Why have an explainer video in the first place? That’s the question every marketing team should ask before ever kicking off a project. Great explainer videos are not easy. They take time and effort to complete, often taking time and resources away from other important initiatives. Using our new home page video as an example, before holding even one planning meeting, we established a purpose for it: to set the stage for the rest of our story. So instead of just making the video, we first had to revamp our home page, develop new content, fine-tune our web infrastructure, update sales tools and more. What’s happened since? Prospects are coming to our website, watching the video and converting into customers—really the only result that matters.