How we got crazy creative with our B2B Marketing
You may have seen some of VidYard’s social campaigns and been impressed by how creative and gutsy they got and more importantly, how engaging they were. Get a peak of behind-the-scenes and learn what it takes to get your team to be really creative!
Video technology company Vidyard’s VP of Marketing, Tyler Lessard, recently appeared on the live broadcast series – Game Changers. In a candid chat with Daniel, Tyler highlighted the importance of understanding what form of content truly engages the target audience. He emphasized the significance of deriving strategies that center around audience needs, desires, and preferences rather than the brand’s offerings.
In the case of Vidyard, the marketing team sought to connect deeper with their audience – sales professionals. Their research and insight showed a gap in the market for engaging, short-form multimedia content laced with a touch of humor. To fill this gap and effectively serve their audience, they significantly upscale their video content. However, the unique approach they decided to take involved a brand extension specifically geared towards their sales audience – SalesFeed.
SalesFeed was designed as a platform to “learn, laugh, and live a better life in sales”. Tyler revealed that the SalesFeed team took a specific, strategized approach integrating diverse platforms such as Youtube, LinkedIn, and TikTok, the last of which was identified as a largely underutilized avenue for B2B brands. Despite seeming unconventional, TikTok provided a large opportunity for Vidyard, subsequently earning them a substantial following.
One key consideration that significantly led to the creation of viral content was the erection of a creative studio within the company. Tyler emphasized the indispensable role that a talented creative team played in achieving the brand’s goals. Instead of operating as a typical content marketing program, SalesFeed functioned as a streamlined, regular creative studio. This studio was responsible for consistently putting out audience-centric content, leading to an increase in engagement and followers.
While discussing the KPIs for their initiative, Tyler shed light on the importance of community size, and the engagement or ‘resonance’ of their content. Additionally, he explained the process of converting followers into customers, revealing that creative content is often for community building. This community then gets directed to various conversion paths, leading them to other services offered by Vidyard.
Overall, Tyler’s journey with Vidyard and SalesFeed provides a clear example of how understanding the audience and employing a creative content approach can lead to groundbreaking success in digital marketing.
