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2021 Hot Topics: Digital Selling, Product Demos and More

Welcome to 2021! We’re sure that everyone is happy and relieved that 2020 is over, but what will the new year bring? 

It’s time for our annual tradition of asking our Consultants Collective members and Biznology contributors to predict what the new year will have in store for us! Below are a few predictions from Biznology contributor Bruce McKenzie:

More competitive digital selling

Sales will continue to depend heavily on digital engagement. Successful companies will be those that organize superior online meetings and follow up consistently with valuable digital content. This will demand superior video support to capture attention.

More compelling, accessible product demos

Most tech companies do online demos now. But they’re going to need to share visual stories about product features and benefits with more members of the buying team.

Expanding video libraries through re-use

With more need for video assets, companies will need to improve the ROI on these assets by editing clips for re-use in social media and sales communication such as meetings and follow-up mailings.

The year of nerdy (but not boring) videos

Increased reliance on digital selling requires a steady stream of in-depth customer communication that’s more “in the weeds” than typical explainer videos used to generate demand. These nerdy videos can’t be too sales-y. But they can’t be boring, either.

Bruce McKenzie

A writer with a background in public broadcasting and corporate marketing communications, Bruce McKenzie pioneered the “2-Minute Explainer®” brand video for technology businesses in 2004. Customers have included numerous enterprise technology companies (Cisco, IBM, BMC, Brocade/Broadcom, Software AG, CA Technologies, CompuCom) as well as B2B startups. Rebranded “Technology Business Video” in 2017, the company today produces a variety of “tactical” videos to reach buying team members throughout the sales cycle. We take everything marketers want to say and transform it into short videos that communicate stuff buyers want to know. It’s basically what good writers do, made visual. Visit to learn more or set up a chat about tactical videos with the Technology Business Video professionals.

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