Over half of B2B industrial buyer specifiers are Millennials, and this group seeks information differently than their older counterparts. Beyond features and benefits, they need third-party validation to support recommendations. How can you serve up this content effectively?
David Caron, CMO at IndustrialSage, is on a mission to build a community of industrial marketers and salespeople who learn from each other's successes and challenges. He and his colleagues are doing this through weekly video and podcast interviews with professionals like us, whose daily focus is communicating to technical buyers.
One of the key content platforms used at IndustrialSage is what David describes as a "pillar video" -- about 20 minutes of interview material, which is then leveraged into 5-7 smaller segment videos and 3-5 quotes for social sharing. They've build processes to crank this material out efficiently. But when they first started, it was not so easy...you'll hear about this, and David's advice for how to get started with video.