6 Video Benchmarks You Need to See

Think big data is big? Wait till you look at big video data. It’s information-rich in a way that PDFs and articles can never be: Videos reveal what viewers watch, skip, rewatch, and share and when analyzed, they yield extra-juicy insights.

That’s part of what makes our 2018 Video in Business Benchmark Report so insightful: We examined 250,000 videos from 600 businesses and found that while businesses are creating more videos on more channels in more departments, they aren’t the ones you might expect.

See for yourself:

1. Video had a breakout year with an 83% increase in videos published

On average, businesses now publish 33 new videos every month. That’s a massive 83% leap over the previous year when it was 18 videos per month. At this rate, the average company will double the size of its video library over the next year.

To what can we attribute this profusion of footage, other than marketers’ increased sophistication and video’s remarkable ROI? The fact that video has jumped the marketing department fence and is now created by teams who didn’t have much use for it, until now.

Video Publishing Trends


2. Video is everywhere: Usage grew in non-traditional departments and channels

Businesses are using video on nonstandard channels more often. The number of companies using video on landing pages, for instance, jumped from 49% last year to 60% this year and the number of businesses using video in email jumped from 36% to 46%. The wide availability of simple video creation tools means more marketers are using it in more places. But, so are other departments.

Videos showed up in 37% of sales conversations last year, up from 25% the year before. Demand for video in customer service was so high, Vidyard released an entirely new product to cater to that market. And internal communications teams are raving about video as a way to boost employee engagement. What we’re seeing is everyone migrating from a world where marketers are the video gatekeepers to one where every team has the tools, know-how, and incentives to create and share their own videos.


3. Get to the point! 75% of videos are under two minutes long

While this may not come as a big surprise, companies are betting on short-form video content to appeal to the changing expectations of today’s audience. While the average video was nine minutes, 75% were less than two minutes, and that number is up (and video lengths, down) from the previous year when only 56% of videos were under two minutes.

Video Length Trends



4. The full experience: 89% of business videos are viewed on desktops

When it comes to viewing business-related video content, desktop still reigns supreme. 89% of all views came from desktop and only 11% from smartphones and tablets.

Desktop views reflect both the consumption habits of business professionals and the types of videos that companies publish to reach those buyers. Videos designed to educate prospects and demonstrate products often benefit from bigger screens.

Viewing Trends


5. When it comes to video, it’s not the size of your business that matters

Video is no longer just for big brands. Smaller companies are producing as much, if not more, video content than their larger counterparts (see chart below). This trend seems to be fueled by the fact that smaller businesses produce more of their content in-house and have shorter production cycles. They’re also scrappier and more willing to get something out there quickly as a way to compete and stand out.

Average Number of Videos Per Company By Annual Revenue

6. Show me the numbers! Businesses using video analytics outperform peers

The use of video analytics is becoming more prevalent, with 36% of businesses using intermediate or advanced analytics to measure performance and only 13% of businesses not using video analytics of any kind. Those using advanced analytics, however, were 2x as likely to report that returns on their video investments are improving. Want a leg up on the competition? Getting video data-driven may be the key.

Advanced video analytics usuage


Based on this, how can you maximize your video investment?

Well, for one, it’s time to ramp up your video creation, if you plan on keeping up. It’s also time to acknowledge that video has a home in every department, not just marketing. Sales, support, and internal communications are becoming big users. Teams can use video analytics to begin answering their own questions and spot trends–for example, how most B2B videos are viewed on desktop, or whether videos that are less than two minutes actually do perform better than those that are longer.

But that’s not all.

Download the 2018 Video in Business Benchmark Report and learn more about the industries, formats, and strategies brands are using to drive demand now and in the future!

How are you tracking your video benchmarks? Sound off in the comments below.

The post 6 Video Benchmarks You Need to See appeared first on Vidyard.

from Vidyard http://www.vidyard.com/blog/6-video-benchmarks-you-need-to-see/


Why Zendesk + Video is a Match Made In Support Heaven

There’s only so many hours in the day—that’s why top support teams use video to increase deflection and resolve cases 25% faster, all while boosting overall customer satisfaction. Have we piqued your curiosity? Find out how you can use Zendesk + Video, for customer support. To enhance your approach and leave your customers feeling informed, satisfied and empowered to get the most out of their experience with your product or service.


Video For Customer Support

The jury’s in and video is the most efficient way to delight and educate your customers, all while empowering your hardworking support team with the resources and strategic knowledge they need to succeed.

Customer support teams can now capture and share personal video messages with Vidyard GoVideo directly within Zendesk to close tickets faster and deliver a more personal customer experience.

“By adding Vidyard GoVideo to our Marketplace, we’re empowering agents to easily create personalized video recordings to add to their support experience,”  – Billy Robins, Director of Technology Alliances at Zendesk.

GoVideo for Zendesk empowers reps to:

  • Capture Custom Screen Shares: Record and share custom screen capture videos to showcase exactly how to resolve an issue.
  • Record Personal Video Messages: Record and share personal video messages with their webcam to clearly explain their response and connect in a more personal way.
  • Create On-Demand Video Content: Create on-demand videos and publish to online knowledge articles with the ability to centrally manage, track and update content.
  • Add Interactive Video: Add interactive surveys, links and questionnaires to any video so that customers can self-close tickets and provide timely feedback.
  • Track Video Analytics: Track real-time video views, drop-off rates and more to understand which content is the highest in-demand and which videos are solving the most cases.

So why should you start using GoVideo in your Zendesk instance?

Personalized Customer Engagement

Don’t let your customers be strangers—use video to engage them on a one-to-one basis.

Video is a great tool both for quick ticket resolution and for nurturing ongoing customer relationships. You can use video to introduce yourself, address support questions or requests, personalize your follow-ups, and send thank-you messages after a customer interaction or problem resolution. With video integration right into your existing helpdesk, it’s easier than ever to provide a seamless experience for both your customers and agents—and best of all, your customers will be thrilled with the personalized and attentive care they receive.

“With Vidyard GoVideo, our support team now has the ability to create personalized video recordings on the fly too, while also leveraging existing marketing and support library videos within our video content library. This is going to change everything!” – Ryan O’Hara, Vice President of Growth and Marketing at LeadIQ

Self Service Support

Put the power in your customers’ hands by establishing a central, SEO-optimized knowledge base of interactive digital how-to videos to replace tedious and cumbersome manuals, PDFs, and printed guides. Using video for customer support allows you to walk your customers through an account set up, workflows, strategy, analytics, frequently asked questions, troubleshooting, and so on in a simple and easy-to-digest way. Not only will answering these key how-to questions before a customer needs to request that information improve the overall customer experience but it will also increase your deflection rate—saving you valuable time for the cases that require your full attention.

Full-Service Support

Zendesk + Video

Inevitably, technical issues will come up that require a more personalized explanation. When it comes to more involved questions and troubleshooting where a simple how-to just won’t cut it, video for customer support enables you to create individually-tailored walkthroughs and demonstrations to resolve complex issues quickly.

GoVideo makes it fast and easy to record, share and track personalized video messages as an integrated part of the customer support process.

“We appreciate the tool’s ability to send immediate notifications each time someone watches a support video, so agents understand what videos work well to resolve customer questions.”  – Billy Robins, Director of Technology Alliances at Zendesk.

Ready to try it out for yourself? Learn more about Vidyard for Support here!

The post Why Zendesk + Video is a Match Made In Support Heaven appeared first on Vidyard.

from Vidyard http://www.vidyard.com/blog/zendesk-video-support-integration/

Interactive CTAs: An Introduction

Using video is a great way to engage your customers and prospects—but how do you channel engagement into action? Interactive CTAs (calls-to-action) or ‘events’ are one great way to drive specific, desired outcomes from your viewers and encourage them to step further down the funnel.

What are interactive events and why should I care?

“In a nutshell, interactive events are areas of the player that have been created specifically to actively engage your viewers,” says Stephanie Yi, Solutions Consultant at Vidyard. “They are meant to drive a specific desired action from the viewer while they are watching your videos.”

Instead of passively consuming your video content, interactive events allow you to point your viewers to a specific action you’d like them to take. This action could be filling out a form, visiting a specific webpage, watching another video, or even requesting a demo. This video provides a brief overview of what interactive events are and how they work in the Vidyard platform. 


Certain kinds of events work best with certain types of content—let’s have a look at how you can determine what kind of interactive event is right for your video.

How to leverage interactivity in your video marketing strategy

There are three main pieces you have to consider when creating an interactive video strategy:

  • The nature of your content
  • Your viewer’s ideal next step
  • The kinds of interactive events that are going to drive the best-desired outcomes

We’ll tackle each of these questions in turn. Let’s dive in.

What is the nature of your content?

Think about your video content. What audience is it meant to reach? What role does it play in your funnel?

Here’s a quick primer on how different kinds of videos might fit into your buyer’s journey:

1. Awareness Stage (Top of Funnel) Videos

Videos in the awareness stage are designed to generate just that—awareness. Think of things like company overview videos, thought leadership content, or any kind of short “info bite”-style videos.

2. Consideration Stage (Middle of Funnel) Videos

Videos in the consideration stage can be a little more in-depth. Here’s where product overview videos can come into play, as well as how-to videos and solution-based webinars.  

3. Decision Stage (Bottom of Funnel) Videos

Videos in the decision stage help your buyer take the final leap and make a purchase. These can include things like customer testimonial videos, along with in-depth product demos.

Once you’ve determined the nature of your content, you can start thinking about the kind of action you want to use it to drive. And that takes us to our next question:

What are your viewers’ ideal next steps?

Do you want to encourage them to consume more content? Identify themselves to you through a form? Initiate an opportunity? Consider the stage of your videos and how you can nudge your viewers closer to the next stage—or closer to a purchasing decision. Which leads us to our final consideration:

Which interactive events are going to drive the best outcomes?

1. Awareness Stage

In this awareness stage, you want to focus on softer CTAs that will encourage your viewer to explore more of your content and product offerings. Some examples might be links to other pieces of content, newsletter subscription forms, or links to learn more about your products.

2. Consideration Stage

In the consideration stage, you can start using more in-depth lead capture forms to profile your buyer. Here you can also use multiple links on a “choose-your-own-adventure” event to allow buyers to identify their intention or persona.

3. Decision Stage

The decision stage is the point at which you want to encourage your viewer to initiate an opportunity—so make it easy for them! Here’s where you can use forms that allow them to reach out to you. Think demo requests, links to pricing information, or CTAs that allow them to book a meeting with an expert on your team.

We hope this post has been helpful and has inspired you to delve into your own interactive events strategy! If you’re ready to start setting up your own interactive events, check out our guide to events in our knowledge center that will help you get started. You can also check out our handy SlideShare presentation for additional information:

Are you already using interactive CTAs? Excited to get started? Let us know in the comments below!

The post Interactive CTAs: An Introduction appeared first on Vidyard.

from Vidyard http://www.vidyard.com/blog/interactive-ctas/

Why Top EMEA Marketers Are Ready To Adopt Marketing Automation

Demand creation budgets shrank in 2017, but SiriusDecisions made an interesting discovery: The highest performers beat the competition by spending that limited budget very differently. While average performers bought ads, high-performers leveraged white papers, trade shows, and interactive assets in new and interesting ways. Based on the findings of this report we have some EMEA Marketing Recommendations to help you continue to spend your limited budgets wisely while still beating the competition.

EMEA Marketing Recommendations

#1 – MAP’s

Many EMEA marketers are planning to integrate with a MAP (Marketing Automation Platform) in the next 24 months. MAPs are quickly becoming the cornerstone of the modern B2B marketing technology stack because they are more efficient, more powerful, and more cost-effective than using a diverse set of point tools.

Used well, marketing automation can tell the story of how your customers interact with your brand, your content, and the people in your company, throughout the entire customer journey.

Why add marketing automation to your stack?

A MAP can help you organize and manage those complex and time-consuming tasks that need to be coordinated with each other, including:

  1. Social media marketing and other early-funnel tactics to attract leads
  2. Content marketing that helps leads progress along the funnel and convert to sales
  3. Email campaigns to generate engagement, nurture prospects, and onboard new customers
  4. Asset creation, such as email and landing page templates
  5. Forms and landing pages to capture lead data
  6. Automated lead management, including qualification and hand-off to sales
  7. List and data management, including segmentation for target marketing
  8. Website analytics that reveals what people are interested in, and how they engage with your site
  9. Campaign analytics that shows which campaigns really work and which channels deliver
  10. Coordination with sales, including sharing customer relationship management (CRM) data in marketing campaigns

Efficient alignment of your inbound and outbound marketing strategies, multiple platforms and channels, and programs and processes, is a monumental, manual, tedious, nearly impossible job without using a MAP.

Implementing marketing automation can effectively bridge the gap between the various technologies, and empower marketing and sales to work closely together.

#2 – Lead Scoring

Many EMEA marketers are passing leads over to sales as soon as they get, vs implementing lead scoring but they are not alone.

79% of B2B marketers have not established a lead scoring model.

If you don’t know where to start with lead scoring, you’re not alone. But that doesn’t mean you shouldn’t learn: companies that excel at lead nurturing have 9% more sales reps making quotas.

Lead scoring is a method for identifying sales-ready leads by assigning values (points) based on predetermined criteria, e.g., industry and job title, website visits, video views, webinar attendance, and form completions. The sum of the points is the lead’s score.

Companies that excel at scoring and nurturing leads generate 50% more sales-ready leads at 33% lower cost. – Forrester

Lead scoring offers a lot of value to your business, including:

  1. Efficiency: Decrease the volume of sales-ready leads, so you aren’t focusing on the wrong leads
  2. Marketing measurement: Assess campaign effectiveness, and potential worth of opportunities
  3. Operational excellence: Align organizational resources for more efficient conversion

Here’s an example of what lead scores could look like for some individuals based on their behavior and engagement with common marketing and sales activities:

Behavior Visitor 1 Visitor 2
Visited Landing Page (+3 Points) 3 3
Watched Explainer Video (+8 Points) 8
Viewed Case Studies (+5 Points Each) 10 20
Viewed Pricing Page (+5 Points) 5 5
Opened Drip Email (+3 Points Each) 3 6
Attended Webinar (+10 Points) 10 10
Total Score 31 52

In this example, Visitor 1 would fall under the interested category and would be funneled into a nurturing campaign of drip emails and marketing outreach, while Visitor 2 is qualified as a lead, and would be moved over to the sales team.

Dive deeper into how top European demand creators are spending their shrinking budgets with the SiriusDecisions Report on European Demand Creation Budgets and Tactics. In the report you’ll learn things like:

  1. Which assets high-performers spent more on
  2. Which delivery mechanisms worked best for high-performers
  3. Why interactive content (like video!) was 2017’s big winner

The post Why Top EMEA Marketers Are Ready To Adopt Marketing Automation appeared first on Vidyard.

from Vidyard http://www.vidyard.com/blog/emea-marketing-recommendations/

Stop Selling, Start Educating: How to Reach Today’s B2B Buyers

You don’t shop the way you did five years ago—so why are you still selling that way? Today’s B2B buyers are more empowered than ever before. They do their own research. They read reviews. They price compare online. In comparison, we know from the B2C world, 90% of the buying decision is made before a potential customer even walks into a storefront.

Which means we need to be fluid. What worked 24 or even 12 months ago is now outdated. It simply won’t work anymore. Consumers don’t want to deal with some pushy, charismatic wheeler and dealer. They want the best solution.

But don’t start contemplating your next big career move or planning an early retirement party just yet—buyers still need salespeople, just not in the ways that might immediately come to mind. Buying behavior has changed, with consumers showing much more hunger for information than for amazing deals.

So how can salespeople adapt to B2B buyers’ changing needs?

I want to share what’s been working for me and my team over the last little while in the hopes that it will help you be more effective in your role and add more value to your buyers.

Here are some of the lessons I’ve learned:

1. Take on the role of an educator

Consumers are curious. They want to know more about your product so they can make the best possible decision for their business. And lucky for them, you’re the expert!

Rather than selling, seek to inspire. Show your B2B buyers what their business could look like if they decided to implement your solution. Provide resources and make yourself available for their questions, but don’t push it. By positioning yourself as a resource, you can educate your prospect on the value of your product without coming off as overbearing—and chances are, your customers will trust you more for it.  

2. Show value and inspire

Your success doesn’t happen during the sales call. It happens afterward when your prospect is lying awake at night, thinking about the potential gain of implementing your solution or potential loss of not. It’s your job to inspire that kind of reaction by helping them imagine a future using your product—and by showing your prospect what they’d be missing out on by passing up this opportunity for their business.

I recently listened in on a successful cold call between our sales dev rep, Chris Wu, and one of the biggest global financial service firms. Looking to book a meeting, Chris cut to the chase saying, “if you spend the time researching this, one of two things will happen. One, you will be confident continuing on this year with XYZ Competitor, or two, it will become clear that you need to change and change quickly.”

Showing value in sales is nothing new. However, finding new ways to inspire and create opportunities to share value is something we can always work on. Even if you’re working the biggest, most traditional prospects, there’s still a need to innovate. Maybe even more of a need.

3. A sales call by any other name…

…is dishonest and unhelpful to your prospects. If it’s a sales call, say it’s a sales call.

By being straightforward, you build trust with your prospect. More than that, you’ll find that people are more willing to agree to talk to you when they know what they’re getting into.

Do away with any vagueness. If you only need three minutes of their time, say it. Set a timer and hold yourself to those three minutes. Give them the opportunity to arrange a follow-up or keep chatting if they’re still interested, but make them aware of when the three minutes has elapsed.

By showing that you’re respectful of their time, you demonstrate that you’re trustworthy and dependable.


4. Be human

There is one part of the salesperson of yesteryear that isn’t obsolete: the human connection. It sounds cheesy, but the truth is, we all have a little Cosmo Kramer in us.



Buyers want an expert in their corner, someone to say: When you go down there talk to my guy Bob Sacamano. Mention my name & he’ll take 30% off. We like to be recognized and feel special. It’s just human nature.

I hope these lessons have been helpful and inspired you to think about your sales role in a new light. What are you doing to adapt to the ever-changing landscape of sales? Let me know in the comments below!

This post originally appeared on LinkedIn Pulse. 

The post Stop Selling, Start Educating: How to Reach Today’s B2B Buyers appeared first on Vidyard.

from Vidyard http://www.vidyard.com/blog/start-educating-b2b-buyers/

Before You Add Another Piece of Sales Tech to Your Stack—Read This

The sales tech landscape is overwhelming. With more than 700 sales tech vendors and countless tools, it’s enough to make any sales leader’s head spin. How do you decide which tools are worth your while and which ones are just bright shiny objects that will distract—or worse, detract—from your selling goals?

Never fear, intrepid leaders! Jill Rowley, CMO at Marketo, has the inside scoop on how to get the best value out of your sales technology. As an expert on marketing automation and a self-described “salesperson trapped in a marketer’s body” (she spent a decade building the marketing automation space as a sales leader at Eloqua) she’s uniquely qualified to comment on how to make the best use of the seemingly boundless sales tools at your disposal. Here’s her advice:

You need a sales tech strategy

As a team—and ideally, as an organization—you need to have a unified tech strategy. This means understanding your individual business needs: the goals you have and the kinds of tools you need to achieve them. Jill recommends thinking about “the pains and the challenges that our organizations are having that can be solved, in part, by leveraging technology.”

Additionally, she warns that what works great for a small business might be disastrous for an enterprise company, and vice versa. Even if something is a great piece of tech, if it’s not aligned with your business goals it’s going to be ineffective and costly.

Less is more

Think about it: for every new piece of tech you add, that’s another tool that salespeople have to get trained on, remember their login for, and remember to check. It’s better to have a few, carefully curated tools that work well together than all the latest shiny toys and a sales team that isn’t able to leverage all of them effectively. Save your tech investments for tools that are aligned with your specific business goals and that work well with your existing technology.

Sales tech evaluation checklist

So what should you look for in new technology to avoid the pitfalls of bright shiny object syndrome?


1. What is the problem or pain point that this technology will solve?

As Cogsworth says in my favorite punny Beauty and the Beast one-liner, “if it’s not baroque, don’t fix it!” You should have a well-defined purpose for each piece of tech before deciding to add it to your stack. Does it solve a particular pain point? Allow your salespeople to reach goals you haven’t yet been able to achieve? Think about how it will help serve your team and how it will, in turn, help them serve the customer.

And it if doesn’t fit into your strategy? Save your budget for something else.

2. Does it integrate with your existing systems?

Next, consider your existing sales tech stack. How will this new piece of technology integrate with your existing systems? You want to make it as easy as possible for your salespeople to use so they’ll be happy to adopt it. That also means thinking about their existing processes and workflows—how will this fit in? Will it make their lives easier or add additional complications?

3. How will we implement it?

Finally, think about training and enablement. Who in your organization might be best suited to help you launch this new tool? Contemplating how to get the tool up and running before you even make your purchase decision will not only make your team’s adoption much smoother if you decide to buy the tool, it will also help you decide whether the investment of time and training is worth it.

I hope this article has been helpful and inspired you to think critically about your next tech evaluation. Want to find out how we evaluate sales tech at Vidyard? Check out Business Development Director Dan Wardle’s post Evaluating Sales Technology: An Insider’s Look.

What criteria do you use to evaluate new sales tech? Sound off in the comments below!

The post Before You Add Another Piece of Sales Tech to Your Stack—Read This appeared first on Vidyard.

from Vidyard http://www.vidyard.com/blog/add-sales-tech-to-your-stack/

Find Your Wow—Or Risk Being Ignored

Good enough is no longer good enough. Those are the words I now live by as a B2B marketing and sales leader. To truly stand out in today’s marketplace your messaging needs to be brilliant, your communications and content need to be remarkable, and your sales reps need to be memorable. Maintaining a competitive edge means you not only need to find your why (thank you Simon Sinek!), it means you need to find your wow.

May I have your attention?

Getting attention is hard. Keeping that attention is even harder. Forget the goldfish analogy, the simple truth is that the Internet has taught people how to avoid unwanted interruptions and to quickly self-select which content and messages they choose to engage with. Looks like an advertisement? No thanks. Smells a bit salesy? Next please. A spray-and-pray templated email? Oh please. Now wait, this one looks interesting, and what’s with that crazy hat she’s wearing? Okay, I gotta check this one out.

The most reliable way to stand out and get the attention you deserve is with content and messaging that holds the promise of delivering a “wow” moment for your audience. The type of content that turns a simple message or idea into a remarkable and memorable story that sparks an emotional response. Like Game of Thrones or Westworld, but on a slightly smaller scale. And the fact of that matter is, every message you want to deliver as an individual, or as a business, has a remarkable story hidden inside just waiting to burst out. You just need to put your message, content and delivery method through a different lens to find your wow.

This Guy Replaced his Cover Letter with a Rap Video. Wow.

Chase Zreet

This story is a perfect example of finding your wow. Chase Zreet is a copywriter that wanted to land a job with the agency responsible for Sprite’s creative. The traditional approach would have been to submit a resume with a cover letter, but let’s be honest, there’s no wow in that. He could step it up a notch and maybe do a video-based cover letter to let his personality, character and passion show through. Seems likely that this would help him stand out, but would it really wow? Then it dawns on him: tell his story through a ridiculous (and very cleverly written) rap video. Wow. Just watch and judge for yourself whether he found the wow in his cover letter. And yes, he landed the job.

Wow, Did You Just Write my Name in the Clouds?

During the holiday season, my team is always looking for a clever way to stand out from all those predictable “Season’s Greetings” holiday cards. We try to find the wow in the way we wish our customers a happy holiday. The safe and predictable route is a signed card or a templated email. Not so wow. You can send out a holiday video with your team wishing everyone a season’s greetings – a little more personal and authentic. But what about showing them how much you care by writing their name in the clouds, spray-painting their name on your office walls, and ringing an appreciation bell just for them?

Thanks Claudia

Watch for yourself to see if this campaign was wow-worthy (tip: for the full experience, create a personalized version for yourself by entering your own name and email address in the “re-gifting” form…it’s a special moment when you see yourself in the story). The responses we got from people were incredible, from “OMG this is the greatest email I’ve ever received” to “I heart you, thank you for putting a smile on my face, happy holidays!”. Responses like these made me truly appreciate the power of wow. And yes, this “brand” campaign became one of our top 3 pipeline influencers of the year.

How I Wowed to Win an Award

Marketo was running a contest to identify the top 50 “fearless marketers.” To be considered, you had to share a 60-second video on social media explaining why you deserve this recognition. I watched a number of the submissions online and there were lots of incredible stories, but none of them really seemed to stand out. Partly inspired by Chase Zreet’s rap video, I decided to go a different route and create a short “music video” with original lyrics to the tune of Imagine Dragon’s “Whatever it Takes” (luckily, this song had been in my head and it was a natural message for being fearless). And to be clear, I can NOT sing, but I do know the basics of video recording and editing in iMovie. My gut told me that this approach would stand out for people, hopefully make them laugh, and maybe even deliver a wow-worthy moment.

Mic Drops

Here’s the full post with the video if you’d like to watch. I like to think that I found the wowin my fearless marketer submission. Thankfully, Marketo agreed and I made the list, despite saying very little about why I am actually fearless. The power of wow unleashed!

Find Your Wow in the Sales Pitch

Admittedly, marketers have an unfair advantage. We’re often immersed in creative projects that force us to think about these types of experiences, and sometimes we have discretionary budget to use. But neither of those things are pre-requisites to be able to find your wow. Take my friend Morgan Gillespie from Terminus, a Sales Development Rep who spends her days reaching out to prospective customers to engage them in conversations. She doesn’t view her role as “selling”, she’s all about connecting in a meaningful way and helping people understand how her company’s ABM technology can help them solve real problems. That’s her why, but how does she unlock the wow in her message? She does it with hyper-personalized GoVideo messages that infuse the right mix of authenticity, personality, humour and humanity.


Morgan Gillespie

Yes, her videos are educational and get the core message across (“based on what you do, I think we can help you with x, y and z”), but the wow-factor comes from her unexpected delivery style (video message) and the way she connects in a more personal and empathetic way. She’s done more than 3,000 of these custom videos and her results are off the charts. She recently recorded a podcast to talk about her approach, or you can check out the story of her entire team’s use of wow-worthy videos to accelerate sales.

How Do I Find My Own Wow?

Everyone’s wow is unique to their personality, their approach, and/or their company’s brand identity. But what I can say is that you need to be willing to put yourself out there, to take risks, and to be intentionally different from those who are vying for the same eyeballs. Using text, templates and inside-out language (telling them what you want to say, rather than what they need to hear) are surefire ways to blend into the crowd and leave your audience less-than-impressed. Try video, audio, music and imagery to bring your story and personality to life. Make your audience the hero, rather than yourself (remember—they are the hero and you are the guide), and try making them laugh or feel genuinely appreciated. Get creative, take cues from pop culture, and above all else, be human!

Whether you’re a marketer working on that next campaign, a sales rep trying to find that next deal, a CEO trying to build an engaging company culture, or a finance professional trying to get your employees to get those expense reports right for once—remember that good enough is no longer good enough. If you want to stand out, be heard and inspire those around you, find your wow to deliver a truly memorable message that will make them take notice.

This article originally appeared on LinkedIn.

The post Find Your Wow—Or Risk Being Ignored appeared first on Vidyard.

from Vidyard http://www.vidyard.com/blog/find-your-wow/