Keynote Video: A Better Way to Present Your Solution, with Maura Rivera

WEBVTT 1 00:00:08.160 --> 00:00:16.320 Conversations from the front lines and marketing. This is be tob growth. Welcome 2 00:00:16.440 --> 00:00:20.559 back to BTB growth. I'm your host, Benjie Block, and today I 3 00:00:20.600 --> 00:00:25.800 am joined by more Rivera. She is the CMO at qualified more. Welcome 4 00:00:25.839 --> 00:00:29.079 in to the show. Thanks, Bengie, thanks for having me and pump 5 00:00:29.160 --> 00:00:32.520 to be here. It's going to be a great conversation here. I know 6 00:00:32.600 --> 00:00:37.280 from a high level more A. qualified is a newer company, still building 7 00:00:37.320 --> 00:00:42.359 brand, targeted account approach, but behind the scenes you guys have been working 8 00:00:42.439 --> 00:00:47.280 on really a bigger vision right bring in a bigger vision to the market, 9 00:00:47.320 --> 00:00:52.000 and you actually launched that about two weeks ago, and so we'll pick that 10 00:00:52.039 --> 00:00:55.320 apart a little bit and discuss it. I promise this isn't a big ad 11 00:00:55.439 --> 00:00:59.200 for for qualified here, but tell us a little bit about the big project 12 00:00:59.479 --> 00:01:02.119 in the work you guys have been doing. Yeah, so, thanks for 13 00:01:02.159 --> 00:01:07.680 asking. So qualified, where pipeline generation platform? We're really focused on helping 14 00:01:07.799 --> 00:01:11.680 bebb companies drive more pipeline. From your website we have kind of a core 15 00:01:11.840 --> 00:01:17.760 flagship product, which is a conversational product, and then over the last year 16 00:01:17.799 --> 00:01:22.920 we've started to roll out multiple products, multiple solutions, and so what we 17 00:01:23.000 --> 00:01:26.840 launched two weeks ago was a larger vision rather than us just being a conversational 18 00:01:26.959 --> 00:01:32.000 product. We now are painting this vision. And for the pipeline cloud, 19 00:01:32.040 --> 00:01:37.519 the thought behind it was that sales force kind of invented these cloud solutions. 20 00:01:37.519 --> 00:01:40.480 If your salesperson, you use sales cloud, if you're a service person, 21 00:01:40.560 --> 00:01:44.319 you use service cloud, and we thought to ourselves, what is the thing, 22 00:01:44.359 --> 00:01:49.760 the set of technologies and processes that a marketer uses to generate pipeline, 23 00:01:49.799 --> 00:01:53.760 and so we kind of pulled together all of our products and are starting to 24 00:01:53.799 --> 00:01:57.079 tell this larger story about the pipeline cloud, the new set of technologies and 25 00:01:57.079 --> 00:02:01.799 processes for bbcmos to generate pipeline, and it was an exciting launch for us 26 00:02:01.840 --> 00:02:07.799 because it was bigger and more visionary than any other product launch we've kind of 27 00:02:07.799 --> 00:02:10.599 dead in the past. Hmm See. So what I believe is going to 28 00:02:10.639 --> 00:02:14.520 be valuable for our audience is just to hear some of the INS and outs 29 00:02:14.599 --> 00:02:19.599 of this project, because I think there were some helpful bits that we can 30 00:02:19.680 --> 00:02:23.319 all apply to our different context and obviously, specifically for be tob growth. 31 00:02:23.360 --> 00:02:27.520 This is for marketing people, but typically, if you're bringing a product to 32 00:02:27.560 --> 00:02:30.479 market. You're going to have your sort of marketing playbook. Here's what we 33 00:02:30.520 --> 00:02:36.159 do. We run these plays. This is a bit more unique than that, 34 00:02:36.400 --> 00:02:39.719 and so tell us a little bit of what maybe sets this project apart. 35 00:02:39.879 --> 00:02:43.479 Yeah, well, first off, I love a launch. It is 36 00:02:43.520 --> 00:02:47.360 a reason to kind of pull together your messaging. There is like a line 37 00:02:47.400 --> 00:02:52.639 in the sand and a date that you're going to tell people this story. 38 00:02:52.719 --> 00:02:55.879 It kind of helps you rally your marketing team around something, your company around 39 00:02:55.960 --> 00:03:00.759 something, and it gives your prospects and customers a reason to pay attention to 40 00:03:00.800 --> 00:03:05.000 you. So I think, especially as we were smaller and as we are 41 00:03:05.000 --> 00:03:07.439 growing, we always wanted to have big marketing. Launch is kind of on 42 00:03:07.479 --> 00:03:13.000 the calendar to show momentum, show show velocity. But one thing that I 43 00:03:13.000 --> 00:03:15.800 have been trying to do and our team has been trying to do over the 44 00:03:15.840 --> 00:03:20.800 last few years is be different when we do a launch. Of course we'll 45 00:03:20.840 --> 00:03:23.000 do a blog post well, as you a press release. Will have our 46 00:03:23.039 --> 00:03:27.840 social swarm, but one question we've been asking ourselves is, like what is 47 00:03:27.879 --> 00:03:34.360 our marky asset when we do a launch? And so over the last year 48 00:03:34.479 --> 00:03:38.960 we have kind of started this playbook that all kind of aligns around a keynote 49 00:03:39.080 --> 00:03:44.120 video, which is kind of the central asset for when we do a marketing 50 00:03:44.240 --> 00:03:50.000 launch. The keynote video came to be during Covid when events had gone out 51 00:03:50.080 --> 00:03:53.159 the window, but we were missing that moment where you could make a big 52 00:03:53.240 --> 00:03:58.120 announcement on stage, and our CEO kept asking me. He would send me 53 00:03:58.199 --> 00:04:01.840 links to apple keynotes, like you know, Jum Cook revealing the iphone or 54 00:04:01.879 --> 00:04:05.159 the newest color, the newest I've had, whatever. Maybe he would send 55 00:04:05.159 --> 00:04:12.000 me links to Tim Cook's keynotes and Mark Bennyoff's dreamforce keynotes where he would get 56 00:04:12.080 --> 00:04:15.840 these huge product announcements on stage. And he kept saying, what is our 57 00:04:15.919 --> 00:04:18.959 version of the keynote? How do we bring something to market in this video 58 00:04:19.079 --> 00:04:25.240 format? And so over the last year we've kind of burtht this keynote concept, 59 00:04:25.240 --> 00:04:29.560 which is where we shoot it actually in a green screen, kind of 60 00:04:29.600 --> 00:04:33.000 in a big green screen studio, and we get our narrative really tight. 61 00:04:33.000 --> 00:04:38.920 We have different spokespeople come on stage, we have a mixture of slides behind 62 00:04:39.040 --> 00:04:44.040 us and product demos happening behind us and they arrange anywhere from like eight to 63 00:04:44.079 --> 00:04:47.240 twelve minutes and it is a forcing function for us to get kind of our 64 00:04:47.240 --> 00:04:53.519 whole message wrapped in a bow and delivered to people and kind of this video 65 00:04:53.800 --> 00:04:57.279 format. It's on demand. You can chop it up into a bunch of 66 00:04:57.279 --> 00:05:01.040 different assets. It is kind of the central piece that all launch things lead 67 00:05:01.120 --> 00:05:05.160 to, and so that's kind of become the the center piece of all of 68 00:05:05.160 --> 00:05:10.399 our launches going forward. And and we really stretched ourselves to do this pipeline 69 00:05:10.439 --> 00:05:15.160 cloud keynote that told this larger narrative about the world is changing and marketers need 70 00:05:15.199 --> 00:05:17.480 to keep up. And then we introduced our solution and we followed that with 71 00:05:17.519 --> 00:05:21.639 the demo and this really sleek video and that's become a new part of our 72 00:05:21.680 --> 00:05:26.680 go to market playbook when we have an announcement. There's a lot that I 73 00:05:26.680 --> 00:05:30.519 want to talk about with the keynote idea. I want to go back because 74 00:05:30.519 --> 00:05:32.839 you were asking a question at the front end, right. How can we 75 00:05:32.879 --> 00:05:35.879 stand out? What are we doing when we're doing these launches? Like, 76 00:05:36.319 --> 00:05:42.639 were you experimenting with different thoughts or because this keynote idea was thrown out during 77 00:05:42.680 --> 00:05:45.240 covid was like this is definitely what we're moving forward with. It's just an 78 00:05:45.240 --> 00:05:49.040 execution, like how we gonna do that? Walk me through how you went 79 00:05:49.079 --> 00:05:53.160 about answering that question of how are we going to stand out? Yeah, 80 00:05:53.240 --> 00:05:56.920 we knew we wanted something to be video first. So, to answer your 81 00:05:56.959 --> 00:06:00.040 question as about execution, video is is king. You look at all these 82 00:06:00.120 --> 00:06:04.360 bedby companies now who have their version of apple plus. We have something called 83 00:06:04.439 --> 00:06:08.680 qualified plus where all of our videos live. We knew we wanted it to 84 00:06:08.680 --> 00:06:12.639 be a video, but we had a lot of questions about execution. Is 85 00:06:12.680 --> 00:06:15.439 it live? Is this something we drive registration for? Do we do it 86 00:06:15.439 --> 00:06:20.240 in a real event space or do we manufacture this like cool world that's modern 87 00:06:20.360 --> 00:06:25.079 and visionary? Do we do the demos live, which feels authentic, but 88 00:06:25.160 --> 00:06:28.839 that could make it hard? How do so? We had a lot of 89 00:06:28.920 --> 00:06:31.639 debate about how, what do we want to achieve, and we kind of 90 00:06:31.680 --> 00:06:36.439 then backed into how we produced it based on that. So we took a 91 00:06:36.480 --> 00:06:40.399 ton of inspiration, like I said, from apple and we were like, 92 00:06:40.399 --> 00:06:43.839 okay, we want this clean esthetic, we want a mixture of slidewear and 93 00:06:43.879 --> 00:06:46.959 demos behind us. Let's try it on demand first time or around, because 94 00:06:47.000 --> 00:06:50.920 we were nervous about live streaming it, just with like all of the production 95 00:06:51.000 --> 00:06:57.720 implications. Yeah, but then the on demand approach actually worked nicely because in 96 00:06:57.759 --> 00:07:01.240 today's world, like do people want to register and wait for an announcement? 97 00:07:01.279 --> 00:07:05.319 I don't know. So it's it's worked out nicely. We've done about five 98 00:07:05.319 --> 00:07:10.480 in the last year. We've shotten I think, five different studios. We 99 00:07:10.560 --> 00:07:15.879 have had different spokespeople from our company. We've had some that were just demo, 100 00:07:15.000 --> 00:07:19.160 some that had slideware as well, and we're constantly kind of iterating on 101 00:07:19.199 --> 00:07:24.480 the format. So it's even things down to when we go on site, 102 00:07:24.519 --> 00:07:29.240 like the size of the teleprompter, to how we use confidence monitors, to 103 00:07:29.319 --> 00:07:31.920 how we iterate on the script and collaborate on it. We've kind of been 104 00:07:31.959 --> 00:07:35.959 fine tuning the process. But that was a long way of saying we knew 105 00:07:35.959 --> 00:07:39.680 we wanted to do video. We didn't know exactly what it wanted, what 106 00:07:39.720 --> 00:07:42.519 we wanted it to look like and feel like, but we're kind of happy 107 00:07:42.560 --> 00:07:45.560 with where we've gotten over the last year after a lot of testing. Really, 108 00:07:46.600 --> 00:07:49.319 what I love about this and what you guys are iterating on, is 109 00:07:49.360 --> 00:07:55.199 how much it would have to clarify your message, because you have to when 110 00:07:55.199 --> 00:07:57.720 you're thinking about the scripting of it. When you're thinking of how we're going 111 00:07:57.759 --> 00:08:01.160 to do this in a video format. It raises the level of intensity from 112 00:08:01.160 --> 00:08:05.319 like a Webinar or a typical demo, or it just all the components that 113 00:08:05.319 --> 00:08:09.360 we think of and be to be that we have to have right sort of 114 00:08:09.360 --> 00:08:11.759 as collateral. And this goes how do we add production value to them? 115 00:08:13.240 --> 00:08:18.360 And so there's a lot of angles that I'm sure people are curious on. 116 00:08:18.560 --> 00:08:20.120 This is why I like being a podcast hose, because I get to ask 117 00:08:20.160 --> 00:08:24.639 whatever follow up questions I want to ask and I get to just hear the 118 00:08:24.680 --> 00:08:28.319 INS and outs of this. But I wonder. You said you've done about 119 00:08:28.360 --> 00:08:33.000 five in the last year. You've mentioned literally iterating on prompt teleprompters and all 120 00:08:33.000 --> 00:08:37.120 sorts stuff, but talk to me a little bit about how it's differed project 121 00:08:37.120 --> 00:08:39.039 to project and some of the things you've learned now having done this a few 122 00:08:39.039 --> 00:08:43.120 times. Yeah, so where we start? I'll talk you through our latest 123 00:08:43.159 --> 00:08:46.399 one because I feel like that kind of reflects our learning along the way. 124 00:08:46.480 --> 00:08:50.519 The message is King. So where we starts? We actually started this one 125 00:08:50.559 --> 00:08:58.159 months ago just doing messaging sessions with our founders and with our executive team and 126 00:08:58.200 --> 00:09:01.960 testing the narrative, on them, getting their feedback on the narrative, understanding 127 00:09:03.000 --> 00:09:07.679 if the story all flowed well and really the the keynote started in a slide 128 00:09:07.679 --> 00:09:11.320 deck format where we put out the story, we think about the visuals that 129 00:09:11.320 --> 00:09:16.159 will aid them and then we back into the script. We've tried kind of 130 00:09:16.159 --> 00:09:20.039 the reverse order, but we feel like when we can see the final product 131 00:09:20.120 --> 00:09:24.120 in slide deck format that goes from big words on a slide, two big 132 00:09:24.159 --> 00:09:28.360 stats on a slide, two different product shots on a slide, that helps 133 00:09:28.480 --> 00:09:31.840 us make sure that the narrative is right, that the story is flowing well, 134 00:09:31.840 --> 00:09:37.320 and then we back into writing the script. We have different folks participate 135 00:09:37.360 --> 00:09:41.360 in this in this keynote. So like our CEO did the introduction, because 136 00:09:41.399 --> 00:09:45.000 he's laying out this narrative for a company at best comes from him. He 137 00:09:45.080 --> 00:09:46.720 likes to help write his own script, so it feels like him and it 138 00:09:46.759 --> 00:09:50.480 sounds like him. I delivered the product demo portion of it, so I 139 00:09:50.519 --> 00:09:54.919 kind of wrote my version of the script and then we would do hours and 140 00:09:54.960 --> 00:09:58.440 hours of dry runs before our shoot date where we would just make sure the 141 00:09:58.480 --> 00:10:03.320 story is tight and it's flowing really, really well, and then, in 142 00:10:03.360 --> 00:10:05.720 parallel, we worked with our creative team. We work in an APP called 143 00:10:05.759 --> 00:10:11.480 Figma to create high fidelity visuals for the slides and for the product demo so 144 00:10:11.519 --> 00:10:16.600 that it all looks really seamless. The reason that a keynote is good is 145 00:10:16.639 --> 00:10:20.919 like a blog post, you could be Jejen the copy up until the day 146 00:10:20.960 --> 00:10:24.559 of a lot the keynote. There is a date on the calendar where you're 147 00:10:24.559 --> 00:10:28.360 shooting this video, where you're doing the live script reads, and so it's 148 00:10:28.399 --> 00:10:31.759 a forcing function for you to get your story really tight. We even, 149 00:10:31.759 --> 00:10:35.120 once we got our story tight, our visuals tight or script tight, we 150 00:10:35.159 --> 00:10:39.519 even do dry runs the day before, practicing our choreography. What's happening on 151 00:10:39.519 --> 00:10:43.600 the screen behind us, where are we pointing, so that when we get 152 00:10:43.639 --> 00:10:46.440 there for shoot date, we, like, are totally information. We know 153 00:10:46.480 --> 00:10:52.120 exactly how we're going to shoot it. We've even worked with different studio sizes, 154 00:10:52.159 --> 00:10:54.360 some that are bigger, some that are smaller. So we've started to 155 00:10:54.399 --> 00:10:58.840 use bigger studios so we have more room to walk around and really make the 156 00:10:58.879 --> 00:11:03.000 story come to life. But it's an interesting production because it's a mix of 157 00:11:03.000 --> 00:11:09.159 product marketing, design, collaboration with our founders, prepping our spokespeople so that 158 00:11:09.200 --> 00:11:13.440 they feel animated and confident when they get on stage. So it's a lot 159 00:11:13.480 --> 00:11:18.320 of moving parts and I feel like we're still perfect. We're still debating, 160 00:11:18.360 --> 00:11:22.039 like the demo component. How can we make it more interactive? We want 161 00:11:22.080 --> 00:11:26.600 to bring more customers into our keynotes so that they can have some customer validation. 162 00:11:26.639 --> 00:11:30.840 So we did a retrospective last week and we still have a lot of 163 00:11:30.879 --> 00:11:33.320 ideas. We question. Do we want to break out of the screen, 164 00:11:33.360 --> 00:11:37.720 screen world and go back to more practical environment? So I think we're continuing 165 00:11:37.759 --> 00:11:41.679 to like iterate, both from the process standpoint but also the production standpoint, 166 00:11:41.759 --> 00:11:48.679 like how we make these really showstopping videos. Hey, everybody, Olivia here. 167 00:11:48.919 --> 00:11:52.960 As a member of the sweet fish sales team. I wanted to take 168 00:11:52.000 --> 00:11:58.279 a second and share something that makes us insane mean more efficient. Our team 169 00:11:58.399 --> 00:12:01.600 uses lead Iq. So for those of you who are in sales or sales 170 00:12:01.720 --> 00:12:05.840 ups, let me give you some context. You know how long gathering contact 171 00:12:05.919 --> 00:12:11.480 data can take so long, and with lead Iq, what once took us 172 00:12:11.559 --> 00:12:16.559 four hours to do now takes us just one. That is seventy five percent 173 00:12:16.600 --> 00:12:20.720 more efficient. We are so much quicker without bound prospecting and organizing our campaigns 174 00:12:22.039 --> 00:12:24.720 is so much easier than before. I suggest you guys check it out as 175 00:12:24.720 --> 00:12:31.600 well. You can find them at lead iqcom. That's L EA D iqcom. 176 00:12:31.639 --> 00:12:35.360 Already. Let's jump back into the show. So I think we're continuing 177 00:12:35.399 --> 00:12:41.320 to like iterate, both from the process standpoint but also the production standpoint, 178 00:12:41.399 --> 00:12:46.639 like how we make these really show stopping videos. Let's talk about the customer 179 00:12:46.639 --> 00:12:52.399 side of things for a second, because if this was done wrong, you 180 00:12:52.440 --> 00:12:56.360 could be very just selfserving in a video like this, where it's the same 181 00:12:56.360 --> 00:13:00.639 reason why people struggle to get Webinar sign up. So this could just become 182 00:13:00.720 --> 00:13:05.120 this glorified version of like why put a lot of money into a project that 183 00:13:05.320 --> 00:13:07.519 is showcasing your product? Great job, but you still have to get people 184 00:13:07.559 --> 00:13:11.120 to watch it in like want to interact with this thing. So I'm sure 185 00:13:11.120 --> 00:13:15.720 there's like a balance there. How do we make it engaging enough, entertaining 186 00:13:15.840 --> 00:13:20.519 enough, also add enough value to the customer in this that they're going to 187 00:13:20.519 --> 00:13:22.919 engage with this thing? It's going to be worth it right. So how 188 00:13:22.960 --> 00:13:26.639 have you thought about that in the creation process? Yeah, you have to 189 00:13:26.639 --> 00:13:31.600 get your money's worth out of video and investments, whether it's a keynote or 190 00:13:31.639 --> 00:13:35.200 a customer film. You know, it adds up. I used to be 191 00:13:35.240 --> 00:13:37.519 on the video team at sales force and we would do these beautiful customer story 192 00:13:37.559 --> 00:13:41.480 films. But you have to make sure they're used across your website, across 193 00:13:41.519 --> 00:13:45.799 your marketing assets and the sales cycle. So for us, what we do 194 00:13:45.879 --> 00:13:48.360 is we have this one kind of let's say it's a ten minute keynote, 195 00:13:48.559 --> 00:13:52.360 and then we chop it up into probably twelve different assets. We have an 196 00:13:52.399 --> 00:13:58.559 asset that is like sizzle videos for advertising. We haven't even shorter version that 197 00:13:58.559 --> 00:14:01.759 we use for Youtube ads to make sure if people are searching relevant content they 198 00:14:01.759 --> 00:14:05.600 can see it. They're we have this site called qualified plus where the long 199 00:14:05.720 --> 00:14:09.200 version of the keynote lives. We have a shorter version that's just the demo 200 00:14:09.320 --> 00:14:13.799 on our product pages. So if I'm spending x amount of dollars on the 201 00:14:13.840 --> 00:14:18.320 video production, I at least know I'm getting usually ten to twelve assets out 202 00:14:18.360 --> 00:14:22.159 of it. One thing that's fun is we always do that. We call 203 00:14:22.200 --> 00:14:24.679 them sizzle videos, but like a three thousand to forty five second kind of 204 00:14:24.759 --> 00:14:30.480 Mashup like must know pieces of the keynote and that's what all of our employees 205 00:14:30.519 --> 00:14:33.600 push out on social the day of the launch. So your linkedin feed becomes 206 00:14:33.639 --> 00:14:39.159 like this sea of sizzle videos and they have captions underneath them and they're fun 207 00:14:39.240 --> 00:14:41.120 and they're snappy and they lead to the longer keynote. They make you want 208 00:14:41.120 --> 00:14:45.840 to watch them. But you have to make sure you're intentional about the cutdowns 209 00:14:45.840 --> 00:14:48.399 that you get. You have to make sure that there is a place in 210 00:14:48.399 --> 00:14:50.840 a space for all of your assets and then you have to weave them through 211 00:14:50.840 --> 00:14:54.720 every part of your launch. What are the outbound cadences and are your sales 212 00:14:54.759 --> 00:14:58.080 teams using them? What are the best things that they can use further on 213 00:14:58.120 --> 00:15:01.360 in the sale cycle, not just on launch date? So we try and 214 00:15:01.399 --> 00:15:07.000 be really intentional to make sure we're getting our money's worth out of these videos. 215 00:15:07.039 --> 00:15:09.759 And of course there are like ways we can measure that. You know, 216 00:15:11.039 --> 00:15:13.240 views on Youtube. We can see how long of the video people are 217 00:15:13.320 --> 00:15:18.799 watching and there's an overwhelming sense of gratitude from our employees that now they have 218 00:15:18.919 --> 00:15:24.080 these sleek assets to share with their prospects. That makes us look like really 219 00:15:24.080 --> 00:15:28.960 grown up and big and innovative and it it kind of just like takes our 220 00:15:28.000 --> 00:15:33.320 brand up a notch, which has been awesome. Definitely see how that can 221 00:15:33.360 --> 00:15:35.759 be a value add I think putting in all the if you're going to put 222 00:15:35.840 --> 00:15:39.600 in that much time on the front end to create an asset like this, 223 00:15:39.159 --> 00:15:43.480 the more that you can get out of it in repurposing and putting it other 224 00:15:43.519 --> 00:15:46.960 places. If that's a no brainer, it's just it's the extra work right. 225 00:15:48.000 --> 00:15:50.399 And I think when we had talked before, we were even talking about 226 00:15:50.399 --> 00:15:54.399 how this informs website copy, two emails, I mean content creation all over 227 00:15:54.440 --> 00:16:00.440 the place. Walk me through what that looks like kind of if you're looking 228 00:16:00.480 --> 00:16:04.519 at the project you guys just did, you're having to plan not only like 229 00:16:04.799 --> 00:16:08.679 we're going to practice a dry run of the video itself, but how this 230 00:16:08.759 --> 00:16:12.200 is actually going to go to all these different places. Can you give a 231 00:16:12.240 --> 00:16:15.159 like behind the scenes a little bit on what that might look like in the 232 00:16:15.159 --> 00:16:19.120 weeks leading up to a launch? Yeah, so for us, like once 233 00:16:19.159 --> 00:16:25.879 the keynote narrative and look and feel from a design perspective is tight, the 234 00:16:25.919 --> 00:16:29.840 rest of the launch flows from that. How far in advance might that be? 235 00:16:30.559 --> 00:16:33.759 Well, if I were, if I were like a lucky woman, 236 00:16:33.840 --> 00:16:36.960 I would do everything like eight weeks further in advance than we wanted. We 237 00:16:37.000 --> 00:16:41.200 actually as Burgers. Time is never on our side. So for us, 238 00:16:41.279 --> 00:16:45.759 let's see, we did our launch mid April. We started building our narrative 239 00:16:45.879 --> 00:16:49.600 in December, January and testing it and we went hard into like keynote production 240 00:16:49.799 --> 00:16:55.360 planning, getting the slides built, this script built, the visuals built, 241 00:16:55.519 --> 00:16:59.080 I would say February first, right when we kicked off the fiscal year. 242 00:16:59.159 --> 00:17:03.119 So we really had I'd say eight or nine weeks of like intense launch planning, 243 00:17:03.240 --> 00:17:06.720 which was tight. If I were to do it over again, we'd 244 00:17:06.720 --> 00:17:10.839 have a little bit more time. And so the first four weeks was just 245 00:17:10.920 --> 00:17:14.400 focused on the keynote. How can we get that story tight? How can 246 00:17:14.440 --> 00:17:18.920 we get ready for production? And then everything that goes into a launch, 247 00:17:18.079 --> 00:17:23.519 blog posts, advertisements, we wrote an Ebook, we had new social assets. 248 00:17:23.680 --> 00:17:27.759 All of that stuff reflected the exact language, the exact look and feel 249 00:17:27.799 --> 00:17:33.359 of the keynote and all of our promotional assets drove back to the keynote as 250 00:17:33.359 --> 00:17:37.839 a way for our viewers to kind of understand the story and get excited about 251 00:17:37.839 --> 00:17:42.160 this pipeline, cloud vision. So what we put into the keynote then bled 252 00:17:42.200 --> 00:17:45.599 into everything else we did from a marketing standpoint and it was nice because it 253 00:17:45.640 --> 00:17:51.680 all hung together so nicely on launch date. Like the video looked and sounded 254 00:17:51.799 --> 00:17:55.440 like our email, looked and sounded like our blog post. We even readd 255 00:17:55.440 --> 00:18:00.000 our home page to match the narrative. We put new videos on qualified plus 256 00:18:00.400 --> 00:18:03.759 everything hung together from the creation of that keynote. If ire to do it 257 00:18:03.799 --> 00:18:07.279 over again, I'd have two more months to do it all. But we 258 00:18:07.359 --> 00:18:11.720 pulled it off because we have like a really amazing team, product marketing team, 259 00:18:11.720 --> 00:18:15.720 content team, creative team, and it's fun to it pushes your creative 260 00:18:15.759 --> 00:18:22.720 muscles a little bit beyond the typical marketing playbook and I think to all of 261 00:18:22.720 --> 00:18:26.640 the marketers out there I would I think it's an interesting time to innovate on 262 00:18:26.759 --> 00:18:29.880 video. How do you use video as a centerpiece of your launch? How 263 00:18:29.920 --> 00:18:33.200 do you tell your story in a compelling way to your point? How do 264 00:18:33.240 --> 00:18:37.559 you tell the narrative that's like tied to your viewers problems and not just chest 265 00:18:37.599 --> 00:18:42.519 beating like a very youth centric video and solution? So it pushes us to 266 00:18:42.519 --> 00:18:45.400 make sure that, like, we're really tight with our narrative and the story 267 00:18:45.440 --> 00:18:52.160 we're telling. Hey be to be gross listeners. We want to hear from 268 00:18:52.240 --> 00:18:55.799 you. In fact, we will pay you for it. Just head over 269 00:18:55.839 --> 00:19:00.400 to be tob growth podcom and complete a short survey about the show to enter 270 00:19:00.440 --> 00:19:03.880 for a chance to win two hundred and fifty dollars plus. The first fifty 271 00:19:03.960 --> 00:19:08.640 participants will receive twenty five dollars as our way of saying thank you so much 272 00:19:08.640 --> 00:19:14.920 one more time. That's be tob growth podcom, letter B number two, 273 00:19:15.039 --> 00:19:22.359 letter be growth podcom. One entry per person must be an active listener of 274 00:19:22.400 --> 00:19:29.279 the show to enter. I look forward to hearing from you. To your 275 00:19:29.319 --> 00:19:32.920 point, how do you tell the narrative that's like tied to your viewers problems 276 00:19:32.920 --> 00:19:38.279 and not just chest beating like a very you centric video and solution? So 277 00:19:38.319 --> 00:19:41.240 it pushes us to make sure that, like, we're really tight with our 278 00:19:41.319 --> 00:19:45.359 narrative and the story we're telling. HMM, I've brought it up a couple 279 00:19:45.440 --> 00:19:48.839 times and I don't we don't need to go here too long, because I 280 00:19:48.839 --> 00:19:52.720 think our listeners are going to connect the dots of how this is way different 281 00:19:52.759 --> 00:19:57.400 than like, let's say, I mean any sort of Webinar or other you 282 00:19:57.440 --> 00:20:03.640 know, like the more traditional be to be video options, right, but 283 00:20:03.759 --> 00:20:08.000 just give a compare and contrast to how you've the mega difference, I guess, 284 00:20:08.000 --> 00:20:12.160 you see in doing this strategy versus other marketing strategies you've been a part 285 00:20:12.200 --> 00:20:15.640 of, right, especially maybe in a video format, where the one that 286 00:20:15.640 --> 00:20:18.559 comes to my mind recurringly is the Webinar. But I don't know if there's 287 00:20:18.559 --> 00:20:23.039 some other things that come to your mind and how you've seen this be the 288 00:20:23.039 --> 00:20:27.200 specific benefit over those. Yeah, I think. I mean look at the 289 00:20:27.240 --> 00:20:33.400 last two years. How many virtual events have we all joined in? It's 290 00:20:33.400 --> 00:20:37.279 hard to pull them off. It's really hard to keep the viewer engaged. 291 00:20:37.359 --> 00:20:41.839 It's a lot to ask your viewer to commit an entire day to watching your 292 00:20:41.839 --> 00:20:45.279 content. So I think what we were looking at was the you know, 293 00:20:45.599 --> 00:20:51.440 covid era webinar where everybody is at home and there's slides on one side and 294 00:20:51.519 --> 00:20:55.039 faces on a screen on the other, and we looked at that and then 295 00:20:55.079 --> 00:20:59.240 we also looked at live streaming of events pre covid like. What was that 296 00:20:59.599 --> 00:21:02.599 ex experience that you felt like when you got to be the first person at 297 00:21:02.680 --> 00:21:07.960 dreamforce to see the unveiling of like the latest product, that there was excitement 298 00:21:07.039 --> 00:21:10.799 there. So, if I guess, on one end of the spectrum was 299 00:21:10.880 --> 00:21:14.640 kind of a blaw Webinar and on the other end of the spectrum was the 300 00:21:14.680 --> 00:21:18.400 live stream of a really incredible event. We wanted it to feel more like 301 00:21:18.440 --> 00:21:22.880 that live stream experience, but we wanted to condense it so that people could 302 00:21:22.920 --> 00:21:26.240 digest the content and then move on with their day jobs. We wanted to 303 00:21:26.240 --> 00:21:30.640 make it available on demand so people could watch it when it worked for them, 304 00:21:30.680 --> 00:21:34.200 and we wanted to uplevel the production so it felt like a beat to 305 00:21:34.279 --> 00:21:41.400 sea, like unveiling that apple like experience that is modern and sleek. And 306 00:21:41.440 --> 00:21:45.519 so really we were going against the Webinar for so many reasons and I think 307 00:21:45.680 --> 00:21:51.440 I think we delivered on that vision, but I still think there's more work 308 00:21:51.440 --> 00:21:56.119 to be done as well. Well, I can say you have definitely delivered 309 00:21:56.160 --> 00:21:59.200 on the vision. I went and watched some of these and I wouldn't like 310 00:21:59.279 --> 00:22:03.160 highlight this on it be to be growth episode if we were like on this 311 00:22:03.200 --> 00:22:07.359 as a strategy or as a way of thinking. So I definitely I love 312 00:22:07.400 --> 00:22:11.000 that you said Short, on demand, highly produced to me that is what 313 00:22:11.079 --> 00:22:14.599 sets it apart. And when you're just thinking of it from a marketing standpoint, 314 00:22:14.680 --> 00:22:18.799 if you are going to leverage repurposing this content, what is your sales 315 00:22:18.839 --> 00:22:21.240 team going to want? What is your marketing team going to be able to 316 00:22:21.359 --> 00:22:25.279 use this? Is that like? It does have to be short enough that 317 00:22:25.319 --> 00:22:29.119 someone would digest it when you get sent a link, right, it has 318 00:22:29.200 --> 00:22:33.839 to be high quality enough that you can tell there was extreme intentionality and purpose 319 00:22:33.880 --> 00:22:37.920 put behind the thing. So I love that and I love that you can 320 00:22:37.960 --> 00:22:41.599 see room for improvement right with it. With anything, you're so in the 321 00:22:41.599 --> 00:22:44.960 weeds that you're going to be like, okay, there's a million new things 322 00:22:44.960 --> 00:22:48.720 we want to try and continue to innovate on. Okay. So I wonder 323 00:22:48.920 --> 00:22:52.920 now, being just a few weeks removed from this you're mentioning there's some other 324 00:22:52.960 --> 00:22:56.200 stuff you would want to try. What do you see as some of the 325 00:22:56.200 --> 00:23:00.440 next iterations? What are some of those things that you're looking to the future 326 00:23:00.480 --> 00:23:04.799 going? We would love to try fill in the black from a keynote perspective. 327 00:23:06.039 --> 00:23:08.680 Yeah, yes, two major things. We want to bring more customers 328 00:23:08.799 --> 00:23:12.440 into them, like whether there's a Qa with a customer, even having a 329 00:23:12.480 --> 00:23:18.839 customer deliver the product Demo just to give people great confidence that the product were 330 00:23:18.839 --> 00:23:23.519 pitching works. So how can we bring more customer speakers into our key notes 331 00:23:23.640 --> 00:23:29.359 and is there a way we can have a live element to the demo? 332 00:23:29.480 --> 00:23:32.279 But that's hotly debated for us. Like I said, we don't want to 333 00:23:32.279 --> 00:23:36.039 make people grab a number, a weight in line, but there is something 334 00:23:36.079 --> 00:23:41.920 really authentic about a live demo and, like you know, some videos have 335 00:23:41.960 --> 00:23:45.559 gotten so overproduced that you question, like what's real what's fake. So we're 336 00:23:45.599 --> 00:23:49.839 trying to just figure out how do we bring some of that authenticity live demo 337 00:23:49.920 --> 00:23:56.799 experience back into the keynotes. I would say customers and like continuing to iterate 338 00:23:56.880 --> 00:24:00.799 on the product demos just to make them feel really tangent. Bull are the 339 00:24:00.839 --> 00:24:04.599 two big things that I'm excited about. Yeah, there's a long list, 340 00:24:04.680 --> 00:24:07.319 but those are the two things that I think I really want to tackle with 341 00:24:07.319 --> 00:24:12.880 our next keynote. Hmm, okay, let's go to talking about the Roi. 342 00:24:12.880 --> 00:24:18.279 You've seen from this it's one thing to create something that's just a great 343 00:24:18.400 --> 00:24:22.279 asset and you put on a bunch of stuff, but then you're obviously going 344 00:24:22.319 --> 00:24:26.480 to look at the return. What has that been for you? Can you 345 00:24:26.480 --> 00:24:30.000 share some of the results? Yeah, I mean video is this is the 346 00:24:30.000 --> 00:24:33.039 age old question, right. How do you prove how do you tie video 347 00:24:33.200 --> 00:24:41.400 production to pipeline generation and closed business? At past companies I've done customer marketing 348 00:24:41.480 --> 00:24:45.880 and we had customer films and we would have our sellers tell us when they 349 00:24:45.880 --> 00:24:49.119 feel like a customer video influenced to deal. So that helped US justify future 350 00:24:49.119 --> 00:24:53.640 investments. For us we look at success through a few different lenses. We 351 00:24:53.680 --> 00:24:59.279 look at like overall video Kepis, what's how many views did it get? 352 00:24:59.279 --> 00:25:03.000 How long was it watched for? We want people to watch seventy five percent 353 00:25:03.079 --> 00:25:06.839 or more of the video. That is a sign of success. We always 354 00:25:06.880 --> 00:25:10.000 want to get a couple thousand views within the first few weeks of it being 355 00:25:10.079 --> 00:25:15.119 unveiled. We also look through the Advertising Lens. So we spend money on 356 00:25:15.160 --> 00:25:18.559 Youtube. We look at this as like a brand awareness play, not a 357 00:25:18.599 --> 00:25:22.960 pipeline generation play, and we do short ads for people searching relevant content for 358 00:25:23.039 --> 00:25:26.359 us, for instance, or purpose built for sales force. So we try 359 00:25:26.359 --> 00:25:30.599 and serve our adds up to people who might be watching sales forces youtube channel, 360 00:25:30.640 --> 00:25:34.000 for instance. For us. We look at the average watch time of 361 00:25:34.000 --> 00:25:38.400 those videos. Did people hit skip at or did they keep watching it? 362 00:25:38.519 --> 00:25:44.880 And then, other than that, just to be honest, we don't tie 363 00:25:44.920 --> 00:25:49.799 dollar spent to pipeline generated and closed ACV yet, but I would love to 364 00:25:49.839 --> 00:25:55.119 build a way where we can look at pipeline influence from our videos. They 365 00:25:55.200 --> 00:25:59.519 watch this video, you know, before they became an opportunity, so that 366 00:25:59.559 --> 00:26:03.839 we can say these videos influenced pipe jen and close business. And I think 367 00:26:03.880 --> 00:26:07.839 that would be somewhat easy for us to build in the sales force, but 368 00:26:07.880 --> 00:26:10.519 we just we haven't gotten there yet, but I think we'll get there really 369 00:26:10.559 --> 00:26:15.119 soon. It's nice to catch you in a place where that's sort of what 370 00:26:15.160 --> 00:26:18.880 you're thinking about. What maybe not fully quite there yet. There are lots 371 00:26:18.960 --> 00:26:22.599 of ways we could track right, but I think those initial first steps are 372 00:26:22.640 --> 00:26:29.079 that is like the entry right. We're gonna yeah, you track in the 373 00:26:29.079 --> 00:26:30.920 things that we could all kind of track and I like I like that as 374 00:26:30.960 --> 00:26:34.559 a starting place for for our listeners. Okay, so look back at this 375 00:26:34.559 --> 00:26:40.400 process for me in the lead up to the launch and if there's those that 376 00:26:40.440 --> 00:26:45.920 are going I love this idea of like highly produced video or they're in on 377 00:26:45.960 --> 00:26:48.759 a marketing team and they're thinking, man, there's some things behind this type 378 00:26:48.799 --> 00:26:53.519 of strategy that really could be impactful for us. Are there any pot holes 379 00:26:53.559 --> 00:26:56.680 that you would say we watch out for this, any sort of roadblocks that 380 00:26:56.720 --> 00:27:02.519 got in the way of like execute this creative idea that you're going hey, 381 00:27:02.559 --> 00:27:06.640 if you're going to go down this road, watch out for this. Totally. 382 00:27:06.759 --> 00:27:11.720 Yes. I think that we had an experience with one of our past 383 00:27:11.799 --> 00:27:15.160 keynotes that we were so focused on the look and feel of our demo assets 384 00:27:15.200 --> 00:27:21.039 we weren't as focused on once the slideware happening before we unveil the product demo. 385 00:27:21.119 --> 00:27:23.559 So we got on site and we were kind of doing our choreography and 386 00:27:23.640 --> 00:27:26.680 we were talking about what was happening in the world around us and we hadn't 387 00:27:26.720 --> 00:27:30.079 figured out what was happening on the slides behind us. We didn't know where 388 00:27:30.160 --> 00:27:34.359 to point or where to look. So I would say getting that slide deck 389 00:27:34.480 --> 00:27:40.960 type that is really the content of your keynote video well in advance so when 390 00:27:40.960 --> 00:27:45.039 you go to shoot it on site you feel intimately familiar with what's going on. 391 00:27:45.480 --> 00:27:48.559 I say behind you, because for us we have our talent walking in 392 00:27:48.599 --> 00:27:53.160 front of this huge sixteen nine screen that we've kind of superimposed. So that 393 00:27:53.279 --> 00:27:59.519 was a challenge. Finding a good production partner is always a challenge, we 394 00:27:59.960 --> 00:28:03.599 and it's expensive. So we've gotten lucky that we have a great production partner 395 00:28:03.680 --> 00:28:07.480 and we've worked with them for every keynote. So we feel like there's a 396 00:28:07.519 --> 00:28:12.480 partnership there that we're working through the preproduction process, the day of process and 397 00:28:12.559 --> 00:28:18.200 the post production process and it's gotten smoother every time because we're working with the 398 00:28:18.200 --> 00:28:22.640 same partner every single time. Preproduction is about getting things tight on site. 399 00:28:22.680 --> 00:28:26.839 It's about making sure that your speakers feel really comfortable and well rehearsed, and 400 00:28:26.880 --> 00:28:32.759 then post production it's about having in open communication with your production bender. We 401 00:28:32.880 --> 00:28:37.240 use VIMEO for leaving comments. We do tight turnarounds for days of feedback. 402 00:28:37.319 --> 00:28:40.400 We use a sauna with a really tight work back schedule to make sure we 403 00:28:40.400 --> 00:28:44.559 get everything on time and slowly but surely, I feel like the process has 404 00:28:44.599 --> 00:28:48.400 gotten tighter and smoother time over time, but not without errors for sure, 405 00:28:48.440 --> 00:28:52.960 and just tons of rehearsal time for the speakers to make sure they feel good 406 00:28:52.000 --> 00:28:59.440 to go. Love this as just a creative episode and as one that I 407 00:28:59.440 --> 00:29:02.440 know our listeners are listening to, going, Oh, I see how this 408 00:29:02.440 --> 00:29:07.759 supplies in my context and different things we could try or innovation. This one 409 00:29:07.759 --> 00:29:11.480 thing I love about these episodes right is we want to help people fuel their 410 00:29:11.519 --> 00:29:15.480 growth and their innovation in their marketing and I like this as just an idea. 411 00:29:15.519 --> 00:29:19.279 And so, man more, thank you for jumping on here and and 412 00:29:19.359 --> 00:29:22.480 chatting with us today. There's a lot more roads we could go down with 413 00:29:22.519 --> 00:29:26.200 this, but I think this is a great starting place for so many of 414 00:29:26.279 --> 00:29:30.319 us if people want to connect with you and what you guys are doing. 415 00:29:30.359 --> 00:29:34.880 Talk a little bit about the work that you do and where people can connect. 416 00:29:36.359 --> 00:29:40.160 Yeah, so check us out, qualifiedcom. Our product is a conversational 417 00:29:40.200 --> 00:29:42.559 product, so you can chat right with our sales reps the moment you arrive 418 00:29:42.640 --> 00:29:45.440 on the site. That's kind of our that's our offering. And then, 419 00:29:45.480 --> 00:29:49.079 in addition, check a connect with me on Linkedin, Maura McCormick Rivera, 420 00:29:49.279 --> 00:29:53.559 if you have any questions. I'm such a strong believer in video. I'm 421 00:29:53.599 --> 00:29:57.119 always really excited to hear what other be tob companies are doing from a content 422 00:29:57.200 --> 00:30:02.680 creation standpoint to stay and out and be different. Kind of push the envelope. 423 00:30:02.839 --> 00:30:04.599 So shoot me a message and I'd love, love to connect. And 424 00:30:04.680 --> 00:30:08.359 thank you, Benja, for having me. It's fun to take a look 425 00:30:08.400 --> 00:30:12.559 back post launch at like kind of the creative process, because I think as 426 00:30:12.559 --> 00:30:18.000 a marketers that's what keeps us going and what is the exciting part about our 427 00:30:18.079 --> 00:30:21.119 job. So it's fun to talk about it little bit. It is. 428 00:30:21.200 --> 00:30:23.200 Yeah, thanks for sharing that and I'm sure there will be listeners that will 429 00:30:23.240 --> 00:30:26.359 want to connect with you over on Linkedin, so we encourage people to do 430 00:30:26.440 --> 00:30:30.119 that. You can connect with me as well over on Linkedin. Always talk 431 00:30:30.119 --> 00:30:34.519 about marketing, business in life, and would love to hear from you and 432 00:30:34.640 --> 00:30:38.440 maybe one of your learnings from this episode. Specifically, if you've yet to 433 00:30:38.519 --> 00:30:42.680 follow the show, go ahead and do that on whatever podcast platform you're listening 434 00:30:42.680 --> 00:30:47.519 to this on. Keep doing work that matters. Will be back real soon 435 00:30:47.599 --> 00:30:51.480 with another episode and one more. Thank you, Tomura, for being on 436 00:30:51.519 --> 00:31:22.039 today's episode.