It’s no secret that it’s harder than ever to get engagement from prospects. In fact, HubSpot’s 2017 State of Inbound Report found that the biggest challenge facing salespeople today is finding ways to break through the barrier and get a response. The good news is that video can help you stand out, skyrocket response rates, improve engagement with prospects, and close more deals. Find out below why video is a must-have sales tool that your team should be using!
Is your team already using video as part of their sales toolkit? Planning on it? Let us know in the comments below!
Welcome to this edition of Modern Sales Point of View. Today we hear from the remarkable Craig Kulman, Director of Inside Sales at Gong.io. Craig looks at what’s changing in B2B sales, what sales tactics are working, and why a carefully curated sales tech stack is more important than ever.
What’s changing in B2B sales?
From Craig’s perspective, the question might be better phrased as: what isn’t changing in B2B sales? “It feels like even what was working two months ago is stone age as of today,” he says. It’s more important than ever for salespeople to be ahead of of the curve to stand out and get noticed.
What’s working in B2B sales?
Craig’s strategy for staying ahead of the curve? A great tech stack. Which gives his team an edge when it comes to efficiency, a carefully selected tech stack enables them to leverage standout new technologies, like personal video messaging. “Having video as part of our tech stack is a way of really getting noticed,” he says, noting that his team likes to lead with video as the first touch in their cadence to make an impact from the get-go.
What should be in your sales tech stack?
At the core of Craig’s tech stack are Salesforce and Salesloft, which he thinks are essentials for managing tasks and coordinating sales teams. On top of those cornerstone technologies, his team uses Chili Piper, Vidyard GoVideo, zoominfo, and DiscoverOrg to ensure they’re targeting the right people, with the right message, at the right time.
Are you already one of the many sales teams who are utilizing video in their sales tech stack? What results have you been seeing? What tips would you recommend to those just starting with video? Which sales tech tools are you leveraging to drive results? Let us know what’s working (or not working) in the comments below.
The post Why Video Needs to Be a Part of Your Sales Tech Stack featuring Craig Kulman appeared first on Vidyard.
Are you afraid you’re not generating enough leads? Scared that your latest content isn’t driving demand? Are unknown viewers watching your videos keeping you up at night?
You’re not alone, this year Marketo Marketing Nation Summit is all about becoming a FEARLESS marketer. To make the most of this year’s summit, we’ve gone ahead and created a list of can’t miss sessions, talks, and events so you can hit the ground running as soon as you arrive at the summit!
Marketo Summit Talks
Join Vidyard’s VP of Marketing, Tyler Lessard, in a panel discussion with fellow members of the Fearless 50 during the Marketing Nation Summit morning keynote session on Tuesday, May 1st from 8:30 am – 10:00 am in Moscone West, Level 3
Human attention spans are only 8 seconds long! Which is why it’s more important than ever to create engaging moments for your buyers & customers. Join Greg Kelly, Partner Program Manager at Vidyard in the LaunchPoint Lounge on Monday, April 30th from 3:00 – 3:15 pm PT for a 15 min TechTalk as he explains why video is the best content type to leave a lasting impact on your audience!
Marketo Summit Events
Join us and other marketers at the Demand Gen Alliance VIP Event happening Monday, April 30th at 7 pm PT. This is your chance to let loose and network at one of San Francisco’s premier event spaces, the Battery Club. Register now!
Marketo Summit Sessions
If you’re looking to better engage, qualify + convert your buyers—don’t miss these sessions:
Automation, Personalization, and a Path to a 5X Return on Investment
April 30th 11:30am-12:15pm
- A real-world case study on the power of automation, personalized customer journeys, and the joint effort of marketing and sales working together. See how the journey from ‘old world’ to ‘marketing automation’ unlocked a scalable lead source and produced a 500% return.
Moving from a corporate SPAM program to a corporate GRAND SLAM email program
May 1st 11:15 am-12:00 pm
- Decrease the noise, but turn up the effectiveness of your email programs! See how TIBCO reduced the number of emails sent by more than 50, increased deliverability by 5%, and increased open rates by over 150%.
Personalized, Multichannel Marketing: Advancing the Connected Conversation
May 1st 10:15 am-11:00 am
- Marketers are united around building strong foundations of customer understanding, accelerating intelligence for engagement and automating execution. The ultimate goal is an orchestration of long-term, profitable conversations with customers—but this requires organizations to navigate their approach to analytics and customer data with confidence.
Want even more ways to connect with fearless marketers and take your video marketing to the next level? Find us in Moscone West at booth #807 to connect with Vidyard’s team of video experts to see how personalized video, one-to-one video messaging, and video engagement data can help you create marketing experiences that will make your buyers say WOW (now THAT’s fearless).
Safe travels and we look forward to seeing you at the summit.
The post Take Your Video Marketing To The Next Level at the 2018 Marketo Summit appeared first on Vidyard.
Coming from a sales background, I’m usually the one trying to get people to buy something! However, in the past year I’ve often found myself on the other side of the conversation. I’ve been evaluating new technologies to help my own team succeed.
And let me tell you—it’s given me a whole new perspective on our own customers and their buying journeys. Is your prospect giving you an objection? Well, as I’ve learned, it’s probably because you don’t understand their needs and aren’t explaining how your product will help them succeed accurately.
I want to share what I’ve discovered and give you a peek into my own technology evaluation process in the hope that it gives you a little more insight into your customers’ point of view. Here’s what I’ve learned:
1. Personal, relevant outreach is more important than ever
Everyone’s email inboxes are inundated with clutter on a daily basis: spam, e-newsletters, generic prospecting messages…the list goes on. In order to have a hope of catching someone’s attention, you have to distinguish your message from the junk they’re trying to avoid.
I’m incredibly impressed if you send me a thoughtful video prospecting message using my company’s free Chrome extension, Vidyard GoVideo, because it shows you’ve done your research on me and what I do. But video is not the only way to earn my attention. If you can show me in a short, succinct message that you understand my business and can add something of value to help with the kinds of challenges I’m facing right now, I’m willing to have a conversation with you.
Also, if you’re going through the effort of calling me, leave a valuable voicemail! Get to the point, explain why you’re calling and how you think you can help. Smartphones are good nowadays, the call display tells me who it is, and if you don’t leave a voicemail with value you’re just interrupting my day and wasting my time.
2. It’s complicated
Of course, I was already aware that customers put a lot of thought into their choice to buy (or not buy) our products. Being on the other end of the buying decision was a reminder of how much there is to consider. Things like key needs, decision criteria, ROI—not to mention the people who will actually be using the technology. I had to think long and hard about how the technology solution would be used by the team. I also needed to consider whether it actually had the desired effect on results. Also, would they like using the solution or resent us for forcing it on them?
Lastly, with all this in mind, does the increase in results justify me personally spending time on the evaluation? In my opinion, when a prospect tells you there’s ‘no budget,’ in reality they don’t see enough initial value to spend their personal time and effort on an evaluation. If there’s ROI, then you can always go to leadership and justify additional budget. The latest evaluation I worked on involved over $600,000 in spend that was not included in the budget. Was it easy to get approved? No! Was it worthwhile? Yes! If the champion at your prospect has a need, and you can prove ROI then there’s always budget. Which leads into my next point:
3. There’s serious research involved
Even after I decided that a certain solution was worth investigating, I had initial conversations with at least five other vendors. Minimum. At that stage, the salespeople who set themselves apart were the ones who went out of their way to help me make an informed, educated decision for my team.
By all means, keep sharing your guides and resources, but most importantly, share success stories. Stories from customers like me and show you understand my team, processes and needs. This initial step is always very interesting. You’ll find that there will be a wide range of value propositions, and a few vendors will rise above the others because they align to your needs and overall company values.
One standout vendor, Chorus.ai, went so far as to make an introduction—not just a reference call, but an actual introduction—to a current customer in a role that was similar to mine. I can’t highlight enough how valuable this was. Not only was I able to ask all my questions, but I also gained a valuable new network connection in the process. And when it came to my buying decision? When I could see that there was a proven track record of ROI, the choice was easy.
4. It’s risky
Seeing a proven track record of ROI has the added benefit of making me feel more secure. At the end of the day, I’m going to have to stick my neck out in order to buy your solution. I have to defend my purchasing decision to budget-owners and executives. If things don’t turn out the way we expected, I’m going to be the one held accountable. If I feel confident that I’ve made the best possible decision based on the research and data I have available, I’m much more willing to take that risk.
Throughout this year I’ve been sharing the ‘#HowIBuy’ series by Nudge.ai, but actually going through a buying process several times has been very eye-opening. I hope this post has given you some more insight into your customers’ buying journeys. Keep in mind, if you keep hearing ‘no,’ you need to do a better job of understanding your prospects’ needs. You need to be able to articulate how your technology solution could help.
What strategies do you use to support your customers through their decision-making process? I would love to hear your thoughts in the comments below.
Welcome to this edition of Modern Marketing Point of View. Today we hear from the dazzling Patrice Greene, President of Inverta. Patrice joins us to discuss what’s changing in the world of marketing, what’s working in content, and what marketing can learn from sales.
What’s changing in modern marketing?
Patrice thinks the major change happening in marketing right now is that companies are diversifying their approach. While before they might have been exclusively focused on inbound or traditional demand generation, now “they’re starting to look at additional marketing strategies to support an organizational growth strategy,” she says.
What’s working in content marketing?
“More and more research is being done on our buyers,” Patrice says. That research is crucial because it helps marketers create messaging and content that meets the buyer with what they need based on their specific business challenges or initiatives.
She also thinks that content marketing teams who are seeing success are the ones who are cultivating a strong relationship with sales. “Let’s work together to identify what our buyer really needs,” she says. “As opposed to marketing’s role be solely about enabling sales or passing leads over the proverbial MQL line.”
What can marketing learn from sales?
Again, Patrice argues that collaboration is everything. As it currently stands, she often sees sales executing their playbook, while “marketing has been on the other side of the fence, executing campaigns in a way that is disconnected from what’s sitting within a sales playbook.” When marketing starts tightly harmonizing their actions and messaging with sales, they become much more effective.
Let’s play marketing buzzwords!
As an added bonus, we asked Patrice to take part in some fun, marketing-inspired word association. See if you can relate.
We’d love to hear what’s working (or not working) for you in your marketing efforts. Sound off in the comments below.
The post What Marketing Can Learn from Sales featuring Patrice Greene appeared first on Vidyard.
Summit 2018: Through the Video Lens
This past week, the always-impressive research and consulting team from TOPO took center stage in San Francisco at the annual TOPO Summit. A two-day affair filled with exceptional content and interesting perspectives, it brought to light some seismic shifts that are occurring in how we approach B2B marketing and why there’s never been a better time to be in sales. What do the latest trends in B2B marketing and sales tell us about the future of video? Let’s rewind and replay what we saw at TOPO Summit through the video lens.
We are in the Golden Age of Revenue
Can it be true? It was a bold statement to kick off the event, but a sentiment that we all needed to hear. While the B2B world gets more complex and competitive, the tools we have at our disposal to build high-performance businesses are nothing short of incredible. They open up radical opportunities for how we go to market, but what is critical at this time is how we choose to embrace these tools as agents of revenue and efficient growth.
The key is to use these tools in a way that enables your people – your marketers and sellers – to do what humans do exceptionally well. To connect, engage, empathize and relate to customers in ways that win their hearts and minds. We’re in the golden age of revenue not because “the bots” will take over and automate your sales funnel, but because they will free up your most valuable assets to get back to truly marketing and selling, and to do it at massive scale while preserving the personal touch.
Enter automation for handling common tasks, A.I. for better decision-making, machine learning for continuous optimization, social tools and chatbots for conversational marketing, and video for personalized last-mile communications. That’s the new revenue stack that we should all be excited about.
Marketing Gets Turned Inside Out
The TOPO team made it crystal clear that B2B marketing is getting turned inside out. The old world of lead generation where we over-rotated on forms and gates to “get to know” our prospects is transforming into conversational marketing. Clicks and likes are metrics of the past, being replaced by measures of engagement and intent. And static, text-based content is being superseded by interactive content, visual experiences and video-based storytelling.
I think of this as an inversion of the traditional value exchange with buyers. The old way of marketing was to ask them for something of value first (like their name, email, next of kin) and to then reciprocate with valuable content like eBooks and product demonstrations. In the new world, the value exchange is flipped – we need to offer value to our audiences first before we ask them for something in return. If we don’t, we lose them to someone else that will. In this new paradigm, video content is a premium currency. We need to stop worrying about how to get people’s names and focus on how to deliver them exceptional value that connects both rationally and emotionally. Something that video is particularly good at.
A Dire Prediction for Sales
Automation and A.I. will put nearly every sales rep out of a job in 5 years. Please don’t tweet that. This prediction was actually made by other, unnamed sources several years ago and it’s most certainly not going to come true. In fact, the TOPO analysts are bullish on the opposite viewpoint stating in no uncertain terms that there’s no better time to be a sales person. And I whole-heartedly support this sentiment, at least as it relates to sales reps that are open to embracing technology to help them succeed.
The core message for B2B sales teams was that technology is now at a point where it’s helping us automate routine tasks and to enhance our uniquely human sales skills. It’s about helping us identify the right buyers to connect with and to deliver the most relevant and timely message (or ‘story’, but I’ll get to that next). And at a time when we’ve oversaturated audiences with templated, impersonal text-based content, using video as a medium to deliver that message seems like a no-brainer.
This is exactly why our team at Vidyard is putting so much effort into our GoVideo product, making it simple for sales reps to deliver a powerful, stand-out message via video with the click of a button.
Storytelling is the New Messaging
A third major trend that TOPO called out was the continued movement towards storytelling as a way of engaging buyers. Given the previous two topics, this should come as no surprise. Their advice was to move away from “product sheets” and “the demo” as the primary ways of communicating value to prospects. Instead, move to a storytelling approach that centers around use-cases and customer stories – one that follows the traditional formula of a protagonist, challenges, solution and payoff.
Weave in personal and human elements to make it more relatable to the individuals evaluating your solution. Use real people, real customers and real employees to bring your stories to life in genuine and authentic ways. And this doesn’t just pertain to your website, it needs to underpin how you approach the entire customer journey. Storytelling can manifest itself in many different ways and content mediums, but you can bet that video will have an immense role to play.
Putting it All in Focus
It’s both inspiring and intimidating to see how significantly B2B marketing and sales are changing, and how quickly the pace of change truly is. But as many things change, one thing will remain constant: that your greatest asset is your people. The real power in marketing and sales technology lies in its ability to help your people be the best version of themselves. To focus their time on being creative, personal, relevant and empathetic. Video, among other key tools and technologies, will thrive in this next era as we make business personal again.
The post As Marketing and Sales Get Turned Inside Out, Video Takes Center Stage appeared first on Vidyard.