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Using Video to Align Marketing, Sales, &

Customer Success to Drive Revenue

Matt Childs

Director, NA Sales

Brightcove

@mattychilds

Dan Briscoe

VP of Marketing

HCSS

@dfbriscoe

THE WORLD IS WATCHING VIDEO

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THE MODERN CONSUMER BEHAVES DIFFERENTLY.

VIDEO EMPOWERS PERSONAL CONNECTION THROUGH STORIES.

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THE MOST SUCCESSFUL COMPANIES ARE DOING MORE WITH VIDEO.

Businesses using video grow revenue 49% faster year-over-year versus organizations without video.

49%

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A SHIFT FROM FUNNEL TO EXPERIENCE

HCSS - Who We Are • Construction software

• Sugar Land, TX

• 4,500 customers

• 250 employees

• Unique culture built on support, technology, wellness, and

Dodgeball!

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Our Marketing Team • Grew from 5 to 22 people

• Spend 5% of revenue on marketing

• Largely in-house team + LyntonWeb

• Won 15 national awards • MarketingSherpa Best in Show

• Gold Stevie – Online Marketing Campaign of the Year

• CMW Content Marketer of the Year finalist

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Shout out to Skyler Moss Director of Content Marketing

Randstad USA

@cskylermoss

Marketing Principles

They ask, you answer Be clear

Show, don’t tell Tell stories, customers are the hero

Speak from customers’ point of view Keep it simple, think billboards

Lose the corporate speak Think mobile first

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It’s All

About

the Fish

$-

$10,000,000

$20,000,000

$30,000,000

$40,000,000

$50,000,000

$60,000,000

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Revenue & Profit vs. Marketing Expenses

Revenue

Profit

Marketing Expenses

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Our Video Journey

Our Demand Funnel – 4 Years Ago

Awareness

Attract

Convert

Close

Almost No Video

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The Problems • Complex sale with 5 major products and long sales cycle

• Prospects couldn’t learn on their own

• Main marketing focus – magazine ads, tradeshows, newsletter

• 100 leads / month

• Awesome customer service & strong word of mouth

• Sales & marketing didn’t talk, no customer success

• 8 senior sales reps acting autonomously

• The sales team didn’t trust or support video

• Videographer underutilized mostly for internal communications

Bottom Line

• We weren’t giving our audience what they wanted – The right content through the right medium

• “Its all about the fish”

• We weren’t showing ROI for video

• Needed to connect video data with actual named leads to show impact on revenue

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What We Did to Fix It

• Started from the ground up with sales to redefine our entire demand generation program

• Created simple videos at first – grew into an award-winning department

• Found the right technology partners to help us scale

Current Demand Funnel

Awareness

Attract

Convert

Close

• Video is #1 type of content

• 500 videos produced in 3 years

• 90% of MQLs have watched a video

• Completely rebuilt our entire sales funnel around video-based content

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Tell Stories – Make Customers the Hero

Teach how to use software to be more productive

Show how customers use HCSS software to be more productive

Answer every question about HCSS software

Equip the sales team with video tools

Awareness

Attract

Convert

Close

• I Build America • Construction Intern Awards

• Coming soon - Expert Tuesday, Work Smarter Series

• HCSS.com Website

• The Learning Center

Sales • Sales Tools

Show how to use our software

Answer common support questions

Teach advanced functionality

Inform, delight, and cross-sell

Support

Training

Education

Information

• HCSS Academy

• Webinars, Help, Chat, Video

• UGM, LMS, Articles, Webinars

• Newsletters, Articles, Stories,

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The Power of a Single Video

• Turned a multi-million $$ NO, into a potential YES

• Re-engaged a 2-year stalled deal

• Shortened a 150 day sales cycle into 1 week

How It Works

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How It Works

How It Works

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How It Works

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How Would I Get Started

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1. Get exec buy-in and make video a priority

2. Find a good videographer and some equipment you can afford

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3. Start at the bottom of the funnel to help sales - They ask, you answer

4. Enlist help to record videos – marketing, sales, support, execs, and customers

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5. Tell stories, with your customer as the hero

6. Make a plan, not a script

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7. Work up the funnel and then down the post-sale funnel using video to automate and let customers self- educate

Awareness

Attract

Convert

Close

• I Build America • Construction Intern Awards

• Coming soon - Expert Tuesday, Work Smarter Series

• HCSS.com Website

• The Learning Center

Sales • Sales Tools

8. Try multiple types of videos to see what works best for each stage

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9. As you get more videos, add an OVP to your technology stack and integrate

- Improve lead scoring

- Automated workflows based on watch data

- Close the loop on video data with sales won

10. Expand and grow your video capabilities

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Ask me anything at the Post-Presentation Huddle!

Dan Briscoe

VP of Marketing

HCSS

@dfbriscoe