The Sales Engagement Podcast
The Sales Engagement Podcast

Episode · 2 years ago

Got Video? If Not, You’re Missing Out on Massive Engagement w/ Steve Pacinelli

ABOUT THIS EPISODE

Do you ever think, “If only I could get in front of more people, I’d be able to close more business?” Those thoughts hound every sales person in every industry. Video provides the way to get your shot.

On this episode of The Sales Engagement podcast, Stephen Pacinelli from BombBomb joins us. BombBomb is an entire company dedicated to helping sales professionals send personalized video messages to prospects. Stephen’s the CMO, but he says he’s just a salesperson masquerading as a marketer.

Listen in to discover Stephen’s top secrets to creating personalized videos that get opened, get watched, and get results.

Welcome to the sales engagement podcast,this podcast is brought to you by outreached at io the leading salesengagement platform, helping companies, sellers and customer success engagedwith buyers and customers in the modern sales era, check out salesengagementcom for new episodes, resources in the book on salesengagement coming soon now, let's get into today's episode. Welcome back to another episode ofthese sales engagement podcast, I am your host Joevinolo senior contentmanaging editor over at out reage, and we have another incredible show for Eo.Today we have Steve Passonele CMO over at Bombam. Great Guy He's going to betalking a lot about derehumanization of the sales process and how video fitsinto that. I don't want to steal too much it hi slender, I'm going to tossAbon over to Steve, who can introduce himself, tell us a little bit about hisbackground and why video is so important, Steve thanks for being onthe show today, thanks for having on the show Joe excited to talk aboutvideo and how you can incert it in the sales process for for best, success,awesome and go. Do a little bit about your background and know you haven'tbeen with Bombam too incredibly long, you're doing something a littledifferent before right, yeah, and so you know, even though, on the ChiefMarketing Officer, I always joke that, I'm a sales guy e masgrating as amarketer, I was born a salesperson. I've always been in sales. I love salesand marketing, Iste Sales Fr further away in general, so yeah. So before Icame over to Bombam, I've managed a sales team. I did all the marketing andsales for that smaller team. It was for ill just mention Tis for realtcom, andI managed the the outside sales team there and we began using video in oursales process back in two thousand and twelve and using video not formarketing purposes, because when most people think of marketing, you knowthey think of higly produce videos and a beautiful product, video or anoverview of of like the inside of your tool with fancy music in thebackgroundn and things like that, and we had those types of videos, but westarted implementing simple short voicemail like videos in ourcommunications. You K Baack in two thousand and twelve to sell productsand that's what really got me excited about the rehumanization of the salesprocess, because there is a fundamental flaw in the way that we were trying toclose leads. And you know we were an. I don't know if we're going to get in Thistory now, but we were testing out leads from facebook. You know back whenfacebook, literally like ads, were just starting to ramp up a bit more. Duringthat time, more and more people were using it. We were testing out facebook,ads and generating leaves, but we weren't closing any of them and videohelped us. You know, helped us through that process and close it. So close a lot of those leads. ActuallyNice O. that's always a good thing. You...

...mentioned the marketing videos right. Ithin people are starting to become desensitized to those sort of thingsright. You just you look at you get one in your inbox and goes into the trash.How are sales videos different and what place do they they have in the salesprocess? Yeah. So so it's funny that ask that question a Yoa. I believe thatthere's a shiny authenticity, an version and the Shinier that somethingis the less authentic. It feels because it came from the mind and not from theheart and what these types of videos and the difference is in what we liketo call. It is relationships through video and marketing through video andthe difference between relationships through videois, it's off the cuffetson the fly, it's raw, it's more organic and these videos come from the heartrather than the mind. You didn't sit there and articulate a script oranything else. I'm just talking Lik, like I'm talking to you right now, jobyou! No, I didn't know you 're going to ask that question right there and I'misting o trying to come up with my be the best answer in my head right now:You're doing a Grea job. Thank you, but I'm also, you know fumbling anl mywords a little bit and all the little things that make us human. Those arethe things that you want to include in your personal Onedo, one videos andgoing back to you, know two thousand and twelve and thirteen. As I mentioned,you know when I was with realtcom and we were generating these Internetleadus and we were trying to sell a product that was twenty fivesanddollars for annual contract values. There were thirty, it could actuallyhave been much higher and we weren't Qot Wasing. Any of those leads that wewere generating through facebook. We blame out facebook, those ads, don'twork and then once we started insperting these short videos, Tholeavue, would come in we'd. Send them the video right off the bat tointroduce wose ourselves, so the SALESPA would and say: Hey you know,I'm you know, I'm Rob Hey, I'm Kasha! I just wanted to let you know that I'm areal person, I'm here to answer all your questions about such and such andsuch and such and let's schedule time and as soon as that human connectionwas made right off the bat. Then we started getting appointments and thenwe started selling the product and then after we got really good at thoe videomessages. We started selling the same twenty five thousanddollar productwithout talking to someone over the phone, and so it's just through videoconversations going back and forth, or one really good, video and a wholebunch of scarcity like this is the last product we have in this zip code andthen we could actually sell some of those products right out of the gate.That's a that's a crazy story because I mean I don't know anyone who, just after watching one video, woulddrop twenty five g on, not anything right. Like Y H, it's an interestingindustry. The the real state industry and, and that actually happens quitefrequently ot a trade show or an event in just came from you- know real estate,specific event and and watch people sell those products and, within thefirst five minutes of talking to some 'm on boom and annual contract value,paying for it monthly yeah, but it hasn't happened that often withoutbeing faced to face with someone and...

...that's what we bridge with that videogap and it seemsd like you were a littlebit ahead of the game. Now, if I were to go to my facebook feed, it's allvideo right Y, ah people people have have learned that that is a big part ofit. wheres video sit in the modern kind of B to B sales process. You know, isit wour first touch? Is that your your cold outreach, or does it sit somewhereor farther down the funnel? Yes Yeah? So the answers hes to all of thatvideo can be inserted. Here's the way? U You want to look at Mideo can beinserted at any place where there's a motion involved or report or trusksneeds to be built or maintained, and so right off the bat should a video besent absolutely we're getting amazing success with teur ABM outreach ragt nowby sending videos- and you know I is a cm- I get bombarded every day with ABMpieces and most of them I can tell you- know rightout of the right out of h, Ga at nine out of ten of them. It's just merged.You know it's merged in from w from program and that the person reallydidn't sit there and type me a message. You know they merged in the the linkedin field they merged in the other fields, for the company name and thoseare the ones that I particularly don't respond to quickly and unless somethingelse, Yo k catches my eye, and so that's a prime opportunity that veryfirst message, because our goal as a consumer when we check email is thecall email to call it down into something. That's that's manageableright, so you go in and check your email each day and everybody has reallygreat radar on marketing pieces. You can tell in an instant there's allthese little triggers and signs like overproduced email. That's why peopleare going obviously they've been Ong, more textbased, recently, a lot moreofte, because graphics and pictures instantly says you know marketing, butnow, like fifteen minutes of your time, you know in an email. Subject E. Idon't know immediately not to read that right off the back, because it's justsomeone trying to sell me something there's all these little triggers thatpeople pick up on that identifies to them that this is a marketing emailthat very first touch of sending a video you can make it so much moreeffective and you can not trigger any of those things in the recippient, andI don't know if you follow Gary Baynor Chuck at all Joe, but you know he saysyour time is your most valuable asset that you can give someone. Time is ofthe essence. So when you reach out to someone for the very first touch- andyou tell them something about themselve- we actually teach a strategy. Do ascreen recording with your video in there and reach out to someone, whileyou're on their linked en page interes. So now I'm sending you a videojoe because I'm trying to sell you something I reach out to you, you get that video email in the inbox.Now, of course, the subject line needs to be compelling because that that'sstill a bar entry people look at that's where I come in yeah, so so that that's you, peoplestill look at the subject line the...

...sentor and the subject on the centerand the preheater. If there is a preheader, if it's a mass email, thefirst sentence of the email, and so as long as you get past that subject linewhen they open up the email, if you're using a video program, you know likebombomb, it's an animated preview. The video is sitting there. It'sautomatically starting to play, then on that screen shot on the screen.Recording I'm in the bottom corner. You can see my face and maybe I wrote yourname on a WAA board or something too, but then you also see your own linkedin profile and then we'll start off conversations like hey. You Know Joe. Iknow that you know. I know that you like baseball or your a coach ofBaseball Lso. You know how important statistics are. Did you know and thenlike Secway, that in and then they find it creative? It's different, somethingthat stands out and you got your forvideo played because they knew itwas personalized. That is the biggest barrier that people need to overcomewith their marketing messages or their sales messages sent from an SDRBDR, and I think most people can just kindof inherently feel that video is an effective way to connect with peopleyou're, seeing if there's a face to face you're seeing the personsmannerisms thatir body language, you are hopefully not seeing anything thathas been rehearsed before, because you can pick up on that pretty easily yeah.But what about people to go? Okay? Well, I'm supposed to make a hundred calls aday or send a hundred emails a day. I can't do a hundred videos a day, that'sitst going to take forever. How do I scale this Ihave two answers to thatquestion and the first question is: Are you trying to check a boxor you tryingto get results, because I because, if you're justtrying to check a box O say I made a hundred calls a day or I sent out ahundred individual emails a day? What really matters at the end of the day?Is it the amount of people that you connected with, or the amount ofactivities busywork that you're doing so it's one way t that's one way tolook at it, and so when we aire and and before I becamethe CMO Bombam- and you know I had my sales team and we were doing it- wedidn't look at those. Those leading mat tricks right, we looked at hate, arethe results, and so the other way to look at it, though, is video right forevery sene. Absolutely not you know, you don't want to use video in each andevery correspondence that you have with someone to go on the opposite end ofthe Spectrman. We said you know when there's emotion involved when you'retrying to build trust, the reporte start, a relationship hit all primeopportunities for video, but if you're just trying to give someone a shortpiece of information, if you're giving them the next three steps that theyneed to do and there's no motion lisst the steps out, it's going to be easierfor them to see the steps if they requested the guide, and you just wantto give them the Guid, because you already had that connection- send thelink over give them a guy. There's no need to have video there, but you know:Does video take longer to do? Sometimes we talk on at Perge four times fasterthan we can type now, if you're talking...

...about autominating and sending theprecannd emails and- and just you know, automading the entire process now,obviously that's infinitely faster, but then it goes back to your results.Again, you know is that what's going to yield t a result, is that working rightnow, because as soon as I detect tis an automated email, I don't respond, youknow don't respond to anything. So I don't know if I answered yourquestions, disintly and or clanerly butbut yeah. You know I'm kind of seeing it as maybeyou teer out your prospects right and your top to your accounts to get thesehighly personalized videos and then maybe, if you do want to continue touse some of this more automated outreach, that can be some of yourlower level prospects. You know your tear, twos and threes. Is thatsomething you've been seeing or some of the companies you work with yeah?What's a mixture thet right, you know absolutely you send out a video andthen there's a prerecorded. Video were no video providing value with thedownload for the next tend, and then the next one could be automated as well,and then you follow with a fourth with e video and a phone call, and the videoand phone calls work extremely well together. We have a lot of that in tatsthat show a video before especially a personal video before an appointmentincreases the chances of appointment being kept and and Aall the time we getpushed back. When we tell people this and they're like no, no, no, I don'twant to give them an opportunity to cancel. I don't want to send that pre.You know the prevideo out and it's not what happens. REMAX LLC, you no remacx,the, not a local brokerage right. They were using video to sell theirfranchises and to sell individual franchises to the real estatebroverages and their appointments. Ket went from fifty eight percent toseventy one percent as soon as they started sending video before theappointment saying, Hey, can't wait for you now can't wait for O r appointmentso again times like that are great opportunities for video. But of courseit's a mixture of phone call phone calls Precan to save time and thenpersonal videos, and it's finding that balance right. THAT'S THE K! That'swhat everybody's still trying to work on. I love the precall like lookingforward to the meeting video. You did that one for me and that worked, butalso it in our previous conversation. We talked about how how the connection kind of somethingwiin our brains like clicks and you go all right. That's a person on the otherside right. You mentioned road rage and you go inoli about that story. Yeah. Soso, there's an awesome article out there you can google it it's called theepidemic of facelessness and SOM. What I'm about to say is from that articleand other stories are, are a little bit from other places, but in essence,what's it saying is we need to see each other to recognize each other as ahuman being and and all of these faceless DigitalCommunication Sego or twenty years ago, around thet time frame decided that ourmost important business communication was going to be elegated to text on ascreen and Joe's tax looks the same as...

...my text, which took the same as mydad's text, which looks the same as my sister's taxt text on the screenlooks esaying: There's no different trading factors. You know for someone's text,and so that is part of the epidemic of facelessness right. We don't get to seewho's on the other end and to make that even more clear road rage brought thatup when you get upset in the car, because someone cuts you off and you gooff the handl and you get upset or you yell at the person, that's in the othercards, because you don't see that person as a huma being you were seeingthe car wor the same idea. If you go online, you read a polarizing articleonline, maybe a political article, since it's a! U Great Timing Right nowyou reada political artal Article Online, and you see that people arejust like venomous amdvicious towards one anothe in the comments. It'sbecause they're, not recognizing that other person as a human being andyou're, not respecting that person Aultonomos side of your brain system.One side of your brain needs to see the other human and that's what's soimportant in Your Business Messaging and your marketing messaging. So yvideo is so important because when they see that you took the time out of yourday to look them up, go to Lincoln like the example that we use and send them avideo. You are increasing your chances of a reply. expinencially, okay, soyou've made SOM compelling arguments here. I think a lot of listeners aregoing all right. I should try video orif. I already am using video allright Ma. I should use in in a slightly different way for our listeners. Whatare some of the top tips? You can give them to make sure that their videos areeffective, that they're getting open, they're getting played and they'regetting responded to yeah so opens that's! That's a classic question rightbecause that just comes down to the subject line and your value proposition,nique selling rposition for thes, subject line, so video doesn't help youwith that per se, but we did ruon the study back in two thousand and fifteen,and if you use the word video in your subject line, it increases your openrates by thirty percent. So this was an older step back int, two thousand andfifteen. So I don't know if that still holds true, but in general videois, notnecessarily going to help you with that open rate. But the real you know goalfo course is- is to generate a reply or some type of interaction, and that'swhere video can really help two multiple ways to do this. If you'reUSIN, something like bombomb, it does automatically create an animatedpreview if you're using another system or you're, trying to record videos onyour own and then upload it to Youtube and then take a youtube video. You knowyou're going to do a screen cap or something like that and pop it intoyour email Bot, the t at the best way, if you want to do a bunch of them, ofcourse, but u definitely can be done, you're going to have a static image oraestatic Tumbnow. So if you're Oll with a static, thumbnail yeah. I have thisright next to my computer here and if you can't see I four listening on thepodcast and not watching this. So it's a little whiteboard and youwould writesomeone's name on it: Sid Right, hey...

...joe or your awesome, Joe or questionfor you, Joe Orere, you something called the curiosity, pegap and use thetext and the email say: Hey three things and write two things in the bodyof the email and then watch the video for the third right. You so a lot ofcool psychological moves that you can make with a static thumbnail, like Ijust said, or if you have an animated thumb nail, you could do the same thing,but you can point to the White Board a few times draw some more attention toit. I've seen all sorts of crazy things, and this is where people get supercreative. You know in their animated preview, because they'll pop up fromunder the desk o do a dance move across. You know across the screen like ifsomeone sees something funny, they're going to click play the curiosity gapagain like what in the world is this person doing. We've also noticed thatnot standing Tal Giv me two more Ol to Anan we'll talk about motion, but butbefore at themotion here you even what you have around you at your desk. Theseare. You could tell a little bit about me right now that I, like cameras,which might connect with the recipient that likes wole cameras. I got a fewover though over there on the side as well. I got a little drawing of my kidsand I over here and then I have these three little placks behind me and sayexplorer be kind and B grave. Just standing here. You can tell a lot aboutme which helps your video played. We have a customer that has I kidsdrawings in the background and their colorings and people always come ancomeet on it, and sales is a transfer of emotion and if they have kidsthemselves and drawings themselves, that might connect with them right andso that's one way and then the final way, I think, thiswould be the fourthone that we want over is motion not standing at your desk, using our yourmobile phone here to record your videos not just being in the same place eachand every time we record videos on escalators Ho are just standing there.The person front, recording a videos spover like what the video someone onan escalator just walking or moving you K, moving around all greatopportunities, and those are all elements that lead to curiosity. Whi Hhelps to get your video played. I love the curiosity gap. It brings me back tomy days and television news when I was a producer and half the battles ridingthe teases before the commercial breaks, to get people to stick through thethree minutes of commercials for the next block of stories, and you had toyou had to Pek someone's interest. You know it's just like those they'reterrible, but they get people to click on them. That adds the very bottom of alot of webpages that are like he was standing on stage and theneveryone started laughing yeah had no idea what was going on. It's like Iwant to know. What's go. I was everyone laughing click, but it to Etul changein your area like yeah see. I love that and it woul totally totally work on meand then I think people listening also...

...for people listening Steve was doing adance when he was talking about Dancing d. He was kind of doing like little bitof a moonwalk there. If you could call that, don't remember what I was doing, butI'm sure was bad, but I think these are. These are greattakeways for our listeners. But if you could leave our listeners with just onetakeaway that the only thing that they remember from this entire podcast, whatwould that be? If you were in front of more people more often, would you domore or business, and so it's I know it's a question for a takeaway, but askyourself that if you were in front of more people more often would you domore business, and the simple answer is yes to that, but when time and distanceand technology keep you apart from the people that matter the most of yoursuccess, that's when you use video right it's getting face to face it'sOlif. I only had that Cha. How many times have you heard sales? If I onlyhad a chance, you know if we only had an opportunity to get that deal. Thisis your opportunity. You just need to be creative and you know just gave youfour different ways to get your vvideos played, but a fifth way. There issimply starting with that person like we talked about earlier on the linkedin page on their website on, you know, find out something about them. If theyhave an interest, if you're doing cold a you know, outreach count basemarketing, and you know that they like the Philadelphia Eagles, which I reallylike the Philadelphia Eagles. Then you can start on a page of the PhiladelphiaEagles sor. Like a simple thing like that, you you don't have to do a ton ofresearch. You know most people are already doing most SR ofbdrs alreadydoing research, but starting off your video with you on the bottom of t escreen on the Philadelphia Eagles page wash someone that loves the eagles. Iguaranteee that video gets played. You just got face to face and you just gotyour opportunity, and that is a micedrop of a takeaway right. There, Steven People Wante to get a hold ofyou to learn more about you, askyou some questions or more about Bombam.How can they do that yeah? They can hem be up on linkon and Steven Passonely,ste, phen, P, AC, Inelli or Bombombcom, of course go to Bomboncom. We have afree trial for AU product. We just launched our brand new MOWIP, it's theworld's first video inbox, so you can receive a lead and your Gemail, youroutlook account and it respond with video and hold up your phone and allthe tracking and analytics, and we have a patent pending world class videouploader that encodes and does it all in the fly and make it easy with allyour scripts and everything right, their own phone fantassic, I'm going togo down o download that right now, it's pretty good yeah go go, give it a shot.Awesome I'll, say: Hey appreciate you be on the show stepen- and I appreciateall of our listeners for tuning in today, and we will see you next time onthe sales engagement podcast thanks again. Thank you Joe. This was anotherepisode of the Sales Engagement podcast join us at sales, engagementcom for newepisodes, resources and the book on sales. Engagement coming soon to getthe most out of your sales engagement...

...strategy, make sure to check out owreach te IO. The leading sales engagement platform see you on the nextepisode.

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