Many technology and software companies make a living by either inventing or improving on a process, product or service…which makes their concept something that most people (buyers) not even know exists. This becomes a challenge when it comes to making sales. After all, how can buyers research and make a purchase for something they don’t know about? This is where tech promo videos come in.

When people hear about a new technology, they go out and do their own research. And when they do, they want to get as informed as possible. This puts the mind at ease when taking the first step into the buying funnel.  Because video gives the most amount of information in the shortest amount of time, you will be able give busy decision makers quick information if you have online corporate video marketing content.

In June of 2014, Aberdeen Research came out with a report titled, Analyzing the ROI of Video Marketing, and revealed the power of B2B website promotional videos and online corporate video marketing content can play in driving new business opportunities –

  • Websites that have video convert new business opportunities at 2x the rate of sites that don’t
  • Websites with video need 37% less site visitors to reach the same marketing objective

WOW Powerful stuff right?!?!?!? The research study also revealed that B2B website promotional video generates better quality leads and is both a customer acquisition and sales conversion tool.

video marketing strategy

Many technology and software companies realize this and are starting to build up their library of tech promo videos. You might think that these companies are making just one B2B website promotional video that shows a prospective buyer about their product…your wrong.  These companies are building a library of online corporate video marketing content assets that fits into their awareness campaigns, lead generation activities and sales process and producing professional B2B website promotional video content that gives buyers valuable and relevant information. The net-net is, one video on a website is not an online corporate video content marketing strategy (click here for further info on the topic of one video not being an online corporate video content marketing).

The B2B buying process has forever changed – Tech Promo Videos

Lets unpack some of the challenges technology and software companies typically have in their sales process in dealing with busy decision makers to understand why B2B videos for tech and software companies are so effective.

Step 1
Get decision makers to stop what ever they are doing during their busy day to listen or see your pitch…long enough that they can even comprehend your value proposition and get interested. Typically the success metric at this stage is a download / an inbound call / or a lead generation form completed.

Prospect continues to check you out online.

Step 2
During an introductory phone call or in-person visit, the sales person has to give the prospect enough information and understanding of how you can help them so that they want
to even consider change in their organization.….Isn’t change the “bottleneck of
progress”??? The success metric at this stage is a scheduling a follow up meeting.

Prospect continues to check you out online.

Step 3
At this meeting you, along with your technical team, must give the prospect even more information; explaining your product or service, repeating things to an even larger decision making team and presenting use cases so you can build trust and confidence. The success metric is typically a go a head to write a proposal for the solution.

Prospect continues to check you out online.

Step 4
At this step your almost there! But the final decision making process happens without you…yes that is right, without you. Your almost customer is looking online, checking out everything you said, evaluating the use cases, your experience and skills to deliver on your promises.

How an online corporate video marketing content strategy supports the sales process

What an integrated online corporate video content marketing strategy will do for your sales process is make it easy for these prospects to understand

  • The value of what you provide
  • What you can do for them
  • The people at your company that do that work

I can envision what marketers and sales managers are saying right now…”But we have that information. We have case studies…and brochures on our website for prospects to learn about us.” This might be true, but reality of today’s busy decision maker is that people seek to watch a website promotional video for that tech and software company that gives them the information they need vs. spending their valuable time reading and trying to figure things out.

So having an online corporate video content marketing strategy that produces videos such as a B2B website promotional video, animated explainer videos, sales videos, FAQ videos and online case study videos, makes it easy for decision makers to get the information they need in the quickest amount of time to help them realize how your solution can benefit their business.

How to get started building a B2B online corporate video content marketing strategy

So what is the strategy towards building a B2B online corporate video content marketing strategy?  Start by looking at your existing sales process and create content that is most important to decision makers. Develop B2B website promotional video content to help prospective buyers realize they have the problems you can solve.

As you travel down the sales funnel, you want to focus less on the problem and more on education and building trust. Showcase the people behind your sales team so purchasers get comfortable with the team that will ultimately delivery the solution to them. Create business case study videos that highlight the problem, solution, benefit of your product or service (NOTE: if you fit more than one industry you will need to create video case studies for each of these verticals).

Make high-production value videos and lower, but professional, production videos. Your technical guy (or gal) is your technical guy (or gal) for a reason. Let them give their knowledge to the camera to pass along to your prospects. Present the information that your prospects need to know while making it easy for them to get informed. They will respect you and reward you with new relationships and a steady flow of new business.

Many businesses are just getting started with video, so if you’d like to see examples of what other businesses have done with video (accountants, tech companies, real estate, professional services and more), here is a link to 200+ of them –>