Addressing buyer personas

Increase engagement with closely targeted messages

Technology solutions are purchased by committees, not individual buyers. The buying committee typically comprises people from IT, operations, finance, sales and marketing, and other departments. They all have their own interests, and some degree of indifference to the other guy’s interests. The idea behind Persona-Target Marketing Videos is to create video content that speaks directly and immediately to each buyer persona. People tend to abandon videos that don’t interest them in the first 30 seconds.

Persona videos typically comprise an overview plus several short videos. They can focus on a particular feature, use case, or underlying concept. Here are some examples.

Customer lifecycle concept advanced by Hank Barnes at Gartner

A different point of view on the buying cycle. This short video, based on the work of Hank Barnes and his colleagues at Gartner, shows the need for new thinking about explainer videos, and other content, designed for buying teams.

Cisco Workload Automation Target Marketing Videos

Cisco needed to rebrand its Workload Automation solution (formerly Tidal Enterprise Scheduler) and update the messaging for new opportunities and applications in big data and cloud environments. In each case, the company wanted to emphasize two major benefits: 1) end-to-end coverage and 2) simplicity of the user interface, a major differentiator.

Cisco Workload Automation Integration Buyer's Journey Video Bundle example

For data center operations/architects. Enterprise workload scheduling across cloud and data center platforms.

Cisco Big Data Buyer's Journey Video Bundle example

For big data specialists. integrating Hadoop jobs into enterprise workload scheduling.

Cisco Workload Automation overview Buyer's Journey Video Bundle Example

Overview. enterprise-wide workload scheduling made simple.

Axios Enterprise Service Management Persona Videos

A leading “Visionary” in the Gartner I.T. Service Management category, Axios is expanding the application of their popular assyst® platform to Enterprise Service Management. Their videos are designed to help IT champion the extension of the platform, and to help other departments understand how they can automate repetitive tasks and replace high-maintenance home-grown solutions with ITIL-compliant cloud solutions.

Link to 2-Minute Explainer video bundle example (Axios)

For the HR department. Automating delivery of routine HR services

Link to 2-Minute Explainer video bundle example (Axios)

For the corporate finance department. Automated service delivery to increase efficiency of typical processes like purchase orders, budgets, etc.

Link to 2-Minute Explainer video bundle example

For facilities and security. Automating delivery of common services such as reserving a conference room or contracting with physical security vendors

Link to 2-Minute Explainer video bundle example (Axios)

Overview. How the assyst ITSM Platform extends and automates common processes across the Enterprise.

Five9 Contact Center Outsourcer Series

Five9, a leading supplier of cloud contact center management software, commissioned these videos to target companies known as “contact center outsourcers” — companies who operate contact centers for other companies. Many of these outsourcer firms specialize in certain industries (e.g., healthcare). Productivity and the ability to handle peaks and valleys of contact center activity are crucial. The videos position the benefits of Five9’s software and services for IT, operations, and sales. Scripts for these videos were based on personas developed by the Five9 marketing team.

Link to 2-Minute Explainer video bundle example

Targeting sales execs. How cloud-based customer service solution enables more efficient sales operations including training, switching between inbound and outbound calling, etc.

Link to 2-Minute Explainer video bundle example

Targeting COOs. How the Five9 solution speeds up contact center operations.

Link to 2-Minute Explainer video bundle example

Targeting IT. The many advantages of cloud-based call-center applications.

Link to 2-Minute Explainer video bundle example

Overview. How Five9 call-center software benefits outsourcers.