By Hilary Bird, Marketing Manager at Consensus, @Hilbonix
Automated Product Videos: Personalization Meets Automation
An automated product video is a sales enablement tool.
...and what is sales enablement? According to Forrester, “Sales enablement is a strategic, ongoing process that equips all client-facing employees with the ability to consistently and systematically have a valuable conversation with the right set of customer stakeholders at each stage of the customer's problem-solving life cycle to optimize the return of investment of the selling system.”
So let’s look at exactly how an automated product video fulfills the definition of sales enablement.
As a strategic, ongoing process:
Automated product videos are created through a demo automation platform that intelligently customizes each video to fit each prospects’ needs. As salespeople collect data about what product features each of their prospects selected as very important, somewhat important, or not important, and if they shared the product demo with other members of the buying panel, it creates an ongoing process for salespeople to reference back to.
Each demo video consists of multiple product feature videos. Since there isn’t one static video but rather a compilation of videos, it makes changing, adding to, or updating the demo video a much quicker and more efficient process. The demo automation platform is designed to allow for easy updates since your product’s life cycle is an ongoing process.
As the ability to consistently and systematically have valuable conversations with customer stakeholders at each stage of the customer’s problem-solving life cycle:
The demo automation platform serves as an educational tool for both the prospect and the salesperson. While prospects watch the product videos and select which features they want to learn more about, and if they want to share the videos with others, salespeople watch these interactions. Not only do they see which features the prospects selected as important, but how much of each video they watched and who they shared it with.
This translates into much more personalized, productive and meaningful conversations between the salesperson and prospect. A lot of the questions they would’ve been spending time discussing in their initial conversation has already been answered, thanks to the demo automation platform.
As a way to optimize the return of investment of the selling system:
The insight that salespeople get into each and every unique prospect is unprecedented. Back-end analytics provided by the demo automation platform give salespeople insight about the buying panel before they’ve even talked. This makes for a much, much shorter sales cycle.
Analytics provide a measurable way to understand what pieces of the sales cycle are becoming bottlenecks. It can also pick up on trends over time, such as what product features are most consistently chosen as most or least important by prospects.
In any demo, the key is to remembering that your customers don’t care about you, but rather how you can help them solve their problems. Intelligently automated product videos allow for this to happen, all while saving salespeople time by pulling the intro demo out of their hands and putting it into the prospects’ hands.