“Your spreadsheet’s a fool. If I was your accounting application, I’d never let you do your banking reconciliation alone.”
Xero Woos Customers with Informative and Engaging Video Content
Macfie posed this clever tale of attraction and romance to illustrate Xero’s approach to the customer journey, a roadmap firmly rooted in video marketing strategy. At every stage of its sales funnel, from acquiring leads, to nurturing prospects, and converting customers, Xero uses video content to guide target audiences toward a successful business partnership. Not only that, but Xero also provides customers with engaging, educational video, ensuring users a smooth onboarding process and overall customer satisfaction.
“At the end of the day, we’re still an accounting software, and to get that up and running does require users to navigate a few tricky moments,” Macfie. “If we can’t navigate the relationship through those moments, it dies. But if we do get through it, then we’ve landed a paying customer that’s unlikely to leave.”
Using Brightcove’s Video …