You can use video to make your differentiator stand out -- as long as you do not ask the viewer to absorb too much. It a problem because, according to Gartner research, when technology buyers are not sure what makes a solution different, they do not buy from that vendor. This may be true, but when it comes to differentiation, dramatizing the customer benefits may be counterproductive whenhow the technology works is the differentiatorthe benefits are the same ones everyone wants (superior performance, increased efficiency, higher productivity, etc.
Video animation can make the differentiation story simple and compelling, highlighting the unique attributes that form your solution personality. Video is good at drawing the side-by-side comparisons that distinguish your solution from the….