B2B organizations struggle to connect with buyers in digital and hybrid environments. To reach today’s buyers, you must cut through the noise that keeps them distracted and less engaged. Today’s buyers receive endless emails, LinkedIn InMail, text messages, and cold calls — all without any context relative to what pains they are working to solve.
The best way to reach a prospect or customer is to deliver a personalized and engaging content experience that grabs their attention with relevant information. Spread your outreach across multiple channels with multiple content formats to meet buyers in the right moment with the right message. You can use video messaging to create a personalized, layered content experience for each unique buyer in a more consumable format.
What is Video Messaging?
Video messaging is an effective way to communicate a personalized and engaging message. Over the last few years, video messaging in B2B sales has become a must-have. As a result, many standalone video messaging products have popped up in the market to help sellers and marketers reach prospects and create a more human digital experience. Some include engagement analytics on content viewed and shared, for how long, and an aggregated engagement score to help you identify what messages work best.
Video messaging is a great way to add context to content, answer a question, walk through a proposal, or anything else you need to convey that would be better heard and seen than read. When you can quickly share your screen and talk through information, it’s easier to improve outreach and engagement because the experience is more personal to the buyer.
When you share or present video messaging from a sales enablement platform, you unleash even more use cases for your revenue team to communicate, coach, and collaborate both internally and externally. Here are some video messaging use cases for marketers.
Video Messaging for Marketing teams
Marketing teams continue to take on more and more responsibility for the buyer journey. They need to support the end-to-end experience with content for self-service and sales meetings. In most cases, responsibilities include pipeline development, demand generation, management of sales development reps, analyst relations, sales enablement, and customer marketing — to name a few. Let’s explore ways that various marketing functions can utilize video messaging.
Video Messaging for Product Marketing
As a product marketer, I can personally vouch for the benefits of using a video messaging tool, especially one that lives natively within our Mediafly sales enablement platform (we call it Copilot).
- Product launches: Video Messaging can be a great tool to help launch a new product or feature enhancement internally to your organization and externally to customers. You can quickly communicate relevant information and supporting content that is released.
- Product training: When it’s time to onboard and train revenue teams on a product, you can use video messaging to create microlearning modules for messaging, value propositions, content, and even partner with enablement to have sellers use it to practice pitching key messages.
- New content usage guidance: We have all created new product content, spec sheets, packaging, etc., to have it used incorrectly, if at all. When a new piece of content is released, you can use a quick video message to demonstrate how and when to use it.
- Product use cases and how-to guide: Think of this as YouTube for your product features. Quickly create short video demos or use case videos to help your sellers and customers gain more value from the products.
Video Messaging for Enablement teams
Enablement teams are responsible for onboarding, training, and ramping sellers and sales leaders. Pairing video messaging with training content accelerates sales ramp times.
- Onboarding, training, and ramping revenue teams: Say farewell to the days of training webinars and lengthy onboarding videos that overwhelm reps with information. Build training and onboarding plans that are digestible to ramp reps faster. For additional value, you can pair video messaging with LMS and other sales training and coaching tools to maximize enablement.
- In-the-moment micro-training: Micro-trainings for onboarding and continuous rep development are helpful, but you should also create in-the-moment micro-trainings specific to a sales motion. For example, as a rep prepares for the first meeting with a buyer, automatically prompt them with a video message reminding them of the prospect’s priority pains.
- Pitching and coaching: Launching a new product or message? You can use video messaging to train reps and have them practice their pitch. Sales leaders can quickly review and record coaching feedback to send to sales reps.
Video Messaging for Demand Generation
The original use case for video messaging was prospecting for new customers. Demand Gen teams use video messaging to grab distracted buyers’ attention with a personalized message.
- SDR prospecting with content sharing or replying: Stand out to prospects or follow up with a potential buyer by sending a personalized message that speaks to the challenges they need to solve.
- Create on-demand video content: Create on-demand webinars, narrated product tours, or success stories to empower customers in the early, self-service stage of their journey.
- LinkedIn InMail video outreach: The first time I experienced video messaging in this space, I received an InMail on LinkedIn. When prospects receive multiple text-based messages on the platform every day, video messages stand out.
- Event follow-up: Whether you are back at live events, hybrid, or virtual, video messaging is a personalized way your SDRs or sellers can reach out to your most promising prospects post-event.
Video Messaging for Customer Marketing
Sending video messages can be a more effective way to communicate new information, launches, updates, or answers to questions customers may have related to your offerings.
- Welcome messages: Send new customers a personalized welcome message when they become a customer to start the relationship on a positive note.
- Customer onboarding and training: Just as you train internal teams with video messages, you can create a library of videos to help your customers learn how to use your solutions and realize value faster.
- Product updates and releases: When you launch a new product or enhancement, send a video explaining the value and a quick demonstration.
- How-to guides: Create quick how-to or tips and tricks videos that are easy and digestible for customers.
Video Messaging for Content Marketing
Many of the use cases I covered in the previous sections are also applicable to content marketing, however, there are a couple of additional examples worth mentioning.
- Narrating content: Narrating content can benefit those who prefer to listen over reading. You can narrate success stories, ebooks, interactive content, or just about anything you want to communicate from your strategy.
- G2 or peer review requests: If peer reviews are part of your strategy, you can partner with others in your organization to use video messaging to personally ask customers to leave a review on your platform of choice.
Other use cases for Video Messaging
I have quickly become an advocate for video messaging. I use it often to follow up with analysts, media, and any other time I feel a message is better conveyed over video. I would implore all of you to try video messaging and discover the endless benefits.
At Mediafly, we offer video messaging natively in our content management (Engagement360) solution. Some of the use cases I shared work great for standalone video messaging tools, however, most are unique to Mediafly which offers the most advanced sales enablement platform combining sales enablement, content management, customer engagement, revenue intelligence, and value selling tools.
Want to learn more about Mediafly Engagement360 or our Copilot video messaging tool? Contact us for a demo.