Video is a much more powerful and effective way to convey the capabilities and value of your solutions than traditional text and graphics. Solution descriptions can be useful for both lead generation and for buying cycle acceleration.
Using a third-party spokesperson for solution descriptions must be done carefully. When the focus is on the need or problem, and the value in resolving it, the third-party spokesperson can be very effective. It’s important that they not “pitch” the product, but rather confirm that it can address certain needs. Then, if the person watching has that need, they can be encouraged to consider the product.
It’s the role of the vendor salesperson to understand the client’s individual needs and confirm that the vendor’s solution is the best fit to address those needs. Note how well the third-party spokesperson positions the potential value of the solutions without sliding into an inappropriate sales pitch.