As B2B sales and marketing continues to adapt to paradigm shifts in technology and culture, marketers are finding new ways to communicate with prospects and deliver engaging content.
One of the most popular ways to deliver messages in the new digital sales space is through the use of B2B sales or marketing videos. Videos can be effective for B2B sales for many reasons.
The first reason is that unlike a white paper or text-heavy blog article, videos can make use of color, motion and sound to grab and hold your viewers attention. Second, you can use infographics and visually engaging representations of data to tell your brand story in a completely new way. Third, by putting your voice and or face on screen, your prospects feel that they are getting to know you, which will help you earn their trust.
The first thing you need to do when creating a B2B sales or marketing video is determine what you want the video to do for your company. Do you want to educate, entertain, build trust, differentiate or sell? Once you have decided your desired function for the video, you need to pick a structure and format conducive to your choice.
Are you trying to position yourself as a thought leader in the industry? Then you need an educational video that talks about industry news, trends or insights. In the example below from Gabriel Sales, CEO Glen Springer addresses the recent purchase of SalesForce by ExactTarget. His video answers a question many people in the industry are currently asking (“Why did Salesforce Buy ExactTarget for 2.5B?”) in a way that also demonstrates value for Gabriel Sales’ services. This video is therefore able to showcase Springer’s industry expertise while simultaneously educating prospects for Gabriel Sales.
Another way to educate your prospects with video is to simply explain what you do. In the B2B world, many products and services are not self-explanatory and require a fair amount of education to get the prospect to understand value. In the example below, Gabriel Sales’ COO Carol Springer explains what B2B demand generation is and the process Gabriel Sales goes through to generate demand for our clients. While the video does attempt to sell Gabriel Sales services, it is still educational in tone and content.
Click here to watch the video.
If your aim with B2B video is instead to build trust or convince your prospect to transact, client testimonials are a great option. By having someone else sing your praises, you get to sell without being the annoying and pushy salesman that everyone hates. In the example below, Gabriel Sales’ customer Solution Dynamics talks about the value that Gabriel Sales services have brought to the company during their 18-month relationship.
Click here to watch the video.
In summary, creating B2B sales videos can be an effective way to engage new customers and even close deals. It is important to remember to determine the purpose or function of the video you want to create and then match the tone and content accordingly.
If you would like more information on B2B sales videos, or have any questions about Gabriel Sales services, please feel free to contact us.
