What Does Success Look Like With a B2B Video System?
Success looks like sales. The video system exists to drive inbound leads by answering buyer questions with content.
Key Takeaways
- Success looks like sales. The video system exists to drive inbound leads by answering buyer questions with content.
- Buyers start in a bad place: they have a problem and a list of questions. The videos move them to the good place, where the questions are answered and the problem is fixed.
- The questions come from your sales transcripts, verbatim. One of mine was "what does this look like, your video process." This video is the answer to it, so I can check that question off.
- If you do not show up in AI results right now, you are not even considered. The video answers show up in the buyer's searches as they move down the pipeline.
- You have done your job when buyers keep moving down the funnel because their questions are getting answered, at the beginning, middle, and end of the stage.
What success looks like
Success with a video system that sells looks like this. The goal is to drive inbound leads by answering buyer questions with content. We turn those questions into videos and move buyers across, from the bad place where they are now, with the problem, to the good place where everything is great because we fixed it.
We've run this play for B2B teams for years. If you want proof before the process, here's what it looked like for Twitch.
Why the videos have to exist first
If you do not show up in AI results right now, you are not even going to be considered to answer these questions. You are invisible to the buyer.
That is the other benefit of video content. The video answers show up in the buyer's searches as they move down the pipeline. So the goal is to check the questions off one at a time by making video content, and take buyers from the bad place, where they have all those questions, to the good place, where they have the answers in video format.
Where the questions come from
The process takes buyer questions from the sales transcripts. Here is one of mine, verbatim: they want to know what this looks like, my video process.
So I am making a video about that right now. I take that question and turn it into an answer, and then I can check it off and say, yes, I have answered that question.
"I will take that question and turn that into an answer. And then I can check that off and say, yep, I've answered that question." Dane Frederiksen
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How you know it is working
Over time, if people are moving down the funnel because they are getting their questions answered, that means we have done our job. We answered the question well enough to help them get to the next step. Keeping buyers moving down the funnel is the goal.
Success is the sale
Success looks like sales. Once enough buyer questions are answered at the beginning, middle, and end of the stage, buyers can get to the part where all their questions are answered, we make the sale, and everybody wins.
If you're weighing this decision, let's pressure-test it together. Grab a time and we'll figure out the right next move. No hard pitch.
Frequently Asked Questions
What does success look like with a B2B video system?
Sales. Buyers get their questions answered by video at each stage of the funnel, keep moving toward the sale, and the deal closes.
Where do the video questions come from?
From your sales transcripts, in the buyer's own words. Each question becomes one video answer, and then it gets checked off.
How do you know the video system is working?
Buyers keep moving down the funnel because their questions are getting answered. That means the videos answered them well enough to get buyers to the next step.
What happens if you are not in AI search results?
You are not even considered. The buyer never sees you as a possible answer to their question, so you are invisible to them.
Full Transcript
This is what success looks like with a video system that sells. The goal is to drive inbound leads by answering buyer questions right here with content. We're going to turn those into videos and move them across from the bad place where they are now with the problem to the good place where everything's great because we fixed it.
If you don't show up in AI results right now, you're not even going to be considered to answer these questions because you're invisible to the buyer. That's another good thing about the video content is that actually these video answers will show up in their searches as they're moving down the pipeline. The goal is to just check these off one at a time by making video content down here. We take them from a bad place where they have all those questions and now we have a good place that they have the answers in video format.
The process basically takes buyer questions from the sales transcripts. Here's a couple of my buyer questions right here. This is verbatim. They want to know what this looks like. My video process. I'm making a video about that right now. I will take that question and turn that into an answer. Then I can check that off and say, yep, I've answered that question.
Over time, if people are moving down the funnel because they're getting their questions answered, that means that we've done our job and we've answered that well enough to help them get to that next step. Just keep them moving down the funnel is the goal.
Success looks like sales. Once we have enough buyer questions answered at the beginning, middle and end of the stage so that they can get over here to the part where they have all their questions answered and we make the sale and everybody wins. So I hope that helps. If you need some help setting this up, just let me know. It's what I do and happy to help.