The Sales Hacker Podcast
The Sales Hacker Podcast

Episode · 3 years ago

84. BombBomb’s Chief Evangelist Explains Why You Should Use Video w/ Ethan Beute

ABOUT THIS EPISODE

This week on the Sales Hacker podcast, we speak with Ethan Beute, Chief Evangelist and VP of Marketing at BombBomb.

Ethan was one of the first employees at the self-funded video platform, BombBomb, which is now doing over $20MM in ARR. Ethan is also the host of The Customer Experience Podcast, and the author of Rehumanize Your Business.

What You’ll Learn 

 

  • How to use video in different parts of the customer journey
  • What video will (and won’t) do for sales
  • Authenticity in today’s sales marketplace

 

 

One, two, one, three, hey everybody and Sam Jay gibs. Welcome to the SALESACER podcast. Today we've got another episode for you from the revenue collective off site that we hosted in October at the Freehand Hotel and we've got a conversation that we did with Ethan View. Ethan is the chief evangelist and the VP of marketing at bombomb and bombomb is a video engagement platform. Using video in the course of both sales and customer success conversations is an increasingly prominent part of our overall sales and technology stack, but also how people are engaging. I think the stats are that, you know, eighty percent of Internet traffic in two thousand and twenty or two thousand and twenty one will be around video. So I think the conversation of how to use video in the right way is a really interesting one and that's what this conversation and that's what this podcast is all about. So I hope you enjoy it. Before we get there, we want to thank our sponsor. Our sponsor for today's show is outreach. Outreach support sales reps by enabling them to humanize their communications at scale, from audimating the soul sucking manual work that eats upselling time to providing action oriented tips and what communications are working best. Outreach has your back. Now, without further ado, let's listen to Ethan but from Bombo for the next session. What we're going to be doing is we're going to be talking to Ethan but, who is one of the earliest employees at bombomb. He's the VP of marketing and their chief event their chief evangelist officer. Is that right? Officers speaking to the microp it's a it's chief of angelist. YEA chief evangelist. Awesome. So we're going to be talking about the power of video. Video as a emerging new technology that people are using across the customer journey, acrost the customer life cycle. We want to understand that. Ethan's also the host of the customer experience podcast. And what tells about your book as well? It's in your bag, by the way. Oh it's called. It's called yeah, has funny how that worked out. It's called Rehumanize Your Business. The whole goal is to kind of standardize this, this approach that will be talking about simple personal video in place of some of the typed out text that you and your team members are relying on every day. Their number problems with it. So we address that and we give you best practices from a decade of teaching people to do this awesome. Okay. So first of all, Ethan Welcome. Thank you so much. Thanks for coming. First of all, let's let's understand a little bit. We call it the baseball card. We want to contextualize your expertise. So you're the VP of marketing and chief evangelists at bombomb. Tell us, in your words, what bombomb does? We make it really easy for you and your team members to get facetoface with more people more often through simple personal videos. It allows you to communicate more clearly, build human connection and ultimately convert at a higher rate. And that conversion could be a micro conversion, like a returned phone call or reply to the email, or could, of course, be a macro conversion like a sign contract or commitment. So before we dive into the discussion about video, let's learn a little bit about you. What's your background? How'd you how'd you get into this? Yeah, I unexpectedly came up through broadcast television, so Iran Marketing, a promotion inside local television stations in grand rapids, Michigan, Chicago, Illinois and where I live now, Colorado Springs, Colorado. And so when I moved out to Colorado to join the NBC station there, I met you on air. I was not on air. No, should have been on there. Thank you. I'll tell you. Any Comfort I have on camera or on a stage came a exclusively through practice, and be through a lot of practice. Sent about ninety five hundred videos from my desk in other places just to communicate in a simpler way, and so you just get more and more comfortable with it. The skills you learned by using video or highly transferable. Wow, okay, and how long have you been a bomb on? Eight years full time, when I was working with the two cofounders for about a year and a half prior to that. So television is a relatively dumb product. It's not that interesting after you've done it for some period of time. And so I was doing a lot of project work and I was working on an MBA at the time, and so...

I met one of the two cofounders, started writing some email campaigns, landing pages, built them some early videos and really appreciated what they were up to. And had this vision for normalizing simple personal videos along with a typed out email or a text message or a phone call or a linkedin message or all these other things that you and all of your team members are relying on every day. There's a vision there to to rehumanize the way that we communicate every day, because the technology has been there for years and there's just some human vulnerability that slows us down and holds us up. Bomba is just a really interesting story in the set. Are you so funded? Is that right? Correct? Yeah, friends and family money and then growing on revenue. And can you give us a rough rr revenue range? Yeah, beyond twenty million. Amazing, completely so fun to ten years old, right, never raised outside finance. Correct. Congratulations. Thank you. It's been really fun and interesting and challenging. There's IT obviously comes with some constraints, but it also comes with a lot of privileges. That's fantastic. All right. So let's dive into the topic a little bit and let's get, you know, specific and tactical as possible. So first of all, what are tell us about some of the data? Why should we use video? I again like I think there's a perspective that you know. Is it a gimmick? Is it a fad? Walk US through its efficacy and why it why it matters. Sure, I'm going to go really, really high level to start and then we can get into some specific actually I'll start with some specific numbers. People report more replies and responses to their emails, more clicks through their emails, higher lead conversion, a greater ability to stay in touch effectively, more referrals and things like this, and I can at all those numbers are in the first chapter of the book. It might even be the introduction. What's really going on here, though, is that humans have been speaking to one another for well over one hundred fifty thousand years. Estimates of how long humans have been speaking to each other range from as little as Fiftyzero years to over a million year. So I go conservative, I'll see a hundred fifty thousand years. It's impossible to know. We've only been writing, like phonetic sounds written down for about fivezero years, but for the vast majority of that time almost all of us were completely illiterate. So it's only been in the fat past five hundred years at literacy is even spread. So we've been looking each other in the eye in order to connect and communicate our messages, to communicate, trust and sell things, persuade, convince, all these things that we need to do every day. We've been doing it three hundred times longer eye to eye, face to face, than any other way. And so this idea that we're spending the vast majority of our time leaving faceless voice mails and sending plane typed out text that doesn't differentiate us, it doesn't build rapport it doesn't communicate nearly as well as if we could just looking at if I typed you a thank you email. Hey, thanks so much, it was great to meet you. Might say, Oh, that's nice, but if I look you in the eye and say thank you so much for your time, I really enjoyed the conversation. You reminded me of this, this and this, and I want to follow up on that other thing. It's just a different experience when you look someone in the eyes. How we connect and communicate best. Okay, cool, I'm persuaded on that. Okay. So if we wanted to rite a couple more questions, because the sort of sounds interesting, what should we use it for? Let's say, okay, we we believe you that we need to incorporate video into some kind of outface, outward facing messaging. What does that mean? Where do we start? Should we? Is it a tool that we buy for our sales development team to generate initial meetings? Absolutely there. So there, I mean initial meetings is a great is a great go too. So any where that your you have some kind of a cadence of again, voicemails, phone calls, hopefully demos or appointments, emails, text messages, Linkedin, requests, linkedin messaging, etc. As you look at all of that, you're going to find spots that it would benefit to be more clear in the communication, to build a little facetoface right, like, why not get earlier facetoface? Sorry, why not get facetoface earlier and more often than that appointment that you're over working to get and so recommended as first touch, like the first it email we send to cross that can work. It needs it needs to be relevant. It's just like anything. If you're going cold into an account or going cold into someone's inbox.

There's no magic there. You have to have the right message for the right person. It needs to be highly relevant. Video is not going to magically give you these things that don't exist. What they're going to help you do is get the right stuff faster, because people are going to feel like they know you. There's a sense of social reciprocity obligation. You're going to be able to let them know that you've actually done the work right. When you slug their company name or slug their title or slug a default line about the industry that they're in, it doesn't even if it's not a slug and you actually type those things or your team members did, it's not the same thing as looking in them in the eye and speaking extemporaneously on that and letting know you truly see them, truly understand them, speculator, actually know what some of their problems are, challenges might be, and really want to create an opportunity to talk. I think a first touch is a great way because a again, I joined the company about ten years ago, I thought this would move a hell of a lot faster and here we are in basically two thousand and twenty and I've seen a number that says twenty five percent of outbound teams are using video. I don't even believe it. I talked with it a couple people last night, like I've never received the video emails. What they told me, and the same thing that publisher. The book got published by Wiley, who's just over the river and Hoboken, and the guy that green lighted the project. On this Panel of twelve people that were reviewing all the editorial options they had. Do we want to get behind to Ethan and Steve's book or the All these other ones in front of them, none of them had received a video emails. So this is of a you're going to differentiate yourself just by acting differently, period, and ultimately you are your own best differentiator. You are uniquely qualified to be yourself. No one is more uniquely qualified. And I don't care what you sell, whether you're selling, come joined my team, because your number one job is to recruit and retain and build talent. People are saying yes to you. And they say yes they're saying Yes to who you are, to the trust for poor relationship you've built. They're saying yes to the confidence that you've built in them, for your vision for how to solve their problems and move them forward. And so you, I don't care what you do, you're a big part of the yes when it comes. Okay, so first touch is one plate. Now good one. Yes, sorry, we're at first touch. The first touch is a great place, as soon as you set an appointment, sending an appointment reminder. This could be canned, but I always like it personal. Thank you so much for your time on the phone. Really looking forward to our appointment. If you do it can, then it's all the details are down below. If it's not can, then it's I'm so looking forward to seeing you on zoom Thursday at four o'clock your time. I'm doing a lot of prep work and advance. If you have any questions in the meantime, let me know right so that's a cool that's a good one and there's a you know, some of the pilot work that we've done with a variety of companies show that it increases show rates, just just a higher level of commitment there and then and then on the back side of the appointment is where the real money is, because now you know them better and you can go back and readdress any of the ejective objections that came up, go back and push the happy button that you discovered in that demo or that appointment where you know what excites them, you know what concerns them, you know what they really need to move forward and all these other things. So following up afterward, especially if you're in a competitive situation, you don't necessarily know where you're presenting in my first in this order of the three companies are evaluating, second, third, whatever. This allows you to have that last talk. In addition, on the sales hacker podcast or been conversations about getting past the gate. Thank you. Yeah, it's great. And if I love to make my fans, yeah, here we are, we are. So you know, when you send these videos in, especially in an after appointment thing, where you can remind them of all the great opportunity, the positive things you heard, the things that let them up, addressing the concerns that they have, not only are you letting them know that they've been seen and heard and understood, which is all any human being wants. I don't care if you're a type A out there, you're an Alpha, you are desperate for admiration, attention, approval, just being seen and accepted and continued to be welcomed into the tribe. I don't care who you are, you need that at a deep, fundamental human level for your own satisfaction and existence. And at this point, if you're in this room, all your basic needs are far beyond met. That's the one that remains, in addition to our own self mastery.

But you're allowing them to be seen in her but in addition, you're giving them a piece of communication that they can easily forward to anyone else that's in the mix on the decision. And now you are not reliant on the person who sat through that appointment with you to convey all the best stuff you can present by sending them a video and they forward it out. When we see that all the time as well. And so you'll see it because the email gets opened eighteen times, the video gets played twelve times, and it's not that this person is so crazy excited about your video, because it's either a screen recording or it's a simple video while you're, you know, safely parked in your car or sitting in your office or whatever the case may be. It's because it got forwarded and you allow yourself or your sales reps to present into the organization with the best foot forward, as supposed to relying on that translation from the person inside the organization. That's that's fantastic. We're operationalizing, let's say we just purchased a video platform. Where operationalizing it, we're getting feedback from the team that we're asking to use it. There's two pieces of feedback. One is I feel like this is beyond what whether you're confronting the objection of Gimmicky. It's in ttrusive. I I'm sensitive about my appearance. I don't really want to look at or interact with people that way, and I'm also concerned that the production quality is a little lower. It's a fishy lends from my laptop. Just doesn't look right and I'm feeling like I'm not conveying the right brand for the company. How do you address those objections? There were many objections in that objection and here's the deal. They're the most common ones. First, no one likes the way they look in sound. They don't. You are your own harshest critic. I want to tell you if you record a video, if on the next break you get out your phone, you record a video and you text it to someone back at the office and I'll just perform it here. Hey, jeff, it's Ethan out here at the revenue collective thing at the free hand if your local or in New York City. If you're not, I just want to tell you're just doing an awesome job. I really appreciate you. You know. Like last month you're a hundred twenty five percent, a quarter of the month before that one hundred and thirty eight. You're really providing a lot of leadership on that team. You're taking feedback and criticism so well. I'm just so happy you're on the team and I appreciate you so much. I hope you have a great Thursday in a wonderful weekend ahead. Do you think that would be meaningful of that? Salesperson, I want to work for you a hundred percent, and you know, just go back to John's offering there with force on the previous session. EMPLOYEE ENGAGEMENT BE GETS CUSTOMER ENGAGEMENT. It all starts with internal service quality. All of your success on the revenue side comes when your employees, you, when your salespeople, are engaged, motivated, loyal retained. Obviously, man, I'm preaching to the choir, but this attention that you pay internally is where is the front end of all of the rewards that come down the line. If you're not treating your people well, how are they going to treat the customer well? If they're not motivated, how are they going to convey that enthusiasm and opportunity excitement to the the prospects and customers that they're working with every single day? And and just to loop this back into video, doing it in plain typed out text just isn't the same thing. And so this idea where you can look someone in the eye with your natural body language, if you're I'll give a caution here, if you're not sincerely excited about your product or service, if you're if you're reaching out to recruit someone or engage someone to beat a member of your team and you're not sincerely excited about the opportunity you present them, do not record and send videos because that will come through. If you are sincerely excited for your prospect or your customer or your potential recruit or your current team members, definitely use video because there's no better way to communicate that except in person. So this is you facetoface at scale. So no one likes the way they look and sound. It does require a little bit of practice. It is a basic new skill. You're over judging yourself. I promise, if you send that video that I just performed that thank you video on the next break, Jeff is...

...not going to reply and say, Dude, what the hell, you're standing in a hotel lobby that was not very well lit and your collar was turned funny. No one cares but you. They care when you look them in the eye and you say nice things about them or you solve their problem or they, you know, learn something from you. That's what people want. They're not judging you the way you are. So if you play the if you record a simple video on your Webcamera, your smartphone, you play it back, you're going to find eighteen reasons not to send it. Send it anyway, because the other person's not going to find those. I'll say we have. We have one of the big four companies that used to be accounting companies. Now they're consulting companies. There are managed services division uses this to reach into fortune fifty companies. They're getting positive replies, like with Webcam videos in their offices. They're not these like nice camera rigs with professional audio and all of this other stuff. It's about human connection period. I know it sounds soft, but that's all this is. So how do we operationalize this? Like what are the steps require to actually saying, okay, this is a great idea, to okay, my team is deploying video in a systematic and scalable way. Good call and I'll I'll answer this by also trying to answer part of your earlier question as well. You're going to need to prescribe where the video belongs out of the gate. So you're going to again, as the leader or manager, you're going to look at the sales cadence, you're going to find a few spots and you're going to say, okay, this is a spot for a canned video, where each of my rex is going to record this video once and every time we get here it's going to go out over and over, automatically or manual, it doesn't matter. But here, if this happens, then we definitely want to do a truly personal video because it's a it's a big enough deal or it's an important enough stage of the process. And in your going to prescribe these things. That's something that we do all the time. Again, we've been at this for a decade and so we can walk that through with you and help you find the right spots and even approximately what to say. And then what's going to happen is a handful of folks, because I've seen this happened so many times. A handful of people are really going to take to it. They're going to start mixing it into other things that they do. Some people are going to hold back, they're going to be cold, they're going to be slow, they're not going to adopt it. And then at a certain point either a you're going to mandate it and it's just another activity that has to be checked off. You got to get these activities done and we have an account that's just killing it. There's they're averaging about three or four videos a day per seat, truly personal videos, because it's mandated. So it's a quota, but even beyond the quota they're going to be a handful of people who get those early wins that a are going to motivate other team members, but be are going to motivate them and they're going to start finding spots for video beyond what you're already prescribing. So to operationalize it, look at your flow, find where do I need to build human connection and have someone feel like they know me before they meet me. When do I need to manage emotion or tone and or when do I need to explain detail or nuance or complexity? When can I put something that's boring or hard to understand in three paragraphs and instead just look someone in the eye and explain it? And those are a few types of things you would look for in a cadence to find out where it belongs. Besides a lack of sincerity, you are to you know, you sort of alluded to that. If you don't really believe in the mission, then it doesn't really work. What are the other worst practices, things not to do? How can we mess it up? Making it about yourself, I think a lot of another reason people don't do it, as you're talking about this on another episode of the salesacker podcast where you were a little bit resistant to linked in. It was a little bit hey, look at me, I'm not really feeling this. I see people feel self promotional. People look at video the same way. And this is not about video for your linkedin feed, although it's a great place for video to go. This is about a simple personal video to three people over in that account or to one of your team members or you know, this is targeted specific personal video that we're talking about here, and so you're going to feel like maybe this is about me. If you make it about you, it's not going to be effective. It needs to be about the other person and the the the positive news, the bad news, the information, the training, the education, wherever the purpose of the video is, as long as you make it about the other person, you're going to be fine. If you're simply looking to put out some shallow, boring, self promotional message, just go ahead and type it once and shoot it out to tenzero people, because there's no reason to spend your time making that into a video. It's not. It's...

...going to be a little bit more effective than plain text, but ultimately every single message that you and your sales reps are sending are training people to open or delete the next message. Every single one you send gives them another sign that, oh, they're sending me interesting and useful things, I will continue to proceed. They're not consciously thinking this, they're not openly saying, oh, their brain is recording it looking for a pattern. When I get an email from a cup someone at this company, this company name or even this email address. It's useful to me or it's not useful to me, and so you might get a little extra attention by sending a video spe actually, the way that we do it we take the first three seconds of the video and make it an animated preview. When we launched animated previews it created a forty nine percent lift and video play rate. But if someone actually clicks play, like getting the video play, it's just like getting the email open, like it's a necessary precursor to getting the ultimate outcome that your seek. But if someone opens the email and there's a discrepancy between the subject line that got them to open in the contents, or someone clicks play and it's shallow and self promotional, you're training them never to watch a video again. So I would say as long as it's value based, it's specific, it's targeted, it's intentional. Another easy way to your operational question. Thank you. As a great place to start start your Thursday with a thank you Thursday habit and it's coming to the office ten minutes early and ten minutes you can send five to ten videos to prospects, customers, employees, peers, whoever people in your network folks in the revenue collective just reach out and say things. Hey, you know, I've dropped that message and slack the other day. You know, I know. I think you there. It's want to take another minute and let you know that I followed up on that advice. It was super, super helpful manage. I just really appreciate being in this group with you and I hope you have an awesome Thursday. All Right, I'd love to see that Ethan. Beyond video, I'm going to challenge you now. You wrote a book about rehumanization. So what are the other and you're also the VP of marketing for bombomb so what are the other strategies beyond using video that you're using to demonstrate authenticity, humanity, originality sincerity over the course of the customer experience when you're deploying new strategies and tactics into bombomb? Yeah, I think a lot of it comes from what John presented earlier, which is who is the customer in this circumstance? What do they need, what do they want, what do we know about them, and as personal as you can make that? And so obviously we've shifted to a lot more outbounding over the past few years. We were over ninety percent inbound on all of our opportunities as recently as four years ago, and so in that shift you just get as personal as you can, and empathy is the key. Who is this? Who? Why would someone engage with me? I guess from a marketing standpoint, this is true. A video and any other touch. Why should someone read this Linkedin Post? Why should someone play this video? Why should someone open this email? We can get clear on what's in it for them before you ever type or word or before you ever hit record, you're in a better position to win. I think, from an organizational standpoint, a clear set of core values and a sense of purpose and emission. For us, that's a set of clear set of core values, a broad statement about what we're trying to do in the world, which is rehumanize the planet by helping businesses rehumanize their communication. I think that also puts you in a position to have that alignment that's necessary for people to put the rights to first. Our core values, our relationships, fun, humility, flexibility and service, and I think they're just basic qualities of a decent human being. When you hire to those and you manage to those and you high and you fire by those if necessary. I think that also puts you in a position to be a mute, more human organization, because when you look around at the people in your life, you'd maybe like them to be relationship oriented, have fun, operate in service, be humble and be flexible when you're so you'r the VP of marketing right, my title changed. I may you have a world to man about the marketing team and trying to work alignment across sales and see us as well. Talk about alignment. So how do we, how do you drive alignment specifically with your sales and see US counterparts? Is it?...

And, for example, is Your Marketing Organization? Are you all incentivized, comp or metric down things like leads and MQL's market qualified leads, pipeline generated revenue? How does how does the Marketing Organization at bombomb how are you incentivizing rewarded? Yeah, we've got a foot in the old world and a foot in the new world. You know, if you look at our KPI board now for the entire organization, half of it as new revenue, half of it is retained revenue and then we break it down, break it down, break it down break it down. So in a leadership meeting that Johnny and I attend, along with a variety of other people in the company, we're talking about kind of the high level metrics and we're doing that as a team and then we break back out. We do still do we we still pay attention to MQL, SQL Sal from a marketing standpoint, demo requests like that's one of our number one jobs is to give the BDRSDR team opportunities to reach out to that aren't necessarily free trials. We have soft we offer a software service online that allows you to record and send videos from Gmail Outlook, sales force outreach, our own web APP, our own mobile APPS and a variety of other instances. And so we need to drive free trials. We need to drive demo requests. Is Revenue or just overall organizational pipeline qualified pipeline? No, not yet. We're not that well integrated. I mean what I mean the we're at the point where we're trying to create a process that's customer based from first touch through renewal and expansion on the CS side, and so we're still figuring out where is the best handoff on a you know, if you do a deal that's, you know, K Arre. When does the ae let go of that and turn it over exclusively to the CSM or you know, what's your current answer to that question? I would defer to jotting of that. It really did. It really depends on the relationship between the A and the CSM. Right. So CSM is going to be involved at some point early on, but the full handoff at this point. You know, we have a number of processes that need to be mature and so there's no hard line there. It's in part dependent on the nature of the account, the nature of the relationship of the AE with the account, as well as the AE with the CSM, as well as the CSM with the account. There's kind of this soft flow there and it's kind of it's really case by case. Have you defined what percentage of pipeline or revenue marketing is expected to contribute to the sales organization? Is it that you're expected to contribute a hundred percent on your a hundred percent influenced? How do you think about how much of revenue is responsible within the marketing organization? We're sufficiently immature at that point. That revenue is exclusively in sales right now is a metric and we take responsibility for the precursors to that. All of the precursors them, largely, except some of the outbound stuff, of course, is still on the sales side, and so some of some of the revenue opportunities, some of the pipeline starts and sales and stays and sales, and we feed that sometimes with help content campaigns, etc. ADDS. Maybe cool. Last question, and certain we can. I want to sort of figure out more that. The pay it forward part of it, figuring out who your influences are, what books we should be reading, other than your book, of course, which is who do the SDRs or Bedr? You call them bed ours or SDRs. What do you call them? We have both. What is the difference? That's a really good question. Thank you. Yeah, yeah, I honestly I can't tell you it was. It was Bedr for a while and then it was SDR and Bedr. I think it depends on whether it's mid market or SNB or whether it do the frount to. They report to a bed our manager that rolls up to our VP of sales. Cool, great information. All right. So yeah, we're going to say influences. Yeah, that's what I was going to ask. Okay, contemporary people who you can connect with online and go see in person right now. On the marketing side, I really like and Hanley. Her first book that she did with CC Chapman was called content rules. I was really important for me as I was transitioning out of writing, producing and editing television spots and running...

...teams of people doing the same into digital marketing, brand building, online social content, etc. But, more importantly, everybody rights. I know I'm speaking about video and that that your face is more valuable than a block of plane typed out text, but and Hanley wrote everybody right, everybody rites, and it is. It's essentially the rehumanize your business of writing and I highly recommend it to everyone in this room and anyone else that has ever looked at something that one of your sale team members have typed up in scent and you've really been embarrassed by it because it's so poorly written and there's misspellings that are not the fault of autocorrect in the punctuation socks. This is a great book. It's fun to read and seasy to read. San Grumbager, I don't know how many of you know him or follow him online, but he's a terminus kind of really leading that account based marketing charge and just both of those people, and Hanley and sang grumbacher, are both walk the talk. Practice what you preach, like living what they teach kind of people and I really admire that. There's integrity and word indeed, and they're both they both been more than generous with their time with me for no reason except that I was interested and reached out to engage them. So I like both of them. Personally. I had a really good early mentor when I was in college who gave me an internship at the local Fox station and grand rapids, Michigan, where I grew up. Later hired me, than referred me to a job with Microsoft, then referred me to another job and has just been a really good friend and mentor for a long time. Awesome. If folks are listening, watching hearing and want to reach out to you, are you okay with that? What's your preferred method of contact? I welcome contact by email. I'm Ethan Etch A and at bombombcom. I welcome any thoughts, feedback questions. You can also hit me up on Linkedin. It's just ethan lasting is beute. I'm spending more time on Linkedin than I was, say, four or five years ago. It is a very crowded space, but I think if you cultivate it well, it can still be fun and effective. Are you doing video on linked in? I am doing video on Linkedin, not a ton of videos from my desk. is so the podcast. I'm recording video in the podcast but releasing clips of it as well in order to create some standalone pieces. So if you're seeing video from me lately, it's probably pieces of conversations I'm having with sales, marketing and customer success professionals about how to create this alignment all around in the spirit of creating and delivering a better experience for customers. Like that's the theme of the whole thing, is like how do we do this? There's a lot of talk around it, but what does it really look like in real seats? Some of the stuff you're doing here cool, fantastic. Let's go to any questions out there. Qa. Yep, so she's asking about this. Is a really common common concern, which is, when you're adding video into an str's process, how do you make sure that it's not slowing them down and taking them too much time. Is this? Is this the question? Good? So a again, and some of these videos can be evergreen. Record at once, send it over and over again. It's as fast and easy as sending it an email. It's already been written. It's an email that has a little bit of text with the video. By the way. That's another pro tip. You don't send the video on its own. You need to use text along with the video. They compliment each other. You give a line of text to support why the video should be played, what's in it for the person who received it, and then an at least another line of text to drive the ultimate call to action. That should be in the video as well. The text works together with the video. It should not be redundant. If it is redundant, there's no reason to watch the video. So some of these can be evergreen. Right, record it once, do it over and over again. The other benefit of picking these spots either a trigger event, like when this happens. I send a video. When you prescribe this in a flow of someone who's essentially doing the same series of tasks kind of over and over, they're going to get really really good at doing that message right. If they're only doing two or three videos over the course of their day or their week and there's essentially the same message. It's just a few things that are changes. Seventy five percent the same video, you might ask yourself, why wouldn't you just do the do them all evergreen one? Because saying the person's name and speaking specifically about what you know about then just a couple nuggets...

...right off the top, really that that time and attention cannot be faked. And so if someone's taking forty five seconds out of their day to add a truly personal video into an email it's otherwise already written, it's forty five seconds right. So this is another theme that I hear all the times, like how my activity counts down, there's this. I think there's a little bit of an over worship of activity count and an underappreciation for what activities really matter and what are what are the activities good for? Right, activities are means to an end. Activities in and of themselves don't have any necessary or inherent value. The activity is a means to an end, and so if someone takes forty five seconds to record a video before sending that and that reduces their their overall activities from a hundred and twenty a day to a hundred and ten. But the ten that are missing are less valuable than the five that were added. Then that result is going to be positive. I think in the beginning video will be slower and more difficult, but as soon as you do the same video, which is a thank you so much first for taking the appointment with me. Here's one thing positive, here's one objection that I'm going to readdress and here's the next step. Right. That's the formula for the video. By the time they do it ten times, it's going to be so easy, it's going to be second nature. And in general we speak four times faster than we type. So if any of you the messages are actually being created on the fly in a typed out email, video is going to be faster and in a lot of those cases period. Sure, Jamie mccloud, yes, you project. Well, Oh, we're getting near the video, the microphone. I love the personal nature of how you start getting messages to live it and your description. Have you seen effectiveness in getting third parties to deliver a message on your behalf to a prospect or a client. So I'm in a CEO Cycle. I want the CEO to send them a message on our behalf saying we're really excited about you considering us, or even adding a product expert to help explain a product feature. Does that work? Well, yes, absolutely it, because what it does is starts to humanize the entire organization. And so I hear a couple things are all off for just a few more use cases. On that one, we've seen a lot of success when we have a really good sale closing online. So we do a bunch of SMB business in addition to mid market, and especially in an smb space, when someone is has a really good demo and they're buying on the spot, will get them to record a video for someone that they refer to us. Hey, do you know anyone else that would this would be a benefit to it seems like you you have five different ways you could use this tomorrow or today. Even give anyone else that might be a benefit to? Oh cool, let's let's record a video together and then send it to that person. Another one, though, is this kind of peer to peer piece, your cteo sending into their their CTEO, your CEO sending into the decision maker to their CEO, just to to reinforce what you know about that account and what's going positively address objection. So the more faces that you can share without putting them all on planes earlier in the process, the better to that address it. Or do you have a more specific actually, I wasn't expecting you to say it would be a bad thing to do. I was hoping you might illustrate it with it works really well. But here's a Pitfu you need to avoid, as any scenarios where it's it's bombed and not what bombomb not home. Well, yeah, it's funny how that term has it like goes both ways. Like Forbes, for example, cause the least red article of the month the bomb. But then again, I just saw someone on link to his like this girls to Bombcom you know, like that's really positive and it's like bad. It Really Freaked my dad out when we were much younger, like bad. I thought bad was bad. No, bad's good anyway. So I don't really have any cautions. I think as long as long as the as long as the executive knows who they're sending to, why they're sending it and what the intention or value is desired on the other side, and these are some by the way, it's not totally inappropriate to take someone who is adept at a camera and instead of having your executive, you know, sit at the Webcam, if they're not comfortable doing that and they would prefer to have someone walk in with a nice camera and record a video, upload it in and send it on their behalf, that's totally fine too. I mean there's some there's some handsoff ways to use use video platforms...

...as well. I think it's actually a really, really smart touch because, again, it allows you cannot fake the time and attention of a one to one video period, even if it's ten seconds, thirty seconds. You cannot fake that and people feel that difference. And so when your executives can reach out peer to peer into these other organizations or to the decisionmaker and speak specifically to what they know about the account, it just shows a level of care and attention inside your organization that represents your company really, really well, even if it's just a simple handheld smartphone video. Last question. Can you speak a little bit about how your experience with that or the additiveness or how your organization supports that. Yes, absolutely, we use whom all the time. Zoom. Again, our whole goal is to have people feel like they know us, to be able to read there. But in the case of zoom, it takes it to another level. So what we've been talking about, what bombomb does make you make it super easy to record and send videos and then track their results to know who's opening, clicking, playing when, who, how often, etc. Zoom, of course, is live synchronous video. So what zoom does is overcome the distance that keeps humans apart. Right so any two people anywhere in the world can get together facetoface, as long as they have an Internet connection and a camera, which we all do. I have one in my pocket right now. You probably all do to. Some of you have them in your hands. So that overcomes distance. What we do is we help overcome time and distance. So the asynchronicity of these recorded messages, you can sit at your desk and pop out five thank you videos at the end of your day or the beginning of your day, in the middle of the day, whatever, and some one person is going to open it up immediately and click play and experience you in person in that moment, someone else is going to do it five minutes later, someone, five hours later, someone, maybe even five days later. So that asynchronicity is. It gives them this across the table, over coffee or lunch moment with you. Where Zoom is? Are you still good Thursday at four? Oh, no, you're not okay. How what is Friday at ten look like? No, no, ten year time, non, attend my time. Right. There's the synchronicity piece there. Zoom, though, I super highly recommended. I do all my podcast recordings on zoom because it's super helpful to see the other person and to have them see me, to feel the energy, to see when the other person smiling, to feel like when there's maybe a break in the conversation, that little pause that allows you to ask that follow up question, those kinds of things, and so I highly advocate for whether it's zoom or another service. I think if you're doing online demos and appointments and not getting their physically in person, you should be doing that on video as well, and I will say there's a complement complementary component there where, once your people are comfortable seeing and hearing themselves on these zoom meetings, there in a much better position to be comfortable in a recorded video as well, even though in the in the live moment, right when you turn your camera on the first time, you're in that moment of judgment, judgment of yourself, that vulnerability, that fear and all that stuff. But once the conversation gets going, you're not in your own head anymore. With the recording video there's a chance to stay in your own head a little bit until you get basically comfortable. I say the number is ten. Once you get ten out the door, I guarantee you're going to get two replies back that let you know that this is a different and better way to work. There's research in the book about that. It's also a more personally satisfying way to work. So you will be more fulfilled in the process and you'll feel closer to the people that you're sending videos to, which really makes all of this even more worth it than whatever your exit's going to be. Thank you, Ethan. Let's give you than a round of applause everyone at Sam's corner. Hope you like that interview from the revenue collective off site that we hosted last fall with Ethan Beeut I think Ethan made a lot of really interesting points, but I think the most important one is just really run authenticity and are on using different types of communication mechanisms, like video, but also anything. It can be email, it can be linked in messaging. The point isn't about what the medium is or what the type of content that you're creating is. I think the point is really about being yourself and being human and being authentic and...

...engaging with the people that you're trying to reach out to. I think so many of us, where I think we are, there are strs and we're reaching out to people and sometimes just putting things into a sequence and letting them run without a lot of thought, or we are on the receiving end of those messages and they just do not feel they don't feel authentic. I think when people talk about humanizing, and that is a word that is probably controversial and overused at this point, but when people talk about humanizing, what they mean is creating authentic interaction at scale, which, gettily, is a little bit of an oxymoron. It's not probably logically possible to truly do that, but the way that you get closer to it is by not overthinking the type of content, the type of message that you're creating, and really just embracing the opportunity to be more human and to be more present and to be more nuanced, and I think that's one of the things that video helps us do. It helps create context and tone in a way that email obviously doesn't. How many of us have been on the receiving end of an email that reads like the person's being a total asshole and when you actually talk to them in person you real lust that's not the case, and that's where a video can really add a meaningful component to what you're doing as it relates to sales engagement and sales outreach and just making sure that, as you talk to your customers, as you talk to people out there, that you are incorporating these new technologies in the right way. Out Video itself isn't new, but using quint a homemade ad hoc videos in the context of your sales communication, I think is new, and I think the thing we want to remembers be yourself, be human, be real, because I just think that the days of like canned marketing messaging, bombing everything all over the world and expecting that to work. I think those days are really numbered. So those are my thoughts. We thank even for being on the show. He's going to be back on Friday fundamentals. Before we go, we want to thank our sponsor. That sponsors outreach, the leading sales engagement platform. Outreach supports sales reps by enabling them to humanize communications at scale. There we go. We set it again, from automating the soul sucking manual work that it's upselling time to providing action on in two tips on what communications are working best. Outreach has your back. If you want to reach out to me, you can linkedincom. Forward the word in forward, MF JACOBS, if you're curious about revenue collective, good revenue Collectivecom we've got an associate program for up and coming folks and we've got an executive program for executives, and I'll talk to you next time. Thanks for listening.

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