MAD Perspectives Blog

 Likes and Dislikes about B2B Use of Video Solutions

Peggy Dau - Monday, November 29, 2010

November's blogs have focused on the use of video solutions in the B2B market.  Some of you may be asking, well, heck why doesn't MAD Perspectives use video?  Bottom line, we're a small business who loves video and leverages it in many ways (webinars, online video tutorials, desktop video conferencing, etc.) but hasn't prioritized it's use - yet! 

What do I like or not like about how i see B2B companies using video?

I like:

- Executive Presentations -  Or, perhaps I like dynamic executives who can overcome the well scripted content to inject personality.  I'm happy when they focus on 3 key points and support these points with market perspective, customer testimonials or facts and figures.  I'm even happier when they inject personal anecdotes (even if they are scripted).  I want to see executives interact with their audience.  I want to see them get excited about their products and solutions.

- Product Demos - It's a great way to see and hear how to use a new product.  The best videos are those that have a passionate spokesperson who REALLY understands the product and its target market.  The demonstrater who can talk clearly, succinctly and knowledgably about their solution can win new customer while retaining existing ones.

- Webinars/Webcast - They are a great educational resource whether it is to gain high level knowledge, engage in Q&A, gather some market statistics.  Webinars are often the first step in the product/company awareness process for a prospective buyer.  The ability to inform, educate and differentiate using this format can arm the potential buyer with great insights before a face to face sales meeting.

- Video Conferencing - there is nothing better than being able to see the person to whom you are speaking!  Even if there is a slight time lapse (i.e., Skype, Windows Live Messenger) there is still the ability to see and read facial expression which add more context to a conversation.  These solutions continue to evolve and I can imagine a future where video conferencing is an every day occurence.

I don't like:

- Executive Presentations - that are sooooo scripted they no longer feel authentic. 

- Product Demos - that use a spokesperson who obviously does not understand the product nor do they understand the target market.  The script is bland and reflects the company's focus on marketing blah blah and ignoring the real needs of the customer.

- Customer Testimonials - that don't explain what the customer problem is or how the company's product helped them solve that problem and what improvement they've seen - in laymans terms!

There are a lot of moving parts when coordinating a video strategy and many of them are quite technical.  If you are looking for insights into streaming media solutions, check out or for some insights, best practices and vendor lists.   Understand what you are trying to accomplish before you get buried in the technology.  Who is your target audience?  What do they need to understand?  What information are they seeking?  What action do you want them to take after viewing the video?

We are going through this process here and wee hope to jump into the video world in 2011.  Hopefully, we'll be able to share that experience with you!

What's your perspective?