I had the opportunity to discuss the benefits of using Sales Engagement Platforms (SEPs) for work from home (WFH) staff with Sunshine Levin of SalesLoft. Levin emphasized that many Sales Engagement tools assist remote sales reps and managers. SEPs help with sales productivity, activity and account prioritization, sales messaging, activity capture, pipeline analytics, and rep coaching.
Levin was recently promoted to Director of Customer and Analyst Relations and had expected to be discussing SalesLoft’s new product positioning and product packaging at their March REV2020 conference. Instead of greeting 2000 customers and prospects in San Francisco, the firm conducted its keynote session virtually and is now communicating their value proposition in a new work environment.
At the heart of Sales Engagement Platforms are multi-channel cadences that provide a multi-step approach to establishing an initial relationship with prospects. Reps are not only working from home but so are most of their likely targets. Thus, cadences and messaging should be adjusted in the near-term. Reaching out to prospects via standard channels is likely to be low yield due to WFH, so diversifying communications across multiple channels such as phone, email, social, SMS, and tactile (swag and e-gifting) make sense.
Also, with prospects at home feeling isolated, personalized one-to-one videos are likely to be even more effective. Reps can insert personal videos into emails or social links. SalesLoft research indicates that videos from Vidyard, Videolicious, and VidGrid generate two to three times the email open rates versus general emails.
While Sales Engagement Platforms offer templated emails, they are more effective if personalized. SalesLoft’s research found that 20% personalization is optimal. Personalization helps refine the message for each client and conveys authenticity. It also allows reps to modify their messaging around the current work, health, and economic environment.
SalesLoft, along with many of its peers, offers LinkedIn SNAP connectors, which are integrated into cadences. Reps can send InMails, request connections, submit introduction requests, and conduct research from within SEPs and CRMs.
“LinkedIn-specific steps help salespeople stay focused, do less application switching, and deliver a better sales experience.”
Sunshine Levin, SalesLoft Director of Customer and Analyst Relations
SalesLoft now supports LinkedIn’s Data Validation Flag, which warns users that a contact is no longer at a company listed in the CRM. If the company differs between LinkedIn and the CRM, a “Not at Company Flag” is written to the CRM. The flag is displayed to the rep and available as a trigger for contact clean-ups and removal from marketing campaigns. SalesLoft automation rules can then trigger workflows based on whether a buying committee member has left or whether an admin or champion at a customer has changed jobs. These insights help reps evaluate whether an opportunity may be in jeopardy, the likelihood of closing this quarter pushed out, or they need to move quickly to identify new buying committee members or champions.
“Customers leveraging LinkedIn Sales Navigator Data Validation are now able to use real-time insights to influence critical workflows when their prospects and customers change jobs,” said SalesLoft CMO Sydney Sloan. “Ultimately, this saves time spent reviewing customer data manually, and it will increase the quality of all opportunities as salespeople progress through the buying cycle.”
I collected some ideas from those in the tech industry that I follow.
In this morning’s team meeting the EMEA SalesLoft team discussed how we can keep the culture and mental wellbeing at the forefront while we work remotely…
We are having a daily stand up for 15 minutes, virtual team lunch on a Wednesday and virtual Friday drinks. We are making sure we put time aside for exercise and doing the things we love. We are being mindful of continuing to share ‘glass half full’ stories. We are also looking into what we can do to help with the bigger issue that people are facing in regards to the Corona Virus – local charities, food banks, the elderly.
Ollie Sharpe, SalesLoft VP of Revenue, EMEA
A TOPO study of 350+ marketers indicated that only 16% of firms see a significant impact to their pipeline, 64% see a moderate impact due to coronavirus. The biggest impacts are due to canceled events (87%), corporate travel bans (64%), buyers working from home (53%), and prohibitions against face-to-face meetings. Only 27% cited buyers not booking meetings and frozen buyer budgets (22%).
Research conducted in 2018 by the Center for Exhibition Industry Research indicated that B2B marketers who participate in industry events allocated nearly 40 percent of their budgets to exhibitions and industry shows, almost five times more than the 8% spent on online marketing.
Even if only a small fraction of the events’ budgets is shifted to online marketing, it would translate into a massive growth in web marketing.
The major advantage of digital marketing, besides the fact that it does not require face-to-face interaction, is that it is measurable. Marketers can quite easily obtain a good picture of their spending return on investment (ROI), and of which activities generate the highest number of quality leads and at what expense.
Assuming that many marketers will have some extra free time, especially those who will have to go into home isolation, they are advised to use it to review their online marketing strategy and redefine their marketing messages.
Dan Gerstenfield, Interteam Content Services
It’s time to pick up the phone. No texts, no emails, no social platforms. Pick up the phone and talk to someone. You are probably dealing with some of the same issues that come with physical separation.
It’s not the time to pitch people, it’s the time to show that you care–about them. It doesn’t have to be a long conversation, but ask them how they are doing, ask how they are keeping engaged and productive, share some ideas.
All of us share in this experience. Each of us is figuring things out. We can learn from each other, at the same time feel more connected.
David Brock, Author of “Sales Manager Survival Guide”
Sirius Decisions (Forrester)
Create a task force. Except in very large companies or those with specific types of risks, most companies do not have a dedicated crisis response team, and many have never created even a bare-bones crisis communications plan. Now is the time to do so. Bring together functional leaders from across your organization to begin identifying and prioritizing issues, with all major functions and regions represented. The senior communications leader is usually at the helm, and in some smaller organizations, the effort may be led by the CEO. Other participants will likely include human resources, legal counsel, operations/facilities, sales and customer service leaders, and various marketing/communications disciplines that are either directly affected or will be involved in delivering information to audiences. Each individual should have a clear understanding of his or her specific responsibilities.
Prioritize issues of greatest urgency. Ensuring the safety of employees, customers and other stakeholders is obviously the priority, and external guidance from public health experts will be important to understand what these issues are…
Develop a protocol for emergent situations. Obviously the plan should lay out a set of actions the organization will take immediately, based on what is known today. However, the situation is fluid and it’s not possible to know with certainty what the situation will look like in a month or six months. That’s why it’s important to have a protocol for addressing new situations as they emerge…
Prepare the communications engine. Providing transparent and ongoing communication is the hallmark of good crisis communications. The communications team needs to analyze the types of communication that will be needed to support a variety of scenarios. One of the most challenging aspects of crisis management is the need to create a wide range of critical content, have it vetted by legal and pushed out through channels as quickly as possible. Create templates for common types of content and stub content that can be built-out as needed. Set up an expedited legal vetting process and work with digital teams to identify how content will be conveyed through the company’s owned channels (web site, social, communities). Also prepare spokespeople – from the CEO to the receptionist, with concise answers that can be given without additional approvals or escalation paths.
Map communications strategies to audiences. SiriusDecisions always recommends starting with an understanding of the audience, and crisis response is no different…
Maintain open communications with employees. A large percentage of the workforce will face some kind of disruption to their normal routines or even their income…One of the first priorities should be to plan for how communications will flow internally: the channels and cadence that employees can expect, as well as where to go if the normal channels (which may occur in a face-to-face environment) are not available. Also remember that employees are a channel, and if you enable them with content, they can extend the reach of your information and credibility with audiences. [Full Text]
I had four tradeshows canceled this month and next. They were opportunities for me to meet with customers and prospects (and conduct research for my industry newsletters). At this point, I’m assuming that at least two more will fall by the wayside in H1. I’m sure many of you are in a similar boat. Your marketing calendar is in a shambles, your field and inside sales reps are cloistered at home, and you are uncertain about how to manage remote workers.
Here are some ideas about how to retain momentum and deploy technology to mitigate pipeline and operational risks:
If you haven’t deployed video widely across your workforce, due so ASAP. Vendors such as Zoom, WebEx, BlueJeans, Join.Me, and GoToMeeting provide reliable video conferencing solutions for multi-party meetings, demos, and document sharing. Video Meetings are a do not pass Go, donot collect $200 requirement. Every customer-facing, development, management, and planning employee should be able to join meetings from home or the office.
Setup scheduled video meetings for the next three months so they are blocked out on team calendars. This could be a 15-minute corporate call every few weeks, weekly team calls, and one-on-ones. Standing meetings should all be web-based. Office-based employees are going to feel disconnected socially, so build in some social fun at the team level (e.g. recognizing birthdays and work anniversaries, celebrating wins and releases, etc.)
I would also build training time into video meetings. It shouldn’t be all top-down. Give your staff the opportunity to cross-train peers. A sales rep could discuss her latest victory with lessons learned or provide insights into a target vertical. Marketing can review the latest product positioning and new collateral. Product Management can train on new products, review the product roadmap, and discuss the competitive landscape. The goal is to provide training, communications, coordination, and social interaction.
Record meetings and make them available to those who miss meetings with Slack or Team links. Expect that meetings will be missed due to illness, parenting requirements, and meeting conflicts.
As event marketing is off the table, marketers will need to be flexible in how they deploy their budgets. For those that planned on hosting events, they should at least proceed with their Keynote as a webinar. For H2, a roadshow in September or October can be planned, but mitigate risk in your contracting and through joint shows (shared cost and risk).
Marketers will need to deploy or expand their use of other channels including webinars, press releases, analyst outreach, blogging, social, and video. Direct mail is problematic as prospects are likely to be working from home, but e-gifting is a viable option. Look at e-gifting vendors that are supported by your Sales Engagement platform (e.g. Sendoso, PFL, Alyce)
Here is an opportunity to test additional channels and provide your event marketing team with some cross-channel development.
Canceled shows are also a reason for re-engagement campaigns. You can restart the marketing nurture process with a message around “not being able to talk to you this season.” Keep the message short and serious. You don’t know if your prospect is worried about his or her job, family members, or personal health. Also, don’t appear to be taking advantage of the situation. Be empathetic, not opportunistic.
Also, make sure to reschedule meetings from those cancelled conferences. These are likely to be phone or video calls, but reps and executives should reconfirm calls now.
Once you have standardized meetings, make sure they are recorded and transcribed. This is particularly true for sales meetings. Conversation Intelligence vendors such as Gong, ExecVision, and Chorus record calls, transcribe them, and perform NLP/AI processing on the conversations. Conversation Intelligence allows sales reps to be more present during calls as they no longer need to focus on note-taking.
Transcriptions and analytics have multiple benefits:
Sales Reps can quickly review calls and return to key topics and issues (e.g. pricing, next steps).
Sales Managers can review calls related to accounts and opportunities at risk to provide coaching tips to reps.
Analytics identify both the strengths and weaknesses of reps versus their peers. They also flag missed actions (e.g. discussing next steps), customer concerns, and competitors. To assist with training and opportunity scoring, Conversation Intelligence vendors identify filler word frequency, monologue length, and conversational engagement.
Reps can forward snippets to peers for questions and help. If there is a question about a bug or support issue, the snippet can be forwarded to support personnel for an update. If a sales rep feels that they handled a question or issue poorly, a snippet can be forwarded to sales management or training for advice on how to better handle the issue next time. Snippets allow peers to hear the voice of the customer.
Snippets can be stored in a library for training purposes. These would include exemplars for objection handling, competitor parrying, value discussions, etc.
Product Managers can perform bulk analysis of sales calls to identify requested features, competitor discussions, and product issues. Vendors allow for keyword customization and analytics.
Sales Cadences, also called sequences, are at the core of Sales Engagement. Cadences set up a structured set of multi-channel outbound communications supported by email templates, dialers, social, and SMS text. Cadences improve sales efficiency by eliminating follow up tasks, recording activities to CRMs, and deploying A/B tested content (emails, attachments, cadences, call scripts). While most commonly used for SDR outreach, cadences can also be used for meeting reminders, setting up quarterly account reviews, and training follow up.
SEP vendors understand that authenticity is the key to sales success. Simply blasting mindless emails at prospects is futile. Cadences can be customized by target role, industry, company size, technographics, and stage in the buyer journey. Furthermore, reps are expected to personalize emails before sending them out (SalesLoft says 20% is the optimal level). Most of the vendors now support 1-1 embedded videos from Vidyard, Hippo Video, or Videolicious.
SEP Vendors also provide a deep set of analytics. Initially, these focused on communication efficacy (e.g. open and click-through rates, best time of day to call), but now analytics assess conversations, call out deal risks, prioritize accounts, and suggest next best actions.
SEPs are now commonly deployed amongst SDRs and Inside Sales, but may still be foreign to field sales reps; however, field sales reps will be operating more like inside sales reps for the next quarter, so deploying SEPs to field sales makes sense.
Beyond outbound communications, SEP vendors are beginning to support meeting management (setting up calls), conversational intelligence, and opportunity management. SalesLoft and Outreach are the farthest along in supporting these emerging feature sets. SalesLoft acquired and integrated NoteNinja (meeting management) and Costello (opportunity management) into its platform.
SEP Vendors have taken two approaches to partnering. SalesLoft, Outreach, and Xant have partner App Directories while the other vendors integrate key vendors (e.g. Vidyard, LinkedIn Sales Navigator, Zoominfo) into their offerings without a formal partner ecosystem directory.
For B2B sales, there is no social platform more trusted than LinkedIn. Sales reps can leverage their networks by sharing marketing content (they should include some comments of their own) as well as writing their own content.
LinkedIn also offers an excellent Sales Intelligence product called Sales Navigator. It is available as both a desktop and mobile solution and provides additional communications channels:
InMail: An outbound email alternative, InMail allows you to message prospects for whom you lack emails and direct dial numbers.
Chat: A quick short-message way to keep in contact with members of the buying committee. It is also useful for quick reach out after establishing a LinkedIn connection with a prospect or to send a quick, congratulatory note. Chat messages are retained archivally, providing a conversational log. I have had success providing my Calendly link with initial chats, providing a mechanism for new connections to easily schedule a call (my Calendly includes my video meeting details so there is little friction).
Smart Links: Forward one or multiple attachments to a prospect via social, InMail, or email. Viewing and forwarding are tracked by LinkedIn, helping reps know which content was viewed and when. Forward tracking helps expand their understanding of the buying committee. Smart Links maintain corporate branding.
Sales Navigator provides several other high-value features:
SNAP connectors display LinkedIn content and Navigator functionality (e.g. icebreakers, mini-profiles, InMail) within Sales Engagement Platforms, CRMs, and other enterprise software.
TeamLinks allow you to leverage co-worker relationships for reaching out to prospects.
Build a List lets reps assemble Lead (contact) and Account lists within Sales Navigator. Lead and Account lists may also be synced from the CRM, allowing reps to track news and updates about key companies and contacts. While LinkedIn does not permit upload of account and contact data, they make exceptions for notes, tags, and messages entered by the rep in Sales Navigator. They also just added a thin record upload of contacts to CRM and the ability to flag execs that have left a company.
List Sharing — After building a list, users may share them with co-workers who have Sales Navigator licenses.
Sales Navigator can be a bit pricey, so running a test amongst your inside sales and field sales reps makes sense, particularly if you are concerned about H1 pipeline delays. Given the difficulty of reaching anybody by phone (made worse by prospects working at home) or email, adding additional sales communications channels is well worth testing out.
There are other LinkedIn services worth investigating or trialing. LinkedIn Marketing supports highly targeted B2B campaigns. Unlike other platforms, LinkedIn can target by company, job function, level, industry, geography, and education. LinkedIn provides campaign metrics and allows marketers to set daily budgets. Both CPM and CPC pricing are available. Pricing is based upon second-best auctions (you pay 1 cent above the second best bid price).
For larger companies, LinkedIn Elevate should also be considered, particularly with remote workers. Elevate provides a curated feed of content to company employees for social media distribution (e.g. LinkedIn, Twitter, and Facebook). Elevate amplifies corporate messaging and reduces the level of effort for sales reps and other employees to share content through social networks.
LinkedIn Learning is offering sixteen courses at no charge covering topics related to working from home, remote management, tools, and mindset.
“In the coming days, we will make 16 LinkedIn Learning courses available for free including tips on how to: stay productive, build relationships when you’re not face-to-face, use virtual meeting tools (Microsoft Teams, Skype, BlueJeans, Cisco Webex and Zoom), and balance family and work dynamics in a healthy way.”
Ryan Roslansky, LinkedIn SVP of Product
Sales Intelligence services help sales reps build prospecting lists, quality leads, refine account messaging, expand into new departments and locations, track accounts, and target additional buying committee members.
Many sales intelligence services also offer B2B DaaS services for updating CRMs and MAPs. Salesforce data hygiene is maintained through Lightning Data connectors, a sub-category on the AppExchange. Because data is synced with CRMs and MAPs, it is continuously updated, ensuring that firmographic data is accurate and that departed contacts are removed from sales and marketing activity (BTW — contacts decay at 30% per annum, so maintaining your enterprise software contact data is a valuable investment)
Sales Intelligence vendors also provide full workflow integrations into CRMs which allow reps to build lists; view and update accounts, contacts, and leads; and perform account qualification and account planning within CRM I-frames.
Sales Intelligence vendors include
Zoominfo: Deep contacts, emails, org charts, and technographic content. They are the leader in technology sales intelligence and recently added visitor intelligence, trigger-based workflows, and webforms. Zoominfo (FKA DiscoverOrg) also supports Ideal Customer Profiling (ICP), email verification, and B2B DaaS.
D&B Hoovers: The deepest set of global company intelligence for strategic sales reps. Includes full family trees, public company financials and filings, analyst reports, industry market research, SWOTs, European private company financials, and sales triggers. Dun & Bradstreet also supports ICP, B2B DaaS, Visitor Intelligence, Programmatic Marketing, and Customer Data Platforms.
InsideView: A global database with greater depth in North America and Europe, InsideView offers strong sales triggers and integrated social media viewing. InsideView also supports B2B DaaS and ICP.
Sales Genie: The best solution for reps that sell to both companies and individuals (e.g. insurance agencies, mobile, office supplies, landscaping). Features include light sales force automation for firms that have yet to implement a CRM, new businesses, new homeowners, email templates, integrated dialer, and marketing services (SEO, site design, direct mail).
RelPro: A specialist vendor targeting financial services companies.
Artesian Solutions: A UK-based social selling vendor with deep sales triggers and mobile-based meeting prep. They also offer a US solution.
Cognism: A UK-based sales intelligence vendor with sales engagement functionality, B2B DaaS services, and ICP tools.
Vainu: A Nordic-based sales intelligence vendor that also covers the Netherlands (France, US, and the UK are in beta). They also support B2B DaaS and trigger-based workflows.
Research has shown that firms that continue to invest during recessions come out of the downturns much better prepared to grow market share and revenue than those that stop investing. Marketing is an investment in your pipeline and brand. B2B Data-as-a-Service is an investment in your data quality and ability to target prospects effectively. It also reduces sales and marketing waste in efforts directed at weak prospects and departed contacts. SalesTech and MarTech purchases are investments in your revenue generation capabilities.
This is also an opportunity for your sales and marketing teams to cross-train, develop new skills, and test out new tools and processes.
When we come out of the backside of what, hopefully, is a short-term recession, you want to be better prepared to meet latent demand for your products and services. While cutting back on investment and cash burn may be necessary for survival at some companies, don’t cut back on your ability to serve the market in 2021 unless you have to do so. Let others sacrifice the future of their revenue generation operations out of short-term concerns. Bank your savings in travel expenses and event marketing, but don’t cut back in other areas unless necessary.
We are entering a terra incognita for the next three to six months, so steady, empathetic leadership should be your objective. On 9/11, our CEO pulled us into the room and talked to us. I don’t remember his words, but I remember that he was calm and understood that we were all upset and anxious. Business was the least of his concerns that day. He wanted to show a steady hand at the tiller and sent us home to be with family.
Our raison d’être is not to work, and sometimes we are jolted back into that reality. Family, friends, and health are a higher priority. COVID 19 is not the new normal, but simply a bad storm that will pass.
Hippo Video is now offering personalized video to Outreach customers. The integration helps sales reps include video into their sales process, which in turn increases conversion rates and accelerates the sales cycle. Sales reps can create, share, and track personalized video content embedded in Outreach sequences, templates, snippets, and one-to-one emails. Heatmap analytics track user interaction. Hippo Video also supports a video library.
can be created for each objective across the full sales cycle, allowing sales
and marketing to send targeted videos for each stage. For example, reps
can send introductory videos to establish rapport with the prospect and later
send a product demo once the prospect has shown interest.
will go a long way in establishing a personal connection and trust with the
recipient as against insipid text-heavy emails,” said Hippo Video CEO Karthi
Hippo Video claims a 300% lift in response rates from embedded videos. Other firms, such as Vidyard, have found similar lift rates from personalized videos.
can also add actionable calls to action (CTAs) within videos, which are then
embedded within sequenced emails in Outreach. CTAs include meeting links,
custom polls, annotations, and lead gen forms. CTAs can be inserted in
the middle or at the end of the video.
is described as straightforward:
Sign up for Hippo Video;
Install the Hippo Video Chrome extension;
Turn on Hippo Video in Outreach.
can then record personalized videos via their webcam and embed them within
email templates, snippets, and direct emails.
By seamlessly integrating videos in your sales outreach, your prospects are sure to experience highly personalized, engaging content that will humanize the entire sales process, which would have otherwise been possible only within a face-to-face meeting.
[The] Sales process is spontaneous. Therefore, integrating sales with video to build a relationship of trust with the prospect should not leave you flustered. Tracking their interaction [and] qualifying them should be reasonably straightforward as well.
Santhoshi Natarajan, Hippo Video Content Strategist
behavior is also tracked, allowing reps to prioritize their follow-ups based on
views and watch interaction percentage, providing additional intent metrics
beyond email open and response rates.
may be analyzed by viewing and drop off points. “When a prospect drops
off the video at a certain point, it’s perhaps time [to] rework your message or
focus on a different pain point,” said Natarajan. “This feature is an
added layer on top of your existing metrics and will help you prioritize the
prospect who is at the bottom of the sales funnel.”
Hippo Video is a freemium offering. The free edition provides unlimited hosting but limits bandwidth to 100 GB per month and does not support video emails. The Pro version ($29 / user / month) provides integrations with Outreach, Gmail, Outlook, and HubSpot. Other features include professional video editing, custom branding, video cloning, in-video CTAs, contact imports from CRM, and SEO.
Josh Allen, CRO of conversational marketing vendor Drift, doesn’t believe in Marketing Qualified Leads (MQLs). Chat Qualified Leads (CQLs) are more valuable, argues Allen. CQLs are “the best leads that we have in the business.” CQLs show immediate intent as they capture prospects as they come to the website and interact with either a chatbot or sales rep. This moment is when they are “at their point of highest intent” and ready to engage with the company.
Allen said that CQLs are the highest converting lead source at Drift. They are often driven by outbound marketing campaigns and events. Chat conversations can also be driven by B2B social sites such as executive articles on LinkedIn.
“Because we’re able to engage when they are really trying to learn and are most interested in what Drift has to offer, there is a high conversion rate.”
Drift is a leader in conversational intelligence, a quickly developing market for chatbots, which support sales, marketing, and customer support. Drift also offers chat enabled video.
Before Christmas, video platform Vidyard closed on a $15 million financing facility with the BMO Technology & Innovation Banking Group. Vidyard has raised $75.7 million in debt and equity financing to date (see Crunchbase Pro chart on the bottom) and was recently ranked number 39 on Deloitte’s Canada Fast 50.
funds will “help Vidyard remain focused on innovation and product development
while financing strategic M&A & Global Expansion activities so that the
company can continue growing, scaling, and providing customers with the most
robust user experience possible.”
Vidyard has partnered with a wide set of sales engagement platforms, including Outreach, SalesLoft, ConnectLeader, Groove, XANT, and VanillaSoft. Other partners include Salesforce, HubSpot, Marketo, Eloqua, Drift, Outlook, and MailChimp. Partners have cited a 2 to 3X improvement in open and click-through rates due to personalized videos embedded in emails. Reps can quickly record a one-to-one video or embed a marketing video.
continues to make a global impact and is currently serving more than 50 million
videos per day. With the accelerating trend of the world’s most
innovative businesses turning to video to power their marketing, sales, and
internal communications strategies–tomorrow, that number is on a trajectory to
exceed 1 billion,” said CEO Michael Litt. “We’re excited to be working
with BMO’s Technology & Innovation Banking Group to help finance strategies
intended to support our journey in becoming the dominant video platform
provider that the world’s most successful businesses rely on.”
Vidyard customers include Honeywell, LinkedIn, Citibank, and Sharp. A recent study of 218 B2B sales and marketing professionals found the top five uses of video within an organization are brand awareness (67%), lead generation (63%), customer education (63%), buyer education (58%), and sales enablement (54%). Website distribution was the most common channel (79%), followed by email (67%), LinkedIn (63%), YouTube (60%), and landing pages (59%). 40% of respondents indicated that sales reps were deploying one-to-one videos. Heinz Marketing and Vidyard conducted the survey.
So congratulations to CEO Manny Medina and the team at Outreach. The Sales engagement firm has been going head-to-head with SalesLoft to become the leading vendor in its category.
Outreach is based in Seattle and reached unicorn status earlier this year, a rather impressive feat for a five-year old company that doesn’t rent scooters. It is on track to hit 450 employees by the end of the year and has doubled its revenue growth each year since 2016.
Outreach has 3,500 customers including Adobe, DocuSign and eBay.
One area of rapid growth is in its Galaxy partner ecosystem. New partners include Seismic, BombBomb, and Sendoso. The Seismic integration allows reps to insert Seismic content into emails and multi-recipient sequences via a Seismic icon. Reps are notified when prospects view content, allowing them to “transition the prospect into a high-priority, more personalized Sequence.” Sales reps can also send follow-up content after a successful demo or meeting and modify messaging based upon which Seismic content is resonating.
BombBomb supports personalized videos which are inserted into
sequences. When a recipient watches the
video, reps can trigger an urgent call task or place the viewer into a
high-touch sequence. Recorded videos and
screen captures are also supported. BombBomb is priced at $29.99 per seat per
month with volume discounts.
Sendoso supports sequences which include e-gift or direct mail steps. Reps can also setup triggers when e-gift links are activated or direct mail items received. For example, I recently attended a trade show and received a box of mini-cupcakes afterwards with an accompanying note from the Sendoso sales rep.
Drift, which has quickly established itself as a leader in the chatbot space, is upping the ante by integrating video and chat. Users will be able to share and record videos via a Chrome extension or mobile app. Recorded videos can then be dropped into emails and sent to customers or prospects.
are “private and secure” with single sign-on functionality from Okta, OneLogin,
and Microsoft Azure. Users can restrict viewing to a specific email or
email list and “everyone else will have to request permission, just like you
would with a Google Doc.”
suggests three sales use cases for video: as a conversation starter, as a
second chance to refine a message after a call, and as a group selling tool
Video provides real-time desktop and mobile notifications when viewed. Users
can immediately start a conversation while somebody is viewing their video “so
you can reach out and say hello or follow-up at the perfect time.”
is the immediate notification element which Drift claims to be its product
“There are a few good software products out there that make it easy to capture and share videos. But we took a look around the market and noticed one big thing missing: none of those products create a better buying experience because they don’t actually help you start conversations with potential customers. You still have to make a video, send an email, and hope to get a response. But with Drift Video, you can get a notification in real-time while someone is watching your video and then hop right in and say hello.”
starting Drift, we’ve said there are two mega-trends that would shape the
future of B2B sales and marketing: messaging and video,” said CEO David Cancel.
“Over the last few years we’ve built an industry-leading messaging
platform used by over 150,000 businesses, and now we’re expanding our
Conversational Marketing platform by adding video.”
is driving global IP demand. According to Cisco, one million minutes of
video will be crossing the Internet every second by 2020 and 82% of all
Internet traffic will be video by 2021.
video is available today as part of the Drift offering. There is no
surcharge for video functionality for up to ten videos per month with a chat
option embedded into the video. For $12 per seat per month or $120 per
annum, reps are provided with a Pro license which includes unlimited HD quality
video sharing and storage. Only the Pro version restricts video sharing.
features include Team Analytics, Book Meetings from Video, and integrations
with Salesforce, Pardot, and Marketo.
spent the last year working on Drift Video and it was one of the main reasons
for raising our Series C in April 2018,” stated Cancel. “In looking at
the market over that time, we saw that while there are many products that make
it easy to create and share videos, none of them were built to help to start
conversations and create a better buying experience. After a private beta
with some great early customers, that’s what we’re bringing to market today
with Drift Video.”
has integrated video in its own sales process with 50% of Drift revenue
“influenced by video in the selling process.”
is the greatest conversation starter in B2B buying,” said Alexa Nguyen in a
Drift video. “In a world of faceless phone calls and emails, video has
helped us build trust, and video has helped us close more deals.”
Video is another way for salespeople to engage with their prospects outside of the norm. Prospects are constantly bombarded with emails and phone calls asking for their attention. But it’s hard to cut through that noise because they don’t trust easily. In order to build that trust, you need to build a personal connection. And all personal connections start with a conversation. Video allows people to be personal, show that they’re human, and help build that connection that might be lost through text in an email.
Lacey Berrien, Drift’s PR Senior Manager
to research from Forrester and Boston Consulting Group, 75% of B2B transactions
have little or no sales interaction. Thus, video offers a valuable
channel through which sales reps can avoid being disintermediated. However,
sales reps could push this functionality too far. While chat
functionality sounds like the next step for video, reps should be careful not
to step over the line from personable to creepy.
prospects view an email, most understand that the act of opening an email
triggers a notification to the sender, but they don’t expect that the viewing
of a video will be treated as a real-time permission for a call or chat. Immediately
reaching out to customers and prospects may be viewed as a non-permissioned
extension of an asynchronous communication into synchronous. Drift does
not discuss GDPR in the announcement, but this seems to cross the boundary into
non-permissioned communications and the release of personally identifiable
is viewing your video. Call immediately”). The video privacy
permissions are focused on the seller (ensuring they aren’t shared with
others), but there does not seem to be any functionality to limit the “call me
back” immediacy of the service. If anything, the immediate messaging will
drive down the open rate of all embedded video and kill its efficacy.
I raised this concern to Drift, they offered a best practice to address this
issue. Lacey Berrien, Drift’s PR Senior Manager, suggested that sales
reps could either wait for the contact to initiate the chat or use a message
such as “Thanks for watching my video! I’m here if you have any
questions.” This approach makes sense. By utilizing a generic
message that sounds automated, it feels less invasive. This may be a
situation where a generic message may be welcome as it serves as an invitation
to chat while a personalized message may be off-putting.
The user can take one of two roads — proactively engage with the video viewer while they’re watching via the chat functionality OR not engage at all and allow the video viewer to chat with them at their own discretion…Other customers have gone the route of not messaging and just offering the viewer another channel to engage with them outside of email or a phone call. Buyers have all of the power. And the ultimate goal is to meet them where they are…and to always be available to help.
Lacey Berrien, Drift’s PR Senior Manager
appears to be a Gresham’s
Law of MarTech (“Bad money drives out good”); an effective channel or
marketing tool quickly becomes overused or misused, resulting in lowered
efficacy. Embedded video could quickly convert a golden channel into
chaff through overuse and perceived creepiness. What makes embedded video
so compelling today is its ability to personalize and deliver a relevant
message on a 1:1 basis. If embedded video overwhelms prospects or is seen
as inviting immediate, unwanted contact, it will kill the golden goose. A
softer touch is likely the best practice. If viewers maintain the control
and opt into contact, then it will enhance the value of a video by providing a
Call to Action that the prospect controls.
Vidyard announced six additional sales platforms for its GoVideo platform: Outreach, EveryoneSocial, Reply.io, 366 Degrees, ConnectLeader, and FunnelAmplified. Previously announced partners include SalesLoft, InsideSales, HubSpot, Marketo, Eloqua, Drift, and Salesforce. Vidyard supports over 40 sales and marketing solutions.
Integrated video helps personalize a message and increases open and clickthrough rates.
Outreach and ConnectLeader offer Sales Engagement platforms with personalized videos being integrated into email steps. Outreach sales reps can include personal video within their sequences and monitor video engagement.
provides website or content viewing intelligence related to Outreach sequences.
For example, the new plug-ins help Vidyard “record and send videos within
your Outreach email. And when your prospect views the video, that
activity triggers your next task so you can immediately take action to convert
at the highest level.”
becoming more personal every day. You must use the right channel for the
right engagement for the right prospect and customer, and we’re finding video
to be a key channel in engaging buyers,” said Outreach CEO Manny Medina.
“Vidyard has been tightly integrated with ConnectLeader, which transforms your videos into lead generation machines,” wrote ConnectLeader. Features include camera recording, screen recording, and video uploading of previously saved content in Vidyard.
Reply.io is an email-centric platform with contact management, drip campaigns, reply recommendations, email validation, and reply prioritization. The joint solution “lets users personalize sales drip campaigns, create personal intro videos or product demos, add them to email sequences in Reply.io, and automate one-to-one email engagement at scale.”
EveryoneSocial provides social selling tools for sales, marketing, communications, and recruitment teams. Users can select pre-recorded videos from a library or record custom videos and share with prospects and connections.
366 Degrees and Vidyard support SMB marketing with dynamic content, multi-channel marketing campaigns, and campaign metrics. Video can be integrated into newsletters, promotions, social media, and landing pages.
changing behaviours of today’s buyers and the availability of new technologies,
sales development is becoming a sophisticated business function that takes a
strategic approach to identifying and developing new sales opportunities based
a wide range of buying signals and sales engagement techniques,” blogged
Vidyard VP of Marketing Tyler Lessard. “On average, SDRs use six
different tools. And the days of SDR teams inheriting tech from the
broader sales and marketing teams—such as customer relationship management
(CRM), email automation, and social listening—and adapting them to meet their
unique requirements for scalable sales prospecting are quickly coming to an