Lights, Camera, Action: Video Helps You Stay in Touch With Customers
There are three reasons why I like this program:
- The content is fresh, lively and relevant to both the recipient and the sales objective of the vendor. The videos deliver a useful trade show success tip in only 60 seconds.
- Outsourcing the video content to a third party like Mike Mraz ensures an ongoing supply of new material for Skyline’s customer communications. The relentless challenge of creating new content is one of the most common impediments (PDF) to long-term communications success for B-to-B marketers.
- The program is managed by marketing, but goes out over the name of the sales rep, providing tangible help in relationship building with the rep’s key contacts.
I learned from Skyline’s sales and marketing team leader, Frank Cavaluzzi, that the program is scheduled for some fine tuning this year. Currently, it’s up the sales reps to take the initiative to send out the email. Cavaluzzi is planning to streamline the process, make it more automated, so it’s a bit easier for both sales and marketing to execute.
How about you? Are you seeing productive new ways to keep in touch with customers and prospects?
A version of this post appeared in Biznology, the digital marketing blog.
Ruth P. Stevens consults on customer acquisition and retention, and teaches marketing at companies and business schools around the world. She is past chair of the DMA Business-to-Business Council, and past president of the Direct Marketing Club of New York. Ruth was named one of the 100 Most Influential People in Business Marketing by Crain's BtoB magazine, and one of 20 Women to Watch by the Sales Lead Management Association. She is the author of Maximizing Lead Generation: The Complete Guide for B2B Marketers, and Trade Show and Event Marketing. Ruth serves as a director of Edmund Optics, Inc. She has held senior marketing positions at Time Warner, Ziff-Davis, and IBM and holds an MBA from Columbia University.