Dreamforce 2017 Recap
Every year, thousands of sales professionals flock to San Francisco for Dreamforce, Salesforce’s massive conference that basically shuts down the city for four days. Everyone is there to learn, to get a glance at new and disruptive technologies, to network, and to sell.
The sheer scale of the event is overwhelming. There are so many attendees, speakers, sessions, and exhibits that it’s physically impossible to experience it all in such a short time. And when it comes to getting face time with key decision makers, prospective customers or partners, it’s even more difficult. After all, you’re just one of many thousands of people, all vying for a chance to pitch a product or sell a service.
Being there in person, I got a much better understanding of the plight of modern B2B sellers, who everyday must battle to be seen by potential customers and differentiate themselves enough to convince customers to buy from them instead of their competitors. At least at Dreamforce, you have the chance to physically get in front of buyers. In the day-to-day operations of most sales organizations, meeting face-to-face is a rare luxury that few sales professionals can rely on now that so much of the buyer’s journey is completed online without any interpersonal interaction. With that digital divide, we as sellers lose the chance to connect with our customers personally.
Over the course of four days, I spoke with many sales leaders about their challenges and consistently heard the same struggles:
“We want to differentiate, but we don’t know how.”
“How to we optimize both our process AND the buyer experience?”
“We have so many great conversations at events and conferences; how can we replicate that digitally?”
Having experienced these challenges personally, I understand where these sales leaders are coming from. I too had some great face-to-face conversations at Dreamforce and know firsthand the value of being able to look a customer in the eye and speak to their business needs directly. In the world of digital sales, you don’t always have that opportunity. Instead, you have to rely on tools and strategies that will allow you to reach your prospects in a way that makes you stand out, communicating value to their business while also connecting with them in a way that establishes trust.
This focus on differentiation at Dreamforce reinforces the need for personalized video in B2B sales.
Video is much more than a flashy trend. According to a new study by Kaltura, 69% of large companies are leveraging employee-generated video in 2017, and that number is rising. Meanwhile, 46% of large companies use video for sales, and another 35% use video for lead nurturing. 75% of large companies use video in at least one way, while 17% of companies use video in more than five ways.
Looking forward, video will play an increasingly important role for companies of all sizes. 88% of participants in a Kaltura survey agree that employee-generated video will become a critical business tool. 90% agreed that mobile devices will become the primary device for creation and consumption of enterprise video, and another 94% agreed that video will become more important across all business departments.
This increase in video usage is easy to understand when you consider the engagement video generates. According to Cisco, 76% of executives watch business videos at least once a week, including 40% who view them daily. Overall, business professionals are 75% more likely to watch a video than to read documents, emails or web articles. This has huge implications when considering strategies to stand out in a sea of competition to differentiate your efforts and win the business of new customers.
While video can certainly improve the buyer experience and differentiate your sales efforts, it must also mesh with your existing workflows and accelerate efficiency. In another Kaltura survey, 87% of respondents rated ease of use as very important in a video solution, while 63% rated being able to control the look and feel of videos while customizing workflows as equally important.
This is why a solution like Videolicious is so vital to the success of modern sales organizations, empowering sales leaders and their teams to produce high-quality video content that engages and differentiates without sacrificing control or speed. It’s not enough to produce video content for the sake of having video content; in order to get the attention of today’s buyers, video content must be produced quickly, easily, and with the utmost quality.
If you’re ready to join other sales leaders in solving some of the challenges facing B2B sales organizations today, schedule a demo of Videolicious with one of our video experts to learn more about how personalized video can spearhead your digital transformation.
Posted on November 16, 2017