Sales execution is a major challenge across most organizations today. Sales teams are known to use as little as 10 percent of the materials developed by Marketing. And companies continue to re-evaluate their sales training processes looking for faster, lower-cost ways to keep their sales force at peak productivity and performance. The solution? Video. The best marketers are solving sales execution challenges by leveraging video as a strategic asset to create high-performing sales teams. In this seminar, you will learn how to: -Deliver just-in-time video training to distributed teams -Determine the best videos for every stage of the buyer’s journey – awareness, consideration, decision and delight -Measure how each video is contributing to revenue and use this knowledge to inform your video strategy The seminar will include real world examples of organizations that are getting it right, along with step-by-step strategies and tips for creating videos for each stage of the buyer’s journey. Gain actionable insights they can leverage to transform their sales operation. *originally presented at Reel Video Marketing Summit 2014

1. Turbo-Charge
Your Sales
Process
with Video

2. Who are we?
Lisa Stuardi
SVP of Marketing and
Business Development
• Strategist
• Storyteller
• Data hound
• Design obsessed
• Customer Advocate
• Change agent
@ustudio @LisaStuardi#reelsummit
Leigh Anne Reynolds
Director of Marketing
• Funnel Expert
• Lead Nurturer
• B2B Maven
• Content Curator
• Marketing Technologist

3. @ustudio @LisaStuardi#reelsummit
Who is uStudio?
Quick Facts: Based in Austin, TX • Enterprise Video Platform • Do More With Video

4. SUPPORTMARKET SELL
BUILDTRAIN GOVERN (HR)
DistributeManage
uStudio’s Enterprise Video Offering: The Front End
CUSTOMER - FACING VIDEO APPS
EMPLOYEE – FACING VIDEO APPS

5. SUPPORTMARKET SELL
BUILDTRAIN GOVERN (HR)
Frameworks REST APIs
CUSTOMER - FACING VIDEO APPS
EMPLOYEE – FACING VIDEO APPS
uStudio’s Enterprise Video Offering: The Back End

6. Why are we here today?

7. Improved
Sales Execution

8. • Baselining
• Turbo-Charged Training
• Turbo-Charged Funnel Content
• Turbo-Charged Workflow
Our Turbo-Charged Agenda

9. Before we dive in …
What can we measure? What can we map?

10. Training
• It takes an average of seven months to ramp up a new sales person.
Provisioning
• Salespeople spend 30 hours a month searching for and creating their own selling materials
• 90% of marketing deliverables are NOT used by sales
Productivity
• 65% of sales rep time is spent not selling
Business Impact
• Over 40% of salespeople fail to hit quota
• 30% of reps turn over each year
Baselining: What can we measure?
SOURCE: The New Rules of Sales Enablement, Jeff Ernst

11. Baselining: What can we map?
Sales
Training
Awareness
Consideration
Decision
Delight
A Video-Based Revenue Marketing and Sales Workflow

12. How do I Turbo-Charge Sales Training?

13. “35% of the knowledge acquired in training
is lost after one month, and that number
rises to 90% after six months. ”
SOURCE: IDC

14. Just-in-Time Video Training
Appointment Training Just-in-Time

15. • Timely
• In Context
• Native
• (Less violent?)

16. Awareness
Consideration
Decision
Delight
Video Across the Buyer’s Journey

17. How do I Turbo-Charge Awareness?

18. Awareness: Types of Content
Promos, Edutainment,
Infographic, Thought Leader
Awareness
Consideration
Decision
Delight

19. CONDIFERATION
OPPORTUNITIE
S
CLOS
E
Awareness: Example Promo Video
Click to open video in a new window

20. Best Practices: Awareness
• Attention Grabbing
• Clear
• Connected
• Contains a Payoff
• (and Snackable!)

21. How Do I Turbo-Charge Consideration?

22. Educational, How-To, Webinar,
Demo, Case Study, Virtual Tour
Awareness
Consideration
Decision
Delight
Consideration: Types of Content

23. Consideration: Example Case Study Video
Click to open video in a new window

24. Before the shoot
• Interview any of your colleagues who know the account
• Pre-interview your customer – now is the time to guide them to getting concrete numbers
• Collaborate with your video director – brief them on the story & define a list of b-roll
During the Shoot
• Ask open ended questions. Not getting the answers you wanted? Ask in a new way
• Ask about benefits rather than features
• Shoot in a comfortable environment
• Shoot b-roll
After the Shoot
• Editing a transcription of the interview is often easier than editing film
• Don’t bury the lead. Start with something that is going to get their attention
Consideration: How to create a killer case study

25. Best Practices:
Consideration
• Longer
• Deeper
• Installments
• Shareable
• (and Legal?)

26. How do I Turbo-Charge Decision?

27. Meet the Fam, Brand Love,
From Me to We
Awareness
Consideration
Decision
Delight
Decision: Types of Content

28. Decision: Example Team Video
Click to open video in a new window

29. Best Practices: Decision
• Emotional
• Familiar
• Inclusive
• (and Attractive!)

30. How can video help with Delight?

31. Onboarding, Training,
Customer Service, Loyalty
Awareness
Consideration
Decision
Delight
Decision: Types of Content

32. Delight: Example
How uStudio Onboards new customers – Teaser clip
Click to open video in a new window

33. • Baselining
• Turbo-Charged Training
• Turbo-Charged Funnel Content
• Turbo-Charged Workflow
Our Turbo-Charged Agenda

34. What if my team and content are good
but we are still underperforming?

35. The Workflow
• Shared Container
• Easy to Navigate
• Outcome-centric
• In Context
• (And Tasty!)

36. Learn more about VideoShare for Salesforce by uStudio