Explainer Video

Explainer Video: Convert B2B Leads

Shawn 02.24.2014

Inbound leads are fantastic, but only if they grow your business.

Google partnered with CEB (one of our clientsto study how online search is affecting the B2B purchase funnel and customer buying experience. They discovered one simple trend:

“Today’s business buyers do not contact suppliers directly until 57% of the purchase process is complete.”

Most B2B purchases are more than halfway done before a supplier is even involved. That’s amazing. And kind of terrifying.

You might be thinking, “What’s wrong with free inbound leads and less work for my marketing team? We spend a lot of time trying to get traffic to our site.” Nothing’s wrong with inbound leads…if they’re the kind of leads that grow your business.

Suppliers engage with more informed consumers further down the purchase funnel than ever before, so they save time not pitching dead ends, and money with more targeted marketing budgets, but the more research that happens without a company’s input, the harder it becomes to capture a client’s attention in the first place.

It’s a classic case of quantity vs. quality, but the problem isn’t a shrinking funnel; it’s the absence of a filter.

Customers Need Guidance

A customer halfway through the purchasing process is going to have expectations about the quality, utility, delivery, and cost of your services that might have nothing to do with your product. At this point, you’re not dealing with a curious or interested client, you’re dealing with a misinformed one that can be hostile when you don’t meet these (often unrealistic) expectations.

Consumers bargain shop and price compare in a matter of minutes online, but that doesn’t mean they understand your pricing model and all that it offers.

Every company has a value add.

It’s usually the crux of their sales and marketing strategy, and serves to grow the company. When the consumer skips this step with independent research, all they see is an uncompetitive price tag – not the thoughtful, innovative solution you provide.

If you’re not involved pitching and educating your client, your job as a marketing or sales team becomes bidding at the lowest searchable price instead of featuring your product’s virtues.

Every sales call at IdeaRocket – inbound or not – starts with a very frank discussion of what we can provide as far as our animation skills, turnaround time, professionalism, and the results the client is looking for from our video. We manage expectations and educate the client on our process (and why it’s so valuable) from Day One, so we can both move on to the task of solving the client’s needs with excellent video production. It’s all about transparency on our end, and explaining the value add that comes from working with our excellent team.

Below is one of the videos we made for CEB (the company that partnered with Google for this study).

We worked with them to communicate the “Effortless Experience” they were trying to communicate. And it worked – we’ve created several other videos for them.

If a client reaches a company too late in the sales process, the job becomes little more than filling an order for the lowest price – not providing excellent service that will bring them back again. Informed clients can be fantastic, but erroneous expectations are easy to form, and in the end the wrong “free inbound leads” actually end up costing you more time and money with heavy client turnover and lower profit margins, than traditional sales and marketing strategies.

So how do you capture this new “informed” market without losing the essence of your product?

Explainer Video Converts

Explainer videos educate these inbound leads when they first make contact, thereby reinserting your company back where it belongs – directing the purchasing process.

You are the expert. Explain why they need your services. You know your product better than your competitor – show why you’re worth the price.

Let’s assume you’ve done your SEO work, bought a few targeted keywords in AdWords, and are creating relevant content in your niche or industry. Congrats, you should get inbound leads – the 57% of people interested in your product. But that doesn’t mean you’ll convert them.

Explainer video keeps them there long enough to buy something.

It’s really that simple. People gravitate toward simple, helpful explanations – especially if your product is tech-focused or complicated (like CEB). A 60-second video combined with strong SEO and digital marketing can take this powerful new consumer the rest of the 43% to purchase.

Inbound leads are fantastic, but only if they grow your business.

Manage expectations and solve customer issues before they become problems with explainer video. That’s the real power of video in the digital B2B marketing revolution. Content can once again capture and convert.

With you at the helm.


Born in Southern California, Shawn grew up surfing, eating In-N-Out, and growing his hair long. After graduating with a Liberal Arts degree from CSU Long Beach in 2005 he left the crowded freeways behind and spent the better part of a decade traveling the world living for stretches in Rome, Hawaii, Australia, New Zealand, and Brooklyn. He writes novels as well as copy, loves learning keyboard shortcuts, and plays his grandpa’s old lap steel guitar. You can hear his band at ponieswillbiteyou.com

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