By Matt Heinz, President of Heinz Marketing
Late in 2015 we started producing a radio program called Sales Pipeline Radio, which currently runs every Thursday at 11:30 a.m. Pacific. It’s just 30 minutes long, fast-paced and full of actionable advice, best practices and more for B2B sales & marketing professionals.
We’ve already featured some great guests and have a line up of awesome content and special guests coming up. Our very first guest was Funnelholic author and Topo co-founder Craig Rosenberg. Next we had Mike Weinberg, incredible writer, speaker, author, followed by Conrad Bayer, CEO & Founder of Tellwise. Recent Guests: Jim Keenan; Joanne Black; Aaron Ross; Josiane Feigon, Meagen Eisenberg, and Trish Bertuzzi.
We cover a wide range of topics, with a focus on sales development and inside sales priorities heading into and throughout the year. We’ll publish similar highlights here for upcoming episodes. You can listen to full recordings of past shows at SalesPipelineRadio.com and subscribe on iTunes.
In this episode Matt and Caren will not only talk about general best practices for video marketing, but where to apply it, how it works, why it’s easy and how to convert it into pipeline. Caren is passionate about unleashing the power of video to drive reach, engagement and conversion for brands everywhere. Listen in or read the transcript below to get her expert tips and takes on video marketing.
Paul: Welcome everybody’s time to grab your board and catch a wave as we ride out into the surf in our latest Sales Pipeline with our host. You know no guest host today, I feel privileged, it’s a real Matt Heinz today here.
Matt: I know, it’s been a long time. How are you doing Paul?
Paul: I am doing good here. We’ve missed you!.
Matt: Oh, I’ve missed the show.. We have been doing this for about a year and a half now, I really, really enjoyed doing it. We moved to a weekly format a little over a year ago, we have amazing guests, great response to the podcast version of this so I’ve missed it. I’ve been busy traveling little bit but I have been excited that we’ve had some great guest hosts join to provide you some good value.
But thanks for joining us on Sales Pipeline Radio, we are here every Thursday at 11:30 Pacific, 2:30 Eastern. You can find our past episodes and sign up for the podcast feed at www.salespipelineradio.com; you can find those always at the iTunes Store at Google play. And as usual we are featuring great conversation speakers, influencers, thought leaders in the sales and marketing space and we are going to get right into it today because I think we’ve got a great topic that we can clearly spend way more than a half-hour talking about, the idea of video. As the content channels that we are leveraging get crazier and busier and busier, we are definitely seeing the video is playing a bigger role in helping differentiate and get messages across and moving a prospect in both sales and marketing channels.
And with us to talk more about this today is and Caren Cioffi from Brightcove, she is the EVP and GM of an enterprise digital marketing business for Brightcove which is a leader not just because they said so but Forrester, Wave and Gartner Magic Quadrant have them as a leader in video content management and video platforms for sales and marketing. Caren thanks so much for joining us today.
Caren: It’s great to be on Matt.
Matt: Like I said, there’s a lot of directions we could take this. You and I we were chatting about this last night in terms of where we could go on this but I would love to sort of get your feedback on just content marketing in general and B2B video content and what you are seeing as a leader in the space, what are the trends you are seeing that are working particularly well for companies that are executing on this.
Caren: Sure, so to take a step back we often talk about a modern marketer or the modern sales organization but really the catalyst for these functions changing is the modern consumer and we as people buy very differently today than we did a decade ago and even really than we did five years ago. And today’s consumer expects information to be instant, we expect information to be accessible wherever we are we don’t have to go somewhere to get it but it comes to us. And so with that, information is everywhere today and more and more content is being created which is great on the one hand but unfortunately that results in a lot of noise and it’s increasingly difficult to reach through the noise. And what’s great about video is video really helps you cut through that noise.
And the primary reason for that is video allows us to connect on an emotional level in a way that text simply cannot. And because of that we are seeing more and more of our marketing leaders and sales leaders kind of leverage video across the entire customer journey to really reach their prospects and buyers in an authentic and a human way that really helps drive business.
Matt: Is there a difference in the way people think about video across sales and marketing or are you seeing more people sort of integrate their approach with sort of a common consistent approach to that sort of singular buyer’s journey?
Caren: Sure, so that’s the great part about video is it really cuts across every stage of the journey from awareness of course to engagement, conversion, retention, loyalty and advocacy. And the best video marketers are incorporating video through that entire stage. Of course many companies are really just getting started on their journey with video. But what we are seeing is companies who leverage video through their campaigns see a lift across the board. If you incorporate video, email you see a lift in click through rates and engagements with your email. If you incorporate video in your landing page, you see conversions go up. If you incorporate video in social marketing you see results increase. So really that’s the great part is video truly is the most effective form of digital communication that the world has ever known.
And what’s awesome about video is that it kind of brings that art of marketing that kind of going back decades and decades ago marketing used to be kind of purely an art and then over the last 10 years we moved with it to be almost the other way which is kind of purely a science. And what video allows us to do is it allows us to get back a little bit to the art. But because it’s digital, everything is measurable and so you can incorporate the science into it and we can talk about that more if you like.
Matt: Absolutely, we are talking to Caren at Brightcove today on Sales Pipeline Radio the impact of video and what it’s having on B2B sales and marketing and we are talking last night about sort of video’s effectiveness across functions businesses devices and destinations. Let’s talk about device, talk a little bit about what you are seeing in the increased usage of mobile smart phones by B2B buyers. I think too often we think of mobile like a consumer play. But what are you seeing on the B2B side and why is video so important for the increasingly mobile accessible B2B buyer?
Caren: Sure. I mean the reality is that today we are accessing information wherever we go and we want that consistent authentic experience to flow across our devices and also where we are seeing the information.
So what’s interesting is I started at Brightcove over 10 years ago and at that point we had no customers we just had this vision that one day video would be as ubiquitous as text on the web. And when you think about that 10 years ago we didn’t even have smart phones, right? So no one was watching video online and the smartphone devices didn’t even exist. So in the last five years we’ve just seen this massive, massive change in the way people consume information and more and more of that information is being consumed on mobile devices.
And so it’s important that when you are thinking about video and in particular when you’re thinking about it from the demand gen perspective, what is that mobile experience like? If you’re putting lead forms for example on top of your video which many marketers do, it has to be a very different lead form on top of a mobile video than it does on top of your desktop. You’re simply not going to have enough space to be able to really get the conversion. So you’ve got to be thoughtful about the devices.
One of the other interesting things the really leading kind of cutting edge brands are thinking about new devices such as the television. So with Apple TV and Roku you can really bring your content especially video wherever your user is engaging that. And so primarily B2C brands are starting to do that but I think that this is even relevant for B2B brands over the next kind of 18 to 24 months is whatever your audience is consuming or content you should be reaching them because it’s no longer about getting people to come to your site, it’s about getting your brand in their hands wherever they are.
Matt: Absolutely and I think that part of the reason video seems to be working well is it’s very accessible. I think people are more likely to click the Chiron in a video than in your multiple hundreds of words written email. It’s a challenge especially when you have a sales organization video of like does this need to be formal? Am I worried about what’s in formal? Should I turn the WebCam on and say something specific to a prospect? What if my sales rep is just wearing a T-shirt today? Is that going to look bad? Are there particular rules or processes or best practices you seen in really sort of making video more accessible to sales organizations to leverage better?
Caren: Sure, that is a great question Matt. I think the number one rule is to be authentic. So if your company is casual and you wear T-shirts to work, you should get in your T-shirt and you should talk to your prospect as you are. If you are authentic then you kind of remove all the other barriers that people sometimes get intimidated by when creating video. The other point or the other tip I would have is leverage the opportunities we are creating video is really natural and easy. So for sales organization, if you have a sales kickoff and you have your account management and your field organization is getting together, just schedule five minute slots where you can capture each of your kind of sales reps on video and then that can be used in a variety of campaigns.
So one of the big campaign we’ve actually done at Brightcove is kind of meat your account manager and meet your account director campaign. This is a very personal video introducing dedicated relationship manager sharing their thoughts on video but also a little bit about themselves and it really creates that engagement with your buyer and with your customer in that kind of human in personal connection. So there’s a lot of opportunities to make video production efficient but the biggest thing I would say is a stay authentic.
Matt: I think the authenticity is important. I think that still becomes a barrier for people that they are worried how that’s going to come across but I think sometimes the more polished it looks, the less it performs, right? I mean it looks like it’s something that was done off-the-cuff, it’s more likely to get a response.
You think about that still shows up on the website or in an email, if it looks like it was professionally done in a studio, that might in some cases be off-putting. But it looks like you are in the middle of the sales floor and like maybe you are wearing a T-shirt or maybe you are wearing your Cubs hat because the Cubs won yesterday or… That does, I mean there is a level of relationship building and authenticity that tends to work really, really well.
Caren: Yeah, and on that note Matt, one thing I would add is the more personnel you can make it the better you are going to get a response. So if you are going to take the time to create a 60 second video to a prospect or to a customer, do your research as you would with any other outreach that you would do and incorporate it into your email. You’re going to get higher click through rate if that comes across in the text of the email and you’re going to get a higher engagement rate and appreciation for the video if you can be both personal and authentic.
Matt: So, what are some best practices for helping people get started? I think the idea of doing video is at more intimidating for marketing teams in general not just for the idea of making it approachable or making it formal versus informal but do we need to write scripts? Do we need to review scripts? People are sometimes used to the content approval process of written content but are unfamiliar with how to necessarily do that in a video and sometimes that unfamiliarity leads to just inactivity, people just not moving forward. What do you guys recommend at Brightcove to just help people get sort of get started and not necessarily climb the whole mountain but at least get to base camp?
Caren: That’s a great question as well because you can get started in just as we talked about everywhere or anywhere. So what I would say is kind of pick what your goal is, right? If you are interested in driving product adoption then you might want to first start on some product videos.
And just as you would approach any other content piece, really what is the story that you are trying to tell? What is the goal of this video? What are your KPIs that you are trying to deliver and then just have a very focused plan. I would say iterate, so don’t to take on a hundred product videos for example, just do one and see how that performs.
One of the great things about digital video in particular is the metrics that you get. So if you can incorporate that video into your marketing automation platform for example you won’t just get back to that this video is viewed 2047 times, you will get back that Matt Heinz watched this particular video and he made it 100% of the way through. And so by understanding kind of who your audience is and then putting those metrics behind it, you can really kind of optimize that content.
If you are saying that your target buyer is getting through 100% of your content you know that’s working really well. If you see that people are dropping off at 20% then you know that something is gating their engagement. So I think you’ve got to kind of have your traditional content strategy up front but you really, unlike a white paper which you can download but you have no idea if anyone has actually read it or a blog post which you know someone hit the page but again you don’t know if they read it through, with video you can truly tell how much of that content is being consumed and that can go back into your production plan.
Matt: It’s interesting, I mean you haven’t really thought about this in terms of the advantage of video but the feedback loop for you as a marketer seems to speed up significantly, right? Like you put out a webinar or a white paper and you may see people download it but you are not sure who read it, you are not sure whether or not it was valuable or not. With video you have a lot better access to that information and theoretically, that should lead to faster iterations of making that content more valuable. Do you see people incorporating video as an addition to their marketing mix? Do you see people replacing other channels or other formats with video? How are people adopting this especially those that are using the Brightcove platform today?
Caren: Sure, yeah. I think once you start doing video you will see the ROI is pretty instantaneous and so therefore video becomes more and more a core part of everything that you are doing. I think as companies start they complement existing campaigns with videos so they will add it to emails, they will add it to landing pages. Crazy idea but sometimes I think the website used to be something you put a video on and maybe five years down the line a video is something that you put a website on and video becomes the primary way that we communicate and we layer on interactivity and engagement on top of it. So I do see more and more companies really making video a central piece of everything that they are doing. Because once you have that video content you really have all your other content, right? You have your story, you have your images, you have the ability to create a blog post so if you think about starting with a video you actually have multiple other pieces of content that you can leverage from there.
Matt: Cool. The other thing I think about when I think of video is your ability to leverage the channel to get access and response from audiences you haven’t been able to maybe with other digital formats and with email and more traditional communication channels.
I’ve seen that particularly work with executive audiences, you try to get engaged with C level, I mean you can’t put a 30 minute video in front of them and hope that’s going to work but what are you seeing working particularly with some of those more elusive audiences, those more senior audiences? Is video working with that audience and if so what are the formats? What are sort of the tricks and best practices to making it work particularly well?
Caren: With reaching C level audiences?
Matt: Yeah, you know what I have seen is that like you’ve got C level audiences are a lot less likely to respond to email, to the written format, curious what you are seeing with executives and if you are seeing kind of what we are seeing is you’ve got sort of a more C level audience are little more receptive to short form videos than they were to just simply written emails.
Caren: Yes, so I think that that’s a great point which is first of all it does have to be short form though I would not recommend sending a 30 minute webinar to a C level executive and expecting them to budget the time to watch that as a cold prospect email. So I think that’s where kind of if you put that extra level of investment up front and create a very impactful message in 60 seconds or less that is very relevant to their business, it’s very relevant to what they care about in driving results, you are going to see some pretty awesome engagement, kind of in incorporating that through all the ways that you can reach executives whether that’s email but also social and you know sending people a message. I think that people really do respond to that extra effort that you are putting into the outreach versus just something that’s quick and easy getting text.
It also, I would flip it around a little bit in terms of C level executives communicating out to the customer base, I think that’s a really powerful way of communication for B2B companies in particular. So I would encourage our B2B kind of organizations to have a quarterly video from the CEO of your company and send that out to all of your customers and have your CEO talk about the vision, talk about the product innovation, talk about the commitment that you add to your customer base and how you are helping them to succeed.
And again what’s really awesome for the C level executives sending that out is they can actually see the individuals that’s viewing their content and how much of the content is viewed and what companies, what customers are engaged.
Matt: We’ve got to take a quick break, pay a couple bills, we will be right back with Sales Pipeline radio, more with Caren with Brightcove, more on video marketing, this has been Sales Pipeline radio.
Paul: All right, back to the world of video as we talk about here on radio.
Matt: Absolutely, well we took a little late break here on Sales Pipeline radio so we have a few more minutes here with Caren at Brightcove. If you like the conversation today on video, make sure you catch a replay of our conversation with Caren on www.salespipelineradio.com, you will find that on our website www.HeinzMarketing.com next week and a transcript of this conversation in a Q&A format on our blog on www.HeinzMarketing.com as well. Make sure you join us every week live, we are always life 2:30 Eastern, 11:30 Pacific and available anytime on demand through the podcast at the iTunes Store at the Google play.
And as we wrap things up a little bit with Caren from Brightcove just curious, if you are willing to really be able to share examples of some of the campaigns that Brightcove has done, the content base is I find always really interesting when we hear about how Marketo does marketing automation for example and curious about some of the things that you’ve learned and some of the things that have worked particularly well for Brightcove to use video across sales and marketing channels.
Caren: Sure, I would love to talk about that. So of course we very much believe in video and we are using it through the entire journey from kind of outbound prospecting to websites, social, throughout the entire journey.
But one of the campaigns I am particularly excited about is how we’ve tied it into account based marketing. So we adopted account based marketing as an organization about 15 months ago and it is part of our marketing strategy. And when we are kind of putting together our target account list for that, one of the things that we realize is kind of with account based marketing, we are the leader in the space so we have more customers than anyone else in our space. But our competitors for example would be taking our customer base as their kind of target account list. And so we had this realization that if we market without talking to our customers in a digital way and we were not, that that was not a good situation.
So we have actually incorporated our customer list into our account based marketing approach and we’ve really incorporated video as a key component of that campaign. So Brightcove tends to work with some of the kind of more global larger scale organizations and often times we have a customer in one division, another business unit might not be aware that the companies are using Brightcove.
So we have this very personalized video campaign where each of our account directors will say you know hi, my name is Caren and I am the relationship manager for your account. You are already a customer of ours and I would love to show you how you can succeed. And so that is the kind of tying in personalization, it’s tying in account based marketing, it’s tying in video and we’ve seen just tremendous results in that campaign, hundreds of meetings being set up from it.
On the email side we’ve had open rates of more than 200%, people are so impressed by the experience that they are opening it over and over again and they are forwarding it to people and so that’s just been really encouraging for our own business and also inspiring for what it can do for the market as well.
Matt: That’s a great example and I think when you incorporate this into ABM, I think it really enforces or reinforces the value of thinking about those coordinated plays that video it doesn’t need to be a channel in and of itself, it doesn’t need to be isolated. Maybe talk a little bit more about why it’s so important to integrate your channel approach… Integrating sales and marketing efforts is hard enough but sometimes just integrating marketing channels in what you are doing in email versus social versus video can be complicated in larger organization and sometimes it’s set up in silos. Why is it so important to not just leverage video but to sequence it and integrate it into a coordinated approach to marketing?
Caren: That’s a great question on the best marketers are doing just that but consumers are really looking for consistent and authentic experiences and video should not just be something that you do in a silo, it’s really central to every communication you have. And I think that also goes into the system.
So we talked about extending video into your marketing automation platform but really what that allows you to do, it allows you to score your leads as people are watching your video it allows you to route the leads. So if you are seeing 100% of a video watched you can set up a task for a salesperson to follow right up. It allows you to do more content nurturing and it also should be integrated into your CMS, your experience manager.
So as you are putting together your webpage you are thinking okay I was incorporate video into this. Sometimes video investments get started as a silo because you have someone who is kind of forward thinking in an organization and wants to move the organization into adopting video but the best marketers incorporating across every single campaign and it really becomes not something that you are done but actually something that you start with. That is central to everything that you do.
Matt: So we wrap it up here with Caren from Brightcove really, really enjoy this conversation on video marketing and just video’s impact on B2B sales and marketing overall. Such a great marketing opportunity for so many marketers that aren’t leveraging it today. But when I ask you to look into the proverbial crystal ball in the future, we are still it feels like early in the adoption curve for truly integrated and planned out video strategy for B2B sales marketing professionals. But where do you see this going? Do you see video continuing to sort of increase in presence in the communication mix? Do you see it going a different direction? Where do you see from your seat, you are immersed in this business on a regular basis, where are we going from here?
Caren: Sure, yeah there is no slowing down. We are definitely accelerating. I think the trend that we are seeing is once companies adopt a video for one use case whether it’s marketing, whether it is sales, they see the effectiveness. So we are seeing more and more for customers in branch generally extending that to every digital touch point. So extending that internally inside organizations, across every function and really leveraging the most powerful form of digital communication we have.
The other trend that I am seeing is really thinking about the video entire experience. So not just what’s in the player itself but what is surrounding that player. So as you watching a video, if you are talking about a product, you can actually have a dynamic call to action outside the video player. So it could be a call to action to download that white paper, it could certainly be on top of video player but really thinking about the entire page experience that the consumer is engaged with and how to tie those pieces that normally would be not video into the video itself is something that we are seeing the kind of best marketers doing.
Matt: That’s awesome. Well I mean clearly a lot of room to grow, a lot of opportunities ahead and super exciting to see where video and B2B goes from this point forward. So if you want to learn more about video marketing I would definitely encourage you to check out www.brightcove.com, they have a ton of great content and best practice guides, they’ve got a great blog.
They’ve got a bunch of great resources to help you get better at thinking about what you’re video strategy should be a getting on board. I want to thank Caren from Brightcove for joining us today and sharing such great insights. Again you can catch a replay of today’s conversation with Caren on Sales Pipeline radio and via our podcast at iTunes store and Google play.
Join us next week on Sales Pipeline radio at 2:30 Eastern, 11:30 Pacific. We will be featuring Martin Lidstrom talking about sales strategy conversational selling and we’ve got some great guests coming into May. We’ve got Jeb Blount from SalesGravy talking about fanatical prospecting. We’ve got Sangram from Terminus will be sharing the latest from account based marketing perspective. Paul Teshima from Nudge talking about the impact and importance of relationship building and modern relationship management as part of the Sales Pipeline. So lots of great conversations coming up, hope you can join us as we head into May and start to head into the summer season as well.
Thanks very much for joining us today, this is Matt Heinz and this has been Sales Pipeline Radio!
Paul: You have been listening to Sales Pipeline Radio bringing the latest and greatest about how to build a pipeline, maintain it and grow it and manage it with the folks at much Heinz Marketing.