But we also make sure not to forget one of our key ‘customers’ when planning out new programs: our own internal Sales team. As active practitioners of sales and marketing alignment, we know the most impactful campaigns are those that deliver real value to our prospects and customers, but are also designed to help Sales quickly identify potential buyers and accelerate pipeline development. The Campaign: Video Marketing Maturity Assessment The idea for the campaign originated from discussions with our own sales team and our channel partner, Demand Spring. So we teamed up with Demand Spring to develop the Video Marketing Maturity Assessment that would enable prospects to benchmark their video programs against industry norms, and to clearly understand what they could do next to take their programs to the next level of maturity. The primary Video Marketing Maturity Assessment tool was built as an interactive survey powered by SnapApp. Depending on what level of maturity they found themselves at, the sales rep would follow up with exclusive content assets to help them clearly understand how we can help at their current stage and what they can do to reach the next level of maturity (and beyond!). The assessment itself intentionally asked questions which allowed us to assess the relative maturity of the prospect when compared to video marketing best practices. Are you at maturity level #1 (very little use of video at all)? Once they’ve piqued the interest of a prospective customer, they will often point them to the assessment tool because it provides real value to the prospect but also helps to answer some key qualifying questions quickly and with a high degree of accuracy. Maturity assessments can be a great idea!
As a modern marketing team we’re always looking for new ways to inspire our customers and educate our online audiences. But we also make sure not to forget one of our key ‘customers’ when planning out new programs: our own internal Sales team. As active practitioners of sales and marketing alignment, we know the most impactful campaigns are those that deliver real value to our prospects and customers, but are also designed to help Sales quickly identify potential buyers and accelerate pipeline development.
So it was particularly exciting when we heard we had won the 2017 Killer Content Award for Sales Enablement for one of our top-performing campaigns of the past year.
So what was the secret to delivering an award-winning campaign that had Sales giving Marketing a standing ovation? Nothing more than some amazing content, an interactive survey, and an integrated launch plan that put our sales team front and center.
The Campaign: Video Marketing Maturity Assessment
The idea for the campaign originated from discussions with our own sales team and our channel partner, Demand Spring. Both were hearing from prospects that they were unsure how to benchmark their video programs against others in the industry, and that they didn’t know if, or where, they needed help to become best-in-class video marketers. Without the ability to easily compare themselves to industry benchmarks, it was to create the business case to invest further in video and Vidyard. So we teamed up with Demand Spring to develop the Video Marketing Maturity Assessment that would enable prospects to benchmark their video programs against industry norms, and to clearly understand what they could do next to take their programs to the next level of maturity.
The campaign included a few fundamental content assets. The primary Video Marketing Maturity Assessment tool was built as an interactive survey powered by SnapApp. Users answer a series of dynamic questions related to how they are using video today, what types of technologies they have in place, and so on. We also included a complementary eBook that outlined the various stages of video marketing maturity and the characteristics of each. But the secret sauce was kept for the end. Once completing the assessment, each prospect would receive a custom follow-up from a sales rep with additional content tailored just for them. Depending on what level of maturity they found themselves at, the sales rep would follow up with exclusive content assets to help them clearly understand how we can help at their current stage and what they can do…
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