Do you know any conflicted laggards? Disinterested laggards? Reluctant followers? Sure you do, but that’s probably not what you call them. Those are the psychographic profiles used by Gartner to…
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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 www.techbizvideo.com to learn more or set up a chat about tactical videos with the Technology Business Video professionals.
Multi-threading and Video
In sales, building relationships with more people on the buying team has been shown to produce more wins in less time. Since nearly all tech buyers watch videos about new solutions, this includes new types of video content. Here are three approaches to consider.
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High-value Offers for High-value Prospects
The High-Value Offer is a customer interaction with so much business value that the buyer feels compelled to engage. It’s an account-based marketing concept recommended by Gartner for customer acquisition, too.
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The Case for Video Use Cases
Product demonstrations and tutorials. Tech tips and how-to’s. Case studies. These categories — let’s call them “use cases” — invariably show up near the top in surveys of content preferences…
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Preparing for Your Next Job in the Age of AI
The hottest job in corporate America is “Executive in Charge of AI” according to a recent New York Times headline. That probably sounds right on the money to most readers…
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Take Advantage of These AI Tech Video Marketing Trends in 2024
I asked Anthropic’s Claude.ai to help identify notable video trends targeted to IT buyers using video in 2024. I was shocked when the list of trends came back with no…
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Selling to IT Using Video? How AI Can Help
Every technology buyer’s journey involves watching videos. If you’re involved in budgeting and producing those videos, you’re probably looking for ways AI can help. I think you can get the…
Read MoreReframing Demos and Other Video Content as How-to’s
I was surprised to learn from a Foundry (IDG) white paper on customer engagement [download link] that the average technology decision-maker spent 14.3 minutes watching each How-to video they viewed…
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Using AI to Repurpose and Personalize Videos for Your Buyers
Sixty-three percent of B2B technology buyers disregard content that is not personalized to their interests, needs, industry, or role. Interests and needs can vary widely across industries and roles. This…
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How to Use AI to Organize Content and Accelerate the Customer Journey
More than 80% of today’s buying journey is driven by independent research and internal buying group discussions. Not only does that require companies to generate lots of digital content to…
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