med device webinar - 10 min - medical devices group...• get rid of double-chin • how to...
TRANSCRIPT
Todd Hartley Go-to digital advisor
*a-list celebrities *World leaders
*enterprises
GENERATE REVENUE FASTER
3
•what to say (and in what order) to get prospects to buy
•brainstorm video topics for your business
YOU ARE GOING TO FIND OUT
•Use relevant stories that command your prospect’s attention
•Why customer acquisition is getting harder
questions?The Business World Has Changed
Of buyers DO NOT Want to talk with a salesperson
@TheToddHartley
82%Until they are ready to buy
Courtesy of Mike Huber
Today’s buyers expect every business to provide them with a buying
experience that is:
Personalized
On-demand
binge-worthy
You need to tell Stories
because…
We Use video Because…
your prospects will not burn
mental calories to learn about your product
or service
Animoto
People are 4x more likely to watch
video than read
Viewers retain 95% of a message when they watch it in a video,
compared to 10% when reading it in text.
- Invisia
After watching a product or service
video, prospects are 85% more likely
to buy - Internet Retailer
Personal & Relevant
Customer centric is an approach that focuses on creating a positive & relevant experience for the customer.
This Customer Journey addresses an individual persona’s needs & concerns directly.
Customer Centric The traditional business
model. Marketing your services
based on 1 type of customer.
One size fits all marketing approach.
Product centric
The Power of Relevant Customer Journeys
The more relevant the page, the better the results
Customer Journey page
Q: GOAL?
A: to provide one central location where you can
transfer the most amount of information in the least
amount of time
each persona needs a unique journey
Breast Surgeon Urologist
If you have multiple personas…
Breast Surgeon Urologist Hospital VAC
WireBuzz’s Messaging
Framework
WireBuzz Messaging Framework1) What does this target customer care about TODAY?
2) What is the real problem (which your product solves) that fulfills the surface-level desire above?
3) What are BAD options for getting it? (Your Competitors)
4) What’s the best solution? (Yours!)
5) What lingering questions or doubts need to be knocked down for them to act?
Messaging Framework: CoolSculpting, Patient
On-Ramps: What they care about TODAY? • Get rid of double-chin• How to eliminate belly fat• Lose your last 10lbs
What is the real problem or desire? • Get rid of your “stubborn” fat• Confidence
What’s the best solution? • CoolSculpting: Freeze off stubborn fat
What are the lingering questions or doubts? • Before & After• Testimonials• How much does it cost?• Does it hurt? • Deals/Promos
What are the bad options? • Liposuction• Diet & Exercise• Fasting• Reality: under 10% body fat
If you have a complex
product or service, Create several videos
or several pages
CASE STUDY: PERSONA BASED CONVINCING & CONVERTING
On-Boarding 290,000 PatientsFour Months After WireBuzz Campaign Started
48x Increase In New Customers
6,000 Patients When WireBuzz Sales Campaign Started
Created 3 Persona-Relevant Pages w/ Video
Setting your sales team up for success
Sales Reps that use video in prospecting, relationship-
building, & sales emails see 5x higher open rates & 8x higher open-
to-reply rates. - Vidyard
USE VIDEO IN YOUR SALES PROSPECTING…
marketing, Sales & Events PLAYBOOK
YOUR BUSINESS
$350,000
To: Todd Hartley
From: Closer Intel
#1 Alert - John Hicks, Symetry Dynamics is Interested!
John Hicks, Marketing Director, Symetry Dynamics, just watched 98% of the Invitae BRCA Test Video.
CONTACT INFO: John Hicks, 213-345-7797, [email protected]
Inspiration: “Time kill deals.” - Anthony Robbins
1
Before meetings or calls
TEXT OR EMAIL
SALES
AFTER meetings or calls
DURING AN EVENT
Oncologists Pathologists Hospital VAC
AFTER AN EVENT
Marketo’s 4 minute demo wirebuzz.com/190
Marketo’s key video marketing results
Marketo isn’t alone
IN JUST 6 MONTHS, GORDIAN USED VIDEO TO GENERATE $20M IN
PIPELINE & $6M IN CLOSED REVENUE
MEDIA VALET REDUCED THE LENGTH OF THEIR
AVERAGE SALES CYCLE BY NEARLY 50%, FROM 128 DAYS TO 68 DAYS.
What Does Facebook say about video LENGTH?
“we focus on those videos that increase the amount of time that the viewer will spend
watching videos on youtube”
- Spokesperson
average length of a video ranking on the 1st page of YouTube is 14 minutes, 50 seconds.
LESSON LEARNED: Your Business, Facebook & Youtube Have the same Goal
Visitors spend 88% more
time on a website with
video - Mist Media
