B2B video for sales outreach general analysis and a model extension for product videos
- Due to the growing importance of videos for B2B sales outreach, this study proposes an extended model based on the Corporate-Video Model by Büsching and Meidel (2016) and a qualitative survey with high-ranking company representatives. The findings comprise seven complementary categories: structure, communication, product display, information content, unique selling proposition, value-based selling, and dramaturgy of product videos. The model extension aids practitioners in analyzing and conceptualizing compelling B2B product videos.
Author of HS Reutlingen | Schmaeh, Marco; Zeiner, Max; Schlechter, Tobias; Wintermantel, Nathalie; Gottwald, Christian; Pfeil, Isabell; Werner, Hanna |
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URN: | urn:nbn:de:bsz:rt2-opus4-38785 |
DOI: | https://doi.org/10.33642/ijbass.v8n11p4 |
ISSN: | 2469-6501 |
Erschienen in: | International journal of business and applied social science |
Publisher: | Center for Promoting Education and Research |
Place of publication: | New York |
Document Type: | Journal article |
Language: | English |
Publication year: | 2022 |
Tag: | B2B; product videos; sales |
Volume: | 8 |
Issue: | 11 |
Page Number: | 7 |
First Page: | 27 |
Last Page: | 33 |
DDC classes: | 300 Sozialwissenschaften |
Open access?: | Ja |
Licence (German): | Creative Commons - CC BY - Namensnennung 4.0 International |