Sales Enablement

Brands that created content, tools and methods that empowered sales teams to have more immersive conversations with prospects and close more deals.

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The Goals

Video marketing and sales company Vidyard wanted to promote its Video Marketing Maturity Model, which was developed to help marketers understand the path to video marketing success and how their business stacks up along these stages. The campaign aimed to help sales reps gauge prospects’ level of video maturity so they can have more relevant conversations.

The Assets

The main asset of this campaign was an interactive assessment, which allows video marketers to determine how advanced their video marketing methods are. This assessment was gated for lead generation, plus all information from the assessment was collected and integrated into Marketo and Salesforce. This enabled the Vidyard team to nurture and follow up with the audience with hyper-targeted content.

Vidyard’s sales team was armed with unique content packages that aligned with each level of the maturity model. The Vidyard sales team received qualified leads from the campaign and followed up directly to offer actionable insights — supported by the Vidyard platform — on how each marketer could take their organization to the next level of video marketing maturity. Anyone that wasn’t followed up with by sales was added to an email nurture flow.

The assessment was promoted through email, a blog post on Vidyard’s blog, YouTube advertising, Vidyard’s monthly newsletter, organic and paid social media, a SlideShare, SEM, Vidyard’s website chat tool and a segment in Demand Gen Report’s special report focused on video content in B2B.

The Results

Vidyard saw 2,166 contacts land on the assessment page and, when met with an email gate, 804 of those contacts completed the form and began their assessment. Nearly 70% of users completed the entire Video Marketing Maturity assessment, and 171 downloaded the Video Marketing Maturity Model and guide.

Of those who completed the assessment, 41% were identified as “attractive leads,” and the Vidyard sales team followed up with them. The sales team was then able to generate $106,800 in qualified sales opportunities. In addition to the qualified opportunities generated directly through this campaign, Vidyard also attributed $85,800 in their sales pipeline to influence from the Video Marketing Maturity Model campaign materials.

Lessons Learned

Produce content packages for your sales reps with clear definitions on which prospects should be receiving the content. This improves content relevancy and enhances sales conversations.

The Goals

Predictive marketing company Radius wanted to better prepare sales reps to have initial conversations with prospective customers. The goal was to enable reps to map specific customer use cases to buyer challenges and vendor solutions.

The Assets

Radius developed a new tool called “The 3x3,” which enables buyers and sales reps to align from the very first call, all the way through to their first quarterly business review as a customer. This framework is designed to lead sales reps through phone calls to help them better identify pain points and challenges, and tie those challenges to specific solutions offered by the company. The framework also helps sales reps identify customer case studies that are similar to that prospect’s company and challenges.

The Results

For this framework, Radius saw:

→ A 7% to 21% close rate YoY;
→ A 90% increase in ACV YoY; and
→ A 67% increased close rate the following quarter.

Lessons Learned

Connect content to buyer journey phases so sales reps know what content to share and when.

The Goals

ZoomInfo’s sales, marketing and product teams used an account-based marketing strategy (ABM) to promote the release of the company’s new product, FormComplete, a plugin for Marketo that allows marketers to instantly append key criteria about incoming leads in real time.

The Assets

The campaign involved a multi-touch sales cadence, as well as targeted marketing outreach. Specifically, ZoomInfo’s marketing team created an E-book on how integrated account and lead information for Marketo maximizes ROI. They also designed an infographic on how to solve four of the top B2B marketing automation problems, and hosted two webinars on how to maximize ROI from Marketo campaigns. These resources were then distributed throughout the campaign to keep ZoomInfo at the top of people’s minds and further qualify leads.

Once this collateral was created, marketing worked with sales and product teams to finalize the cadence. This involved a templated set of five voicemails and five emails, with different subject lines for A/B testing. Before each cohort deployed, sales leadership asked their reps to identify key contacts at target accounts that use Marketo. Then using ZoomInfo, they received direct phone numbers and email addresses for contacts matching their agreed upon criteria.

The Results

Using an ABM strategy, ZoomInfo identified the right contacts at the right accounts, and tested the most effective messaging to quickly build their product pipeline. Specifically, in just 90 days, sales and marketing increased their pipeline by 114% and the customer base for this product by 30%.

Lessons Learned

Align messaging across marketing and sales teams to boost ABM relevancy and effectiveness.