Brainshark - Using Video to Improve Demand Generation and Sales Enablement
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The power of video allows companies to tell their unique story and communicate their value proposition in a way that grabs attention and ensures greater retention – both for prospects and for salespeople. In this session we’ll show you how leading companies are using video to clearly demonstrate their value, drive successful demand generation campaigns, train their sales reps and partners, and help close more business.
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Brainshark - Using Video to Improve Demand Generation and Sales Enablement
- 1. Using Video to Improve Demand Generation and Sales Enablement Andy Zimmerman, CMO Sept. 19, 2013
- 3. Product Demos Recorded Webinars Customer Testimonials eLearning Modules TV Commercials Video Spectrum Informal Videos Recorded Presentations
- 4. Why Video?
- 6. Video Content is Core to Demand Gen & Sales Enablement Prepare Engage Advance Content
- 7. Prepare – Onboarding & Training Onboarding Sales Training
- 8. Engage – at All Stages of the Funnel
- 10. Awareness
- 11. Interest
- 14. 40% Sales Productivity Improvement with Trackable Video Demos 800 hours of time doing live demos eliminated =
- 16. Renew Best Practices & Support Executive Briefings
- 17. Advance – Beyond the “Click” Viewing Details Who What When How long In what order What device Activity Poll answers Survey responses Quiz answers Branching Web links Attachment downloads
- 20. Video Marketing & Sales Enablement Resources bit.ly/VMresources bit.ly/SEresources Brainshark Customer Video Examples: brainshark.com/gallery
- 21. Thank you! Time to Pick iPad Mini WINNER!
Editor's Notes
- Remind everyone to submit business cards for chance to win iPad Mini – drawing held at end of the session.Session description:The power of video allows companies to tell their unique story and communicate their value proposition in a way that grabs attention and ensures greater retention – both for prospects and for salespeople. In this session we’ll show you how leading companies are using video to clearly demonstrate their value, drive successful demand generation campaigns, train their sales reps and partners, and help close more business.
- Brainshark is a 250-person, award-winning cloud-based software company that provides solutions for sales enablement, demand generation and corporate training. Our core product, Brainshark On-Demand, enables businesspeople to easily create, share and track online and mobile video presentations.
- Key pointsVideo can run the spectrum of purposes: from free home-made YouTube videos to expensive, high-production quality Super Bowl commercialsBut it’s also webinar archives, product demos, eLearning, and more, running the spectrum in terms of cost and quality
- So why video? Because it’s hard to get people’s attention and keep their attention! Simply put, video is the most effective way to convey a message and the easiest way for people to consume a message.
- From an infographic we put together… |Almost everyone these days watches videos online. And according to Cisco, about 50% of all internet traffic is video – much of that mobile video, btw. |Last year over 50M people viewed videos from their mobile devices – smartphones and tablets. I’m sure you’ve heard the expression “a picture is worth a thousand words” Well, Forrester Research has estimated that that “one minute of video is equal to about 1.8M words!” That’s the power of video!And, most importantly for businesses, consumers have confirmed in surveys that online videos do, in fact, influence their buying behavior. That’s probably the most important takeaway here!
- CORE to effective sales enablement and demand generation is CONTENT – particularly VIDEO content – used to more effectively PREPARE and train sales reps and others, better ENGAGE prospects and customers, and then, leveraging content viewing/consumption analytics, ADVANCE the business forward – whether it’s leads or sales opportunities or employee competency – you need to be able to measure the effectiveness of you video communications.
- OK, Let’s jump into some examples of uses of B2B video. A very common use, of course, is onboarding and training. Plantronics – intro the the company for new employees. Mention Brainshark’s “Sharkies” awards. This was a winner last year in the onboarding videos category. [PLAY FIRST 2 SLIDES AND SHOW A QUESTION SLIDE, MENTION SCORING]Of course, another big use of video is for sales training. [PLAY FIRST COUPLE MINS]. Or as I like to call it, “Everything you wanted to know about butter but were afraid to ask….”MENTION INFORMAL AND FORMAL TRAINING uses.
- When it comes to external audiences (e.g. customers, prospects), clearly video is an important and powerful vehicle for engaging at all stages of the funnel – from generating awareness and interest, to selling and closing business, and to keeping and renewing business.
- Marketers sometimes refer to this as “top of the funnel” content marketing.Videos on your website, in your blog and on YouTube are important for your inbound web marketing strategy. They’re also a major asset for more effective outbound email marketing generating better click-through rates (2-5 times better) and better engagement, esp. when you can track what they view (and you should!).The types of videos that are great for this stage of marketing are thought leadership pieces, informative tips and advice. These are generally NOT so much about your company and products, though. Prospects will seek that info out when they’re ready – this is for awareness building for your brand at this point.Humor is also a great way to generate brand awareness and show personality. And must be short…great content for YouTube.
- Just as with email, video links are also great for getting better click-thru’s on display ads…including re-targeting ads (ASK if anyone familiar with that?)
- Awareness can lead right to interest and lead capture with landing pages. The retargeting ad for Egencia, for example, takes you to this landing page where you can get a preview of the video then register to watch the full video. Re: search, Google LOVES VIDEO and prioritizes it in its search algorithms. Even displays a thumbnail in search results – like a free ad!
- Once you’ve caught prospects’ attention, in addition to general intro videos like the Egencia example, you also want to use other ways of sharing what you do while still providing value-added information and educational content – such as the event promotion - e.g. event invites and webinar replays. Benefits of video content to promote events – esp. when can include a clip or audio voiceover from featured speakers, and great follow-up for those who attended or esp. who couldn’t attend. Again tracking is important for lead follow-up.
- Once you’re into the sales process, videos like customer testimonials and product demos are very important.You can often see some real hard ROI benefits from sales productivity gains with video…
- For example, Egenciaestimate they got back 800 hrs/rep/year by having them share recorded product demos instead of doing live demos every time.
- Sykes, a global call center svcs company which is a competitive market, uses video proposals – with narration from their account managers, to stand out from crowd and show more personalized attention to their accounts. Also can ensure when it gets forwarded around – including decision makers – that everyone is getting the same walk-thru/explanation.Egencia also uses “getting started” videos just before closing new accounts to start showing the level of support they’ll get as a customer. (again an important differentiator in the sales process)
- Finally, video can play a key role in keeping and renewing customers. E.gTripAdvisor portal of content for is business customers.VideoSync example showing our CEO providing updates and insights for our customers.
- As important as video is for getting your audience’s attention, knowing what happens after viewers click your videos is even more important. Don’t be satisfied with just knowing the total number of anonymous clicks of your videos! A critical part of your video strategy should be the reporting and analytics available to know, for example, who viewed, when, what did they view, from what device, etc. And interactive videos can enable viewers to respond to questions, access web links, download attachments and more.
- For example, Brainshark allows authors to receive email views receipts that provide extensive details on viewing activity. This is valuable information about how you’re message is being received, so you can follow up effectively. These details are also available online using Brainshark’s in-depth and flexiblereporting capabilities.
- Brainshark provides solutions to address each phase of sales enablement & demand generation – PREPARING reps and other employees with formal and informal training solutions, ENGAGING external audiences with on-demand video presentations or engaging them live with our mobile presentation solution SlideShark, and ADVANCING opportunities with powerful analytics and alerts. Brainshark is used by thousands of companies across industries and by hundreds of thousands of users. Customers range from individuals and small businesses to some of the largest companies in the world – including halfof the Fortune 100.