the secret weapon of remarkable abm programs
TRANSCRIPT
The Secret Weapon of Remarkable ABM Programs
Sangram VajreCo-founder and CMO
Terminus
Nikki NixonDirector
#FlipMyFunnel
Tyler LessardCMO
Vidyard
“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
#FlipMyFunnel Model
FocusedB2B
“Smarketing”
Traditional Funnel Flipped Funnel
Find your best-fit customersIdentify
Focus on the right peopleExpand
Right content, right channelEngage
Create raving fans!Advocate
How Terminus Uses Video for ABMCustomer video testimonials for sales enablement
How Terminus Uses Video for ABM
Custom prospecting videos from our Inside Sales team
How Terminus Uses Video for ABM
Montages and recaps for “hype” videos to promote future events and activities
Video Marketing AwardSmall Business, Big Bang!
Getting Attention
Holding Attention
Invoking a Response
The Great ABM Challenge
I want do business with this
company!
‘REQUIRED’ TO REMARKABLE
Unremarkable…
Remarkable!
Engaging Informative Memorable Stands Out High “ROI”
Return on Information
#Video gives audiences the best ROI – Return on Information
(1) Videos in Email Nurture Campaigns
200% to 300% lift in CTR
Explainers Testimonials Product
Demos Fun Promo’s
(2) Personalized Video Email Campaigns
300% to 1000% lift in CTR
Person’s Name Company
Name Company Logo Etc.
(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.”
(3) Direct Mail: Video-in-a-Box!
5x-8x increase in response rate
(4) Outbound Sales: Personal Video Messages
(4) Outbound Sales: Personal Video Messages
(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
(5) Video Engagement: Who, What, How Long
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
“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
Launching #FlipMyFunnel w/ Vidyard
“Sangram Here” videos for the 1st
#FlipMyFunnel event in Atlanta
#FlipMyFunnel ATL + Virtual SummitRecorded all the Atlanta sessions
Replayed them online for 1-Day “Virtual Summit”
“Lead Graveyard” at #FlipMyFunnel
Presented at #FlipMyFunnel in San Francisco
“Janet” Personalized Video Invitations
Produced by Vidyard to invite folks to Austin for #FlipMyFunnel
Contact: Resources: @tylerlessard
@sangramvajre
@techmarketeratl
vidyard.com/resources
resources.terminus.com
flipmyfunnel.com