For B2B web video marketers, it’s easy to get overwhelmed today with all the shiny new customer engagement technology. Demand generation and marketing automation backend systems are great for understanding individual customer needs, buyer behaviors and managing sales funnels. And while these tools are there to help us build pipelines and meet sales forecasts, it may be more important to think about the front-end before anyone gets to the backend.
Real success and engagement comes from knowing what your customer is going to ask for, before they ask for it… like a good deli counter salesperson.
You know the story. You’re walking by the deli aisle. You may be a little too hungry and the food looks pretty good. A good deli person will immediately asks if they can help. As soon as they’ve prepared your first request, they ask, “what else?”
The point is to have a wide selection of video nuggets and goodies on your website when your customer arrives. Don’t make them ask you for a white paper that explains your technology. Make sure that white paper is there for the taking and offered to send it to them in an e-mail or on a landing page. Don’t make new customers ask you for existing customer references. Have helpful videos of your happy customers with 30-second testimonials explaining why they’re happy.
Be a good deli salesperson and anticipate the needs of your buyer before they step up to the counter and then be ready to offer them more of what what they like before they ask for it.