WORK THE CONFLICTSELLER BUYER

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YOU ARE COMFORTABLE WITH VIDEO, RIGHT?…

OF COURSE YOU ARE .

JUST IN A DIFFERENT CONTEXT.

WHAT’S THE POINT?WE REMEMBER 10% OF WHAT WE READ 20% OF WHAT WE HEAR 50% OF WHAT WE SEE AND HEAR 70% OF WHAT WE DISCUSS WITH OTHERS 80% OF WHAT WE PERSONALLY EXPERIENCE 95% OF WHAT WE TEACH OTHERS -UNIVERSITY OF HOUSTON

WHY USE VIDEO IN YOUR SALES PROCESS?

DO YOU MEET WITH TECHNICAL & ENGINEERING TEAMS?

2018 How EngineersFind Information

Report

With comments from John Hayes of ENGINEERING.com, Joe Pulizzi of CMI, Shawn Fitzgerald of ThomasNet, and Achinta Mitra of Tiecas

ENGINEERING.com

Provided ByMobilePocketOffice.com

1187 ENGINEERS SURVEYED ABOUT THEIR INFORMATION CONSUMPTION HABITS.

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THERE WAS A STRONG PREFERENCE FOR CONTENT THAT WAS EASY TO CONSUMERespondents told us how frequently they would consume particular types of content if it was readily available to them: Daily, multiple times per week, weekly, monthly, or never. Short-written articles won by a landslide. That’s not surprising since it’s hard to imag-ine a scenario where in a week’s time you wouldn’t read at least one work related piece of content. More interesting is that video content is number 2. A lot of content marketing gurus have been espousing the importance of video over the last few years. It seems that we’re finally seeing this play out in the industrial space.

Percentage of respondents who would consume each type of content on a weekly or better basis

John: The results for short-written and video doesn’t mean that the other formats are less valuable, but rather that they would be consumed less frequently. You can leverage the best of both by pairing your gated content with a short article or a video. Once a reader has taken the time to consume the easy to access content, it’s a small investment for them to then download a related eBook or white paper.

Shawn: If you have not deployed video content yet, start doing it today. You don’t need a big professional setup to make highly valuable video content for your users. Check out tools such as Lumen5 that allow you to make impactful videos directly from long form content that you have already created!

71%

44% 42% 40% 40% 37% 35% 31% 31% 25% 23%

LONG INFO REALLY?

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Shawn: Long-form content does very well in the evaluation and decision making part of the buying process. This is the portion where engineers want to get deep into the capabilities and possibilities of a product or service they are investigating. After they select a path forward, they still like to be reassured that they’ve made the right decision.

EVERYONE AGREES ON SHORT ARTICLES. DECISION MAKERS APPRECIATE LONG-FORM CONTENTThe chart below shows the weekly consumption habits of engineers for various types of content, all split out by their decision making roles. Content that takes more time to process – long-form articles, white papers, case studies, etc. are all highly consumed by those who make or influence decisions.

Will consume weekly or better

Joe: In our own research at CMI, as well as the latest research on blogging trends, longer-form content is still one of the most influential sources for buyers. While some brands have opted for all short-form content, I still believe the opportunity is in long-form, in-depth, research-based content.

Achinta: This chart should also drive home the point that “one size fits all” content won’t cut it. Create specific content for specific roles and phases of the buy cycle. Mix it up with evergreen or cornerstone content that appeals to a wider audience at the top of funnel.

Short written articles

Long-form

written articles

Recorded video

White papers eBooks Webinars Case

studies

Live local industry events

Final decision maker

75% 44% 44% 44% 33% 27% 45% 27%

Part of decision making team

74% 36% 41% 44% 33% 28% 43% 24%

Provide recommend-dations

73% 42% 47% 43% 40% 37% 46% 25%

No Influence 65% 32% 44% 32% 33% 28% 37% 21%

HOW THEY FELT BEFORE

LARRY WOODS KARRYONSOLUTIONS.COM

BRIAN SMITH THERISKRECON.COM

NOW CHECK IT OUT!

LARRY WOODS KARRYONSOLUTIONS.COM

BRIAN SMITH THERISKRECON.COM

TAKE OUT YOUR PHONE (SET ON AIRPLANE MODE)

OPEN YOUR CAMERA TO VIDEO

TURN TO THE PERSON NEXT TO YOU

SAY THISIT WAS NICE TO MEET YOU. AS PROMISED I AM FOLLOWING UP WITH MORE INFO ABOUT (COMPANY NAME) AND THE TYPES OF PROBLEMS WE SOLVE. (EXPLAIN THE PROBLEM YOU SOLVE THAT’S RELEVANT TO THEM. BE FOCUSED AND SPECIFIC.) WE DO THIS BECAUSE (WHY YOU DO, WHAT YOU DO).

NOW SWAP

THE OTHER PERSON SAY THISIT WAS NICE TO MEET YOU. AS PROMISED I AM FOLLOWING UP WITH MORE INFO ABOUT (COMPANY NAME) AND THE TYPES OF PROBLEMS WE SOLVE. (EXPLAIN THE PROBLEM YOU SOLVE THAT’S RELEVANT TO THEM. BE FOCUSED AND SPECIFIC.) WE DO THIS BECAUSE (WHY YOU DO, WHAT YOU DO).

YOU NOW HAVE ONE FOLLOW UP VIDEO IN YOUR 3 PART SERIES!

TEXT THE VIDEO TO THE PERSON YOU WORKED WITH.

NOW YOU KNOW HOW TO SEND A FOLLOW UP VIDEO BY TEXT.

EASY, RIGHT?

IS THAT IT?

WELL YES AND NO…

THE SECOND VIDEO - THE WALK THROUGHLET ME SHOW YOU HOW WE DO THINGS HERE, COME ON IN. (WALK INTO YOUR SHOP OR OFFICE WITH YOUR PHONE IN HAND). HERE’S HOW WE DO THINGS. (WALK THROUGH YOUR PROCESS, HIGHLIGHT WAYS YOU PROVIDE DIFFERENT FORMS OF VALUE). THANKS FOR JOINING US HERE, IF YOU HAVE ANY QUESTIONS DON’T HESITATE TO REACH OUT.

THE THIRD VIDEO - THE STORYI WANT TO SHARE AN EXAMPLE OF HOW WE SOLVED A PROBLEM SIMILAR TO YOURS FOR SOMEONE ELSE (EXPLAIN THE PROBLEM AND TELL THE STORY OF HOW YOU SOLVED IT. DID YOU HELP THEM GO FASTER, SAVE TIME, LABOR OR LOWER THE COST OF DOING BUSINESS?).

MORE TO SHARE NOT ENOUGH TIME.

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