My name is Catherine. I'm the Chief Marketing Officer at Xeneta.
We create an ocean freight benchmarking and market intelligence platform.
And I'm responsible for marketing customer success teams.
And at Saastra here in Europe, we talked about in the panel that I was on,
about customer success, happiness, and how do we measure that.
And in particular, my topic was more involving on how we integrate marketing
customer success teams and all the different tactics that can be used there
to make the customer successful throughout the entire journey, including sales.
Video plays a key role in all parts of the journey.
Not only from the acquisition perspective, so when we look at acquisition and sales
and marketing, video plays a key role, but also in the retention of a customer
and how we're able to deliver our message and make sure that we highlight what's
valuable in our products and platform. Video definitely plays a huge role because
people are able to engage better and learn better via video versus just text or
basic content. So we're starting to use video at the top of the funnel,
trying to get our BDRs then to also use video as much as possible, where it makes
sense for certain prospects as an introduction to themselves.
From a marketing perspective, also we want to use video where it makes sense,
whether it's how-to video or explainer videos we have or overall brand video.
We do see that people engage a lot more with that. And when we're on the retention
side, on the customer side, and with customer advocacy, we also can introduce our
customer success managers via video. Also, a customer advocacy manager can be
using video to introduce certain programs as to make it relatable basically to the
customer and our prospect that there is a person behind our business.
So right now we're just looking at engagement. So are people looking at our video?
Is that helping them? What's the path after that? Are they engaging with other
content after that? Is video the first thing that brings them, enables them to
continue their journey with us? In some cases it is, and we can tell that if we
send static content, they may not engage with that. But if we send video content,
then we've hooked them, which makes it easier for us to continue sending other
things that nurture them in a better way. So looking at the engagement definitely
helps us see what was the attribution, for example, if it was video or not, and
helps us to replicate that as we acquire new customers and also for retention of
customers as well. And so we have HubSpot as our main automation tool integrated
with Salesforce. And then we're able to see not only the engagement that if people
click on certain things, we can see that with content. If they click on a link that
leads to a video, for example, we're able to measure that and see what is making a
customer move down the funnel. In addition also is that we measure customer
engagement via HubSpot as well, so whether they're engaging with different
content and different video. It's important to try to have your data that you collect
from customers and prospects in one place, because what we want to do is form a
picture of a type of prospect or a type of customer. And if we know what makes a
successful prospect or what makes a successful customer, we're able to, again,
replicate that. So we can gather all of that data in one place. We have a more
holistic view of what worked and what didn't work. And marketing automation is key
for that because of the intelligence that it can give us as marketeers. In general,
we can be lazy. We don't want to read things, right? Video is just much more
attractive. You can make an impact into a prospect's journey much easier, much
faster, and really just much stronger than any other form currently. And we are
fighting for customers' and prospects' attention, right? They have things,
digital world flying around all the time, and video allows people to just get what
they need, the snippets, and make an impact quickly. And it's also engaging. And
you have sometimes just a split second to get somebody's attention, and video does
allow for that to happen. At Teneda, we have a quite well-established content
strategy. I mean, it always can improve and improve in terms of our blogging and
then how do we repurpose our blogs and how can we use other assets to support that.
So video is playing a role in that where we're having some video couple that
support our blog posts and more snippets and bite-sized ways of complementing our
blog posts. In addition, it's repurposing our content is actually one of our key
techniques and making sure also that our information is contextual pertaining to a
particular persona that we're after. So being more focused and laser target our
ideal customer. And that goes through all of the different channels. So we also are
using social media to push out our content as much as possible, email nurturing as
much as possible in order to make sure that we are targeting the right people and
offering different types of content in different package forms so that people can
consume as they wish. So I think the way people can connect to a company or
particularly a product is that you have to touch something that does create a type
of emotion somehow. And even for us, we work in the shipping industry and in some
cases you can find that to be very emotional unless you're in the shipping
industry. But if you roll things back, it really affects every single person's life
somehow. And video allows for that emotion to come to life with not only imagery,
with voiceover that's used, with any type of audio that's used. And all of that
together creates a story that allows people to connect to what you're saying. And
video is the true catalyst for connection of emotion and feeling to any type of
product and allows that story to be told in the best way possible. Overall,
I believe what's important is to first align the teams, align behind a common
strategy and a common acquisition strategy and an ideal customer profile
through your commercial team, sales, marketing, customer success, and then also
down to your technical team, the product and engineering to make sure that
everybody is aligned in what kind of customer we want to have, what makes a
customer successful, how can we provide value to that customer and make sure
that we are creating a product that people want to buy, and then essentially
all of the different tactics and channels that all the different teams use to make
that a reality, right? Because we eventually want our customers to remain customers
for life and help us bring in new business. So the alignment between teams, I
believe, is something that needs to really happen and sometimes many companies,
including ours, are sometimes too slow at aligning our teams. So that would actually
be my advice is to really align your teams along the customer journey with using
things like video and other types of content and making things contextual
throughout all the different phases of a journey.
