One of the most difficult challenges technology marketers face is reaching the influencers of a technology purchase. In most cases, technology marketers have a house file or have purchased a list identifying a key contact at the prospective company. But as we all know, there are multiple persons within an organization involved in purchasing large technology solutions. Reaching these “other” folks has proven difficult for many marketers.
One solution to reach the important influencers in an organization is to utilize video to create a more viral approach beyond the one or two email addresses or contact information you may have. Whether you embed video in your emails or post it on a site and link back to it in your email, the video is a great vehicle to create conversation. Of course, you need to ensure that embedded videos are sized correctly so you do not hamper the delivery with an enormous file size.
Video content can be developed to drill down to a technology solution benefit and communicate in an engaging manner. If your technology solutions have more complexity to them, break up the content into more concise parts and use them in a series. As long as you create relevant content addressing business issues, your video can have potential pass along value, with the ultimate goal of reaching those individuals beyond your original contact information.
Your sales team can follow-up sales calls with an embedded video in their email with language to encourage forwarding this or the link to additional colleagues within their organization. Back end tracking can capture viewers information and allow your sales team to follow-up with any new contacts.
