I'm in a bit of a pickle and could really use your collective genius. I'm working with this nifty piece of software. It's like a Swiss Army knife for business processes - automates everything but your morning coffee. (Now there's an idea for the next update...
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Here's my conundrum: My boss, who's a great fan of "thinking outside the box" (though I suspect he's never actually been in one), has set me on a quest. A quest to bring in more quality leads via our website. Now, I know what you're thinking - just another day in the world of digital marketing. But here’s the twist: I need to do it in a way that's as innovative as the software itself. No pressure, right?
So, here I am, hat in hand, asking for your pearls of wisdom. How do you attract the crème de la crème of leads? Especially for a product that's more versatile than a Swiss army knife (and almost as cool).
Looking forward to your insights, anecdotes, and even the odd dad joke (I'm all ears!).
Thanks
Angelus
We filmed a vid for a customer's campaign which just won the 'B2B Marketing Awards' campaign of the year in the 'low budget' category. It finished in the top 5 overall. Apple didn't make it in there! Or MicroSoft! So this was crazy. And their sales also went crazy to the point they're completely sold out!
I learned a massive amount from the customer as this was the first time I'd ever created a video this good as part of a campaign this incredible. I think my top three takeaways are:
1. It's a process. What I saw is the real traction comes when the right people sit in a room together (with coffee because nothing ever good happens without coffee) and brainstorm. A lot of it is asking questions of each other before coming up with ideas.
E.g. Personally, I asked about their customers, primary motivations and pain points, numbers, how sales would interact, key objections their salespeople face etc... Everything so each of us could contribute better. And we all did. Their marketing team were asking questions right back. Their PR team was involved etc... So brainstorming was all about fact finding and then coming up with ideas. And then iteration upon iteration until we got the 'big idea' to a really good place with everyone contributing.
2. Integrated campaigns. A single 'thing' doesn't work. E.g. Telephone based BD is waaay more effective when the prospect has heard about you. So the campaign was email, social, a bit of trade PR, all pointing at a vid and all very focused on targeted, specific pain points. Then, telephone based BD to follow up.
3. Creativity and focus, not money. Our customer did something amazing because they replaced money with creativity, stayed focused on customer pain points and even made prospects laugh. If you can make prospects laugh, the sales team told us that's huge for them and we took that on board.
And also, with the vid, it wasn't about creating a better vid than Apple. We couldn't do that because Apple spends millions on each major vid. Instead, we created something 'rough' but with deliberate and specific creative choices to be 'documentary style.' And funny and laser focused on customer pain points.
That was the first time I created something of that level so learned a huge amount. I think the most important bit was the process and then if you don't have the money, to be creative. Plus making prospects laugh. And spending enough time bringing together the right people on the 'creative' bit so you come up with something amazing.
If you want to have a chat to find out more, please just DM me. Happy to chat through the customer's process so you can do something amazing.
