Despite the growing importance of video, there are two key differences when marketing to B2B buyers instead of regular consumers:
1.B2B buyers are not making personally driven decisions.
2.B2B buyers likely need to justify their purchasing decisions to someone else.
Case studies, testimonials and product demonstration videos are all great formats for moving B2B customers through the sales funnel and demonstrating your product’s value.
Below are a few targets to keep in mind when creating a B2B sales video.
Educate your viewer
Many B2B buyers prefer to research products ahead of time before engaging with the sales pitch. They are looking for as much information as possible to help them select your product over a competitor’s. Most importantly, they want proof that your product works
. Video is the perfect medium for introducing your product and demonstrating how it works. Additionally, video allows you to still make your sales pitch while letting the prospective buyer feel comfortable with his own research process.
Provide social influence
B2B decision makers want to know your business is tested and trustworthy. They often rely on referrals and reviews for purchasing decision. You can provide evidence of your quality product by creating a testimonial video featuring real clients. Showing customers that their peers have used and are satisfied with your product offers social proof that your business is reliable.
Encourage sharing and discussion
Just as B2B buyers are reading reviews and doing their research, they’re also actively having conversations with colleagues about the best and newest products. Make it easy for them by creating and posting videos where industry professionals can share their thoughts. LinkedIn is an ideal forum for video posting and discussion for B2B products.
Make the argument to upper management
While B2B buyers may be making purchasing decisions, they still need to justify those decisions to their boss. In the same way case studies demonstrate that the product works to the purchaser, it can be used to justify the purchase to management. Managers don’t have time to read your website copy and sort reviews the way the purchaser did; a brief video can help upper management quickly understand what you sell and how it works.
Build an emotional connection
B2B purchases may not be personally driven, but that doesn’t mean you can’t still forge a connection with your customer. While B2B buyers may have a seemingly more logical purchasing process than individual consumers, they are still humans who want to reward the brands they love. Don’t be afraid to tell a moving story, even for a B2B product.
If you’re ready to create B2B marketing videos that generate more sales, say hello
!
About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
