August 13, 2020 • 42 mins
Being adaptable and relevant in today's market requires a powerful marketing strategy and incorporating video is a great place to begin. In this episode of Revenue Rebels, host Rhoan Morgan is joined by CEO of 522 Productions, Alisa Vossen to discuss how to effectively leverage video marketing. Alisa shares her team's latest "rebel act," how video improves the customer experience, and how to measure success and ROI.
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Episode Transcript
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Rhoan Morgan (00:01):
Hey everyone.
Welcome to another episode ofRevenue Rebels, the podcast that
brings marketing and salesrebels together to share their
stories and thinking on alltopics related to accelerating
revenue, generating activitiesin the B2B world.
On this show, we talk about thestrategic vision of
marketing-led customerexperience that unleashes the
(00:24):
combined power of technology,content and data.
Are you ready to rebel?
Let's get into the show.
Hey listeners.
Welcome back to another episodeof Revenue Rebels.
Today.
We are going to talk about howto leverage video marketing in
(00:45):
today's environment.
And I'm super excited today tohave the CEO and VP of Client
Services of 522 ProductionsAlisa Vossen joining us today.
And I have to say just before Ido a really quick intro that
I'll let everybody know in fulltransparency that we've actually
been working with 522 now forprobably a few years, maybe even
(01:08):
a little bit longer with areally successful partnership
where we're working with themaround developing really
incredible videos for ourclients, working with us on the
strategy in terms of thatcontent and making it truly
aligned to our client's needs interms of, you know, the buyer
journey.
So I'm really excited to betalking with Alisa today because
(01:32):
we're going to be able to sharea little bit about how they
approach that and how they thinkabout video marketing.
Alisa, we were actually justtalking about this, that what
makes 522 really unique is thatyou're not just there to produce
the next video, but actuallyreally think about what is your
client's audiences needs, whereare they at in the buying stage
(01:54):
or the journey or experience,and how does that impact what
you're going to create for yourclients?
So I'm really excited to haveyou on board.
So thank you for joining ustoday.
Alisa Vossen (02:03):
Thanks Rhoan.
It's really great to be here.
And I'm actually really excitedto talk about video marketing
within the marketing parallelsthat we have today, because I
think a lot of customers andbrands out there really need to
know how to adapt and beingadaptable and relevant in
today's market really comes withvideo strategy in a kind of
(02:23):
powerful marketing strategythat's really going to resonate
with customers.
Rhoan Morgan (02:28):
I totally agree.
And when you were saying that,it made me think of the clients
that we're working with todayjointly, and they're producing
the video content.
And I actually see them reallybeating out in many, many ways
their competition.
Before we get started, before wedig into this very juicy and
exciting topic, what I'd love tobe able to do is kick off with
(02:51):
our Rebel segment.
If we can just talk a little bitabout, you learn a little bit
more about your background, andmaybe some surprising facts.
But if you don't mind, let'sstart with a little share around
something that you wouldconsider a rebel act in your
life during your career thatmaybe had some surprising
(03:14):
outcomes.
Alisa Vossen (03:15):
I think one big surprising rebel act that we did
over the last few years was wesort of pumpkin planned the
business.
So part of pumpkin planning is abook, and I highly recommend it
(04:26):
for anybody.
And it's so relevant not to justbusiness, but to just any piece
of your life that you reallywant to sort of like fix.
And it comes with a lot of riskand also comes with a lot of.
You have to have a stomach forit because some things will hurt
and some things won't.
But when you do the pumpkin plan, the gist of it is essentially
(04:47):
if you look at your garden andyou're like, Oh my gosh, I have
some great flowers, but I haveall these weeds too.
And the weeds are pulling downmy flowers.
I don't have time to keep up with all of it.
I'm being distracted by allkinds of different things.
Once I do this over here, Ipluck this weed I'm back over
here.
So the idea of the pumpkin planis to just weed the entire
(05:09):
garden bed and just let theflowers grow.
And once you do, you will havethis most vibrant and beautiful
partnership with your flowergarden, where there's no weeds
pulling at you, or like kind ofchanging the time that you're
working with stuff.
And so what we ended up doing issaying, we are going to pumpkin
plan 522, and we're going to notwork with everybody.
(05:29):
And we're only going to workwith organizations that we know
that we can create an impact forutilizing the skills and the
expertise that we have.
And that is basically workingwith organizations who have a
mission who need to changeperspectives.
Maybe it's how people see them,how they see their products.
It could be a financial industrywhere they have a bad reputation
(05:53):
and we need to change the waythat people see how they work
within the industry.
It could be any organizationthat needed a major shift in
their perspective, whether it bewithin internal, because we also
do recruiting and trainingvideos, whether we need to shift
cultures for employees.
Or if it's external, we need toshift the audience perspective.
(06:14):
We ended up plucking all those,"Hey, we just need a video.
Can you make a video for us?" To, we want to work with
organizations that really need achange.
And so we decided a bold act wasthat we put on our website, very
large emboldened, said we, ourmission was to rid the world of
cheesy videos.
And so once we did that,people's customers started
(06:36):
coming to us and saying, I don'twant to choose the video really
great, cause we don't know howto make them.
So if you really want like avideo, a powerful video, that's
going to change your content,your digital presence, you'll be
working with us.
But if you need a quick video,if you need like some iteration
of you want to make this videofor somebody else, a competitor,
I can refer you to other people.
(06:58):
And that took a lot.
It takes a lot to turn awaybusiness and it takes a lot to
say"no" to people.
And it really took a lot for usto focus.
But once we did, the lives thatwe got to be involved with, the
things that we got to change, wegot to work in some amazing
organizations to really helpthem kind of evolve and make a
bigger impact.
(07:18):
It took us a while, but theoutcome was really great because
we were able to really focus.
And I think that's what truevalue means.
Rhoan Morgan (07:26):
Well, and I think that in terms of a rebel act as
a business owner, that's nosmall move, right?
That takes, some bravery andsome guts to do.
So it's a pretty exciting one.
And, uh, and not a lot ofcompanies or, or, or business
owners are willing to do that.
So that's very cool.
Now, when you're working withyour customers, still sort of
(07:48):
continuing with that rebelsegment, you know, I'd love it
if you could share with us howyou're helping customers to kind
of, as you put it, you know,not, you don't want to make any
cheesy videos, how do you helpthem rebel against the norms
when it comes to the use oftheir videos or even to the
content of their videos?
(08:08):
You know, do you have a successstory that you can share with us
really quickly?
Alisa Vossen (08:12):
I would say for us, when customers come to us,
we really have a knowledge withthem and a discovery call that
basically allows us to look attheir business from an outsider.
And when we come in as anoutsider, we're able to see
things that customers aren'table to see in the ground floor.
So an example would be if we'reworking with a nonprofit
organization and they have avery siloed audience where they
(08:36):
know that only certain peoplewant to work with them and they
have a certain method and acertain strategy and maybe a
certain fundraising aspect,They'll come to us and say, can
you help us make a fundraisingvideo?
We politely say, we have tothrow everything out, right?
If need to hit a certain dollarpoint, then we're going to come
(08:57):
in and we're going to give you asuggestion on how we're going to
get there because we know theend result.
A really great example is overthis past few months, especially
in relevant times, we had anonprofit that we worked with.
We've worked with them for a fewyears and we've created this
legacy luncheon product for themevery year.
(09:19):
And it follows a certainfundraising model.
And this certain fundraisingmodel sends the person who's
going to be attending theluncheon.
They have to follow certainprotocol.
They have to do certain things.
Then they sit down, they havelunch and they watch a video and
then they donate.
And so they couldn't have itthis year.
And so we had to make it avirtual event, which is the
(09:40):
first time in like their entireexistence they have done this
luncheon completely different.
And so they try to kind ofinstill the same mold of the
fundraising mold, but we had tocome back and say, this isn't
going to work.
Here's why it's not going towork, but here's what will work.
Finally, we were able to dosocial videos.
We did cross promotion for them.
(10:02):
We had an amazing attendance forthis virtual event, which is the
first time they've ever done itbecause they are, they provide
elderly care senior services.
And so it's a differentaudience.
So they saw such great successthrough this whole thing, but
they had to be willing to adapt,but they also had to be willing
to have us come in and say yourcurrent model, isn't going to
(10:23):
work.
And so to have that mutualrespect that we can work
together was really, reallysuper awesome to go through.
Rhoan Morgan (10:31):
What I was just thinking is it takes a lot of
trust to be able to do that.
And you know, you either, youcan certainly earn that over
time.
But you can also earn that withyour reputation.
I love that example and verytimely.
I mean, that's what a lot ofcompanies are going through
right now is having to shift tofinding ways of doing everything
virtually depending on whereyou're at, especially in the
(10:53):
world.
So, okay.
So let's take a moment to shiftinto what I like to think about
as the Dream Team, which youknow, to me, you know, and to
everybody at the company at anycompany is very, very important,
but I'm really passionate aboutthe partnership between
marketing and sales.
And I think that this issomething that we need to
(11:14):
highlight as much as we can,especially when there are great,
great partnerships between theseteams.
So I'd love to be able to talk alittle bit about how marketing
and sales are working togetherin terms of video marketing.
We've seen more and more peoplecoming together.
(11:37):
More and more often, we'reseeing these teams coming
together to support each other.
I think, especially now that asI said, and as you were just
talking about things are goingvirtual.
// So I'd love it if you couldtell us a little bit about who
are the people that you'retypically working with, are you
seeing sales kind of come intothe picture more?
If yes, how, if not, what do youthink about that?
(11:58):
Should they be?
Alisa Vossen (12:00):
Here's, maybe this is another rebel act, but I have
a different approach to thephilosophy of this kind of sales
and marketing leading charge.
Right.
And I actually think it's moreinternal than it is external.
And so the idea is that it's awhole company approach to
marketing efforts because youneed everybody, everybody on the
(12:24):
same page in order for sales andmarketing to be successful, if
you have a sales and marketingteam that is super high dense,
but the internal operations andcustomer success teams are not
on the same page, theneverything that you've put
effort towards is going to kindof just crumble to the ground.
So I almost take the oppositeapproach that once your internal
(12:47):
team is stable and has that rockof like a culture of care that
sales and marketing, it makestheir jobs so much easier
because customers can feel itand they will see it in the way
that they work with your team.
Right?
So in terms of where video comesinto play is it is the only
(13:09):
medium that can play a holisticpart from sales enablement all
the way down to the kind ofambassadorship, you know, so
advocacy at the end, should besuper easy.
Where you have loyal customerevidence that allows you to even
start the sales cycle all overagain.
(13:30):
So we look at more of like thewhole company approach and when
we actually do video content andthey say, we need a sales video,
I'm like, that's awesome.
Let's do a sales video, butlet's talk about your operations
first.
And let's talk about how youactually function internally so
that I can understand what we'reactually selling.
And then once I understand whatwe're actually selling, then we
(13:52):
can go back and create a salespitch video, or it's a thought
leadership video, or we canrecommend, whether it's a direct
email with our product explaineror feature influencer generated
type of video.
So it's really kind of startingfrom the ground floor and
working your way up than it isstarting at the top at awareness
and working your way down toadvocacy.
Rhoan Morgan (14:13):
Yeah, that's interesting.
So, but who is it that you'reactually working with when
you're creating the video?
So a buyer comes to you, is itmarketing to me and believe me,
I completely agree with you.
And if you look at our book"Change Agents," which I think
we wrote in 2017, it talks abouteverything from initial
(14:34):
awareness, all the way down toloyalty.
So I'm on the same page with youa hundred percent that it's
gotta be it's most ideal, let'ssay when it's a whole company
effort.
Now that's a little bit harderwhen you're working with a
fortune 100 company and you'vegot tens and tens of thousands
of people across the globe andthey're regionally based and
they've got different, you know,drivers and motivations and that
(14:58):
sort of thing.
So I guess what I'm reallyasking, especially for our sales
listeners is what kind of workwhen you sort of get down into
maybe the tactics of it, ratherthan the higher level sort of
thinking, what is it that sortof happens when you're working
with your initial buyer, whofrom our perspective is
marketing, right?
(15:19):
But we know we're here to enableand support sales, ultimately
video is, can be used throughoutthe entire journey as we have
talked about.
Can you share a little bit abouthow this sort of works at that
stage and then can developthroughout the organization?
(15:40):
I think right.
Alisa Vossen (15:40):
Go back to top question, which is like the
"who," right.
So for us, unfortunately, the,"who" is all over the place.
So we work with accountdirectors, agency directors,
CEOs, CIOs, marketing directors,marketing communications,
specialists, digital contentproducers, creative directors,
program officers, contractofficers, human relationship
(16:04):
officers.
Ultimately at the end, itdepends on where it fits into
the ultimate business goals atthe top.
And so when we're working withsales enablement, we usually
starts with the marketing teams,but at the end of the day, we
still are working with the frontend sales associates who are
working with the customers,whether it's a pitch or not.
(16:27):
So we will work with marketingmost often, but then we will
bring in, especially the CEO's,like tell us who the customers
are.
You're entrenched with yourcustomers, you know, who is
going to be buying faster, whoneeds more nurturing, who needs
more information, who needs moreeducation, who doesn't, how do
we get to decision faster bytaking them on this journey and
(16:49):
what that journey looks like?
It's often funny for us whereour buyer is different than our
actual collaborator.
And I don't know if you guys seethat as well, but we tend to
start with like a set ofstakeholders in the beginning of
the sales cycle.
And then we move to a wholenother set of stakeholders.
Rhoan Morgan (17:08):
Yeah, I would say that we do see that in a number
of cases and that's actually,because going back to something
we were talking about a fewminutes ago, is that what we're
doing and what you guys also do?
It reaches into many, many teamswithin an organization, you
know, and it can impact thecustomer at so many different
(17:31):
stages that we have tocommunicate.
It's not like a dictatorship,right?
It's not, you know, marketingcomes in and says, this is how
it's going to be.
Actually it's supercollaborative.
Those are, those are the reallyimportant and most impressive
sort of campaigns and programsthat are sent out right, are
those that are highlycollaborative.
Alisa Vossen (17:52):
I will also add that in sales enablement, we
find a lot of success withcustomer experience because
often times we ask our clients,can we actually talk to your
same and your customers, can weactually hear from them the
experience they had, what theyliked.
And didn't like, and that'schallenging.
That's very challenging forcustomers to give us up their
(18:13):
clients to talk to.
But once we do, we're able tounderstand and have a better
insight into their sales cycle,um, that allows us to bring a
different perspective, um, thatthey wouldn't have as they're
kind of ingrained in their ownbusiness.
Rhoan Morgan (18:28):
Totally, absolutely.
Now you were just talking alittle bit about sales
enablement videos.
Do you have an example ofsomething that you are
particularly excited about orproud of in terms of just, I
mean, just that example.
Then I'd love it if you couldshare one in terms of maybe the
(18:49):
loyalty, as we're thinking aboutthe customer experience, going
all the way past purchase,certainly, and into the
ambassadorship.
I'd love it.
If you could start just bysharing maybe a fun example or
an example that you think is, isinteresting around sales
enablement.
And then we can talk about oneexample from the loyalty stage.
(19:11):
Absolutely.
Alisa Vossen (19:11):
The one thing I'm really excited about in sales
enablement is this idea ofpersonalized sales pitches.
This idea is creating customvideos for your each individual
salesperson that allows thisrelationship with the customer
to come off right at the get goso they can see humans, right?
(19:32):
They want to know what theexperience is going to be like.
And in order to do that, youhave to see someone's face and
make it like, look real.
Oftentimes you get these emailsfrom sales associates that are
just trying to get any type oftraction or just to have a
conversation, but oftentimespeople are going to hit delete
because they're busy and theyare more educated and they have
more information and morecontent in front of them to make
(19:54):
decisions about what they likeand don't like.
And so this idea of personalizedsales pitches is something we've
been working on for the last fewmonths.
And we've been testing it at 522as well, so that we can actually
show the results of them.
We actually put our sales teamand marketing team on video, and
we send them out in direct emailcampaigns.
And we sent them outspecifically to different
(20:15):
industries, nonprofits, privatesector, technology.
And each one of the videos haddifferent messaging and they
weren't complicated.
They were a very simple approachto it.
So that means anybody canproduce them.
It's just what type of resultdid they get?
Those videos generated almost a40% higher traction rate than
(20:36):
just plain email did.
And we all know that video isgoing to create a higher, higher
impact, but at what cost does itdo it?
And so these personalized salespitches really allows your sales
team to connect really fast withyour audience in a way that they
weren't ever able to do thatstarts the customer experience.
Right?
I think there was a podcast thatyou had one gentlemen on and he
(21:00):
talked about the customerexperience.
There's where it starts.
It's not like the sleazy salespitch going on.
You know, it's all about beingthat personal.
So, and then the beautiful thingabout that personalization is
that you can take it all the wayto loyalty.
And if you're able to continuethat connection, that human
connection through the entireway, then your customers already
(21:23):
feel a part of your process.
You don't have to over explainanything.
They feel part of yourorganization.
They feel the culture, they feelthe people, and they want to be
a part of that.
They want to work with theirfriends.
They don't want to work with ateam that's going to make their
lives harder, not easier.
Rhoan Morgan (21:36):
Absolutely.
And you know, it's funny becauseyou reminded me of a online
commercial video thing fromprobably nine or 10 years ago.
It was quite a long time ago andit was personalized where you
could type in your name and thenthis guy is singing a song and
he keeps singing your name.
And I don't even remember theproduct to be honest, but he
even had like your name tattooedon his bicep somehow.
(21:59):
I wrote a blog post about it.
I'd have to go back and take alook and see if we can even find
what the product was, but it wasreally cool.
But at the end of the day, itwas very fun.
It got a lot of attentionbecause it was somewhat new, but
it didn't sort of pull all theway.
And I think it was a consumerproduct anyway, but it didn't
pull all the way through intolike, okay, what next, so what
do you want me to do with that?
It's great.
(22:20):
And it definitely, you know, gota lot of buzz, but then, you
know, probably it was a coupleof years ago or a year ago when
the COO here had signed up forsome small subscription of
something.
I don't remember again what thatwas because I wasn't the actual
buyer, but, but he showed me, heactually got a video saying
(22:41):
welcome.
And the guy wrote his name onhis iPad, you know, with a pen
or something and was like,"welcome Julien." It was
completely personalized.
We had no idea how he did it.
And we were both just standingthere like that is so cool.
We have to help our clients domore of that because that's
gonna get attention.
(23:01):
You know, I think that's veryexciting to be doing.
Um, and nowadays I think it'seven more important.
I would love to see that maybeyou can share an example of that
and we can put it in our shownotes for our listeners.
Let's see, let's talk aboutcustomer experience a little
bit.
(23:22):
I watched your latest webinarseries, which was really great.
It was around leveraging video,to maximize change and drive
growth.
And we can link to that as well.
I'm happy to share that with ourlisteners.
And one of the things that stoodout was how you're incorporating
video into each stage of themarketing funnel and how, and
(23:43):
we've discussed this already,how important and critical you
think that is?
I think that really sets youguys apart as well, because you
don't see a lot of videoproduction agencies that are
kind of thinking those severalsteps beyond that content piece.
Can you tell us a little bitabout why you think or how you
(24:03):
think video is instrumental inthat customer experience with a
brand?
Right.
So how and why is that soimportant?
I think you've touched on it abit, but then also, you know,
share a story of how you canweave a single video or maybe a
series throughout the entirebuyer cycle or customer
(24:25):
experience.
Alisa Vossen (24:26):
For me, I think video is instrumental in the
customer experience because ithas to do three things and I
call them like the three R's.
It has to be relevant, has to berespectful and it has to give
results.
Respect for me is a big thingbecause we need to respect our
audience education levels.
And we also need to respect ouraudience's time.
(24:47):
And so if you're able to do thatthroughout the entire buyer's
journey, you're giving them thisexperience of appreciation
versus like an onslaught ofcontent.
And by doing it with a set ofvideos, not one, right, you can
do all the brand videos you wantfor awareness and consideration,
(25:09):
but if you fail at expansion andthe advocacy phase of this
without showing the client thefull gamut of appreciation of
why you are basically honored tohave them as a client, then
that's where I feel companiesreally need to kind of change
the perspective a little bitabout marketing.
(25:29):
And I think it's appreciatingthat holistic view.
And so with video, you're ableto take a brand video, right?
So as long as it's structuredwell, in a sense that you're
able to hit a bunch of topicswithin that one video, you can
cut it into multiple differentareas.
That way you can take themthrough this journey and
(25:51):
constantly be at their, theirpoint of information where they
need it.
We don't want to keep sendingthem the same content over and
over again.
Behavioral targeting has becomevery kind of inundated a little
bit with, okay, if I went andI'm looking at this pair of
shoes, this is a simple kind ofexample, right.
(26:11):
Then I keep getting, I keepgetting the same type of
content, like buy my shoes, buymy shoes, buy my shoes.
I'm missing the why and who andhow and what it's going to do to
make my life easier to changethat.
So that's where we kind of losethe content a little bit.
And so having a true videomarketing strategy allows us to
(26:33):
walk them through that journeyand give them that experience of
appreciation so that when theyget to purchase, you feel a part
of the brand already, you don'tneed to be talked to, you can
like work with if that makessense.
Absolutely.
Yeah.
Now I'm sure that you work withplenty of companies that haven't
, developed their strategy yet.
Maybe it's their first video andthey're stepping into this.
(26:56):
Where would you, or how do yousort of start with them?
Where do you recommend...
And maybe it's even before theypick up the phone or open up
their emails, is to shoot youguys a note, where should people
start when they want to stepinto creating video for their
companies?
We have this tactic when westart with companies who are
(27:17):
just getting their feet a littlebit wet, we kind of go at the
approach of the bleeding neck.
Like, tell me what is, what isyour biggest issue?
Where are you bleeding the mostso that we can understand the
urgency and level of urgency.
And maybe it's not urgent oncethey start able to talk about
like their issues or challengesor goals that they want to hit.
(27:37):
Oftentimes it's really easy tostart at high level and just get
as much awareness and tractionas possible, but that only takes
you so far.
So when we're working with a neworganization, we really kind of
take a little bit of a longerapproach with them.
We kind of expand the salescycle and say, let us come in
and have a consultingconversation with you at no
(28:00):
cost, just so that we can see ifwe can actually help you.
And if we can help you, we'regoing to make a few
recommendations.
And whether it starts with asales video that could also be
on a website, or it could bebrand video.
Maybe it's culture, maybe theydon't need a sales video.
Maybe they need to change theirculture.
And then once they change theirculture, they change their
audience.
So there's really a lot ofinvestigation work that comes
(28:22):
with starting out with video,because quality does matter.
Because quality is a directreflection of your brand.
And if you're not producingquality that clients want the
other customers want, ouraudience, sorry, wants to watch,
then your brand is going to takea hit to it.
So we really kind of take aholistic approach and say, okay,
(28:43):
where's, where's our bleedingnext?
What are we trying to hit?
And then we also look atlongevity, right?
We don't want to produce a videothat's going to like only last a
month or two months.
We want to make sure that thecontent that we're producing
will have a duration of one tofive years in its expansion,
because that's where true ROIcomes.
If you really have a great pieceof content, you can quickly
(29:03):
adapt that content at any pointand put it anywhere in your
funnel and it will still berelevant.
And that's a big challenge forsome people.
Rhoan Morgan (29:11):
Yep.
And in fact, that actually leadsto the next question that I was
going to ask you, which isaround ROI.
So many companies now they haveto really, especially right now,
they're thinking, you know,they're really thinking about
their budgets and where shouldthey be really investing to make
the most of the dollars thatthey still have.
(29:32):
So how do companies measure thesuccess and ROI of video
marketing?
Alisa Vossen (29:39):
Yeah companies, I find this fascinating.
So we spend a lot of time in ouroutreach and distribution and
really understanding whatpeople's metrics are.
As well as customers, like whereare your social metrics?
Let's see your YouTube page,let's see where your email
distribution is, show us all ofthe data.
And what we find even morefascinating is that a lot of
(30:01):
organizations don't have thedata.
They've just been kind ofpushing cotrnt.
You know, they've just beenpushing content and left metrics
to the floor.
And you're like, well, wait aminute.
That should be to me, data anddecisions go hand in hand across
everything.
So we do find a lot that, youknow, organizations may move too
(30:21):
fast that they forgot what ROIactually is.
And so we always go back to themetrics, like, are you looking
for highlights?
Are you looking on social?
Are you looking for highengagements?
Are you look at high share, orare you looking for web traffic?
Are you looking for it to be asponsorship video ad?
And if that's the case, then weneed to get them to a landing
page, you know?
(30:42):
And so we really look at ROIfrom the aspect of like, what
result are you wanting us toproduce out of this?
And if it's fundraising, weopenly asked our clients, how
much money does this video needto make.
Right.
And if it needs to make 2million cool, I gotcha.
But if it, you know, if it needsto make 10 million, they're
(31:02):
like, okay, well what are weworking with and who is going to
be our buyers?
So we really have to look atmetrics.
It's so very interesting to workwith customers now, especially
in our niche is to work withthem on the outreach.
Right.
Because it's oftentimes we hear,well, we put it on YouTube only.
We only got six views.
I'm like, okay.
(31:23):
Yeah, I know.
I will say this video.
I think the misconception onvideo is that it's super
expensive.
Yes and no.
And it depends on what you'reproducing, but if you're
eliciting a$5 million responsefrom the video, depending on
your metrics, then spending50,000, right.
That ROI is there.
But if you don't have thatbudget, which most organizations
(31:44):
don't, and we need to, we're ina smaller threshold, we can
still elicit that high ROIresponse, but it's all based on
the outcomes and the goals thatwe have for it.
And so the misconception thatvideo is expensive is kind of
funny to me because it does nothave to be what's expensive is
the thought behind it.
And so being able to reallythink through how we're really
(32:06):
going to put it out is where thetime and labor comes into it.
Creativity is the fun part ofit, where we get to like push
the boundaries to get you to theROI that you need, but you got
to allow, allow for thatcreativity to happen.
Rhoan Morgan (32:18):
I mean, I can say that the work that we've done
with you guys, we're definitely,you know, we see the ROI and we
make sure that the client canmeasure that also.
But you definitely see companiesthat have a great idea or they
want to create this really coolpiece of content.
And you need to just take, youknow, one or two steps back and
say, okay, let's make sure we'vegot it down on paper.
(32:40):
So we're really clear what arethe outcomes that we're looking
for so that we know how we canmeasure the success of this.
And you know, just like youguys, which is why I think we do
make a great partnership is, youknow, being very value driven.
So are we driving value?
Are we creating value in everyexperience, every engagement,
(33:00):
every project that we're doingwith a client?
And I know that you guys thinkabout it the same way.
And I think sometimes people dothink like, wow, we can never do
video.
I know we've done, you know,larger and smaller engagements
in partnership.
And I love some of the, youknow, the three minute explainer
videos that we've created thatwere a huge smash.
(33:21):
I'm thinking of one client inparticular.
I know I'm sure you can figureit out.
But that really then developedinto, I think a series that had
a huge impact and is measurable.
Like you can, you can really seethat impact.
So it is possible, but probablyI think the core thing there is
think a little bit about itbeforehand and be really clear
(33:43):
on what you want to get out ofit.
And then that's, you know, onceyou know what you need to get
out of it, then, you know whatyou should be able to invest.
Alisa Vossen (33:50):
And I would say with the partnership, having an
organization like DemandLab,being a part of that strategy is
really super key because youguys have this longterm
relationship, right?
You've been able to see thesuccesses and the challenges.
And so that is easily able totranslate once we start building
the video products.
(34:10):
And video itself is the pointwhere we can work together and
say, okay, cool, we're going todo 12 videos over the course of
a year for this small budget,which we can totally do.
But being able to work with yourteam and saying, great, this is
how we're going to execute them,this is like the strategy,
here's the scripts, and this isthe way...
So having these special pods ofteam members coming together,
(34:34):
all taking care of thoseelements really is what the ROI
and the impact comes to becausewe're all watching out for each
other's side, as well as the endgoal for the customer.
Rhoan Morgan (34:45):
Exactly.
I couldn't agree more.
Couldn't agree more.
And also, I think you said it,but we are really tied to the
data within our clients'systems.
And so we're pulling that stuffout and sharing that with you
guys and, you know, it's areally great positive feedback
loop.
All right.
So, you know, this has been avery fun, I think an
(35:07):
enlightening conversation.
I really appreciate the timeI've had such a good time
talking about this and learningmore.
And I think there's a lot thatour listeners are going to be
able to get from this.
But before we close the show, Iwould love to be able to take
you through our Lightning Round.
And that is, you know, sort ofour end of show game show,
(35:28):
basically where I get to ask youfive questions.
So I'm going to pull out of ahat and you have no idea what
they are.
No, I actually don't have a hathere, but I do have five
questions.
And, would love to just be ableto run through them and give us
sort of the answer off the topof your head, your first
instinct would be great.
And I think our listeners willlearn something and hopefully,
(35:51):
you know, enjoy getting someinteresting factoids also about
you.
You ready?
Alisa Vossen (35:58):
Let's do it.
Slightly terrified, but excited.
Rhoan Morgan (36:02):
Tell us, who is a rebel that you look to for
inspiration or motivation?
And they can be real, fictional,in video, in marketing, outside,
you know, whatever.
Who is that and why?
Alisa Vossen (36:14):
At the top of my head, somebody who I look for
inspiration is P!nk, the popstar.
There's some songs I find, youknow, I emotionally connect with
some I don't, but at the end ofthe day, I do really find her
edge to be something that Igravitate towards, you know,
especially in video.
We try and push the boundariesas much as possible.
(36:35):
And we tell our clients, we'regoing to push it.
Like don't put us in a boxbecause if you do, we're not
going to be successful at whatwe do.
But she has this really greatquote that I think really
resonates with me, which is"thefreedom of knowing who you are
and then being it, no matterwhat anyone else is doing is
what you need to stand for."That's my inspiration is to
stick with who you are, be greatat it, and don't let anybody
(36:57):
else influenced you otherwise.
Rhoan Morgan (36:58):
Well, I have to share that.
In fact, P!nk has a pretty goodportion of the playlist, on the
Spotify playlist I made for my10 year old daughter.
Now not the explicit ones.
The playlist is called GirlPower and, you know, she's a
great artist.
Alisa Vossen (37:18):
I love it.
I love it.
Rhoan Morgan (37:20):
Cool.
And speaking of ten-year-olds,um, what was your dream job as a
child?
Alisa Vossen (37:26):
Oh my goodness.
When I was little, I wanted tobe a pediatrician so bad.
I was always babysitting.
It was at a point when I was incollege that I realized that I
just could not be involved inany type of bodily fluid.
That was not my thing at all.
I had to quickly pivot andbusiness came natural to me.
(37:48):
So I realized I would never be apediatrician.
Passing out, probably an issue.
.
Rhoan Morgan (37:54):
Alright.
So what is one fun fact aboutyou that listeners might be
surprised to know?
Alisa Vossen (38:02):
I would say, gosh, one fun fact that folks would
never guess would be me,especially if he know me, that I
was homecoming queen in college.
Rhoan Morgan (38:11):
Ooh.
Okay.
That's exciting.
On the stage and crowned, isthat how that goes?
I was never a homecoming queen.
Alisa Vossen (38:22):
It was actually at a football game in front of the
entire stadium and I didn't eveninvite my parents, but my
sister, I have a twin sister,told them about it and I was
like, why would you tell themabout it?
Now they're going to come allthis way up here and watch this
thing and I'm never going to becrowned, then I was crowned.
And my mother's like, you know,as soon as she hugged me, she
slapped me.
She was like, why wouldn't youtell me?
I don't know.
Rhoan Morgan (38:42):
That's very cool.
Okay.
Two more questions.
What is one piece of advice thatyou would give to an up and
coming marketing leader orbusiness owner, or somebody just
sort of making their way ortaking the next step in terms of
(39:04):
their professional career?
Alisa Vossen (39:08):
I would say for everybody, because this is
something that folks think theydo, but they don't do, is to
take risks.
And taking risks means getting alittle sweaty, having a little
bit of a sick stomach, you know,trying to like, Oh my God, did I
make the right decision?
Did I not do it?
Is it's not overthink it.
And just to try, try differentthings, be different, and take
(39:32):
different risks because you'llbe surprised at the opportunity
and doors that open and thepeople that you get to connect
with when you actually takerisk.
And some folks will say, Oh, Itake risks all day long.
You don't, it's not until you'reuncomfortable.
That's when, you know, you tooka risk.
Rhoan Morgan (39:51):
That's one of my favorite answers I have to say.
That was totally, I can connectwith that.
I love that.
Alright.
Last question.
Back to sort of rebel, the rebelworld that we live in, if you
could do one rebel act todaywithout any consequences, what
would it be?
Alisa Vossen (40:09):
Oh gosh.
I would, I would be verydisruptive in messaging.
And I would not consider all theemotional ties that come with it
and, or outcomes orconsiderations.
A lot of times organizations,even us are like, okay, well, if
we say this, what are theramifications with all of these
(40:30):
different communities?
And so if I could just bedisruptive with messaging and
really kind of change people'sthought perspectives, change the
way they see things, it would bea really fun activity, but it
would come with a very high riskand a lot of backlash, as we all
(40:52):
know.
But if I was able to be, if wewere able to like get buy in
from organizations to be moredisruptive without the backlash,
I would really love to do thatbecause I think we're missing
out on a lot of things becausewe're kind of sheltering our
messaging just to make sureeverybody's okay on the other
end.
And I think a lot oforganizations struggle with
(41:14):
this, a ton
Rhoan Morgan (41:16):
I agree.
Really thoughtful.
I appreciate that.
And having on the show was justan absolute delight.
I really appreciate you takingthe time out to join us today.
And, I look forward to a futureconversation.
One last thing before we go,what is the best way for our
listeners to reach out to you?
Alisa Vossen (41:36):
The best way to reach out to me is, my contact
information is on our website at522productions.com.
My email and my phone number aswell.
So feel free to call or email.
LinkedIn as in another greatavenue.
I'm constantly on LinkedIn andhaving conversations with
different organizations and, orjust individual people who have
(41:57):
questions or want to like havejust an open dialogue, feel free
to reach out in that capacity aswell.
Rhoan Morgan (42:03):
Great, good.
And for our listeners, it isA-L-I-S-A Vossen V-O-S-S-E N and
522 Productions.
So find her on LinkedIn.
Thanks again.
I really look forward to beingable to connect again soon.
Alisa Vossen (42:18):
Thank you, Rhoan.
This was a lot of fun and Iappreciate, being on the
podcast.
Yeah.
Wonderful.
Rhoan Morgan (42:25):
A big thank you to our listeners for tuning into
Revenue Rebels.
Remember, you can get our shownotes, links, and other content
related to today's topic atdemandlab.com/revenuerebels.
While you're there, let us knowif there's a leader you want to
hear from or a topic you'd liketo hear more about on this show.
(42:45):
I'm your host, Rhoan Morgan.
And you can find me on Twitterat@rhoanmorgan, it's R-H-O-A-N
Morgan.
And of course, look us up onLinkedIn.
Look up DemandLab or search, orR-H-O-A-N Morgan.
And finally, only if you thinkwe've earned it, please head
over to Apple Podcast, Spotifyor wherever you're listening to
(43:08):
us right now and subscribe, rateand review the show until next
time.
Rebels.
Thank you.
Hey everyone.
Welcome to another episode ofRevenue Rebels, the podcast that
brings marketing and salesrebels together to share their
stories and thinking on alltopics related to accelerating
revenue, generating activitiesin the B2B world.
On this show, we talk about thestrategic vision of
marketing-led customerexperience that unleashes the
(00:24):
combined power of technology,content and data.
Are you ready to rebel?
Let's get into the show.
Hey listeners.
Welcome back to another episodeof Revenue Rebels.
Today.
We are going to talk about howto leverage video marketing in
(00:45):
today's environment.
And I'm super excited today tohave the CEO and VP of Client
Services of 522 ProductionsAlisa Vossen joining us today.
And I have to say just before Ido a really quick intro that
I'll let everybody know in fulltransparency that we've actually
been working with 522 now forprobably a few years, maybe even
(01:08):
a little bit longer with areally successful partnership
where we're working with themaround developing really
incredible videos for ourclients, working with us on the
strategy in terms of thatcontent and making it truly
aligned to our client's needs interms of, you know, the buyer
journey.
So I'm really excited to betalking with Alisa today because
(01:32):
we're going to be able to sharea little bit about how they
approach that and how they thinkabout video marketing.
Alisa, we were actually justtalking about this, that what
makes 522 really unique is thatyou're not just there to produce
the next video, but actuallyreally think about what is your
client's audiences needs, whereare they at in the buying stage
(01:54):
or the journey or experience,and how does that impact what
you're going to create for yourclients?
So I'm really excited to haveyou on board.
So thank you for joining ustoday.
Alisa Vossen (02:03):
Thanks Rhoan.
It's really great to be here.
And I'm actually really excitedto talk about video marketing
within the marketing parallelsthat we have today, because I
think a lot of customers andbrands out there really need to
know how to adapt and beingadaptable and relevant in
today's market really comes withvideo strategy in a kind of
(02:23):
powerful marketing strategythat's really going to resonate
with customers.
Rhoan Morgan (02:28):
I totally agree.
And when you were saying that,it made me think of the clients
that we're working with todayjointly, and they're producing
the video content.
And I actually see them reallybeating out in many, many ways
their competition.
Before we get started, before wedig into this very juicy and
exciting topic, what I'd love tobe able to do is kick off with
(02:51):
our Rebel segment.
If we can just talk a little bitabout, you learn a little bit
more about your background, andmaybe some surprising facts.
But if you don't mind, let'sstart with a little share around
something that you wouldconsider a rebel act in your
life during your career thatmaybe had some surprising
(03:14):
outcomes.
Alisa Vossen (03:15):
I think one big surprising rebel act that we did
over the last few years was wesort of pumpkin planned the
business.
So part of pumpkin planning is abook, and I highly recommend it
(04:26):
for anybody.
And it's so relevant not to justbusiness, but to just any piece
of your life that you reallywant to sort of like fix.
And it comes with a lot of riskand also comes with a lot of.
You have to have a stomach forit because some things will hurt
and some things won't.
But when you do the pumpkin plan, the gist of it is essentially
(04:47):
if you look at your garden andyou're like, Oh my gosh, I have
some great flowers, but I haveall these weeds too.
And the weeds are pulling downmy flowers.
I don't have time to keep up with all of it.
I'm being distracted by allkinds of different things.
Once I do this over here, Ipluck this weed I'm back over
here.
So the idea of the pumpkin planis to just weed the entire
(05:09):
garden bed and just let theflowers grow.
And once you do, you will havethis most vibrant and beautiful
partnership with your flowergarden, where there's no weeds
pulling at you, or like kind ofchanging the time that you're
working with stuff.
And so what we ended up doing issaying, we are going to pumpkin
plan 522, and we're going to notwork with everybody.
(05:29):
And we're only going to workwith organizations that we know
that we can create an impact forutilizing the skills and the
expertise that we have.
And that is basically workingwith organizations who have a
mission who need to changeperspectives.
Maybe it's how people see them,how they see their products.
It could be a financial industrywhere they have a bad reputation
(05:53):
and we need to change the waythat people see how they work
within the industry.
It could be any organizationthat needed a major shift in
their perspective, whether it bewithin internal, because we also
do recruiting and trainingvideos, whether we need to shift
cultures for employees.
Or if it's external, we need toshift the audience perspective.
(06:14):
We ended up plucking all those,"Hey, we just need a video.
Can you make a video for us?" To, we want to work with
organizations that really need achange.
And so we decided a bold act wasthat we put on our website, very
large emboldened, said we, ourmission was to rid the world of
cheesy videos.
And so once we did that,people's customers started
(06:36):
coming to us and saying, I don'twant to choose the video really
great, cause we don't know howto make them.
So if you really want like avideo, a powerful video, that's
going to change your content,your digital presence, you'll be
working with us.
But if you need a quick video,if you need like some iteration
of you want to make this videofor somebody else, a competitor,
I can refer you to other people.
(06:58):
And that took a lot.
It takes a lot to turn awaybusiness and it takes a lot to
say"no" to people.
And it really took a lot for usto focus.
But once we did, the lives thatwe got to be involved with, the
things that we got to change, wegot to work in some amazing
organizations to really helpthem kind of evolve and make a
bigger impact.
(07:18):
It took us a while, but theoutcome was really great because
we were able to really focus.
And I think that's what truevalue means.
Rhoan Morgan (07:26):
Well, and I think that in terms of a rebel act as
a business owner, that's nosmall move, right?
That takes, some bravery andsome guts to do.
So it's a pretty exciting one.
And, uh, and not a lot ofcompanies or, or, or business
owners are willing to do that.
So that's very cool.
Now, when you're working withyour customers, still sort of
(07:48):
continuing with that rebelsegment, you know, I'd love it
if you could share with us howyou're helping customers to kind
of, as you put it, you know,not, you don't want to make any
cheesy videos, how do you helpthem rebel against the norms
when it comes to the use oftheir videos or even to the
content of their videos?
(08:08):
You know, do you have a successstory that you can share with us
really quickly?
Alisa Vossen (08:12):
I would say for us, when customers come to us,
we really have a knowledge withthem and a discovery call that
basically allows us to look attheir business from an outsider.
And when we come in as anoutsider, we're able to see
things that customers aren'table to see in the ground floor.
So an example would be if we'reworking with a nonprofit
organization and they have avery siloed audience where they
(08:36):
know that only certain peoplewant to work with them and they
have a certain method and acertain strategy and maybe a
certain fundraising aspect,They'll come to us and say, can
you help us make a fundraisingvideo?
We politely say, we have tothrow everything out, right?
If need to hit a certain dollarpoint, then we're going to come
(08:57):
in and we're going to give you asuggestion on how we're going to
get there because we know theend result.
A really great example is overthis past few months, especially
in relevant times, we had anonprofit that we worked with.
We've worked with them for a fewyears and we've created this
legacy luncheon product for themevery year.
(09:19):
And it follows a certainfundraising model.
And this certain fundraisingmodel sends the person who's
going to be attending theluncheon.
They have to follow certainprotocol.
They have to do certain things.
Then they sit down, they havelunch and they watch a video and
then they donate.
And so they couldn't have itthis year.
And so we had to make it avirtual event, which is the
(09:40):
first time in like their entireexistence they have done this
luncheon completely different.
And so they try to kind ofinstill the same mold of the
fundraising mold, but we had tocome back and say, this isn't
going to work.
Here's why it's not going towork, but here's what will work.
Finally, we were able to dosocial videos.
We did cross promotion for them.
(10:02):
We had an amazing attendance forthis virtual event, which is the
first time they've ever done itbecause they are, they provide
elderly care senior services.
And so it's a differentaudience.
So they saw such great successthrough this whole thing, but
they had to be willing to adapt,but they also had to be willing
to have us come in and say yourcurrent model, isn't going to
(10:23):
work.
And so to have that mutualrespect that we can work
together was really, reallysuper awesome to go through.
Rhoan Morgan (10:31):
What I was just thinking is it takes a lot of
trust to be able to do that.
And you know, you either, youcan certainly earn that over
time.
But you can also earn that withyour reputation.
I love that example and verytimely.
I mean, that's what a lot ofcompanies are going through
right now is having to shift tofinding ways of doing everything
virtually depending on whereyou're at, especially in the
(10:53):
world.
So, okay.
So let's take a moment to shiftinto what I like to think about
as the Dream Team, which youknow, to me, you know, and to
everybody at the company at anycompany is very, very important,
but I'm really passionate aboutthe partnership between
marketing and sales.
And I think that this issomething that we need to
(11:14):
highlight as much as we can,especially when there are great,
great partnerships between theseteams.
So I'd love to be able to talk alittle bit about how marketing
and sales are working togetherin terms of video marketing.
We've seen more and more peoplecoming together.
(11:37):
More and more often, we'reseeing these teams coming
together to support each other.
I think, especially now that asI said, and as you were just
talking about things are goingvirtual.
// So I'd love it if you couldtell us a little bit about who
are the people that you'retypically working with, are you
seeing sales kind of come intothe picture more?
If yes, how, if not, what do youthink about that?
(11:58):
Should they be?
Alisa Vossen (12:00):
Here's, maybe this is another rebel act, but I have
a different approach to thephilosophy of this kind of sales
and marketing leading charge.
Right.
And I actually think it's moreinternal than it is external.
And so the idea is that it's awhole company approach to
marketing efforts because youneed everybody, everybody on the
(12:24):
same page in order for sales andmarketing to be successful, if
you have a sales and marketingteam that is super high dense,
but the internal operations andcustomer success teams are not
on the same page, theneverything that you've put
effort towards is going to kindof just crumble to the ground.
So I almost take the oppositeapproach that once your internal
(12:47):
team is stable and has that rockof like a culture of care that
sales and marketing, it makestheir jobs so much easier
because customers can feel itand they will see it in the way
that they work with your team.
Right?
So in terms of where video comesinto play is it is the only
(13:09):
medium that can play a holisticpart from sales enablement all
the way down to the kind ofambassadorship, you know, so
advocacy at the end, should besuper easy.
Where you have loyal customerevidence that allows you to even
start the sales cycle all overagain.
(13:30):
So we look at more of like thewhole company approach and when
we actually do video content andthey say, we need a sales video,
I'm like, that's awesome.
Let's do a sales video, butlet's talk about your operations
first.
And let's talk about how youactually function internally so
that I can understand what we'reactually selling.
And then once I understand whatwe're actually selling, then we
(13:52):
can go back and create a salespitch video, or it's a thought
leadership video, or we canrecommend, whether it's a direct
email with our product explaineror feature influencer generated
type of video.
So it's really kind of startingfrom the ground floor and
working your way up than it isstarting at the top at awareness
and working your way down toadvocacy.
Rhoan Morgan (14:13):
Yeah, that's interesting.
So, but who is it that you'reactually working with when
you're creating the video?
So a buyer comes to you, is itmarketing to me and believe me,
I completely agree with you.
And if you look at our book"Change Agents," which I think
we wrote in 2017, it talks abouteverything from initial
(14:34):
awareness, all the way down toloyalty.
So I'm on the same page with youa hundred percent that it's
gotta be it's most ideal, let'ssay when it's a whole company
effort.
Now that's a little bit harderwhen you're working with a
fortune 100 company and you'vegot tens and tens of thousands
of people across the globe andthey're regionally based and
they've got different, you know,drivers and motivations and that
(14:58):
sort of thing.
So I guess what I'm reallyasking, especially for our sales
listeners is what kind of workwhen you sort of get down into
maybe the tactics of it, ratherthan the higher level sort of
thinking, what is it that sortof happens when you're working
with your initial buyer, whofrom our perspective is
marketing, right?
(15:19):
But we know we're here to enableand support sales, ultimately
video is, can be used throughoutthe entire journey as we have
talked about.
Can you share a little bit abouthow this sort of works at that
stage and then can developthroughout the organization?
(15:40):
I think right.
Alisa Vossen (15:40):
Go back to top question, which is like the
"who," right.
So for us, unfortunately, the,"who" is all over the place.
So we work with accountdirectors, agency directors,
CEOs, CIOs, marketing directors,marketing communications,
specialists, digital contentproducers, creative directors,
program officers, contractofficers, human relationship
(16:04):
officers.
Ultimately at the end, itdepends on where it fits into
the ultimate business goals atthe top.
And so when we're working withsales enablement, we usually
starts with the marketing teams,but at the end of the day, we
still are working with the frontend sales associates who are
working with the customers,whether it's a pitch or not.
(16:27):
So we will work with marketingmost often, but then we will
bring in, especially the CEO's,like tell us who the customers
are.
You're entrenched with yourcustomers, you know, who is
going to be buying faster, whoneeds more nurturing, who needs
more information, who needs moreeducation, who doesn't, how do
we get to decision faster bytaking them on this journey and
(16:49):
what that journey looks like?
It's often funny for us whereour buyer is different than our
actual collaborator.
And I don't know if you guys seethat as well, but we tend to
start with like a set ofstakeholders in the beginning of
the sales cycle.
And then we move to a wholenother set of stakeholders.
Rhoan Morgan (17:08):
Yeah, I would say that we do see that in a number
of cases and that's actually,because going back to something
we were talking about a fewminutes ago, is that what we're
doing and what you guys also do?
It reaches into many, many teamswithin an organization, you
know, and it can impact thecustomer at so many different
(17:31):
stages that we have tocommunicate.
It's not like a dictatorship,right?
It's not, you know, marketingcomes in and says, this is how
it's going to be.
Actually it's supercollaborative.
Those are, those are the reallyimportant and most impressive
sort of campaigns and programsthat are sent out right, are
those that are highlycollaborative.
Alisa Vossen (17:52):
I will also add that in sales enablement, we
find a lot of success withcustomer experience because
often times we ask our clients,can we actually talk to your
same and your customers, can weactually hear from them the
experience they had, what theyliked.
And didn't like, and that'schallenging.
That's very challenging forcustomers to give us up their
(18:13):
clients to talk to.
But once we do, we're able tounderstand and have a better
insight into their sales cycle,um, that allows us to bring a
different perspective, um, thatthey wouldn't have as they're
kind of ingrained in their ownbusiness.
Rhoan Morgan (18:28):
Totally, absolutely.
Now you were just talking alittle bit about sales
enablement videos.
Do you have an example ofsomething that you are
particularly excited about orproud of in terms of just, I
mean, just that example.
Then I'd love it if you couldshare one in terms of maybe the
(18:49):
loyalty, as we're thinking aboutthe customer experience, going
all the way past purchase,certainly, and into the
ambassadorship.
I'd love it.
If you could start just bysharing maybe a fun example or
an example that you think is, isinteresting around sales
enablement.
And then we can talk about oneexample from the loyalty stage.
(19:11):
Absolutely.
Alisa Vossen (19:11):
The one thing I'm really excited about in sales
enablement is this idea ofpersonalized sales pitches.
This idea is creating customvideos for your each individual
salesperson that allows thisrelationship with the customer
to come off right at the get goso they can see humans, right?
(19:32):
They want to know what theexperience is going to be like.
And in order to do that, youhave to see someone's face and
make it like, look real.
Oftentimes you get these emailsfrom sales associates that are
just trying to get any type oftraction or just to have a
conversation, but oftentimespeople are going to hit delete
because they're busy and theyare more educated and they have
more information and morecontent in front of them to make
(19:54):
decisions about what they likeand don't like.
And so this idea of personalizedsales pitches is something we've
been working on for the last fewmonths.
And we've been testing it at 522as well, so that we can actually
show the results of them.
We actually put our sales teamand marketing team on video, and
we send them out in direct emailcampaigns.
And we sent them outspecifically to different
(20:15):
industries, nonprofits, privatesector, technology.
And each one of the videos haddifferent messaging and they
weren't complicated.
They were a very simple approachto it.
So that means anybody canproduce them.
It's just what type of resultdid they get?
Those videos generated almost a40% higher traction rate than
(20:36):
just plain email did.
And we all know that video isgoing to create a higher, higher
impact, but at what cost does itdo it?
And so these personalized salespitches really allows your sales
team to connect really fast withyour audience in a way that they
weren't ever able to do thatstarts the customer experience.
Right?
I think there was a podcast thatyou had one gentlemen on and he
(21:00):
talked about the customerexperience.
There's where it starts.
It's not like the sleazy salespitch going on.
You know, it's all about beingthat personal.
So, and then the beautiful thingabout that personalization is
that you can take it all the wayto loyalty.
And if you're able to continuethat connection, that human
connection through the entireway, then your customers already
(21:23):
feel a part of your process.
You don't have to over explainanything.
They feel part of yourorganization.
They feel the culture, they feelthe people, and they want to be
a part of that.
They want to work with theirfriends.
They don't want to work with ateam that's going to make their
lives harder, not easier.
Rhoan Morgan (21:36):
Absolutely.
And you know, it's funny becauseyou reminded me of a online
commercial video thing fromprobably nine or 10 years ago.
It was quite a long time ago andit was personalized where you
could type in your name and thenthis guy is singing a song and
he keeps singing your name.
And I don't even remember theproduct to be honest, but he
even had like your name tattooedon his bicep somehow.
(21:59):
I wrote a blog post about it.
I'd have to go back and take alook and see if we can even find
what the product was, but it wasreally cool.
But at the end of the day, itwas very fun.
It got a lot of attentionbecause it was somewhat new, but
it didn't sort of pull all theway.
And I think it was a consumerproduct anyway, but it didn't
pull all the way through intolike, okay, what next, so what
do you want me to do with that?
It's great.
(22:20):
And it definitely, you know, gota lot of buzz, but then, you
know, probably it was a coupleof years ago or a year ago when
the COO here had signed up forsome small subscription of
something.
I don't remember again what thatwas because I wasn't the actual
buyer, but, but he showed me, heactually got a video saying
(22:41):
welcome.
And the guy wrote his name onhis iPad, you know, with a pen
or something and was like,"welcome Julien." It was
completely personalized.
We had no idea how he did it.
And we were both just standingthere like that is so cool.
We have to help our clients domore of that because that's
gonna get attention.
(23:01):
You know, I think that's veryexciting to be doing.
Um, and nowadays I think it'seven more important.
I would love to see that maybeyou can share an example of that
and we can put it in our shownotes for our listeners.
Let's see, let's talk aboutcustomer experience a little
bit.
(23:22):
I watched your latest webinarseries, which was really great.
It was around leveraging video,to maximize change and drive
growth.
And we can link to that as well.
I'm happy to share that with ourlisteners.
And one of the things that stoodout was how you're incorporating
video into each stage of themarketing funnel and how, and
(23:43):
we've discussed this already,how important and critical you
think that is?
I think that really sets youguys apart as well, because you
don't see a lot of videoproduction agencies that are
kind of thinking those severalsteps beyond that content piece.
Can you tell us a little bitabout why you think or how you
(24:03):
think video is instrumental inthat customer experience with a
brand?
Right.
So how and why is that soimportant?
I think you've touched on it abit, but then also, you know,
share a story of how you canweave a single video or maybe a
series throughout the entirebuyer cycle or customer
(24:25):
experience.
Alisa Vossen (24:26):
For me, I think video is instrumental in the
customer experience because ithas to do three things and I
call them like the three R's.
It has to be relevant, has to berespectful and it has to give
results.
Respect for me is a big thingbecause we need to respect our
audience education levels.
And we also need to respect ouraudience's time.
(24:47):
And so if you're able to do thatthroughout the entire buyer's
journey, you're giving them thisexperience of appreciation
versus like an onslaught ofcontent.
And by doing it with a set ofvideos, not one, right, you can
do all the brand videos you wantfor awareness and consideration,
(25:09):
but if you fail at expansion andthe advocacy phase of this
without showing the client thefull gamut of appreciation of
why you are basically honored tohave them as a client, then
that's where I feel companiesreally need to kind of change
the perspective a little bitabout marketing.
(25:29):
And I think it's appreciatingthat holistic view.
And so with video, you're ableto take a brand video, right?
So as long as it's structuredwell, in a sense that you're
able to hit a bunch of topicswithin that one video, you can
cut it into multiple differentareas.
That way you can take themthrough this journey and
(25:51):
constantly be at their, theirpoint of information where they
need it.
We don't want to keep sendingthem the same content over and
over again.
Behavioral targeting has becomevery kind of inundated a little
bit with, okay, if I went andI'm looking at this pair of
shoes, this is a simple kind ofexample, right.
(26:11):
Then I keep getting, I keepgetting the same type of
content, like buy my shoes, buymy shoes, buy my shoes.
I'm missing the why and who andhow and what it's going to do to
make my life easier to changethat.
So that's where we kind of losethe content a little bit.
And so having a true videomarketing strategy allows us to
(26:33):
walk them through that journeyand give them that experience of
appreciation so that when theyget to purchase, you feel a part
of the brand already, you don'tneed to be talked to, you can
like work with if that makessense.
Absolutely.
Yeah.
Now I'm sure that you work withplenty of companies that haven't
, developed their strategy yet.
Maybe it's their first video andthey're stepping into this.
(26:56):
Where would you, or how do yousort of start with them?
Where do you recommend...
And maybe it's even before theypick up the phone or open up
their emails, is to shoot youguys a note, where should people
start when they want to stepinto creating video for their
companies?
We have this tactic when westart with companies who are
(27:17):
just getting their feet a littlebit wet, we kind of go at the
approach of the bleeding neck.
Like, tell me what is, what isyour biggest issue?
Where are you bleeding the mostso that we can understand the
urgency and level of urgency.
And maybe it's not urgent oncethey start able to talk about
like their issues or challengesor goals that they want to hit.
(27:37):
Oftentimes it's really easy tostart at high level and just get
as much awareness and tractionas possible, but that only takes
you so far.
So when we're working with a neworganization, we really kind of
take a little bit of a longerapproach with them.
We kind of expand the salescycle and say, let us come in
and have a consultingconversation with you at no
(28:00):
cost, just so that we can see ifwe can actually help you.
And if we can help you, we'regoing to make a few
recommendations.
And whether it starts with asales video that could also be
on a website, or it could bebrand video.
Maybe it's culture, maybe theydon't need a sales video.
Maybe they need to change theirculture.
And then once they change theirculture, they change their
audience.
So there's really a lot ofinvestigation work that comes
(28:22):
with starting out with video,because quality does matter.
Because quality is a directreflection of your brand.
And if you're not producingquality that clients want the
other customers want, ouraudience, sorry, wants to watch,
then your brand is going to takea hit to it.
So we really kind of take aholistic approach and say, okay,
(28:43):
where's, where's our bleedingnext?
What are we trying to hit?
And then we also look atlongevity, right?
We don't want to produce a videothat's going to like only last a
month or two months.
We want to make sure that thecontent that we're producing
will have a duration of one tofive years in its expansion,
because that's where true ROIcomes.
If you really have a great pieceof content, you can quickly
(29:03):
adapt that content at any pointand put it anywhere in your
funnel and it will still berelevant.
And that's a big challenge forsome people.
Rhoan Morgan (29:11):
Yep.
And in fact, that actually leadsto the next question that I was
going to ask you, which isaround ROI.
So many companies now they haveto really, especially right now,
they're thinking, you know,they're really thinking about
their budgets and where shouldthey be really investing to make
the most of the dollars thatthey still have.
(29:32):
So how do companies measure thesuccess and ROI of video
marketing?
Alisa Vossen (29:39):
Yeah companies, I find this fascinating.
So we spend a lot of time in ouroutreach and distribution and
really understanding whatpeople's metrics are.
As well as customers, like whereare your social metrics?
Let's see your YouTube page,let's see where your email
distribution is, show us all ofthe data.
And what we find even morefascinating is that a lot of
(30:01):
organizations don't have thedata.
They've just been kind ofpushing cotrnt.
You know, they've just beenpushing content and left metrics
to the floor.
And you're like, well, wait aminute.
That should be to me, data anddecisions go hand in hand across
everything.
So we do find a lot that, youknow, organizations may move too
(30:21):
fast that they forgot what ROIactually is.
And so we always go back to themetrics, like, are you looking
for highlights?
Are you looking on social?
Are you looking for highengagements?
Are you look at high share, orare you looking for web traffic?
Are you looking for it to be asponsorship video ad?
And if that's the case, then weneed to get them to a landing
page, you know?
(30:42):
And so we really look at ROIfrom the aspect of like, what
result are you wanting us toproduce out of this?
And if it's fundraising, weopenly asked our clients, how
much money does this video needto make.
Right.
And if it needs to make 2million cool, I gotcha.
But if it, you know, if it needsto make 10 million, they're
(31:02):
like, okay, well what are weworking with and who is going to
be our buyers?
So we really have to look atmetrics.
It's so very interesting to workwith customers now, especially
in our niche is to work withthem on the outreach.
Right.
Because it's oftentimes we hear,well, we put it on YouTube only.
We only got six views.
I'm like, okay.
(31:23):
Yeah, I know.
I will say this video.
I think the misconception onvideo is that it's super
expensive.
Yes and no.
And it depends on what you'reproducing, but if you're
eliciting a$5 million responsefrom the video, depending on
your metrics, then spending50,000, right.
That ROI is there.
But if you don't have thatbudget, which most organizations
(31:44):
don't, and we need to, we're ina smaller threshold, we can
still elicit that high ROIresponse, but it's all based on
the outcomes and the goals thatwe have for it.
And so the misconception thatvideo is expensive is kind of
funny to me because it does nothave to be what's expensive is
the thought behind it.
And so being able to reallythink through how we're really
(32:06):
going to put it out is where thetime and labor comes into it.
Creativity is the fun part ofit, where we get to like push
the boundaries to get you to theROI that you need, but you got
to allow, allow for thatcreativity to happen.
Rhoan Morgan (32:18):
I mean, I can say that the work that we've done
with you guys, we're definitely,you know, we see the ROI and we
make sure that the client canmeasure that also.
But you definitely see companiesthat have a great idea or they
want to create this really coolpiece of content.
And you need to just take, youknow, one or two steps back and
say, okay, let's make sure we'vegot it down on paper.
(32:40):
So we're really clear what arethe outcomes that we're looking
for so that we know how we canmeasure the success of this.
And you know, just like youguys, which is why I think we do
make a great partnership is, youknow, being very value driven.
So are we driving value?
Are we creating value in everyexperience, every engagement,
(33:00):
every project that we're doingwith a client?
And I know that you guys thinkabout it the same way.
And I think sometimes people dothink like, wow, we can never do
video.
I know we've done, you know,larger and smaller engagements
in partnership.
And I love some of the, youknow, the three minute explainer
videos that we've created thatwere a huge smash.
(33:21):
I'm thinking of one client inparticular.
I know I'm sure you can figureit out.
But that really then developedinto, I think a series that had
a huge impact and is measurable.
Like you can, you can really seethat impact.
So it is possible, but probablyI think the core thing there is
think a little bit about itbeforehand and be really clear
(33:43):
on what you want to get out ofit.
And then that's, you know, onceyou know what you need to get
out of it, then, you know whatyou should be able to invest.
Alisa Vossen (33:50):
And I would say with the partnership, having an
organization like DemandLab,being a part of that strategy is
really super key because youguys have this longterm
relationship, right?
You've been able to see thesuccesses and the challenges.
And so that is easily able totranslate once we start building
the video products.
(34:10):
And video itself is the pointwhere we can work together and
say, okay, cool, we're going todo 12 videos over the course of
a year for this small budget,which we can totally do.
But being able to work with yourteam and saying, great, this is
how we're going to execute them,this is like the strategy,
here's the scripts, and this isthe way...
So having these special pods ofteam members coming together,
(34:34):
all taking care of thoseelements really is what the ROI
and the impact comes to becausewe're all watching out for each
other's side, as well as the endgoal for the customer.
Rhoan Morgan (34:45):
Exactly.
I couldn't agree more.
Couldn't agree more.
And also, I think you said it,but we are really tied to the
data within our clients'systems.
And so we're pulling that stuffout and sharing that with you
guys and, you know, it's areally great positive feedback
loop.
All right.
So, you know, this has been avery fun, I think an
(35:07):
enlightening conversation.
I really appreciate the timeI've had such a good time
talking about this and learningmore.
And I think there's a lot thatour listeners are going to be
able to get from this.
But before we close the show, Iwould love to be able to take
you through our Lightning Round.
And that is, you know, sort ofour end of show game show,
(35:28):
basically where I get to ask youfive questions.
So I'm going to pull out of ahat and you have no idea what
they are.
No, I actually don't have a hathere, but I do have five
questions.
And, would love to just be ableto run through them and give us
sort of the answer off the topof your head, your first
instinct would be great.
And I think our listeners willlearn something and hopefully,
(35:51):
you know, enjoy getting someinteresting factoids also about
you.
You ready?
Alisa Vossen (35:58):
Let's do it.
Slightly terrified, but excited.
Rhoan Morgan (36:02):
Tell us, who is a rebel that you look to for
inspiration or motivation?
And they can be real, fictional,in video, in marketing, outside,
you know, whatever.
Who is that and why?
Alisa Vossen (36:14):
At the top of my head, somebody who I look for
inspiration is P!nk, the popstar.
There's some songs I find, youknow, I emotionally connect with
some I don't, but at the end ofthe day, I do really find her
edge to be something that Igravitate towards, you know,
especially in video.
We try and push the boundariesas much as possible.
(36:35):
And we tell our clients, we'regoing to push it.
Like don't put us in a boxbecause if you do, we're not
going to be successful at whatwe do.
But she has this really greatquote that I think really
resonates with me, which is"thefreedom of knowing who you are
and then being it, no matterwhat anyone else is doing is
what you need to stand for."That's my inspiration is to
stick with who you are, be greatat it, and don't let anybody
(36:57):
else influenced you otherwise.
Rhoan Morgan (36:58):
Well, I have to share that.
In fact, P!nk has a pretty goodportion of the playlist, on the
Spotify playlist I made for my10 year old daughter.
Now not the explicit ones.
The playlist is called GirlPower and, you know, she's a
great artist.
Alisa Vossen (37:18):
I love it.
I love it.
Rhoan Morgan (37:20):
Cool.
And speaking of ten-year-olds,um, what was your dream job as a
child?
Alisa Vossen (37:26):
Oh my goodness.
When I was little, I wanted tobe a pediatrician so bad.
I was always babysitting.
It was at a point when I was incollege that I realized that I
just could not be involved inany type of bodily fluid.
That was not my thing at all.
I had to quickly pivot andbusiness came natural to me.
(37:48):
So I realized I would never be apediatrician.
Passing out, probably an issue.
.
Rhoan Morgan (37:54):
Alright.
So what is one fun fact aboutyou that listeners might be
surprised to know?
Alisa Vossen (38:02):
I would say, gosh, one fun fact that folks would
never guess would be me,especially if he know me, that I
was homecoming queen in college.
Rhoan Morgan (38:11):
Ooh.
Okay.
That's exciting.
On the stage and crowned, isthat how that goes?
I was never a homecoming queen.
Alisa Vossen (38:22):
It was actually at a football game in front of the
entire stadium and I didn't eveninvite my parents, but my
sister, I have a twin sister,told them about it and I was
like, why would you tell themabout it?
Now they're going to come allthis way up here and watch this
thing and I'm never going to becrowned, then I was crowned.
And my mother's like, you know,as soon as she hugged me, she
slapped me.
She was like, why wouldn't youtell me?
I don't know.
Rhoan Morgan (38:42):
That's very cool.
Okay.
Two more questions.
What is one piece of advice thatyou would give to an up and
coming marketing leader orbusiness owner, or somebody just
sort of making their way ortaking the next step in terms of
(39:04):
their professional career?
Alisa Vossen (39:08):
I would say for everybody, because this is
something that folks think theydo, but they don't do, is to
take risks.
And taking risks means getting alittle sweaty, having a little
bit of a sick stomach, you know,trying to like, Oh my God, did I
make the right decision?
Did I not do it?
Is it's not overthink it.
And just to try, try differentthings, be different, and take
(39:32):
different risks because you'llbe surprised at the opportunity
and doors that open and thepeople that you get to connect
with when you actually takerisk.
And some folks will say, Oh, Itake risks all day long.
You don't, it's not until you'reuncomfortable.
That's when, you know, you tooka risk.
Rhoan Morgan (39:51):
That's one of my favorite answers I have to say.
That was totally, I can connectwith that.
I love that.
Alright.
Last question.
Back to sort of rebel, the rebelworld that we live in, if you
could do one rebel act todaywithout any consequences, what
would it be?
Alisa Vossen (40:09):
Oh gosh.
I would, I would be verydisruptive in messaging.
And I would not consider all theemotional ties that come with it
and, or outcomes orconsiderations.
A lot of times organizations,even us are like, okay, well, if
we say this, what are theramifications with all of these
(40:30):
different communities?
And so if I could just bedisruptive with messaging and
really kind of change people'sthought perspectives, change the
way they see things, it would bea really fun activity, but it
would come with a very high riskand a lot of backlash, as we all
(40:52):
know.
But if I was able to be, if wewere able to like get buy in
from organizations to be moredisruptive without the backlash,
I would really love to do thatbecause I think we're missing
out on a lot of things becausewe're kind of sheltering our
messaging just to make sureeverybody's okay on the other
end.
And I think a lot oforganizations struggle with
(41:14):
this, a ton
Rhoan Morgan (41:16):
I agree.
Really thoughtful.
I appreciate that.
And having on the show was justan absolute delight.
I really appreciate you takingthe time out to join us today.
And, I look forward to a futureconversation.
One last thing before we go,what is the best way for our
listeners to reach out to you?
Alisa Vossen (41:36):
The best way to reach out to me is, my contact
information is on our website at522productions.com.
My email and my phone number aswell.
So feel free to call or email.
LinkedIn as in another greatavenue.
I'm constantly on LinkedIn andhaving conversations with
different organizations and, orjust individual people who have
(41:57):
questions or want to like havejust an open dialogue, feel free
to reach out in that capacity aswell.
Rhoan Morgan (42:03):
Great, good.
And for our listeners, it isA-L-I-S-A Vossen V-O-S-S-E N and
522 Productions.
So find her on LinkedIn.
Thanks again.
I really look forward to beingable to connect again soon.
Alisa Vossen (42:18):
Thank you, Rhoan.
This was a lot of fun and Iappreciate, being on the
podcast.
Yeah.
Wonderful.
Rhoan Morgan (42:25):
A big thank you to our listeners for tuning into
Revenue Rebels.
Remember, you can get our shownotes, links, and other content
related to today's topic atdemandlab.com/revenuerebels.
While you're there, let us knowif there's a leader you want to
hear from or a topic you'd liketo hear more about on this show.
(42:45):
I'm your host, Rhoan Morgan.
And you can find me on Twitterat@rhoanmorgan, it's R-H-O-A-N
Morgan.
And of course, look us up onLinkedIn.
Look up DemandLab or search, orR-H-O-A-N Morgan.
And finally, only if you thinkwe've earned it, please head
over to Apple Podcast, Spotifyor wherever you're listening to
(43:08):
us right now and subscribe, rateand review the show until next
time.
Rebels.
Thank you.
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I’m Jay Shetty host of On Purpose the worlds #1 Mental Health podcast and I’m so grateful you found us. I started this podcast 5 years ago to invite you into conversations and workshops that are designed to help make you happier, healthier and more healed. I believe that when you (yes you) feel seen, heard and understood you’re able to deal with relationship struggles, work challenges and life’s ups and downs with more ease and grace. I interview experts, celebrities, thought leaders and athletes so that we can grow our mindset, build better habits and uncover a side of them we’ve never seen before. New episodes every Monday and Friday. Your support means the world to me and I don’t take it for granted — click the follow button and leave a review to help us spread the love with On Purpose. I can’t wait for you to listen to your first or 500th episode!
Crime Junkie
Does hearing about a true crime case always leave you scouring the internet for the truth behind the story? Dive into your next mystery with Crime Junkie. Every Monday, join your host Ashley Flowers as she unravels all the details of infamous and underreported true crime cases with her best friend Brit Prawat. From cold cases to missing persons and heroes in our community who seek justice, Crime Junkie is your destination for theories and stories you won’t hear anywhere else. Whether you're a seasoned true crime enthusiast or new to the genre, you'll find yourself on the edge of your seat awaiting a new episode every Monday. If you can never get enough true crime... Congratulations, you’ve found your people. Follow to join a community of Crime Junkies! Crime Junkie is presented by audiochuck Media Company.
Ridiculous History
History is beautiful, brutal and, often, ridiculous. Join Ben Bowlin and Noel Brown as they dive into some of the weirdest stories from across the span of human civilization in Ridiculous History, a podcast by iHeartRadio.