At this point in 2020, we’ve all figured out how to replace in-person meetings. We use Zoom. Great! Article over.
We’ve also all been using Zoom so much that we’ve figured out its flaws and gaps. As much as we want to pretend that there’s nothing lost when we hop on a Zoom call, it’s just not the case. A piece of humanity and “realness” doesn’t come through the webcam. (And “Zoom fatigue” is real. More video calls aren’t the answer.)
As we look into a winter where in-person meetings and events are still not coming back, what can we do to bring some humanity back into our meetings?
This article will discuss how we can enhance our Zoom calls with video to bridge some of what’s lost from an in-person meeting. This article is not going to get into job interviews or conference/large events. Plenty has been written already about those topics. I’m going to focus on three specific gaps our clients have been seeing:
- Talent retention
- Sales/pitch meetings
We’ve reached the final stage of our series on optimizing your buyer’s journey with video—the decision phase.
Creating materials to help convert more prospects into customers can feel like an insurmountable challenge. This is especially true in the B2B space where each sale represents a customer committing to a multimillion-dollar investment or allocating a large portion of their yearly budget.
When the stakes are high and the investment is significant, how do you get prospects to commit and buy?
Read on for three tips to help you create bottom of funnel videos that result in more sales.
Survey says that we want to do it all by ourselves.
A recent study by McKinsey & Company looked at B2B sales trends. You know, a real beach read. One of the biggest trends they identified is a desire for self-service options along the B2B buyer’s journey.
This stat jumped out: The survey found a 90% increase in preference for self-service in the Research phase of the buyer’s journey between 2016 and 2019. In the Evaluate phase, they found a 120% increase. In other words, early stage buyers don’t want to talk to your salespeople — yet.
As a millennial, this stat resonated. (Remember, millennials are no longer fresh college grads. We’re in our 30s and well on our way up the corporate ladder.) When I’m a B2B prospect, I don’t want to talk to someone on the phone early in my buyer’s journey. I want to do as much research as I can online first. Once I have my short list of options, then I’m ready to talk.
What does this mean for B2B businesses and their marketing teams? It means you need to evaluate your customer experience with the self-service prospect in mind. Can someone research and evaluate your offering without talking to a salesperson? And is that experience enjoyable?
Note that this McKinsey study was conducted before the coronavirus pandemic shut down the economy. This shift towards virtual and self-service buying will be expedited in this world without in-person meetings or conferences.
So what can you do as a B2B business to meet your prospects where they are in this self-service landscape?
Helping a qualified lead evaluate their options is the name of the game in the Consideration phase of the customer journey. Consideration phase materials should mix elements of your industry expertise (educate) with a touch of promotion (soft sell).
A prospect who has entered the Consideration phase has already been intrigued by some piece of your content. Now it’s time to help them understand why your solution is one they should strongly consider and how you are different from other options (or competitors).
Showing a prospect why or how you are different can be made infinitely easier with video. Video allows you to illustrate your competitive advantage and make it real in a way that copy or printed materials never could.