Podcast summary and Notes on "buying cycle"

Turn More Browsers Into Buyers With The Buyer Intention Hierarchy & Customer Psychology

How do you know when your potential customers are most primed and ready to buy from you? How do you turn total strangers into customers?

We love using the Buyer Intention Hierarchy model to help our clients understand when strangers on the internet are most likely to become buyers of their products.

The hierarchy is an easy way to optimise your marketing (everything from keywords to messaging and offers) to meet browsers where they are in the buying cycle and attract them quickly to your store.

In this episode, we explain the 5 stages of the Buyer Hierarchy and give examples of how you can use this simple model to better communicate with prospects at each of the 5 stages.

As always, drop a comment or hit us up to ask a question or find out how we can help you leverage this inside your business: www.insiteful.com.au

Insite Sessions by Insiteful

en-auNovember 17, 2022

#204 Support The Customer by Holding Something in Reserve

It's always great to talk to pure Salespeople. In this case Brent Keltner, President of Winalytics, where he helps clients with their build their best go-to-market. We discuss the purpose of sales, the role of a Sales Engineer in the sales process as seen from Brent's point of view and so many tips and nuggets are shared. Check out the full podcast at https://wethesalesengineers.com/show204

We The Sales Engineers: A Resource for Sales Engineers, by Sales Engineers

enMarch 14, 2022

Using Video Marketing at Every Stage of the Buying Cycle

In this episode of B2B Enablement, we're going to be talking about video marketing and how you can use it throughout the entire journey for your customers. Whether you're looking to create content for the awareness stage of the buying cycle, or for use later in the funnel, video is a powerful tool.

Podcast Summary and Timestamps - Links and Resources Located at the Bottom

[00:01:21] Introduction: Drew Franklin, Marketing Communications Manager at Altec

10+ years of experience in the marketing arena – primarily B2B and manufacturing and tech sectors
Started using video eight years ago
Communications manager at Altec leading the content team

[00:02:14] Getting Started

Video is not a fad, it is one of the best tools to drive engagement
You can easily start creating videos today if you have a computer or mobile phone with a camera
Start from there and scale up, you don't need to buy expensive or fancy equipment to get started
Use what you have – don't forget, there are also free tools at your disposal like Vidyard to help

[00:06:00] Production and Tools

Start where you can with what you have
Consider mics, lights, and cameras to help create a better environment when creating content
Links to Drew's suggestions can be found in the resources section at the bottom of these notes

[00:12:20] Content Distribution

Create content once and distribute forever by dividing that content up into multiple formats (IE Webinar can be spliced into audio clips and also a brochure)
Empower your reps to post videos on social
Get your message out organically using traditional mediums where you customers are (LinkedIn, other social platforms, google…etc)

[00:17:00] Importance of Video & How it Can Be Effective

Video can be diversely used for a range of different use cases
Not only for marketing – sales, customer service, customer success, everyone can use it

[00:18:00] Personalization

When possible, create personalized videos to increase engagement and response rates
Do some research on a specific individual or posts that they've done on LinkedIn and try and drive some engagement – can be difficult if you try to scale up because you're creating videos at 1:1 ratio for each prospect
When you need to use video to scale, consider using what you already have (webinars, podcasts, etc.) and chop it up into small chunks for your sales reps to use as touch points in their outreach

[00:29:00] Distribution Tools

Three main tools you need
- Video creation software (eg. Vidyard or Wistia)
- Sales engagement software to distribute the videos (eg. SalesLoft or email)
- Sales enablement software to track content engagement (eg. Klyck.io)

[00:38:30] Scripts and Messaging

Ask questions – assumptions are dangerous
Don't make a video assuming something about your prospect, ensure you know them so you can tailor your content to them
Try asking questions that lead to answering pain points
Messaging can be a case-by-case situation

[00:44:30] Hardware and Infrastructure

Drew shares a host of tips, tricks, and suggestions on how to select and use video hardware. From basic setups, to more advanced production rigs, he shares his thoughts on what you need to be successful.
List of hardware resources is included below.

Resources and Links from the Podcast

Video Audio & Lighting Kit – Starter Budget

Video Audio & Lighting Kit – Next Level

Video Audio & Lighting Kit – Professional Level

Wistia – Down and Dirty DIY Lighting Kit

Wistia – Editing Basics for Business Video

Predictable Revenue – Chain of Relevance

Klyck.io Podcast - Video Marketing - Why B2B Businesses Need a Strategy

Klyck.io - Sales Enablement

Tools and Software

Canva

Descript