Can a video library help you win two more customers a year?

That is the question to ask before you commit. With a customer worth around $50k a year and a $5k a month video budget, two extra customers a year would basically pay for the library, and buyers who had their questions answered arrive better educated.

Quick Answer

Ask whether the library can help you win two more customers in a year.
If it can, at the example numbers it basically pays for itself.
Answered questions before the sales call should make sales easier.

We've run this play for B2B teams for years. If you want proof before the process, here's what it looked like for a real team.

Does a video library pay for itself?

The test I would use: do you believe a library of videos that answers buyer questions can help you get two more customers in a year? At the example numbers, a $50k a year customer and $5k a month of video, it basically pays for itself at that point. That is my worked example, not a guarantee.

It also makes sales easier. When buyers have their questions answered with videos, they arrive on a sales call already educated.

"Do we believe that this library of videos can help us get two more customers in a year?" — Dane Frederiksen

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Frequently Asked Questions

What is the break-even question for a video library?

Whether it can help you win two more customers in a year.

Why does it make sales easier?

Buyers get their questions answered by videos before they show up, so they arrive better educated.

Want the full breakdown? Watch the full video, or read the full article.

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Full Clip Transcript

Do we believe that this library videos can help us get two more customers in a year? Because at that point it basically pays for itself. This is going to make sales easier. When people are having their questions out here and they're getting answered with videos, when they finally consume this concept content and they show up, these are going to convert like three times better.

Full Transcript

Here's what would happen if our video plan doesn't work. It's actually built into the process. So I want to walk you through exactly what a plan would look like and then what would happen if things weren't going the way that we intended. So let's say we're looking at a B2B SaaS company with the goal of increasing sales and an average buyer is worth like 50k a year. And their current acquisition costs are like 100k per client. So our plan is to make weekly videos answering buyer questions and we're going to budget 5k a month to do that. So that's going to get us one video a week. So over time we're going to start to build a library that is going to answer these buyer questions. So when we first start we have a bunch of unanswered buyer questions. Then we're going to start making video content intended to answer these questions so well that they understand and don't have any more questions about that topic. Then they're able to move on to the next step in their buyer journey and we have video content for that step as well. So if that wasn't working what would happen is they are... Let's just start actually the four different steps here. So the things we're going to measure here about our plan is we want to show up in AI search. That's like the number one goal. So if we're showing up in search that means we're part of the buying consideration set, we're part of the conversation, and then they have content that they can start to consume and move down their buyer journey. So if they are consuming the content and getting educated and that turns into qualified inquiries on your website and then that turns into demos or conversations that turn into pipeline that's the process working correctly. Now if it's not working, here's what we would do. So if you're not showing up in AI search that means that we need to do a better job of answering that question. Normally what's going to happen is AI is going to surface the best answers that most specifically answers specific buyer questions deeply and well. So if we're not showing up that's a telltale sign that we're basically not the best answer. So we're going to revise the video and do another version that answers this better and we'll keep doing that until we show up. If they are not clicking on those videos, that's usually about the titles and the thumbnails. So we're going to look at repackaging those, doing a testing some other titles, other thumbnails. Then if they're clicking but they're not watching fully, like if they're bouncing early, we're going to look at the YouTube analytics and find out, okay, why are they leaving? We'll analyze a little bit about what's going on there and see if we can basically structure this in a way that they're going to watch more fully. If they are watching the videos but then they're not translating into leads, well then we'll look at who we're targeting with these videos and then what sort of CTA's or call to actions are on these videos that are not working and we need to do a better job of actually driving people to the website to do a demo. And then if those demos are not converting or the website leads are not converting to pipeline, then you can look at your sales transcripts, you can look at your website data and find out where that conversion is breaking down. So baked into this entire process is revisions. So just to generalize, we'll come up with a plan and we'll launch the plan but we're talking about as we're going, this is what happens. We're going to start with our buyer questions, then we're going to make videos about them, we're going to post them out there and then this is the revision part. We're going to analyze what's working and what's not like we just covered over here, right? And we know what we're going to do when it's not working and then we revise. So at no point are we unaware of what's working and not, it might take a little time to get the data but it's built into the system to make sure that this works. And so our goal was to get, you know, increased sales. So at a 50k a year value of a customer, spending 5k a month as a customer acquisition cost is a pretty good use your money because once we create this library of videos, right, we're basically every week making a video and these are answering the buyer questions, do we believe that this library of videos can help us get two more customers in a year? Because at that point it basically pays for itself. And the good news is this is going to make sales easier. So when people are having their questions out here and they're getting answered with videos, when they finally consume this concept content and they show up, these are going to convert like three times better. And so you're not just buying a library of videos, right, you're buying a process that learns and adjusts as we go. So this is basically the process. If you want to learn more about it, just reach out and I'll show you what this would look like for you. Okay, good luck.