How is Asynchronous Video Shaping the Future of GTM Strategies?

Mick Weijers

Head of Customer Success



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In a recent podcast episode hosted by Adil Saleh and Taylor Kenerson, Mick Weijers, the Head of Customer Success at Vormats, delved deep into the transformative power of asynchronous video in the business landscape. As the digital age progresses, the way companies communicate and engage with their audience is rapidly evolving. For GTM (Go-To-Market) teams, understanding these shifts is paramount. Weijers’ insights provide a fresh perspective on how asynchronous video can be a game-changer, especially in sales, internal communication, and employer branding.


Mick Weijers discusses the evolution of Vormats from a mobile app to a platform aiding enterprises in integrating video into their daily operations. He emphasizes the potential of asynchronous video in enhancing sales, internal communication, and employer branding.

About Vormats

Vormats began its journey as a mobile app, leaning heavily on user-generated content. Over time, recognizing the slow transition pace of traditional companies, Vormats evolved into a platform that assists enterprises in seamlessly incorporating video into their daily routines. Their mission revolves around the belief that while text has its place, the future lies in the power of video, especially in a world that demands transparency and authenticity.

Why is asynchronous video crucial for modern businesses?

Asynchronous video, as opposed to live video, allows for communication that isn’t bound by time constraints. This flexibility can be a boon for sales teams. Tools like Prezi and Loom have already showcased the potential of this medium. The ability to convey information, demonstrate products, or even onboard new team members through pre-recorded videos can save time and increase efficiency. As Mick said,

But the power of asynchronous video is really millions and billions like we all know the Prezi, loom. And it’s a very interesting space.

How can asynchronous video change the dynamics of internal communication

Imagine a scenario where a sales team member has a query about upselling a product on HubSpot. Instead of reaching out and waiting for a response, they can access a pre-recorded video that provides a step-by-step guide. This not only saves time but also ensures consistent information dissemination. While many companies have text-based templates and macros for common queries, the integration of video is still in its nascent stages. Vormats sees this gap as an opportunity to add value. As Mick explains:

So what you said like creating a database for your own team, with help videos, for example, how to make an upsell deal, very, like straightforward how to make an upsell deal in HubSpot. So you can use that for my whole CS team, but also for the future team. And that’s how you save a lot of time, you don’t answer questions anymore, without making a macro like that, or like Intercom or any of the software like customer success or customer support tools. So we’re making templates, making macros, but we’re there with text, but we’re not there with video yet.

What role does video play in employer branding


Employer branding is no longer just about showcasing job roles. It’s about providing potential employees a glimpse into the company’s culture, work environment, and ethos. While a picture is worth a thousand words, a video can convey so much more. The younger generation, particularly Gen Z, is skeptical of polished corporate videos, seeking transparency and authenticity. A genuine video tour of the office or candid employee testimonials can bridge this trust gap. As Mick said,

But also really on that employer branding side of things where it’s all about, you’ll have a job ad and it’s amazing, but if you want to show the people show the culture show the place where you’ll be working, you need at least a photo and definitely not a stock photo, but better if you would also have a little tour, like the next generation like Gen Z that actually says that they don’t trust corporate videos anymore because it’s never reality. It’s all about transparency and slowly that’s taking over the role.

What challenges lie ahead for the adoption of asynchronous video

The journey of Vormats highlights a significant challenge – the slow pace of transition in traditional companies. While the benefits of video are evident, changing entrenched ways of working can take years. Moreover, the market’s readiness to embrace new technologies is always a gamble. Predicting the future is tricky, but the trajectory indicates a growing role for asynchronous video in various business functions. As Mick said,

So, in the beginning, we started with a mobile app. And we really liked that heavily on user-generated content or employee-generated content. And slowly, we’ve learned that maybe we were a bit early and bigger to like bigger traditional companies are very slow in their transition. And maybe we thought we could change their way of working in two months. But now we know give me three to five years for that.

Key Takeaways

  • Asynchronous video offers flexibility and efficiency in communication.
  • Video can revolutionize internal communication, reducing response times and ensuring consistent information sharing.
  • Authentic videos play a pivotal role in employer branding, catering to the demand for transparency.
  • While the potential of video is vast, its adoption in traditional businesses remains a challenge.


The digital landscape is ever-evolving, and for GTM teams, staying ahead of the curve is crucial. Asynchronous video, as highlighted by Mick Weijers, presents a promising avenue to enhance sales, streamline internal communication, and bolster employer branding. While challenges exist, especially in its adoption by traditional companies, the benefits are undeniable.

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