Friday, April 20, 2018

Why Video Needs to Be a Part of Your Sales Tech Stack featuring Craig Kulman

Welcome to this edition of Modern Sales Point of View. Today we hear from the remarkable Craig Kulman, Director of Inside Sales at Craig looks at what’s changing in B2B sales, what sales tactics are working, and why a carefully curated sales tech stack is more important than ever.

What’s changing in B2B sales?

From Craig’s perspective, the question might be better phrased as: what isn’t changing in B2B sales? “It feels like even what was working two months ago is stone age as of today,” he says. It’s more important than ever for salespeople to be ahead of of the curve to stand out and get noticed.

What’s working in B2B sales?

Craig’s strategy for staying ahead of the curve? A great tech stack. Which gives his team an edge when it comes to efficiency, a carefully selected tech stack enables them to leverage standout new technologies, like personal video messaging. “Having video as part of our tech stack is a way of really getting noticed,” he says, noting that his team likes to lead with video as the first touch in their cadence to make an impact from the get-go.

What should be in your sales tech stack?

At the core of Craig’s tech stack are Salesforce and Salesloft, which he thinks are essentials for managing tasks and coordinating sales teams. On top of those cornerstone technologies, his team uses Chili Piper, Vidyard GoVideo, zoominfo, and DiscoverOrg to ensure they’re targeting the right people, with the right message, at the right time.

Are you already one of the many sales teams who are utilizing video in their sales tech stack? What results have you been seeing? What tips would you recommend to those just starting with video? Which sales tech tools are you leveraging to drive results? Let us know what’s working (or not working) in the comments below.

The post Why Video Needs to Be a Part of Your Sales Tech Stack featuring Craig Kulman appeared first on Vidyard.


Thursday, April 19, 2018

Take Your Video Marketing To The Next Level at the 2018 Marketo Summit

Are you afraid you’re not generating enough leads? Scared that your latest content isn’t driving demand? Are unknown viewers watching your videos keeping you up at night?

You’re not alone, this year Marketo Marketing Nation Summit is all about becoming a FEARLESS marketer. To make the most of this year’s summit, we’ve gone ahead and created a list of can’t miss sessions, talks, and events so you can hit the ground running as soon as you arrive at the summit!

Marketo Summit Talks

Fearless Marketer Panel

Join Vidyard’s VP of Marketing, Tyler Lessard, in a panel discussion with fellow members of the Fearless 50 during the Marketing Nation Summit morning keynote session on Tuesday, May 1st from 8:30 am – 10:00 am in Moscone West, Level 3

Video Marketing TechTalks

Human attention spans are only 8 seconds long! Which is why it’s more important than ever to create engaging moments for your buyers & customers. Join Greg Kelly, Partner Program Manager at Vidyard in the LaunchPoint Lounge on Monday, April 30th from 3:00 – 3:15 pm PT for a 15 min TechTalk as he explains why video is the best content type to leave a lasting impact on your audience!

Marketo Summit Events

New Alliances and Bright Ideas Above the City VIP Event

Join us and other marketers at the Demand Gen Alliance VIP Event happening Monday, April 30th at 7 pm PT. This is your chance to let loose and network at one of San Francisco’s premier event spaces, the Battery Club. Register now!

Marketo Summit Sessions

If you’re looking to better engage, qualify + convert your buyers—don’t miss these sessions:

Automation, Personalization, and a Path to a 5X Return on Investment
April 30th  11:30am-12:15pm

  • A real-world case study on the power of automation, personalized customer journeys, and the joint effort of marketing and sales working together. See how the journey from ‘old world’ to ‘marketing automation’ unlocked a scalable lead source and produced a 500% return.

Moving from a corporate SPAM program to a corporate GRAND SLAM email program
May 1st  11:15 am-12:00 pm

  • Decrease the noise, but turn up the effectiveness of your email programs! See how TIBCO reduced the number of emails sent by more than 50, increased deliverability by 5%, and increased open rates by over 150%.

Personalized, Multichannel Marketing: Advancing the Connected Conversation
May 1st  10:15 am-11:00 am

  • Marketers are united around building strong foundations of customer understanding, accelerating intelligence for engagement and automating execution. The ultimate goal is an orchestration of long-term, profitable conversations with customers—but this requires organizations to navigate their approach to analytics and customer data with confidence.

Want even more ways to connect with fearless marketers and take your video marketing to the next level? Find us in Moscone West at booth #807 to connect with Vidyard’s team of video experts to see how personalized video, one-to-one video messaging, and video engagement data can help you create marketing experiences that will make your buyers say WOW (now THAT’s fearless).

Safe travels and we look forward to seeing you at the summit.

The post Take Your Video Marketing To The Next Level at the 2018 Marketo Summit appeared first on Vidyard.


Wednesday, April 18, 2018

Evaluating Sales Tech: An Insider’s Look

Coming from a sales background, I’m usually the one trying to get people to buy something! However, in the past year I’ve often found myself on the other side of the conversation. I’ve been evaluating new technologies to help my own team succeed.

And let me tell you—it’s given me a whole new perspective on our own customers and their buying journeys. Is your prospect giving you an objection? Well, as I’ve learned, it’s probably because you don’t understand their needs and aren’t explaining how your product will help them succeed accurately.

I want to share what I’ve discovered and give you a peek into my own technology evaluation process in the hope that it gives you a little more insight into your customers’ point of view. Here’s what I’ve learned:

1. Personal, relevant outreach is more important than ever

Everyone’s email inboxes are inundated with clutter on a daily basis: spam, e-newsletters, generic prospecting messages…the list goes on. In order to have a hope of catching someone’s attention, you have to distinguish your message from the junk they’re trying to avoid.

I’m incredibly impressed if you send me a thoughtful video prospecting message using my company’s free Chrome extension, Vidyard GoVideo, because it shows you’ve done your research on me and what I do. But video is not the only way to earn my attention. If you can show me in a short, succinct message that you understand my business and can add something of value to help with the kinds of challenges I’m facing right now, I’m willing to have a conversation with you.

Also, if you’re going through the effort of calling me, leave a valuable voicemail! Get to the point, explain why you’re calling and how you think you can help. Smartphones are good nowadays, the call display tells me who it is, and if you don’t leave a voicemail with value you’re just interrupting my day and wasting my time.

Vidyard Sales Team

Life at Vidyard includes color-coordinated sales teams. Me in the middle with the biz dev team.

2. It’s complicated

Of course, I was already aware that customers put a lot of thought into their choice to buy (or not buy) our products. Being on the other end of the buying decision was a reminder of how much there is to consider. Things like key needs, decision criteria, ROI—not to mention the people who will actually be using the technology. I had to think long and hard about how the technology solution would be used by the team. I also needed to consider whether it actually had the desired effect on results. Also, would they like using the solution or resent us for forcing it on them?

Lastly, with all this in mind, does the increase in results justify me personally spending time on the evaluation? In my opinion, when a prospect tells you there’s ‘no budget,’ in reality they don’t see enough initial value to spend their personal time and effort on an evaluation. If there’s ROI, then you can always go to leadership and justify additional budget. The latest evaluation I worked on involved over $600,000 in spend that was not included in the budget. Was it easy to get approved? No! Was it worthwhile? Yes! If the champion at your prospect has a need, and you can prove ROI then there’s always budget. Which leads into my next point:

3. There’s serious research involved

Even after I decided that a certain solution was worth investigating, I had initial conversations with at least five other vendors. Minimum. At that stage, the salespeople who set themselves apart were the ones who went out of their way to help me make an informed, educated decision for my team.

By all means, keep sharing your guides and resources, but most importantly, share success stories. Stories from customers like me and show you understand my team, processes and needs. This initial step is always very interesting. You’ll find that there will be a wide range of value propositions, and a few vendors will rise above the others because they align to your needs and overall company values.

One standout vendor,, went so far as to make an introduction—not just a reference call, but an actual introduction—to a current customer in a role that was similar to mine. I can’t highlight enough how valuable this was. Not only was I able to ask all my questions, but I also gained a valuable new network connection in the process. And when it came to my buying decision? When I could see that there was a proven track record of ROI, the choice was easy.

We can all take a page out of CEO Roy Ranaani’s book. He recognized the importance of doing research and connected me with a current customer in a role that was similar to mine. Image: DMSWest

4. It’s risky

Seeing a proven track record of ROI has the added benefit of making me feel more secure. At the end of the day, I’m going to have to stick my neck out in order to buy your solution. I have to defend my purchasing decision to budget-owners and executives. If things don’t turn out the way we expected, I’m going to be the one held accountable. If I feel confident that I’ve made the best possible decision based on the research and data I have available, I’m much more willing to take that risk.

Throughout this year I’ve been sharing the ‘#HowIBuy’ series by, but actually going through a buying process several times has been very eye-opening. I hope this post has given you some more insight into your customers’ buying journeys. Keep in mind, if you keep hearing ‘no,’ you need to do a better job of understanding your prospects’ needs. You need to be able to articulate how your technology solution could help.

What strategies do you use to support your customers through their decision-making process? I would love to hear your thoughts in the comments below.

This post originally appeared on LinkedIn Pulse.

The post Evaluating Sales Tech: An Insider’s Look appeared first on Vidyard.


Monday, April 16, 2018

eCommerce Moneyball: How AI is Behind the Next Generation of Retail Success

ecommerce moneyball webinarOn Demand Webinar:

Moneyball: The Art of Winning an Unfair Game is about how Oakland A’s manager, Billy Beane, used data to level the playing field. With the right insights, he fought back against teams with far more money and resources to create a winning baseball organization.

This won’t be a webinar about baseball though. It will focus on how AI can change the game for retailers to fight back against digital disruptors like Amazon.

You’ll learn how retail organizations can compete by using the power and speed of AI, combined with their brand values and customer data, to accelerate growth and take back market share.


The post eCommerce Moneyball: How AI is Behind the Next Generation of Retail Success appeared first on Bryan Eisenberg & Jeffrey Eisenberg.


Write Better Headlines with This 6-Step Feedly Headline Experiment

What ‘s the one thing that will keep people from reading your blog post?

Boring content?

Lack of clarity?

Is it a bad website design?

Alright, times up.

Do you the know the answer?

If you guessed none of the above, then you’d be right.

Yea, the problems above can deter readers. But they will not keep people from reading what you write.

If you want to attract attention, then there’s one thing you must do: Write seductive headlines. Headlines that demand attention, compel people to action and drive massive amounts of clicks.

Your headline is the first thing people will read. It is the bait by which you lure in readers.

If your headline does not catch your reader’s eyes or whet their appetite for more, then they’ll move on.

What makes a headline irresistible? Ever wonder why some headlines are better than others? What makes some headlines irresistible and others fall flat?

More importantly, ever dream of actually writing headlines that clothesline people and then flings them into your article so they read every word of it?

Fortunately, there are some rules we can learn with a quick and dirty headline experiment that involves you, Feedly, and about 90 minutes of your time.

Are 90 minutes of your time worth learning how to write proven methods in writing headlines? If so, keep reading.

1. Define your audience

Who will benefit the most from your message?

Identifying the people you want to influence with your message will you help you answer their questions, focus your efforts, and ensure your content resonates well with them.

From your ideal readers choice of words, use of slang, and preference of humor, there are things about your readers you need to know. This information will help you write headlines that will attract the attention of the people you’re writing for.

Action step: Think about 1-3 people you want to reach with your message.

2. Subscribe to 100 blogs

Okay, what blogs does your target audience read?

Now, sign up for a free account on Feedly.

Next, follow 50 blogs your target audience reads.

If you don’t know more than 10, then search for the top blogs in the categories you’re focusing on. For example, you can search “best + marketing + blogs” to get an idea of the top marketing blogs.

If Feedly, you can upgrade your account to get “Power Search” to help you find blogs, but it’s not necessary for this step.

I don’t recommend following more than 50 blogs in your industry. Here’s why: You want a mix of blogs in your Feedly account. Not just a mix of different blogs in your industry. But a mix of blogs from totally different industries.

Choose blogs that deal with politics, science, history, SEO, writing, fiction, religion, and news to name a few.

For this last group of blogs, you can really choose anything you want. For me, I have blogs in my account on marketing, Christianity, exercise, publishing, and parenting.

Why does selecting a variety of blogs matter?

Stay tuned. I’ll explain below.

Action step: Subscribe to 100 blogs

3. Scan blog post headlines

Get ready, because this is where the rubber meets the road.

Go to your Feedly account, and click on “All” in the top left-hand corner. This will provide you with a list of all the latest posts from the blogs you’re following.

Write Better Headlines with This 6-Step Feedly Headline Experiment

If you’ve selected 100 blogs, then you should have hundreds of headlines to scans.

When you’re ready, start scanning headlines.

As you come across headlines you like, flag the post to “read later.”

Try not to evaluate the headline… go by gut instinct. And if you need to jot down a note, do so in Evernote, on paper, or whatever you use to keep track of your thoughts.

Write Better Headlines with This 6-Step Feedly Headline Experiment

Action step: Mark 50 posts as “read later.”

4. Review your favorite headlines

Once you’ve sifted through all the headlines, click on “Read later” in the top left-hand corner.

Start looking at the posts you liked and think about why you liked them.

Was it provocative?

Did it ask a question?

Was there an element of urgency involved?

Was it ultra-specific?

Was the headline just plain weird?

As you’re reflecting upon the headlines you saved, get ready to jot down your thoughts

Action step: Record your answers.

5. Look for patterns

Once you read through 20-30 headlines, you should see obvious patterns come to the surface.

What answers did you jot down from the last step?

Did you find that the headline conveyed a sense of urgency, specificity, and usefulness like Stephanie Falxman’s post, Struggling to Finish Your Blog Post? Try this Quick Editing Tip.

Or, did the title appeal to your sense of intrigue, self-interest, and curiosity like this post from Jeff Goins: $50,000 in 5 Months: 3 Essentials to Turn a Passion Project into a Business.

There’s no wrong or right method in this step. After you read through multiple headlines, you will observe common themes that may or may not work for you, which brings us to our last step.

Action step: Jot down the patterns you observed from your favorite headlines.

6. Test your headlines

Now that you’re aware of the patterns that grabbed your attention, it’s time to test them yourself. This means you need to start writing headlines for your posts that incorporate these patterns, publish your posts, and then track your results.

What should you track?


See if you can observe an uptick in common metrics you observe. Track the number of people who read your post, comment, link to it and share it on social media. This will help you see what works and what doesn’t work for you.

Your turn

I’m confident this exercise will provide you with a solid understanding of what it takes to write headlines that attract attention.

And I’m confident, too, that the more often you put the rules you learn from this experiment into practice the strong you’ll become in writing attention-grabbing headlines.

In tomorrow’s lesson, we’ll share Hollywood’s secret to holding the attention of viewers. And how you can use this lesson to hook the attention of your readers.

By the way, what rules do you think I used to write the headline for this post? Looking forward to hearing your thoughts in the comments below.

Note: This post was originally published in 2011 by Demian, but it was updated to reflect new reading tools and tactics and it includes contributions from myself. 

Gimpy Blog Posts

The post Write Better Headlines with This 6-Step Feedly Headline Experiment appeared first on The Copybot.