the secret weapon of remarkable abm programs
TRANSCRIPT
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The Secret Weapon of Remarkable ABM Programs
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Sangram VajreCo-founder and CMO
Terminus
Nikki NixonDirector
#FlipMyFunnel
Tyler LessardCMO
Vidyard
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“Sangram Here”
•Head of Marketing, Pardot (now Salesforce)
•Co-founder and CMO of Terminus
•Founder of the #FlipMyFunnel community
• I am now an author (by accident)
@sangramvajre
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#FlipMyFunnel Model
FocusedB2B
“Smarketing”
Traditional Funnel Flipped Funnel
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Find your best-fit customersIdentify
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Focus on the right peopleExpand
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Right content, right channelEngage
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Create raving fans!Advocate
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How Terminus Uses Video for ABMCustomer video testimonials for sales enablement
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How Terminus Uses Video for ABM
Custom prospecting videos from our Inside Sales team
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How Terminus Uses Video for ABM
Montages and recaps for “hype” videos to promote future events and activities
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Video Marketing AwardSmall Business, Big Bang!
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Getting Attention
Holding Attention
Invoking a Response
The Great ABM Challenge
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I want do business with this
company!
‘REQUIRED’ TO REMARKABLE
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Unremarkable…
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Remarkable!
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Engaging Informative Memorable Stands Out High “ROI”
Return on Information
#Video gives audiences the best ROI – Return on Information
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(1) Videos in Email Nurture Campaigns
200% to 300% lift in CTR
Explainers Testimonials Product
Demos Fun Promo’s
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(2) Personalized Video Email Campaigns
300% to 1000% lift in CTR
Person’s Name Company
Name Company Logo Etc.
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(2) Personalized Video Email Campaigns
“CTRs were 4.5x higher than our average. We had a 3.5% CTR by unresponsive leads at who hadn’t
responded to anything in more than 6 months.”
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(3) Direct Mail: Video-in-a-Box!
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5x-8x increase in response rate
(4) Outbound Sales: Personal Video Messages
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(4) Outbound Sales: Personal Video Messages
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(4) Outbound Sales: Personal Video Messages
Sangram
[Video Message] Translating ABM for Dummies?
SangramWatched 85% of your video!
Free Chrome/Gmail extension at www.ViewedIt.com
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(5) Video Engagement: Who, What, How Long
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1. Video in Email / Direct MailFor direct mail check out UviaUs
Stand Out and be Remarkable!
2. Personalized Videoswww.vidyard.com/personalized
3. Video Prospectingwww.vidyard.com/ViewedIt (try it now!)
4. Video Analyticswww.vidyard.com/tour
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“Nikki Here”
@techmarketeratl
•Director of #FlipMyFunnel
•Marketing Maven (Terminus, SalesLoft, Internap)
•Won Marketing Technologist of the Year from the Technology Association of Georgia
•Finalist for Everstring’s Discovery Award
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Launching #FlipMyFunnel w/ Vidyard
“Sangram Here” videos for the 1st
#FlipMyFunnel event in Atlanta
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#FlipMyFunnel ATL + Virtual SummitRecorded all the Atlanta sessions
Replayed them online for 1-Day “Virtual Summit”
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“Lead Graveyard” at #FlipMyFunnel
Presented at #FlipMyFunnel in San Francisco
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“Janet” Personalized Video Invitations
Produced by Vidyard to invite folks to Austin for #FlipMyFunnel
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Contact: Resources: @tylerlessard
@sangramvajre
@techmarketeratl
vidyard.com/resources
resources.terminus.com
flipmyfunnel.com