Tailoring For The Individual

The easiest decision for a group of people to make is to do nothing.

– Challenger Customer – 

One of the biggest challenges in B2B marketing isn’t improving your own abilities to sell. It’s addressing the customers inability to agree.

Gone are the days of convincing a single decision maker.  A vendor is no longer speaking just with the chief of surgery about the merits of the latest piece of surgical equipment versus a competitor.  They are now in a room with the CFO and Facilities Director who are deciding between that equipment, or a parking garage.  Those may seem unrelated options, but they are not. Perhaps the garage is needed to support long term patient stays?  Perhaps the surgical equipment can reduce patient stays.  It’s possible reframing your pitch around at how helps create more parking spaces can address the common pain among all the stakeholders.

What does this mean for video?  When designing and scripting your B2B video, it is important to consider “every persona in the room.” Getting more detailed as you go deeper in the funnel can help further educate your cheerleader about your product.  But failing to speak to the needs of the other stakeholders can result in a yes from an individual, but a no from the group.  Sometimes you can address this with customer testimonials from others in the company who are not your direct users.

In fact, I’m sure you may ask someone’s opinion before you hire me.  And the decision could be between between video production and perhaps a BBQ for your staff.  One increases revenue through increased eyes on your product, the other increases productivity through moral.