How Video Uplevels Every Part of the Customer Journey

How Video Uplevels Every Part of the Customer Journey

In the complex B2B ecosystem where sales cycles can be long, video can effectively tell a company’s story and differentiate its offerings from the competition. With new technology and AI, video production doesn’t have to be a daunting or gargantuan task and should be leveraged by more B2B companies.

That’s why we’re chatting with B2B marketing expert and senior executive Jessica Deckinger (Operating Partner, Clearhaven Partners) about how B2B companies can use videos to improve every part of the customer journey. During our conversation, Jessica dispels the common misconception that video production is a huge endeavor that requires specialized skills and expensive resources. She also highlights which pitfalls to avoid, how to get internal buy-in, and how videos can impact the customer journey across different stages.

https://youtu.be/PAaYdydOd5g

Topics discussed in episode

• [1:22] What is holding B2B SaaS companies back from producing videos?

• [5:04] Some of the pitfalls that B2B marketers should avoid

• [8:47] How to avoid cramming too much information into one video

• [12:35] How to address internal push back for leveraging videos

• How videos positively impact the different stages of the consumer journey:
  [16:43] Purchasing
  [18:05] Onboarding and usage
  [20:12] Renewal and growth

• [26:32] Jessica’s point of view on the role of AI in video production

• [33:15] Actionable tips for leveraging video in B2B marketing:
  • Compartmentalize information into digestible chunks
  • Map your communication barriers and address the most painful points first
  • Understand the video readiness of your teams
  • Leverage existing assets and content
  • Assess your technology and determine which AI is the right one for you to use

Companies and links mentioned

• Jessica Deckinger on LinkedIn
• Clearhaven Partners
• SundaySky 

SPEAKERS

Jessica Deckinger, Christian Klepp

Christian Klepp  00:00

Welcome to this episode of B2B Marketers on a Mission, and I’m your host, Christian Klepp. Today I’ll be talking to Jessica Deckinger. She’s a senior executive with diverse and extensive experience across integrated brand marketing, product, digital strategy, insights and analytics, finance and operations. She’s valued as a strategic thinker with proven ability to lead cross functional teams, develop talent and influence team members at all levels of the organization. She’s also known for performing with a balance of financially based business thinking, exceptional creative vision and ability to adapt quickly to any team in a fast paced working environment. Tune in to find out more about what this B2B marketer’s mission is. Jessica Deckinger, welcome to the show. I’m so excited to have you here.

Jessica Deckinger  00:49

Thanks, Christian. I really appreciate you having me on as a guest.

Christian Klepp  00:52

Fantastic, fantastic. So let’s just hop right into it, because this is a topic I think that is not only pertinent to B to B marketers, specifically in the SaaS space, but to their sales counterparts as well. And so what am I talking about here,  Folks? I’m talking about how video up levels every part of the customer journey. So Jessica,