As we work on our GTM strategy, we’ve identified that incorporating videos with our company’s thought leaders is a perfect medium. We can explain very technical topics while simultaneously establishing our leaders as thought leaders and building awareness for our solution.
Video content has become essential for B2B communication, especially when showcasing thought leadership. This article will guide you through producing a B2B video targeted towards the thought leader who will be speaking, focusing on preparation notes rather than a word-for-word script.
Let’s discuss the key elements and provide an example, generative AI (genAI) vs. predictive AI in retail.
Step 1: Define the Video’s Goal
Before diving into content creation, establishing your video’s primary objective is crucial. This will shape your approach and help maintain focus throughout the production process. Common goals for B2B videos include:
- Awareness / Thought Leadership
- Discussion / Debate
- Education / Explanation
- Industry or Company News
For our example, let’s say the goal is Education / Explanation, specifically to educate retail industry professionals about the differences between generative AI and predictive AI and their applications in retail.
“In this video, we aim to clarify the distinctions and opportunities for generative AI and predictive AI, focusing on their practical applications in retail. We aim to help retail professionals make informed decisions about AI implementation in their businesses.”
Step 2: Establish Your Expertise
Why should the audience listen to you? Briefly establish your credibility to capture and maintain your audience’s attention. Consider including:
- A concise personal introduction
- Relevant professional history
- Notable clients or projects
- Significant results or achievements
You mustn’t drone on and on about your credentials and expertise, as this will begin to sound insincere. Your only goal here is to establish credibility and explain why you’re worth listening to.
“I’m {Name}, {Position} at {Company}. The solutions we’ve developed over the last eight years for Fortune 500 retailers have yielded double-digit growth in acquisition, retention, and cross-sell/upsell opportunities.”
Step 3: Address Key Questions
The Q&A section is crucial for demonstrating expertise and providing value. Here’s how to prepare and deliver an effective Q&A:
A: Identify Relevant Questions
Be focused on a central topic with common questions that are related to that topic.
- Analyze FAQs from sales and support teams
- Review industry forums and social media discussions
- Conduct surveys or interviews with your target audience
- Examine search trends and conference topics
B: Structure Your Answers (PRES model)
The PRES Model provides a solid framework for persuasive and effective messaging, whether in sales presentations, marketing content, or internal communications.
- Point: State your main argument or key message concisely.
- Reason: Explain the logic or evidence supporting your point.
- Example: Provide a real-world case study or illustration to make your point more tangible.
- Summary: Recap your main point and its significance, reinforcing the key takeaway.
C: Include Third-Party Validation
It’s not enough to just say it; provide evidence from third parties that support your narrative. Here are some examples:
- Awards: Highlight industry recognition or accolades your company has received, demonstrating peer acknowledgment of your expertise.
- Certifications: Showcase relevant professional or industry certifications, indicating specialized knowledge and adherence to industry standards.
- Use Cases: Present detailed examples of how your solution has been successfully implemented, providing tangible evidence of its effectiveness.
- Trends: Reference current industry trends that align with your message, showing that you’re in tune with market dynamics.
- Survey Results: Share findings from reputable surveys or studies, offering quantitative support for your claims or observations.
- Analyst Reports: Cite respected industry analysts like Gartner or Forrester, leveraging their credibility to support your position.
- Customer Testimonials: Include quotes or brief stories from satisfied clients, offering real-world validation of your products or services.
- Media Mentions: Reference positive coverage in respected publications, demonstrating broader recognition of your expertise.
- Partnerships: Highlight collaborations with well-known companies or institutions, suggesting industry trust in your organization.
- Performance Metrics: Share specific, impressive performance data or ROI figures from your products or services.
- Industry Rankings: Mention any high rankings in industry lists or comparisons, indicating your standing among competitors.
- Academic Research: Reference relevant academic studies that support your claims, adding scientific credibility to your message.
D: Tease Your Solution Without Overselling
- Highlight general approaches or methodologies
- Focus on outcomes and benefits rather than specific products
- Use phrases like “Our results…” or “One effective approach is…”
E: Delivery Tips
- Maintain a conversational tone
- Use pauses and vocal inflection effectively
- Employ natural hand gestures
- Look directly at the camera
Question: “There’s quite a bit of hype about AI in retail, and retail executives must understand the two key areas of opportunity, combining the power of both generative AI and predictive AI in retail. In this video, we’ll provide you with an understanding of the importance of each and both.”
Answer: “While both are powerful tools, generative AI generates new content, whereas predictive AI analyzes historical data to forecast future trends proven in machine learning models. In retail, generative AI could create ad copy, while predictive AI could predict the target audience likely to engage with the offer. Our results exceed the industry averages because we ensure every customer’s total historical data is incorporated and delivered with churn models, trends, and seasonality. According to a recent McKinsey report, retailers using AI for personalization have seen up to a 15% increase in sales.“
Step 4: Call-to-Action
Communicate what you want viewers to do after watching the video, how you want them to do it, and when you want them to do it. Options include:
- Subscribe to a channel or newsletter
- Schedule a demo or consultation
- Visit a website or read a related article
- Email for more information
“For a deeper dive into leveraging AI in retail, visit our website at {url}. You can schedule a personalized consultation to explore how AI can transform your retail operations.”
Tip: Create a Thought Leadership Series
Creating a series of thought leadership videos centered around a central topic can significantly enhance the effectiveness of your content strategy. This approach allows for comprehensive coverage of complex subjects, providing viewers with a thorough understanding that a single video can’t achieve. It also encourages audience retention, as viewers are likelier to return for subsequent episodes, increasing overall engagement and watch time.
A video series establishes and reinforces your position as an industry expert by consistently delivering valuable content on a specific subject. This format offers greater content scalability, providing multiple opportunities for repurposing across various platforms. From an SEO perspective, related videos can cross-link, improving search engine visibility and driving more organic traffic.
Moreover, a series format enables more efficient production, as multiple videos can be planned and created in a single session. It also allows for developing overarching narratives or themes, making the content more engaging and fostering a sense of community among viewers. By leveraging a video series approach, you can create a more impactful and sustainable thought leadership strategy that resonates with your audience and establishes your brand as a go-to resource in your industry.
Thought Leadership Example
This video, presented by Bernard Marr, author of Generative AI in Practice, is an excellent example of thought leadership content on generative AI in retail.
Here’s why this thought leadership video is effective:
- Expert Perspective: Marr, a recognized author in the field, provides insights based on his extensive knowledge.
- Focused Topic: The video specifically addresses how generative AI is transforming the retail industry, offering a targeted and relevant discussion.
- Structured Content: It presents seven clear ways generative AI is being used in retail, making the information easy to follow and remember.
- Real-World Examples: Each point is illustrated with actual applications or companies using the technology, adding credibility and practical context.
- Diverse Applications: The video covers a range of applications, from online shopping assistants to in-store experiences, showing the breadth of AI’s impact.
- Forward-Looking: While discussing current applications, it also hints at future developments, positioning the content as cutting-edge.
- Concise Delivery: In just about three minutes, it delivers a wealth of information without overwhelming the viewer.
- Visual Appeal: The use of visual aids or graphics (implied by the video format) likely enhances the presentation of information.
- Call-to-Action: It ends with a reference to Marr’s book, providing viewers with a way to learn more if interested.
- Accessibility: The content is presented in a way that’s understandable to industry professionals and general audiences interested in retail technology.
This video effectively combines expert knowledge, current industry applications, and a clear, concise presentation style, making it a valuable resource for anyone looking to understand how generative AI impacts the retail sector.
By following this structure and incorporating the elements above in your video, you’ll be well-prepared to create a compelling B2B video that establishes your thought leadership, educates your audience, and drives engagement. Remember, the key is to be informative yet concise, allowing your expertise to shine naturally rather than reading from a script.
