“As B2B Marketers, Our role is to help by creating a huge buzz within our target organizations.”
James started this process by diving into creating personalized videos for prospects with Vidyard.
His organization found huge success sending these videos. For every 20 videos they sent, they booked 1 meeting. They eventually installed 5 mini studios within their offices for sales reps to record videos to send to prospective customers.
That’s pretty impressive. But they didn’t stop their creativity there. They began to combine video with other experiential and guerilla marketing tactics.
For example, Punch! is running a “Fairytale” campaign right now. They’re combining video with unique hand drawn illustrations sent by direct mail to Tier I clients. And they are getting phenomenal results.
If you’re going to use this approach, you first need to identify the core challenges your prospect is facing, not shoot from the hip. Then you can build messaging and a story around your company’s unique solution.
But creating buzz is not a one time thing! You have to continue to wow customers even when they are past the prospecting stage.