Published: 14 September 2023
Organizations have grown their use of video in go-to-market activity, but they often create excess cost and bland, ineffective messaging. Tech CEOs must adopt modern toolsets for video creation, management, and distribution to create engaging, value-first content and realize the benefits of video.
Video content’s effectiveness depends on where audiences are in their buyer journey and how appropriately that content addresses their concerns.
Tech CEOs focus on video content at the start of the buying journey rather than leveraging it throughout the exploring, evaluating or engaging phases and determining the video content and length for assets used in each phase.
Video content should be produced to be reusable across multiple initiatives, while avoiding becoming generic, so that a uniform message can be preserved throughout multiple valuable pieces of collateral.
To improve the clarity of messaging and tactical usage related to their video content
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