Matt Heinz - Videos in the B2B Space & SQLs Generation

CFOs will better appreciate the approach and be much more likely to approve the money you want to spend Well, I think if you're a marketer and you want to accelerate your sales pipeline It's really important that you first understand what the sales goals are It's important that you understand the mechanics of your sales pipeline How many leads do you need to convert into X number of opportunities? How many opportunities do you need to get to a certain number of closed deals? Also critically important that you really understand your buyer, right? And not just understand the companies you're going after but the people within those companies you're selling to right buildings Don't write checks the people inside them do and it's usually a somewhat of a sort of internal buying committee that makes decisions about You know what they're going to move forward on so knowing the roles of people inside those companies Knowing the stages they go through as part of their buying process I mean that's fundamental to good sales and marketing in general But those become the building blocks that you can build campaigns and build process and results from In the last couple years we've seen an explosion in the use of video in B2B marketing It provides such a richer environment to communicate not just a logical message message about an emotional message as well We're seeing sales organizations embrace video to create better Resonance between prospects and SDRs and inside sales reps. We're seeing marketing teams embrace Not just big high production videos, but simple shorter more casual videos to engage their prospects It's just such a more immersive experience that in many cases can can accelerate the path to Awareness and interest in discovery for the prospects you care about the most What are the metrics that marketers should look at when measuring throughout the sales and marketing funnel? Well, ideally, you know ultimately you're measuring things that you can buy a beer with right it's closed deals It's retention is lifetime value of your customers I mean a lot of what marketing does is leading indicators of that whether it's awareness or traffic or leads or you know pipeline creation I think you know a good first step for many marketers that haven't really sort of embraced full revenue responsibilities to at least Migrate from focusing on MQLs to focusing on SQLs All right, you know don't just focus on generating a bunch of form fills focus on generating Qualified short-term opportunities that your sales team can take from there You know the closer you can get to the metrics you can buy a beer with as a marketer the better I think we're gonna continue to see an explosion in the use of video in marketing I think there's more and more marketers understand its power but also understand how approachable it is as a channel I think a lot of marketers especially more traditional marketers see video as something that You know you have to have a whole full studio and a big production crew and we're literally filming this with an iPhone, right? So, you know, I think that you know art, you know Consumers today and buyers are used to seeing lower production cost videos They're loose to seeing shorter more casual videos in many cases I think I've seen evidence that they prefer that kind of format versus something is too flossy And and doesn't really resonate as well So I think we're gonna see more use of video overall as part of the marketing mix I think we're gonna see more use of video as Part of sales development efforts as part of what inside sales team and field sales teams are doing to drive response from their prospects