Enterprise sales cycles are long and involve multiple gatekeepers. Video is a fantastic tool to nurture your prospects and customers throughout the buyer journey.
In fact according to HBR, “the number of people involved in B2B solutions purchases has climbed from an average of 5.4 two years ago to 6.8 today, and these stakeholders come from a lengthening roster of roles, functions, and geographies.” (HBR, “The New Sales Imperative”, April 2017) Moreover there isn’t always agreement between stakeholders what the problem is. How can you sell them a solution without them buying into a uniform problem first?
Particularly with a new technology like enterprise drone data analytics, we find our traction at large global enterprises begins with a sponsor at a single office, often with the CIO and innovation department.
Once significant business value has been proven during an initial engagement, you then want to follow through with a land-and-expand approach. The challenge is your sales reps often gets squeezed out of the process at this point. The CIO will go sell your solution to other stakeholders at his or her company and isn’t going to bring your team along. This is where video comes in.
You can empower the CIO with the tools to more easily convince other business units, geographies, and teams of the value of your solution. A tailored video makes complete sense on large account opportunities and goes a long way.
Here are examples of videos targeting different points in the enterprise sales cycle.
STAIR 1 EXAMPLE
STAIR 2 EXAMPLE
STAIR 3 EXAMPLE