As with any sales enablement effort, producing an online video should be aligned with a well thought-through marketing messaging strategy. Let’s start with the core question. Why are you considering video?
What Are You Trying to Accomplish?
The number one objective of B2B marketing is to generate qualified, sales-ready leads. You’re not going to close a $100,000 sale with a video, but you can move a targeted prospect significantly along their buy cycle to the point where a follow up from Sales is welcome.
Who Are You Talking To?
We need to know exactly who your video is aimed at because what’s useful and relevant to one person is useless and irrelevant to the next. This is a critical step in honing your product positioning and specific messaging. Delivering a highly targeted video message to a clearly defined audience will yield a superior marketing result.
What Are You Going to Show Them?
We develop a condensed version of your core messaging including product positioning, value proposition, features and benefits… in a story format.
How Are You Going to Get It in Front of Your Prospects?
We consult with you to determine the best ways to pull targeted traffic to your video, or to push it to them. Multiple push and pull tactics rolled out over time have the best chance at success.
What’s Your Call to Action?
What do you want your prospects to do after they’ve viewed your video? We tell them exactly what to do and incent them to take an action which qualifies them as a sales-ready lead.
What Are You Going to Do with the Leads You Capture?
Your video campaign should include a lead capture form that can automatically route the contact information to the appropriate people in the Sales organization.
Have You Collaborated with Sales Throughout?
Include your Sales organization in the planning process. All the above is for nothing if Sales doesn’t follow up with the leads we’ve generated.