If the average B2B buyer today were a superhero, they’d be Captain Selective Hearing.
Their attention shifts faster than a speeding bullet. Their willpower is stronger than a locomotive, and they’re able to leap over countless ads, emails, and messages in a single bound. They have the superhuman ability to ignore practically everything. Some 86 percent of them exhibit banner blindness and only two percent of emails they receive are ever opened.
If they stood in the center of a crowded stadium with all the marketers on earth shouting at them, they’d likely hear next to nothing.
For marketers, these buyers can be formidable foes. In order to break through and be heard many are turning to personalized video—and are overjoyed to find that it can be more effective than a truckload of kryptonite.
Buyers don’t really ignore you, they ignore things that are irrelevant
Just remember, it’s nothing personal. Buyers are bombarded with as many as 2,900 messages each day. The only way to process it all is to develop a subconscious filter for everything that sounds irrelevant. That could include the phrase “Dear Sir or Madam,” pop-ups, unknown URLs, and lavish offers from Nigerian noblemen. Filtering allows buyers to stay sane and only consciously engage with the messages that matter.
So what messages matter? Ones from friends, family, colleagues, and trusted influencers. As a marketer, if you want to break through that superhuman filter, be like your buyer’s friends and create a personal connection. There’s no better way to do this than with video.
Personalized video is your kryptonite for every stage of the funnel
Video is an inherently engaging medium and when you personalize it, it becomes doubly so. We’re social and animals who like to watch stuff—including each other—but when you show buyers a video that includes them in it, they’ll be awestruck. They’ll wonder how you did it and you’ll have both their attention and interest, for as Dale Carnegie reminds us: “A person’s name is to that person the sweetest and most important sound in any language.”
Here’s a taste of that sweetness:
Personalized video is a devastating weapon for breaking through subconscious filters and achieving awareness. Properly applied, it can:
- Increase click-throughs by 4.5x. Just as people scan social media looking for photos and mentions of themselves, you’re offering them the same dopamine hit in a B2B context.
- Keep viewers watching for 35 percent longer. Once a buyer’s attention has been captured, video is a fantastic medium for communicating a lot of information in an interesting way. It has a higher informational throughput than text, audio, and images alone because it combines all three.
- Increase the chance that late-stage prospects buy. When buyers are shown personalized videos that demonstrate a solution, they experience it viscerally, increasingly comprehension. The marketing team at Salesloft found that 75 percent of late-stage prospects who received personalized videos became closed won deals.
Video is your key to getting heard by buyers with the superpower of selective hearing.
But wait, how does it work?
Indeed, how do you personalize videos at scale without spending a ton of time? What results do companies like Marketo, Reltio, and Influitive see with it? And where can you test drive this to see a video that’s been personalized just for you?
Great questions. It’s all in our new ebook, How to Drive More Sales Ready Lead with Personalized Video.
Read it and you’ll learn all the secrets video can offer: for you to finally be heard and to capture a superheroic level of attention from your prospects.
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