Tech marketing videos are often seen as “top-of-the-funnel” infomercials. They’re intended to increase awareness in the early stages of “the buyer’s journey.” But the technology buyer’s journey is different. LinkedIn research on the tech marketing buying committee discussed in a previous post lists these stages. (Note that it’s a cyclical process.)
- Needs Analysis/Definition
- Defining specifications, defining a budget or securing funding
- Vendor selection
- Management (Use)
Account based sales and marketing
Everyone agrees that buying committees do a lot of research before they contact sales. The point at which they do reach out varies by type of solution (e.g., storage vs. security). This is interestingly discussed by Forrester’s Lori Wizdo in Myth Busting 101: Insights IntoThe B2B Buyer Journey. The problem is, the vendor may find out too late. If an RFP at the vendor evaluation phase comes as a surprise, that’s too late. Now, it’s all about whether your features and pricing fit the buyer’s solution definition better than your competitors’ . But what you really wanted to talk about is how you redefine the problem.
Account based sales and marketing
Account-based sales/marketing strategies are increasingly seen as an effective way to avoid this problem. Sales and marketing work together to
- get in front of buying groups early
- influence “problem definition” and “solution identification”
- follow up consistently with relevant messages.
The role of tech marketing videos
Most planning sessions for targeting specific accounts probably center on relationships. Who do we know? Who should we get to know?
This is the time to raise questions about existing content relevant to the account. And what content could be repurposed/repackaged. Or, what new followup content should we create?
A video expert in the planning session might suggest some of the following:
- Review existing tech marketing videos, including explainer videos, for content that could be extracted and “bookended” with account-specific opening and closing. This could be something as simple a personal message recorded on a smart phone.
- Make existing webinars and other long form videos interactive with chapter titles that are relevant to the account you’re targeting. This is the easiest and cheapest way to add interactivity to your videos. I’ve written about this, and some other cheap forms of interactive video, previously.
- Prepare links to specific segments of video that salespeople can share. If it’s on YouTube, for example, just specify a start and end-point in the URL, like this link https://www.youtube.com/v/xyJ_ZbU046I?start=45&end=57, which shows, in just 12 seconds, the most essential feature of Quantum’s new Artico storage platform.
- Create a package of videos aimed at the personas identified as key buying influences. We call these Buyer’s Journey Video Bundles™. Usually there is an overview about 90 seconds in length, plus several shorter videos that address specific concerns on the buying committee. Because some ideas and video segments are re-used, the Bundles are quite cost-effective to produce. More information here.
- Develop a library of excerpts that can be assembled into account specific videos. This is a much more ambitious undertaking, previously described here.
Put tech marketing videos to work for in your account-based selling. It just takes imagination
An imaginative video producer will be able to come up with ways to generate account-specific video content cost-effectively. This can be done by repurposing existing tech marketing videos, or by creating new videos (and other content) that can be easily adapted to targeted accounts. It will all take a significant amount of editorial skill. But there’s no reason it should cost a lot of money.