Product marketing bridges the gap between product development and customer success. Savvy product marketing managers (PMMs) know how to build a video marketing buyer’s journey that turns customer needs into product adoption.

In Episode 9 of the Business Video Playbook, we spoke with Jeff Rezabek, a PMM with experience working for both resource-limited startups and enterprises with big expectations. He offers insights that companies of all sizes can use to strengthen their product storytelling with video marketing.

Rezabek shares how to connect with buyers using impactful videos, even with a small team. He explains his framework for using video in product marketing, including the use of AI tools when working solo.

In addition to working closely with customers to understand the buyer’s journey, Jeff covers a range of PMM topics, including how to:

• Integrate video into go-to-market strategies.
• Utilize video for sales enablement and training.
• Leverage AI for video production efficiency.
• Repurpose content for maximum ROI.
• Capture authentic customer stories.

Mapping the Buyer’s Journey: Videos for Every Stage of the Funnel  

In a new twist to our interview format, we introduced a “rapid-fire” segment as a framework for understanding how and when product marketing can build a video marketing buyer’s journey. Here’s a summary of the product marketing video use cases pulled from the interview:

Stage 1: Awareness (Top of Funnel):

At the initial stage of the marketing funnel, the goal is to attract attention and generate interest. A mix of video types plays a key role in building awareness for product marketing.

Video types:

• Video podcasts (like the Business Video Playbook!)
• Case study videos
• Testimonial videos
• Webinar snippets

Rezabek mentions webinars in the context of a launch but also suggests repurposing them for social media, which is often a top-of-funnel channel. These formats are crucial for building initial brand recognition and establishing thought leadership in a crowded market.

“The webinar is the meat of an asset because you can chop it up in many different ways and use it as a blog post, use small pieces and sound bites for social, and more.”

— Jeff Rezabek, Director of Product Marketing

Stage 2: Consideration (Middle of Funnel):

The goal of the consideration stage is to educate and nurture prospects who are evaluating their options. A brand needs to differentiate itself from the rest of the pack, and Rezabek explains how to do it with video.

Video types:

• Product videos
• Case study videos (note their versatility across stages)
• Webinar recordings (especially industry reports)

In the interview, Jeff highlights how product marketing uses video and customer insights to showcase product strengths, validate messaging, and effectively position the product against competitors, all of which are crucial for standing out during the consideration phase.

“There are competitive intelligence types of videos where you record using a competitor’s tool and share your product’s strengths and weaknesses against it. Additionally, you can also include a feature breakdown. I like to discuss three things that they’re good at, three things that we’re good at.”

— Jeff Rezabek, Director of Product Marketing

Customer Interviews Are Your Product Marketing Goldmine

Watch the Full Episode Now

Stage 3: Decision (Bottom of Funnel):

The goal with video content during the buyer decision stage is to overcome objections and drive the final purchase decision. It’s the ultimate stage in the video marketing buyer’s journey.

Video types:

• Detailed “how-to” videos (often based on technical documentation)
• Videos created by Customer Success Managers (CSMs) or technical writers

Jeff recommends including videos within your technical documentation or help sites.  

“I like when customer success managers create videos with their floating head on the bottom showing users how to do X, Y, Z. So if viewers know it’s a CSM, there’s a little bit more trust there.”

— Jeff Rezabek, Director of Product Marketing

Beyond the Video Marketing Buyer’s Journey: Key Insights from PMM, Jeff Rezabek

Watch the full interview for more insights from Jeff Rezabek on topics, including:

• AI for Video Production: Learn how Rezabek, a self-proclaimed video novice, leverages AI tools to create effective video content, challenging the notion that you need a huge production budget.
• Sales Enablement: Discover Jeff’s unconventional customer interviews that don’t just validate messaging, but transform your sales team’s confidence and closing rates.  
• Content Repurposing: Gain a simple, repeatable framework for repurposing a single 30-minute customer interview into five distinct, high-impact content pieces. It’s like a masterclass in efficiency.

“If you’ve done your messaging correctly and you’re actually talking to your ICP [Ideal Customer Profile], they’re using your messaging in their own words. Everything lines up, and product marketing can get their wheels turning.”

— Jeff Rezabek, Director of Product Marketing

Video is a versatile tool for PMMs across the entire buyer’s journey and beyond. Watch the full episode now for more PMM advice.

The post Mapping Video to the Buyer’s Journey: A Product Marketer’s Framework appeared first on SproutVideo.

In episode eight of the Business Video Playbook, we talk with Tobi Flowers, CEO of the award-winning TraCorp LMS. TraCorp is a full-service learning company that delivers customized, accessible training for businesses, including one of SproutVideo’s global hotel customers.

Businesses rely on TraCorp for learning and development strategy and to build training that drives measurable business impact. SproutVideo integrates with TraCorp LMS, providing secure video hosting for sharing, bitrate streaming, and rich analytics directly within their learning and development ecosystem. 

Join the Business Video Playbook

In the interview, Flowers shares how to achieve better results for employees and organizations through video and innovative L&D design. Busy leaders may be tempted to offer courses that merely check the training requirements box. But Flowers makes the case for investing in content as a priority.

You’ll learn:

• Why short, well-designed videos can replace hours of reading manuals.
• Proven enterprise learning and development strategies that scale for SMBs. 
• Metrics to track employee skill absorption versus just clicking ‘complete’.

3 Learning and Development Strategies for an Effective Training Framework

1. Replace Documentation with Video Training

Compliance training is often presented in written form, making it challenging for employees to engage and absorb the necessary information: “Studies show that 70–80% of learners prefer video over reading a document or traditional e-learning.”

“Training is one of those things that everybody loves or hates. One way to encourage people to want to take training is to make it available as a video. Video and great storytelling make training more engaging, allowing employees to retain more information and organizations to see a real impact.”

— Tobi Flowers, CEO of TraCorp LMS

Therefore, consider replacing text documentation with videos that employ storytelling. 

Video is also effective for organizational communication. For example, in lieu of distributing a memo or documentation, you might share a video interview with an executive discussing new policies or procedures. This more engaging approach of communicating helps employees understand why the changes matter.

Watch Flowers share more in this short video.

2. Prioritize High-Impact Content & Localization Needs

L&D teams face constant pressure to do more with less. As organizations grow, they must manage multiple requests, software rollouts, and localization for multiple languages or regions. 

“Learning and development teams have to be highly efficient. One of the things we do when designing programs is to ask if the training needs to be localized. This helps us prepare an inventory of language translations.”

— Tobi Flowers, CEO of TraCorp LMS

Flowers prioritizes high-impact content over platform features in her learning and development strategy: “We’re always looking at the biggest picture. What program would have the highest impact? Let’s invest our resources there. Spend as much of your budget as possible on content and the training itself.”

Watch Flowers share more in this short video.

3. Create A Short Video for Each Step

Ensuring employees effectively absorb video-based learning requires a strategic approach.

“If the goal is to make sure that someone can complete their day-to-day activities inside a piece of software, we’re going to pick an approach where we’re building very short videos that just cover individual steps.”

— Tobi Flowers, CEO of TraCorp LMS

Create short, focused videos that cover individual workflow steps. This content allows employees to easily reference the specific material they need, making the learning process smoother and more effective. 

Watch Flowers share more in this short video.

Flowers shares inside tips on how TraCorp uses storyboarding and decision-based learning to design highly impactful video content. Watch the full interview now. 

Bonus: Scale Brand Consistency with Video 

As a business grows, L&D teams become increasingly responsible for brand consistency. Scaling brand standards is especially crucial for franchises and multi-location companies, where customer satisfaction and brand integrity depend on maintaining these standards. 

“Starbucks is known for its drinks being the same at every single location. I would bet there is a lot of video training that goes into teaching people how to make the drinks exactly the same across all locations.”

— Tobi Flowers, CEO of TraCorp LMS

Videos help organizations communicate standards clearly and efficiently, where long manuals and slide decks often fail to do so.

Watch Flowers share more in this short video.

Effective Videos Are Your Secret L&D Weapon

Discover how TraCorp leverages its innovative learning and development strategy to design engaging and measurable training programs.

A Training Framework for Measurable Results

Watch the Full Episode Now

Why L&D Teams Choose SproutVideo

TraCorp LMS integrates with SproutVideo, which operates as its high-powered video backend. This integration enables TraCorp to upload videos or embed video-based courses directly within their platform. The system automatically handles the upload to SproutVideo in the background.

Often, companies use an LMS to create a record trail, ensuring protection in the event of an audit. 

“That’s what’s so nice about integrating with SproutVideo: TraCorp’s LMS provides all learning and development compliance records. Customers don’t have to go directly to SproutVideo. They get all the benefits of using SproutVideo while being able to access their records in one place.”

— Tobi Flowers, CEO of TraCorp LMS

The integration also provides rich analytics (views, engagement, drop-off points, etc.) to measure the real impact of training. Beyond compliance needs, video analytics enable L&D teams to identify what went well and how to enhance their video content. 

“Our customers can evaluate who watched the video. They can determine if our email communications successfully engaged learners. They can see if viewers drop off during the video, and if so, why? The rich video analytics allow us to reflect on what we did well or where we have room for improvement. It’s just fantastic that it’s all baked in,” shared Flowers. Grab your free 30-day trial today.

The post Learning and Development Strategy: A Video Framework for Better Results appeared first on SproutVideo.

Millions of tourists arrive annually in Chicago, drawn by its world-class architecture, museums, restaurants, sports, and entertainment. The city ranks among the top five U.S. destinations for culture and is home to the second-highest number of Fortune 500 headquarters in the country.

Tourism in Chicago is a multi-billion-dollar industry where local businesses and cultural institutions compete for attention. Nearly half of all visitor activity bookings happen after travelers arrive, which means valuable marketing moments occur in many ways: at the concierge desk, online, or on the streets when people ask, “What should I do right now?”

A Conversation with Tim O’Malley, Founder of Ateema Media

In Episode Six of the Business Video Playbook, Tim O’Malley, CEO of Ateema Media (a Tourism Marketing Agency), explained how he created the Chicago Does Interactive Video Map. O’Malley has years of experience working within the Chicago tourism industry and the use of engaging, often viral, video storytelling. For example, a behind-the-scenes video of the band Oasis testing a drone show the night before their concert went viral overnight, racking 225,000 views. Tim shares how authentic storytelling video content can turn small moments into massive engagement. 

The Chicago Does Interactive Video Map is a hybrid print and digital product that leverages multiple visitor touchpoints throughout their travel journey. It connects visitors directly to restaurants, venues, and attractions through video storytelling, interactive mapping, and traditional print and digital advertising. The map serves as a visitor media platform, an acquisition tool for local businesses, and an example of exceptional marketing for hospitality and tourism.

We’re trying to take the advertising dollars that would normally be spent on brochures and fold them into something that’s more useful for the visitor.

—Tim O’Malley, CEO, Ateema Media and Marketing

Watch the full interview now to see how Chicago Does combines video, maps, and real-time discovery to drive engagement and foot traffic. In the video, you’ll see the map come alive with real examples of restaurants, attractions, and events. Watch how these videos turn curiosity into real-world visits.

Why the Interactive Video Map Works

The Chicago Does Interactive Video Map succeeds because it delivers value on both sides:

• For visitors, it’s a simple, mobile-first way to explore the city, see what’s nearby, and quickly decide what to do. The videos are short, authentic, and engaging, giving travelers a feel for an experience before they commit.
  
• For partners, it’s the principal element within a multi-touch referral, print, and digital platform. Backed by storytelling rather than just logos or listings, businesses and venues reach visitors in a way that drives real-world outcomes like foot traffic, reservations, and ticket sales

O’Malley also explains why some videos achieve viral success and others don’t; a lesson every tourism marketer should learn.

“If we’re going to do it, we’re going to do it through storytelling and video, not just putting up logos.”

—Tim O’Malley, CEO, Ateema Media and Marketing

Lessons for Building a Video-First Tourism Platform

1. Balance Ads with Authentic Storytelling

A common trap for city guides is feeling like one long commercial. O’Malley emphasized that content must stay rooted in story, not just sales. Restaurants, museums, and events shine when presented by authentic voices, real visuals, and unique stories about the city. “The point isn’t a slick ad. It’s showing real people, real food, real spaces in a way that feels authentic,” said O’Malley. 

Sometimes, overlooked parts of a city make the most powerful stories. Take the Chicago Pedway, for example. It’s an underground tunnel system that helps pedestrians during the cold Chicago winters. Most locals have heard of it but don’t really understand it. One of Ateema’s video creators shot a short video describing the Pedway and how to use it. 

“People in Chicago had always heard of the Pedway but didn’t really know what it was. When our creator explained it with a clear hook and visuals, it gave them closure.”

—Tim O’Malley, CEO, Ateema Media and Marketing

This type of nuanced storytelling tapped into a curiosity gap. The result? The video exploded to 1.4 million views on TikTok and Instagram, proving that authentic storytelling can drive massive engagement.

The lesson is to treat video first as helpful and engaging media, and advertising second.

2. Design for Short, On-the-Go Engagement

Travelers aren’t sitting down for two-minute ads. They want quick hits of authentically local inspiration.

“If a visitor is standing in a hotel lobby with their phone, they’re not going to watch a two-minute video. They’ll give you 20 or 30 seconds.”

—Tim O’Malley, CEO, Ateema Media and Marketing

Videos should be long enough to capture initial interest and short enough to respect attention spans. Each mobile-first video matches each stage of the visitor’s decision-making journey. O’Malley demonstrates how to structure these quick-hit clips in the video.

3. Build in Easy Updates

Cities move fast. In Chi-Town, menus change, events rotate, exhibits close. Guides quickly become outdated without an easy way to update videos and listings.

“Events come and go. You need a system where updates are simple and low-cost, otherwise the content gets stale.”

—Tim O’Malley, CEO, Ateema Media and Marketing

A scalable product requires workflows for ongoing updates: whether that’s templated video formats, content tiers, or collaborative tools for partners. “The idea is to create recognizable formats. Whether it’s a 30-second hook on an attraction or a deeper dive into a neighborhood, partners know what to expect,” said O’Malley

Episode 6: Video Strategies for Visitor Engagement with Tim O’Malley

See how video storytelling, real-time mapping, and partnerships drive engagement: watch the full episode to uncover all the strategies that helped Chicago Does go viral.

Watch The Full Interview

4. Sell Foot Traffic, Not Ad Space

Ultimately, restaurants and venues don’t care about video views and ad impressions. They measure ROI by people walking through the door. Positioning the Interactive Video Map as a direct driver of customers proved more compelling than selling “visibility.”

“For restaurants, we weren’t selling ads; we were selling foot traffic. That’s what they care about.”

—Tim O’Malley, CEO, Ateema Media and Marketing

This shift reframes the platform as performance-driven, which helps secure buy-in and reduce churn. In the full interview, O’Malley walks through how he measures ROI for every campaign, turning video views into real-world customers.

5. Lean on Partnerships for Distribution

Discoverability is everything. Hotels and the concierge community became critical partners because they wanted to offer guests a richer experience without producing their own guides.

“Hotels love it because it gives them something valuable to hand guests without spending their own money on guides.”

—Tim O’Malley, CEO, Ateema Media and Marketing

Working with tourism boards, chambers of commerce, and hospitality partners gave the Interactive Video Map credibility and ensured travelers could find and use it. “Our map must meet visitors where they are, in the hotel lobby, in their hands. That’s why hotels and tourism boards are essential partners,” said O’Malley. 

From Chicago to Beyond

The Chicago Does Interactive Video Map shows how destination marketing can evolve into something more immersive, practical, and authentic. By blending short-form video storytelling, mobile-first design, and strong partnerships, the product creates value for the visitor and the business.

And the lessons apply far beyond Chicago. Whether you’re a DMO, tourism marketer, or local business, the takeaway is the same: if you want to influence travelers, meet them where they are. Share stories that feel real, tools that make decisions easier, and partnerships that extend your reach.

“Venues don’t care about views; they care if someone walks in the door after watching the video.”

—Tim O’Malley, CEO, Ateema Media and Marketing

Episode 6: Video Strategies for Visitor Engagement with Tim O’Malley

See how video storytelling, real-time mapping, and partnerships drive engagement: watch the full episode to uncover all the strategies that helped Chicago Does go viral.

Watch The Full Interview

Want to promote your destination with video storytelling?

Start your free trial of SproutVideo today and bring your community to life through video.

The post Video Storytelling Strategies for Hospitality and Tourism appeared first on SproutVideo.

In the U.S., more than 5,000 convention and visitor bureaus (CVBs), destination marketing organizations (DMOs), and regional tourism associations drive the travel business. These groups don’t just promote places; they power local economies and act as primary tourism marketing engines for them.

Tourism is a multi-billion-dollar industry. For example, New York City Tourism + Conventions reported an estimated $79 billion total economic impact in 2024: more than U.S. steel output and comparable to the entire video game industry.

Today, destination marketing goes beyond ads. It’s about immersing travelers in an experience before they book. That’s why Visit Bentonville, the destination marketing organization for Bentonville, Arkansas, curates a lifestyle through cinematic visuals and authentic local voices.

A Conversation with Kalene Griffith, CEO of Visit Bentonville

In Episode Five of the Business Video Playbook, we spoke with Kalene Griffith, who has led Visit Bentonville since 2005. Under her leadership, Bentonville has evolved from a Walmart company town into a nationally recognized hub for cycling, art, food, and hospitality.

Griffith explained how video storytelling connects with travelers, elevates local businesses, and reinforces Bentonville’s vision as a lifestyle destination.

“Our job is to collaborate with everyone. We sit down with our partners and define shared goals for a video within five key pillars: cycling, arts, culinary, outdoor recreation, and medical and wellness tourism.”

—Kalene Griffith, CEO, Visit Bentonville

To discover Griffith’s formula to grow tourism in Bentonville, watch our full interview now:

5 Tourism Video Marketing Lessons from Visit Bentonville

1. Lead with Authentic, People-First Storytelling

What makes Bentonville’s videos resonate is the people behind the experiences. Local voices like professional mountain biker Anneke Beerten, a chef sharing a dish, or an artist explaining a mural. These people and their passions create emotional connections that polished ads can’t.

2. Collaborate for a Content Engine

Instead of owning every attraction, Visit Bentonville amplifies local partners. Chefs, shop owners, and event organizers all become storytellers. This collaboration multiplies marketing impact and strengthens the local economy.

“For us, it’s driving traffic to our community. For them, it’s driving traffic to their business directly.”

—Kalene Griffith, CEO, Visit Bentonville

3. Use Video as a Sensory Bridge

Video brings the destination to life. Viewers can see, hear, and almost feel Bentonville’s trails, art, and food. In a crowded market, cinematic imagery paired with authentic voices makes travelers want to enter the story.

“The video creates this experience where you want to feel and see.”

—Kalene Griffith, CEO, Visit Bentonville

4. Take a Multi-Channel Approach

Visit Bentonville blends social media, web, PR, print, and digital advertising and invests in grassroots education so locals can share the story, too.

“It’s our job to ensure that our hotels, restaurants, retailers, and residents all understand the story we’re trying to tell.”

—Kalene Griffith, CEO, Visit Bentonville

5. Build Accessibility and Inclusivity Into the Brand

With 80% of bike riders being casual participants, Visit Bentonville highlights families and first-time visitors over extreme athletes. Infrastructure like the wheelchair-accessible Razorback Greenway signals that the city is open and welcoming to all.

“We may want to experience the trails, but we’re not all going to fly through the air.”

—Kalene Griffith, CEO, Visit Bentonville

Bentonville: A Vision Beyond Tourism

From the Kohler Mountain Bike Preserve with its trail-only coffee shop to The Ledger, the world’s first bikeable office building, Bentonville blends recreation with everyday life. Visit Bentonville’s videos show that this is more than a trip; it’s a way of life.

Bentonville proves that destination marketing is most powerful when it tells a community’s story through authentic video storytelling, collaboration, and inclusivity.

Watch the full interview with Kalene Griffith to learn how Visit Bentonville uses video to turn visitors into believers.

If you’d like a quick summary of the main points and answers to common questions about tourism and destination marketing, see the FAQ section below.

Episode 5: Growing Tourism with Storytelling with Kalene Griffith

This episode offers helpful insights and practical tools:

• Downloadable guide: Tourism Video Marketing Playbook
• Full interview transcript
• Ready-to-share FAQ for internal stakeholders

Watch The Full Interview

FAQ: Tourism & Destination Marketing with Visit Bentonville

1. What is a destination marketing company?

A destination marketing company (DMC) partners with cities, regions, or attractions to promote them as travel destinations. Unlike a traditional travel agency, a DMC focuses on branding and storytelling that inspire people to visit, stay longer, and support local businesses.

2. How does tourism destination marketing work?

Tourism destination marketing connects travelers to experiences before they arrive. It uses tools like video storytelling, social media, PR, and community partnerships to showcase a destination’s culture, attractions, and lifestyle. The goal is to spark emotional connections that lead to trips and visitor spending.

3. What services do destination marketing organizations provide?

Destination marketing organizations (DMOs) provide tourism destination marketing services such as:

• Video production and storytelling campaigns
• Digital and social media marketing
• Community collaboration and co-marketing
• Hospitality education and training
• Event promotion and PR

These services help align a community’s identity with its tourism brand.

4. Why does Bentonville’s story matter in tourism marketing?

Bentonville, Arkansas, transformed from a Walmart company town into a nationally recognized hub for cycling, arts, food, and hospitality. Its success shows how a shared vision plus authentic storytelling can reposition a destination and attract new types of visitors.

5. How does Visit Bentonville use video marketing?

Visit Bentonville uses cinematic visuals and authentic local voices to make travelers feel like they already belong. Videos feature chefs, artists, athletes, and business owners, creating a people-first story that builds trust and emotional connection.

“The video creates this experience where you want to feel and see.”

—Kalene Griffith

6. What role does collaboration play in destination marketing?

Collaboration is central to Visit Bentonville’s strategy. The DMO works with chefs, artists, shop owners, and event organizers to create content that benefits both the city’s brand and local businesses.

“For us, it’s driving traffic to our community. For them, it’s driving traffic to their business directly.”

—Kalene Griffith, CEO, Visit Bentonville

7. Why is authenticity important in tourism marketing?

Authenticity builds credibility. Travelers trust locals more than ads. Visit Bentonville creates insider perspectives that inspire action by spotlighting real people, like professional mountain bikers or chefs sharing a dish.

8. How do accessibility and inclusivity fit into destination marketing?

Bentonville’s videos highlight that the city is welcoming to families, first-time visitors, and casual riders, not just elite athletes. Infrastructure like the Razorback Greenway, a 40-mile wheelchair-accessible paved trail, ensures everyone feels included in the city’s tourism story.

9. What channels are most effective for destination marketing?

Visit Bentonville uses a multi-channel approach: social media, digital ads, PR, print, and grassroots education. They also train local residents and businesses to understand the story, so the whole community reinforces the brand.

10. What can other destinations learn from Bentonville’s success?

• Lead with authentic storytelling: People connect with people more than scenery.
• Collaborate with local partners: Shared goals create shared wins.
• Think multi-channel: Blend digital, PR, social, and grassroots education.
• Prioritize inclusivity: Market to casual visitors as much as experts.
• Use video as a sensory bridge: Show what makes your destination come alive.

Want to tell your destination’s story with impact?

Start your free trial of SproutVideo today and bring your community to life through video.

The post Tourism Marketing Through Video: How Destination Storytelling Drives Local Economies appeared first on SproutVideo.

In Episode 4 of The Business Video Playbook, I had a great conversation with Alex Hoff of CoverStory, a former reality TV producer who challenges the conventional approach to customer videos. His take? The best testimonials don’t start with a script: they start at 4 a.m., in a moment of crisis, overwhelming frustration, or job-threatening disaster. 

That may sound extreme, but we learn there’s always a story behind Alex Hoff’s unique approach to capturing emotional hooks. It generally happens “before” someone chooses a product or service.  

To discover Hoff’s template for testimonial videos with an emotional draw, watch our interview now:

The Benefits & Hurdles of Customer Testimonial Videos

As a veteran marketer who values close collaboration with sales, I see great customer testimonials as critical proof points to demonstrating that real users find value in your product or service. Sales is tough, and any edge that helps shorten the cycle is worth pursuing.

When done well, customer testimonials: 

• Reduce perceived risk by showcasing validation from happy customers
• Build emotional connections through relatable stories
• Highlight use cases and benefits customers gain from using your product or service

Yet even when customers are enthusiastic advocates, capturing a compelling testimonial is tough. For example, identifying happy customers is easy, but their busy schedules can be difficult. Other common hurdles include: 

• Legal or PR restrictions on who can speak publicly
• Discomfort or lack of confidence on camera
• Difficulty expressing measurable ROI
• Scripted content that feels stiff, inauthentic, and forgettable

Where Most Customer Testimonials Fall Short

Most business testimonials miss the mark because they:

• Rely on the same tired formula: problem, solution, outcome
• Run too long for today’s short attention spans
• Aren’t fully integrated into the sales process or the buyer’s journey
• Neglect what modern buyers crave: real, specific stories that inspire confidence in their investment

Watch Hoff Explain What to Do Instead

Template for Testimonial Videos—From A Former Reality TV Producer

Sales teams want to show evidence of existing customer return on investment. However, ROI doesn’t always resonate without context. Instead of leading a customer interview with talking points, Hoff suggests taking a documentary-style approach. These open, relaxed conversations help customers be themselves and share what really matters: the challenges that kept them up at night, the turning point that sparked change, and the transformation they experienced after adopting your solution.

“Find a moment, a story, that shows the full arc of somebody’s discovery, usage, or success with a product. A lot of businesses just want to focus on the results. But you need to know that ‘before’ part in order to make the testimonial relevant and important to your viewers. ”

— Alex Hoff, Co-Founder of CoverStory

Jump to the formula: watch the short video here.

The post You’re Doing Customer Testimonial Videos Wrong. Here’s How to Do Them Right. appeared first on SproutVideo.

These outcomes are routine for Ethan Anderson, Director of Product Management for NOLA Education’s Star Academy. In this short interview, he explains how Star Academy leverages research, video, and multimodal learning to increase engagement and drive academic and social success. 

His insights are invaluable for developing video-based learning, professional training videos, and thought leadership content. By watching this interview, you’ll learn how to: 

• Use AI for creating training videos 
• Optimize video length for retention
• Incorporate video into multimodal learning
• Leverage research to achieve a 95% video success rate
• Save hours by using video for rapid prototyping & feedback 

How Star Academy Leverages Video-Based Learning For Student Success

Star Academy’s top priority is engaging at-risk students. Anderson’s role is to design solutions that drive real academic gains. Star Academy’s winning formula rests on research‑backed, highly engaging videos that help learners advance quickly and confidently.

What Makes The Star Academy Education Program Unique?

Star Academy students participate in a project-based curriculum supported by dedicated lab space for collaborative projects. In practice, classes are delivered in multiple formats, combining instructor-led sessions, desk-based applied experiments, and blended learning videos that connect screen-based interaction with real-world applications. 

At their desks, students engage with STEM toys, tools, and experiments—like rocket ships and volcanoes—while high-quality, cinematic videos enhance the digital learning experience. This structured alternation between screen time and kinesthetic activity deepens engagement and comprehension.

“Our program transforms learning from a passive, screen-only experience into a hands-on, immersive one. This powerful combo boosts engagement so much that students are excited to return to school.” 

Ethan Anderson, Star Academy

Six Principles for Engaging Video-Based Learning

Know Your Learner First 

Gaining market insights doesn’t need to be complicated, says Anderson. He encourages video creators and product managers to observe how end users interact with the product. 

“Go out and talk to the users and observe their how they use your product. You’d be surprised at how many people do not do that. If a 1,000-user research session brings you to 100%, you can get to 70% by talking to just five people.” 

Ethan Anderson, Star Academy

In the interview, Anderson shares examples of questions to ask and what to observe when learning how an audience engages with your video or product. For example, here are some prompts: 

Ask: 

• What type of videos do you generally watch? 
• What did you think of this video or product? 
• What did you like about the video or product? 
• What did you not like?

Observe: 

• Who are they? 
• How long do they watch the videos? 
• What do they do when not watching the video or using this product?
• What do they generally expect to see from similar videos or products? 
• What patterns are they comfortable with on the screen (e.g., colors, contrast, speed, and edit cadence)?  

This type of qualitative market research looks through the lens of the person who will watch that video.

We’ve seen this push for customer understanding from our interview with Autumn Manning at Faana. She stressed the importance of knowing customers—their needs, challenges, desires, and what it means to succeed. Without that knowledge, she argues, a go-to-market initiative will fail. See her video here.

“Before you start producing videos that somebody will consume, you must understand your user.” 

Ethan Anderson, Star Academy

Leverage Story & Motion

Good storytelling leads to more engaging learning experiences—it’s also a key element in Anderson’s four-part formula for creating great training videos:

• Ensure every frame of the video is intentional. 
• Open with a clear hook, using scenarios or characters to illustrate concepts. 
• Follow a miniature narrative arc (e.g., problem → exploration → solution) and wrap up before engagement wanes. 
• Embed quizzes, polls, and other interactive elements to further engage learners and check understanding.

“When you pair video engagement data with real learner outcomes—like quizzes, performance, and follow-ups—you don’t just guess what works. You know what drives lasting impact.” 

Ethan Anderson, Star Academy

Other important considerations for highly engaging video content include establishing a clear visual hierarchy and clarity with high contrast, clear on-screen titles, and consistent branding. Moreover, the editing cadence must provide balance without too many rapid cuts or long static shots.

Keep Videos Short, Cinematic, & Consistent

Research suggests excessive social media use is associated with shorter attention spans, which helps explain why learners often struggle to maintain focus when engaging with instructional content.

Moreover, in Anderson’s experience, many of today’s students aren’t interested in traditional 10-minute or even 3-minute “micro-learning” videos. They respond best to ultra-short content, about 15-30 seconds long. 

“Aligning educational video with student needs has evolved due to how people consume media today. While ten‑minute micro‑lessons once felt revolutionary, today’s learners—especially the TikTok generation—respond best to concise “knowledge snacks.” 

Ethan Anderson, Star Academy

Use Video Analytics for Better Engagement & Learning Outcomes

Quantitative video analytics cannot fully uncover how viewers engage with training videos. Anderson shares helpful tips for evaluating engagement with multiple types of data. He also discusses leading and lagging signals in content design and the difference between quantitative and qualitative data in measuring effectiveness. 

“You may not know what resonates with those watchers. The default place to look is my [analytics] dashboard. We make many potentially impactful decisions about our business based on that dashboard. But you can also do qualitative independent research after it’s been published, like follow-up surveys. If we properly structure our user testing, I can almost guarantee a successful product with 95% certainty.” 

Ethan Anderson, Star Academy

When combined with thoughtful user testing and qualitative follow-up, video analytics become a powerful tool—not just for tracking engagement, but for predicting the success of your content.

Think Like a Product Manager

Anderson’s experience in software development, multimedia production, user experience, and product management gives him a unique perspective on gaining stakeholder buy-in.

He treats video as a rapid prototyping tool. For example, before spending hours creating training videos, he builds low-fidelity “animatics” (i.e., stick figures with voice-over) to validate a storyline or video flow. He does the same to gain support for new educational applications using tools like After Effects and Figma, allowing him to create a clickable demonstration in hours, not months. 

This lean, feedback-driven approach accelerates alignment and saves time. 

“I like to view video development and performance like a product manager—using early prototype feedback to shape content before launch, and analytics and conversations to refine it after.” 

Ethan Anderson, Star Academy

Thoughtful Use of AI for Boosting Video Engagement

AI isn’t a magic wand. Instead, Anderson views AI as a thought partner, rather than an automated content creator. 

He suggests that AI’s real power lies in two areas:

Creative Collaboration (Beginning Phase) 

Use AI to help shape your ideas. Let it:

• Evaluate whether your story is worth telling.
• Help structure your story using proven frameworks like the hero’s journey.
• Offer feedback on character development and emotional impact.
• Serve as a second set of eyes to improve clarity and engagement.

Automation of Repetitive Tasks (End Phase)

Once your creative vision is clear, AI can massively increase efficiency by:

• Automating repetitive tasks like formatting, tagging, or captioning.
• Scaling production tasks that would otherwise take hours.

Anderson’s key takeaway: Use AI as a brainstorming partner up front and an automation engine at the end—this strategy can tenfold your workflow.

The Real Impact of Video-Based Learning

The transformative power of video is clear in Star Academy student outcomes. Anderson shares compelling stories of increased attendance and students making remarkable gains—some advancing from remedial classes to college acceptance.  

While it may sound ambitious, providing students with engaging video content opens doors to growth, critical thinking, social connection, and lasting success. 

Boost Video-Based Learning Outcomes

Watch the full interview to discover more concrete strategies that boost video-based learning outcomes, cut production time in half, and generate positive outcomes for learners. Don’t miss it—watch now.

The post Video-Based Learning Solutions: A Playbook for Student Success appeared first on SproutVideo.

In our recent video interview with Autumn Manning, we explore how a founder-led go-to-market (GTM) strategy, powered by authenticity and video, gives startups a competitive edge and drives sustainable growth.

After all, bringing a product to market is more than just a launch—it’s about building meaningful customer connections from day one. Everything starts and ends with customer engagement, says Faana founder Autumn Manning: 

“It’s hard to build something meaningfully different. Most early and growth-stage companies struggle to scale outside of the founder’s hands.” 

Autumn Manning, Founder & CEO of Faana

Manning, a seasoned entrepreneur and investor, co-founded and scaled YouEarnedIt through Series B funding to a successful exit. She’s helped grow and advise many other startups, worked as a venture capitalist, and is launching a new company, Faana. 

Drawing from her extensive experience, Manning breaks down the most common mistakes founders make when introducing new products. Watch the short interview to gain actionable tips as Manning shares her infectious passion and firsthand insights for a winning go-to-market strategy.  

Go-To-Market Strategy Mistakes: What Founders Get Wrong and How to Fix Them

If you don’t know your ideal customer profile (ICP), you’ll take a generic approach to marketing—checking the boxes, doing blasts, and wasting a lot of money.

Instead, Manning encourages founders to start small with a hyperfocus on the needs of a small group of customers. Then, scale from there, get more creative with video, and test new channels.  

The bottom line: many founders often develop a product before validating whether it solves pressing customer problems. 

Common GTM Pitfalls:

• Failing to understand the ideal customer and their pain points.
• Scaling too early before establishing strong customer engagement.
• Lacking clarity in the marketing and sales funnels, which becomes evident to investors.

“Just because I feel a feature is going to work doesn’t mean the rest of the world feels it. That’s a dangerous thing for founders. You have to go through the process—not to prove yourself right, but to find where you might be wrong.” 

Autumn Manning, Founder & CEO of Faana

The Key to Product Success: Deep Customer Engagement

Successful founders embed themselves in the customer experience. This closeness helps them pinpoint how to get their product into paying customers’ hands. The better they understand their customers, the stronger their foundation to scale.

This deep understanding isn’t just valuable for founders seeking funding; it’s essential. Investors quickly recognize when a startup lacks accurate customer insights. Before scaling, founders must understand how customers discover, adopt, and use their products.

“As a founder, constant customer interaction is key—not just for retention, but for truly understanding their needs and improving your product. Watching how a customer reacts to your offer—whether they lean in or pull back—tells you everything about whether you’ve nailed the messaging and product fit.” 

Autumn Manning, Founder & CEO of Faana

How Video Strengthens Your Go-To-Market Strategy & Drives Engagement

Manning highlights the power of video in engaging customers, refining messaging, and generating early momentum. Beyond leveraging traditional go-to-market launch channels—such as blogs, email, social media, and landing pages—she also shares additional key video strategies, including:

• Capture User Interviews: Help product and design teams empathize with end users’ experiences, preferences, and challenges.
• Send Personal 1:1 Video Messages: Build trust and credibility with early adopters.
• Leverage Behind-the-scenes Footage: Humanize the brand and strengthen connections.
• Share A Short Thank You: Show genuine excitement during the late-stage sales cycle. 
• Distribute Video with Precision: Reach your most relevant buyers across channels.

“Video is a powerful way to express genuine excitement about working with brands. Whenever the sales team had deals in the pipeline, I would record myself sharing how excited I was about the opportunity. We did this for nearly every late-stage deal.” 

Autumn Manning, Founder & CEO of Faana

Why Founder-Led Go-To-Market Strategies Outperform Traditional Marketing

A successful go-to-market strategy requires founders to engage directly with customers—ensuring the product remains aligned with real-world needs. Seasoned founders personally participate in early sales, using direct outreach to validate demand, refine their pitch, and align with user needs before scaling. As companies scale, founders should remain close to sales and customer conversations to refine messaging and detect shifting needs. 

As Manning emphasizes, “If you know your customers intimately, it’s easier to share an authentic expression of a conversation wherever they engage.”

“The best product launches I’ve seen are founder-led. Customers want to connect with the person behind the vision. This is so much more effective than a generic approach to marketing.” 

Autumn Manning, Founder & CEO of Faana

Founder-led GTM strategies work because they ensure ongoing, real-time customer connection. Manning’s approach reflects this, emphasizing several ways to stay deeply connected with customers and the team throughout the journey using the framework below.

The Founders’ Go-To-Market Framework

• Always Stay Connected with Customers: Dedicate a portion of your week to direct outreach, sending personalized video messages, or regularly checking in with key clients to gather feedback.
• Stay a Step Ahead of Your Team: Use real-time customer insights to anticipate market shifts and proactively guide team updates to your product and GTM strategy.
• Stay Immersed in the Business and Team: Ensure the product’s heart and soul align with how you communicate its message.
• Constantly Evolve Your ICP: “It’s not a one-and-done thing.”—Hold monthly team sessions to revisit and update customer personas. Then, adjust product messaging and features accordingly.
• Continuously Refine Customer Research: Monitor your customers’ “watering holes” to identify where they spend time online. These insights help prioritize marketing distribution channels.
• Be Authentic: Leverage your customer knowledge and behind-the-scenes storytelling to strengthen your product positioning.

Ultimately, a founder’s direct involvement in the go-to-market strategy ensures that customer insights shape every aspect of the product, making the strategy more authentic and likely to succeed.

The Startup Veterans Approach To GTM

As we’ve learned from start-up veteran Autumn Manning, founder-led GTM strategies—particularly when combined with personalized video content—foster genuine customer relationships. Businesses can use these connections to add authenticity to their products, making the strategy more likely to succeed.

Long story short? Product launches are more effective and sustainable with a deep customer understanding, founder-led approach, and strategic video use. Watch the full interview to learn how. Or continue learning with our related resources:

• Video Marketing for Real Estate: Ideas from a 30-Year Industry Veteran
• Video Schema 101: How to Increase Visibility with Structured Data
• 10 High-Impact Ways to Repurpose Video Content

The post Go-To-Market Strategy: How Founders Convert Customers with Video appeared first on SproutVideo.

Prospective home buyers most often see a home online first. Their initial touchpoint is usually a video, either of the homes they’re interested in or an agent they might want to work with. For this reason, video marketing is essential for real estate agents and brokers. 

We had the privilege of chatting with Joe Siciliano, a managing broker with Compass’ real estate brokerage in Chicago. Siciliano has 30+ years of experience in real estate, and Compass is the largest residential real estate brokerage in the United States by sales volume.

In this short interview with Joe Siciliano, we uncover dozens of practical tips for incorporating video to build stronger business relationships, gain new listings, and sell more homes. Learn how to leverage videos that drive action as a real estate agent.

Video Marketing for Real Estate: A Guide To Building Connections

Use Video To Build Your Authentic Brand

“Be authentic and build genuine connections with clients. Taking action now is more important than waiting for it to be perfect a month later. You’ll figure it out as you go.” 

Joe Siciliano, Compass

Siciliano’s primary message on video marketing for real estate agents is to be authentic and build your brand. He reiterates that authenticity is more important than perfection, and video is an easy way to showcase your expertise and personality. 

Reach Out to Five People Daily

“Video, over the last 10-15 years, has become an integral part of our business in many ways. It goes back to making truly authentic connections with people.”

Joe Siciliano, Compass

Siciliano recommends reaching out to five people in your sphere of influence daily. For example, if a past client recently visited Hawaii, reach out to inquire about their favorite part of the trip. 

Share five personal messages in short, two-minute videos across your network daily. This regular action will multiply your impact over time. Production level isn’t important here; it’s all about connecting with folks through authentic exchanges. 

Share Your Expertise on Social Media

“You want to be a go-to resource for clients. For example, a video on the ‘Top 10 Things to Consider When Buying Lakefront Property’ provides insights that build credibility and trust.”  

Joe Siciliano, Compass

Create niche-focused videos that highlight your specialization. For example, an agent specializing in lakefront homes can use video to demonstrate expertise and provide unique value. In this way, you leverage video to solve problems and answer client questions.

Create A Video Website (or Vlog)

“You’re never going to compete with Realtor.com from a sheer number of views—but don’t try to be all things to all people. Agents use their website to showcase their team, philosophy, video testimonials, and thought leadership.”

Joe Siciliano, Compass

A 2024 NAR survey, Profile of Home Buyers and Sellers, showcases opportunities for agents to stand out. The study uncovered that sellers expect agents to list homes on their websites in addition to the MLS. 

Yet, only 46% of agents market homes for sale on their website, leaving an opening for many agents to up their game. The survey revealed that home shoppers value websites visually representing the property with detailed property information and floor plans. 

Learn More: How to Make Your Video Website MLS Compliant

Consistency Is Key

“Consistency is key. Commit to your schedule—whether it’s one video a week or a month—and stick to it. Over time, your audience will value your insights and remember you when they’re ready to buy or sell.”

Joe Siciliano, Compass

While patience is essential, agents who embrace video as a consistent practice gain the most success. Siciliano suggests creating a realistic posting plan, given agents’ hectic schedules.

Invest In Production

“When showcasing homes, video quality is super important. The seller expects it to be a beautiful production with great lighting—everything has to be right. If I’m professional, my video needs to look professional.”

Joe Siciliano, Compass

When creating content to showcase your expertise and the homes you’re selling, Siciliano strongly recommends hiring a professional videographer and editor to ensure clients recognize your professionalism immediately. Ultimately, it’s worth investing the money into producing professional-level videos as a real estate agent.

More Actionable Insights for Marketing With Video

“This business is developing relationships and nurturing those relationships for a long time.” 

Joe Siciliano, Compass

Ready to level up your video marketing? Watch the interview for more actionable tips and video content ideas from real estate veteran Joe Siciliano. You’ll gain at least one new idea to add to your video marketing playbook—whether you’re a real estate agent or not.

Or check out our other resources on video for business:

• Create A Professional Video Website in Minutes
• Maximize Video Marketing Distribution ROI
• Why Businesses Choose Private Video Hosting

The post Video Marketing for Real Estate: Ideas from a 30-Year Industry Veteran appeared first on SproutVideo.