How to Align Video Throughout the Customer Journey
Scott Williford
Founder and CEO of vLink Solutions, Video Marketing Pioneer, Serial Entrepreneur, B2B Marketer
To continue our focus on the modern sales funnel, we spoke to a longtime friend Jeff Pedowitz ,?author of “F the Funnel.”
Below is an excerpt from the resulting article published by Sales & Marketing Management. You can check out the full article here.?
“How to Align Video Throughout the Customer Journey”
With so many customer journey models, it is challenging for marketers to know when and how to use video effectively.
The customer journey has changed. It is no longer a traditional sales funnel. While this is not news to many of today’s marketers, video sales funnel strategies have lagged behind. Many video marketing strategies still follow the traditional AIDA sales funnel model:
But what happens when the customer journey looks like an hourglass, wheel, infinity symbol, a series of loops, linear lines, spiral or another process that does not resemble the traditional sales funnel? The answer: your videos can become misaligned with the customer journey.
The modern customer journey often follows a non-linear path that can be described as a customer-centric infinity loop, according to Jeff Pedowitz, author of “F the Funnel.”
“The traditional funnel takes a company-centric approach that’s often focused too much on net-new growth. In reality, customers can fall out of a funnel at any time. That includes post-sale, too! It’s up to us – the marketing team – to provide a safety net of customer-centric actions that fall across all functions to keep them as a customer,” said Pedowitz.
The modern customer journey focuses equally on both net-new customers and existing ones.
Video plays a significant role in communicating with both prospects and customers throughout the customer lifecycle, but what videos are most effective at which stage?
To find out, read vLink’s article “How to Align Video Throughout the Customer Journey,” published by Sales & Marketing Management.?
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1 年Excellent article Scott. Great point about the sales funnel being company centric.