
How to reduce “cognitive load”
Using auditory and visual learning channels to complement each other
Using on-screen text
and more

Misconceptions about buyer behavior you can capitalize on
12 example of videos that speak to different buyer motivations
3 effective creative approaches you may have overlooked
The “Video Bundle” approach to the buyer’s journey
and more

Why product-centric videos are old hat
The impact of the buying team on video content
Integrating video with other content
Coping with the short attention span
Video CTAs
and more

How shareability leads to sales engagement
Sharing ideas to overcome preconceptions
Ideas worth sharing: methodologies, underlying concepts, structures
Reach more prospects with more targeted videos
Increase sales engagement
Overcome buyers preconceptions
Lower video production costs
and more

Speeding up a demo

This video began life as a screencast recorded by a subject matter expert showing each step of a troubleshooting process in detail. It was more of like a tutorial than a product demo, too long, at ~4o minutes, to be widely shared or appreciated. But turning it into a success story that doesn’t feel like a sales pitch is a relatively straightforward editorial job:

transcribe the narration
rewrite to highlight relatable technical issues and draw contrasts with conventional approaches
edit the video to smooth and compress the action

This type of video is designed to make it easy for technical executives and influencers on the buying team to understand how the product can fit their needs.

Solution Story Demo. Based a ~45-minute screencast recorded by a product subject matter expert, this video is tells the story of an individual using the solution’s ready-to-hand tools to overcome a technical issue.