How B2B Video Sellers Use Video to Book More Revenue


November 6, 2018

Top Sales Videos 2018

Sherlock Holmes. Frenchies. Cacti (or is it cactuses?). Sick rhymes. 94% response charges. And hundreds of thousands of dollars in new income. The 2018 Video in Business Awards had all of it, and we’re thrilled to share the tales of this 12 months’s Video Selling winners so we are able to all be taught from their video awesomeness.

Video has emerged as a strong device for contemporary B2B gross sales groups. Unlike e mail, telephone, and social media, video presents a extremely inventive method to reduce via the noise and construct extra private relationships with patrons. It’s an effective way to stand out, a greater method to educate, and the subsequent neatest thing to being there in individual when it comes to connecting on an emotional degree.

This 12 months’s version of the Video in Business Awards acknowledges 12 advertising and marketing and gross sales groups utilizing video in inventive methods to ship some fairly unbelievable outcomes. No price range? No drawback! The outcomes achieved by this 12 months’s winners have been a results of massive concepts, sensible execution, and in some circumstances, an incredible quantity of braveness to attempt one thing new and put your self on the market.

Five finalists have been chosen for every class, the winners and runners-up have been chosen by superstar judges Jamie Shanks, Jill Rowley, Morgan J. Ingram, Marcus Sheridan, Trish Bertuzzi, and Max Altschuler. Without additional ado, be a part of us in congratulating—and getting inspiration from—the winners of the 2018 VIB Awards. The winners of the 2018 Video in Business Awards Sales classes. The online game is afoot.

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The Video Selling Connector: Punch!

The Connector is aware of that it takes greater than a catchy topic line to heat up a chilly prospect. These workforce of gross sales improvement representatives (SDR) are utilizing customized 1-to-1 movies to stand out, ebook extra conferences, and cush their quotas. They perceive how to ship a customized message that can drive motion, and aren’t afraid to attempt one thing new to get the eye they deserve.

Winner: Punch!
Runners-Up: Forrester, LeadIQ
Honorable Mentions: KPA, Pipefy

Combining customized movies with experiential account-based advertising and marketing (ABM) campaigns—just like the Sherlock Holmes themed video and marketing campaign under!—the gross sales improvement workforce at Punch! is clearly differentiating themselves from opponents and reserving extra conferences with key prospects.

Video additionally permits their workforce to observe and rating precise content material engagement inside goal accounts, offering a greater understanding as to which prospects are spending probably the most time participating with their content material and expressing probably the most shopping for intent. Each video additionally comprises a powerful call-to-action resembling offering prospects with the flexibility to ebook a discovery name straight right into a calendar which is displayed as a part of an integration on the finish of every video.

“We’re experiencing a CTR of 31% across our campaigns when sending personalized video emails. Better yet, one in every 20 videos sent results in a discovery call. As a result of the human and unique approach, 50% of these discovery calls convert into opportunities. When you add it up, these video campaigns are more than 2x more effective than other tactics we’ve tried.”

Punch! Isn’t the one one utilizing video to join in a greater method. LeadIQ’s prime performing gross sales improvement rep, Jeremy Leveille, not too long ago recorded 24 customized songs and raps for focused accounts leading to 23 responses (that’s a 96% response charge, of us) and 17 certified alternatives. Ellie Twigger at Forrester is boosting attendance at occasions and reserving extra conferences for his or her account workforce with genuine one-to-one video messages.

The Video Selling Attractor: Pay attention360

The Attractor is fearless, enjoyable, and very inventive when it comes to standing out from the noise and attracting new prospects. This memorable gross sales workforce makes use of enjoyable and inventive movies to go away a long-lasting impression. No unsubscribes right here, the Attractor is just irresistible.

Winner: Pay attention360
Runners-Up: AlayaCare, Datadog
Honorable Mention: Bizible (a Marketo firm), TimeTrade

Pay attention360 challenged their strange gross sales outreach course of by getting their reps to work together extra instantly and personally with key goal accounts. Targeting companies with bodily retail places, they’d their gross sales reps seize ‘on-the-street’ movies showcasing themselves interacting with their prospect’s model at considered one of their bodily retailer places.

“The results of this campaign were incredible! First, they went viral within the accounts, with key contacts sharing with others in their organization. We also had 100% watch each video and half of them replied expressing interest. Those that re-engaged resulted in demos scheduled. What’s incredible is that these were accounts we haven’t been able to connect with in over 2 years.”

Now THAT’s the way you appeal to consideration as a gross sales rep. The runners-up even have their distinctive approaches to standing out and constructing an viewers. AlayaCare isn’t shy to file parody music movies for his or her key prospects to the tune of I Will Survive, whereas Datadog’s Jon Levesque is utilizing thought management video posts on LinkedIn to appeal to his justifiable share of consideration.

The Video Selling Engager: Imagine Business Development

The Engager drinks espresso, rings bells and makes use of video to keep one step forward of their competitors. This epic Account Exec (or complete workforce) makes use of focused movies to create extra alternatives, speed up deal cycles, and enhance shut charges. From 1-to-1 video messages to custom-made demos and gross sales proposals, they use the facility of video to personalize their message, construct belief, and shut offers, all whereas boosting their gross sales effectivity.

Winner: Imagine Business Development
Runners-Up: Igloo Software, Modus
Honorable Mention: Bluleadz, New Breed

Imagine BD already had a powerful playbook to information their gross sales course of, however they knew that by incorporating video all through the gross sales cycle they might enhance even additional. They took a strategic strategy to think about the place the video may assist enhance gross sales effectivity or improve the client expertise. This led to creating three classes of movies to add to their gross sales course of:

  1. Process/drawback movies that targeted on high-impact, early gross sales cycle points that took vital gross sales time to clarify manually (see instance right here)
  2. Focused movies that zero in on particular ideas instantly associated to the prospect’s enterprise or to a particular answer we might be recommending (see instance right here)
  3. Personalized movies to assist our proposals and suggestions (assume video proposals moderately than only a deck or PDF)

“The results have been massive. We’ve cut rep inefficiency time down by over 40 hours/month, we spend 90% less time on opportunities that got disqualified in first half of sales process, we’ve increased our win rate by more than 20%, and our ‘first 90 days service issues’ have decreased by more than two-thirds.”

Runners-up Igloo Software and Modus are each utilizing 1-to-1 customized movies all through the gross sales cycle to following up with prospects, create customized product demonstrations, reply frequent questions and construct belief throughout shopping for teams. Thomas Buchanan from Modus notes:

“I landed my first 6 figure deal as an AE thanks to video and this deal had a record short sales cycle. I have never spoken to the busy executive who is funding the project but he knows me through my videos. We were able to engage all of the decision makers within 48 hours because of the use of personalized video messages”.

The Video Selling Innovator: Rant & Rave

These gross sales groups impressed us with their inventive strategy to concentrating on key accounts and to guarantee they bought the eye they deserved. From interactive, customized video campaigns to the inventive use of props to get into, then out of, a prickly state of affairs, the Innovators are forward of the pack in how they give thought to the potential of video to generate new gross sales alternatives.

Winner: Rant & Rave
Runners-Up: Charity Dynamics, Storyboard Media
Honorable Mention: Alleyoop, Quarry Communications

Already seeing success with 1-to-1 customized movies of their gross sales improvement workforce, Rant & Rave determined to step it up a notch by incorporating customized movies into inventive account-based promoting campaigns concentrating on tier-one accounts.

But we’re not simply speaking about waving with a whiteboard! Tieing into the themes of broader campaigns, their reps integrated french bulldogs (none have been harmed within the making of those movies), cactus puns, customized demos, and different wow-worthy content material into their outreach. Check out this paw-some instance:

“Within 11 minutes of sending this video, we had a response saying they wanted to set up a meeting! A response that quick was unheard of in our company and set a new record, only to be broken by our next video campaign which produced a response in less than 2 minutes! We closed that deal within 25 days (yet another record) and each of these prospects are now happy clients of Rant & Rave.”

The runners-up every took a strategic strategy to account-based promoting campaigns as nicely. Charity Dynamics recording customized movies for every key prospect together with a custom-made content material hub to not solely get their consideration however to drive an instantaneous conversion.

Storyboard Media created an superb sequence of tailor-made movies (price a look ahead to some nice inspiration) to enhance their e mail engagement by greater than 400% and blow away their pipeline targets.

The Video Selling Dream Team: IMPACT

The Dream Team is firing on all cylinders when it comes to utilizing video all through the gross sales cycle and throughout their gross sales workforce. From outbound prospecting and alternative administration to onboarding and assist, this workforce is utilizing a mixture of customized movies, customized recordings, off-the-shelf movies, and extra to rework the client expertise from the primary contact to the most recent renewal.

Winner: IMPACT
Runners-Up: 1Huddle, Call One
Honorable Mention: Dynamic Signal, MediaValet

Simply put, the gross sales workforce at IMPACT is completely crushing it with video as a method to assist each stage of the client’s journey and to construct belief inside their group. How is the IMPACT gross sales workforce utilizing video? Let’s hear it from them instantly:

  1. Community Engagement: Interacting with our on-line group, IMPACT Elite, via weekly video updates. These movies construct familiarity and belief amongst our group of consumers, prospects, and people merely fascinated about studying.
  2. Inbound Lead Management: As our market turns into increasingly aggressive we’ve to discover inventive methods to set ourselves up as prime contenders earlier on. We see video as a possibility to just about introduce ourselves and construct a powerful first impression early on. Since incorporating customized video when managing inbound leads, we’ve seen a 90% enhance within the variety of conferences booked in addition to shorter gross sales cycle as we’ve established belief and stronger relationships a lot earlier on.
  3. Meeting Follow-Ups and Recap Videos: After conferences, our reps do a fast video recap on the dialog they’d with the prospect, and reply any follow-up questions they may have. This helps maintain the joy going, and in addition offers the prospect a video they will share with inner stakeholders who may need not been in a position to attend the assembly.
  4. The “80%” Videos to Answer Common FAQs: Our gross sales workforce has created movies to reply the standard questions we obtain from 80% of our prospects. We use these movies originally of gross sales conversations to assist introduce our workforce of consultants, and to reply FAQs earlier than prospects even get an opportunity to ask. This helps deal with questions early on and reduce down on additional conferences that will decelerate the gross sales course of. Here’s an instance of considered one of our “80%” movies.
  5. Introductory Videos: Prior to a Client Success Manager having an exploratory name with a prospect we ship them an intro video which supplies the prospect background on the individual they are going to be speaking to and in addition offers a extra human aspect to assist start constructing a relationship. It’s additionally a possibility for the CSM to set expectations for the decision.
  6. And extra! The IMPACT workforce additionally makes use of Statement of Work movies to clearly clarify their gross sales proposals, post-sales movies to welcome new purchasers on board, occasion promotion movies to drive prospects to native occasions, and extra.

“Simply put, video has been a game changer in helping us increase our number of meetings booked, shorten deal cycles, increase overall customer engagement and close more deals, faster! It’s impacting literally every stage of our customer lifecycle in a positive way.”

Like the workforce at IMPACT, runners-up 1Huddle and Call One have discovered success utilizing quite a lot of video varieties throughout their gross sales groups to enhance response charges, ebook extra conferences, and speed up deal cycles.

The Video Mastery Award

Video Master 2018

This visionary group is embracing video to rework each stage of the client journey. From advertising and marketing and gross sales to success and assist, they use a variety of video content material to humanize their model, educate their patrons, speed up gross sales cycles, and join with prospects in additional private methods.

Winner: Tech Data Corporation

Runners-Up: Ceridian, Zycus

Ceridian, Tech Data Corporation and Zycus are all seeing large outcomes from incorporating video into the material of their advertising and marketing, gross sales and buyer success applications. More than only a supporting character, video is taking part in a starring function in how they signify their model, talk with audiences and construct relationships with their prospects.

All three groups are leveraging video extensively throughout their digital, demand gen, social media and advertising and marketing communications, and have embraced the Vidyard Chrome extension to empower their gross sales groups with 1-to-1 customized movies. Congratulations to these groups on taking a giant step in the direction of the long run, and for making Business-to-Business look much more like Human-to-Human.

BONUS! Best Video to Support a VIB Awards Nomination: GPS Insight

So right here’s the factor. We requested all nominees to put up a brief video explaining why they need to win a Video in Business Award. The finalists for this shock class went above and past to create a video that was onerous to ignore.

Congratulations to our winner GPS Insight for taking us again to the early days of movie; to our runners-up Danby Appliances for his or her spot-on parody of Anchorman and Pay attention360 for CRUSHING their Fresh Prince of Bel-Air parody; and to our honorable mentions Leighton Interactive for serenading us with their songwriting and top-shelf ukulele abilities and Suzi Lindner for reminding us all that sock puppets are by no means a nasty concept.

But what about these Video Marketing award winners?

To be taught in regards to the winners of the 2018 Video Marketing award classes and the way they’ve used video to get extra consideration and generate extra pipeline, try the next put up: How The Top Video Marketers of 2018 Use Video to Generate More Pipeline

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Tyler Lessard

Tyler Lessard

Tyler Lessard is the VP of Marketing at Vidyard. Driving company advertising and marketing and enterprise improvement, he is obsessed with serving to corporations higher use and measure the efficiency of their video advertising and marketing property.



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