The Pavilion Podcast
The Pavilion Podcast

Episode · 10 months ago

Ep 99: Tactical Advice To Humanize Your Sales & Marketing w/ Tyler Lessard

ABOUT THIS EPISODE

Tactical Advice To Humanize Your Sales & Marketing w/ Tyler Lessard, VP Marketing at Vidyard 

Part of the "Thank God It's Monday" (TGIM) Series hosted by Tom Alaimo.

Thank God it's monday and welcome back to the revenue collective podcast. This is where revenue leaders come to learn the tips, the tactics and strategies to grow as a leader in their high growth companies. I'm tom Alamo. I'm your host. Really excited about today's podcast and we've got as a guest and some of the content here. Before we get to that, let's give a quick shout out to our sponsor. This episode is brought to you by drift. More than 50,000 businesses use drift to grow revenue and increase customer lifetime value faster drift, helps their customers align sales and marketing on a single platform to deliver a unified customer experience where people are free to have a conversation with a business at any time on their terms, learn more at drift dot com. And you know, shoutout to I've had Julian Thompson, head of sales development from drift. I had David cancel ceo drift on this podcast. Great people over there. So shout out to them for today's conversation. We're talking about humanizing the sales and marketing process and what better way to do that than through video. Got the king of video here. Uh Tyler Lassard. He's the VP of marketing at Vidyard. He's been there for a good 7.5 years now helping to build out this market. But he's got over 15 years of experience and B two B marketing. He's the host of the creating connections show. He's the author of the Visual Sale. He is a fearless 50 marketer via Marcato, a telly award winner and he's really most well known for helping to create the video industry and B two B marketing and sales. We had a great conversation about his career journey, but also got really tactical and house sales and marketing teams can use video effectively in their day to day processes. So let's get straight to my conversation with Tyler. All right, Tyler. Good morning. Welcome to the podcast. How are you? Oh, it's an absolute pleasure to be here. I am doing great. I live just outside of Toronto and spring slash summer is in the air. So I'm doing well. My friend. That's awesome. That's awesome. Is that where you're from originally? Like the Toronto area? I am. I live about an hour west of Toronto in Kitchener Waterloo. I've actually been born and raised here and locally there is the University of Waterloo, which is one of the top engineering schools in north America and I had the opportunity to go to that school as part of my university degree. I'm an engineer by trade and when you live in Waterloo, the schools right here, you don't go too far and everything just played out from there. But it's a great place to be right now. Yeah, that's awesome. That's awesome. I got a lot to get into with you today and I always love to kind of hear the backstory of folks and you just mentioned you're an engineer by trade. What people know you most by nowadays is being, you know, an outstanding market or one of the best in the B two B world. So I'd love to talk a little bit about your come up story, so to speak. I know you start at Deloitte went to, you know, you're at Blackberry for a good decade before you got like more into the start up world. So talk to me a little bit about coming out of school and some of those original decisions to go at some of those larger companies and how that was going. Yeah. So to your point when I graduated back 20 years ago in 2001, I had engineering degree at the University of Waterloo with a focus in on areas like software and system development than a lot of different technical roles in my previous lives. And I joined, had the opportunity to join Blackberry or Research in Motion at the time for all of you, young listeners out there. No, it's not the fruit, it was the original smartphones or iphones and android devices. So very proud of that and I had the chance to work there for for 10 years. And in my initial rollout, Blackberry actually started in their developer support team working with third party developers who were building literally the first generation of mobile applications. Again, this was back before we even had data on our on...

...our day to day phones. And it was a really remarkable experience, an opportunity to be part of an entire kind of industry movement. And what I what I learned very quickly was that I much more enjoyed the external facing part of that role of working with third party developers in a support capacity and enablement capacity and then almost an evangelism capacity. I went out and I spoke a lot about our developer tools that recruited developers and I was much better at that. I found that I was an actual coding, which was sort of a start to my shift in my career, through into business development and eventually as the marketing leader. Yeah, that's amazing. And how did you come across Vidyard? So after my decade of blackberry, I spent a few years at another startup that was in a mobile security space and I joined that organization as CMO. And you know, we grew that company from about 30 people to about 230. and then I had the opportunity to come over here to Vidyard and it was an interesting one because I had no real background in video and you know, coming into it, what drew me so much to it however, was as a marketer, you know, I recognize that of course video as a content medium is going to become more and more important in terms of how we deliver our message. Is it was very clear even then that that was going to be a growing trend. Vidyard had an amazing platform, but even more importantly, amazing set of partnerships, the strategic partnerships with Salesforce and Marcato and Oracle and others and then the team was just absolutely incredible and the leadership and right through the organization. So I had the opportunity to join their through some connections where I got introduced and here we are seven years later, another lifetime and I just can't imagine myself anywhere else. Yeah, I'm curious like what you, if you can recall, you know, seven years ago, what stage was was the company at in terms of like employee size and and how far they progressing like what caught your eye because seven years ago, you know, video people weren't even using like a zoom video, right? It was his conference calls, let alone videos in prospecting or in their emails or marketing campaigns probably. So what kind of stuck out to you? Is that being kind of the one of the next big waves in the sales and marketing world? Yeah. Well a little known fact for all of you in the sales community is that big yard started and you know, as a video hosting management and publishing platform. And we still are today. So a huge part of our business is as a full stack video platform for businesses. So we have always, and since I joined that was our primary focus and in fact our only focus. So we started by servicing marketing teams and I. T. Teams who needed better ways to host and manage their video content that they were creating to publish that content online on their websites and social properties and be able to track back more analytics and data about those videos. Because at that point most companies we're still just using Youtube as they're hosting platform and even the videos across their website, we're all Youtube embedded videos. And while that was the quick and easy and free way to do things it was very disconnected from how all the other content in a business was managed right? Like you would never host all of the pdf you put on your website, on some third party service or the forms you put and so on. And so we saw this sort of great groundswell over the first few years of more and more marketing teams embracing video to tell their stories, to educate their audiences. And we had a purpose built platform to really support that. So for the first four years or so it was exclusively working with marketing and I. T. Teams. But then a number of years ago we were almost backed into this area of video and sales where we built down almost a prototype tool for our own sales team to enable them to record and send custom videos to their prospects. Because we were hearing feedback from them saying, Hey, you know when I reached out to a prospect, they're saying if video is so great,...

...why didn't you send me a video? And we built down tools for our own sales team to make it easy for them to record and send videos as part of their prospecting. And it caught on like wildfire. The response from prospects was through the roof. And we then invested in actually turning it into a full fledged product and here we are today, it's now the fastest growing part of our business and in 2020 maybe. Not surprisingly, we saw it just absolutely skyrocket and use across sales teams. Yeah, I was gonna ask about that. You know, how the business was affected by covid probably positively effective because, you know, as a salesperson myself, I I really took pride in that when there was an in person meeting. I thought that was something that did particularly well. The prep, the report that you build, you know, having that type of presence in a meeting is, is a skill and I felt like I kind of had to make up for that in other ways. In a covid world where everything is through email or slack or zoom and video is definitely a way to do that. So I'd love to hear you talk a little bit about your opinion on that. Just like in this new world where we're not meeting face to face, at least not currently how videos is helping to bridge the gap there. Well, needless to say it was a pretty wild year in a lot of different ways and particularly in this evolution of the use of video and a few different things happened. And to your point, we've seen just this hyper rapid adoption of these tools now that we are all not only remote selling but our prospects are remote buying and even their decision making teams are distributed and remote. And so there's other reasons why we need to sort of adapt to their style and reasons why recorded videos are working really well. But you know what a couple of the big things that we saw. So first of all to your point when it comes to sales, I mean, you can't replace the human face, right? You just can't replace those personal interactions that make you The person that you are, that earn trust, that demonstrate empathy. All of these things that we know that make face to face conversation so powerful in the sales world. And in the last 18 months we've shifted to everything being virtual. We're all trying to get as many video calls as we can because that's the first and easiest replacement for in person meetings. But then there's this recognition of, well, that's not the only way I can put myself out there and let people see me, hear me, get to know me and get to trust me. Because the tools in parallel had evolved to make it simple to hit the record button. And a tool like a vidyard, record a video using your web camera, screen share and email it over to somebody. So the tools have become really easy to use to do that. So we saw this great sort of like all the conditions came together because also last year, everybody figured out web camps, it's kind of funny to say. But you know, a couple of years ago, most people were still not super enthused about turning on their web cam, but that all changed again last year. So all these conditions kind of bubbled up to helping people embrace video a lot more, make them feel more comfortable on video. And then the tools to just hit the record button, record something and send it just became simple to use. So it's kind of a perfect storm for the adoption of these kinds of tools. But the last piece of it, which is possibly even the most interesting and important is that the expectations of our customers also changed dramatically. Right? Going back a few years, a lot of us would have been little hesitant and uncomfortable recording a video. Maybe we're working at home and where we don't feel like it's professional to record a video where we're not super polished or something like that. When all the other video out there was this high end produced content. But the reality is now today, here time and time again that the more authentic and simple the content the better. So the fact that our audiences now are really gravitating towards this and you can record a video in your bedroom at the kitchen counter. It doesn't matter and send it over and people will respond to that, it will resonate with them. So again, I think even our audience expectations change. So again, I think that was part of this perfect storm to make this such an important tool. So uh I want to spend some time in a minute going through some different...

...tactical questions around when you use video, maybe in certain scenarios. But before we do that for the marketers that are listening again seven years ago, 7.5 years ago, video was not mainstream at all in the sales and marketing process. So I'd love to hear you talk about as a marketer, how you help too kind of create and educate the market on that. And probably while using video to do that, I would imagine, I'd love to just hear you talk about how you've created so much mindshare because nowadays it seems like at least if you check linked in everyone's talking about how important it is to use video and prospecting or they have their selfie camera like while they're walking to get their coffee in the morning or whatever it is. So I'd love to hear about how you helped to kind of build that, that mind share. Yeah, well it's, it's been great to be a part of a business that genuinely believes from the top down that true thought leadership, that being helpful and serving the community is more important than selling to the community, right? And a lot of us get that and we feel it, but it's very rare to be a part of an organization that genuinely leans into that that believes that invests in it. And it's something that actually attracted me from day one when meeting the executives here because they were really all in on that and they felt, you know what? We've got to build a market here, It's not about building Vidyard, it's about building the video market and we'll build the best products, don't you worry? Tyler will build the best products that when people come needing a better solution for video, because we've built up that demand will be the best ones to serve them. And so it really starts with having that mindset of how important it is to serve and support the community out there and help them be successful from that. You then say, well, if we're going to do that, we need to genuinely invest in content in thought leadership in having people in the business who understand the market, who are and can develop into experts who can find out what's working for others and share those back into the community. And again it sounds so simple, but most marketing teams don't invest in having people who are actually dedicated to that. They have content marketers who are writing but they're typically S. E. O. Experts and they learn the market but their focus still tends to be on like how can I get the most traffic to our site? Not always how can I help our audience be the most successful. So I think that's a really big part too. It's something we've always embraced. You know, a couple of things that we've done that I think really helped with all of that. One of my favorite programs that we run every year, we've been doing it for five or six years now is our Video and Business Awards program. So we host an annual awards program where we open it up to our whole community, not just our customers to submit their best stories and examples of how they're using video to be more successful in their marketing, in their sales or their internal communications. And we get hundreds and hundreds of submissions and across again, not just our customers, but anybody out there who happens to be following us. And the reason we do this is both to celebrate the awesomeness of what they're doing. But we also get to gather all these innate best practices and all these examples from others of what's working for them. And so it's not about developing a case study for all of these, it's about genuinely sourcing best practices and then putting those people on stage, giving them a chance to share their story. And so there's all these kinds of things that we do to really get behind that true thought leadership. And then of course, you've got to make sure people can see it and find it and watch it for videos. That's a whole other conversation on distribution and promotion of that content. But that's really what it's been fundamental for us here at Vidyard, any crazy stories or examples from some of those submissions for the award of people that have really stood out over the years. Oh yeah, there's so much good stuff. It's I just I love running it. I actually I judge it. So I'm part of the judging committee. We also have a cast of about usually 10 different...

...third party judges who participate in it, but I've always stayed on as a judge and I it may be hard to believe, but I promise you, I actually look at every single submission that comes in, I block off like two days in my calendar to go through every submission, which a lot of people will say is that the best use of your time as a VP of marketing. And I will say yes, it is because I learned so much from those in terms of what other people are doing many of those. I send over to our own team and I'm like, check out what this company did. We should do this too. It's so great. But a few of the things on the, I'll start with the marketing side and then I'll talk about the sales side on the marketing side. In the last couple of years, we've seen this rise of series based video content by BdB brands who are using it as a part of their thought leadership and content strategy, almost like video podcasts, but people that are taking away more creative approach to it and they're creating these branded series where they're launching new episodes every week or every two weeks and they're doing them almost like in a Youtuber style mentality. They're putting in the effort to create really interesting content, shorter form series based content. And in the way that they're using those in terms of how they promote them, how they leverage them is just absolutely awesome. And that was actually one of the things that inspired me. I'm working on a couple of new original series here at Vidyard. As you see these things happen and you recognize like, yeah, that's how people really want to interact these days, right? Like that when you say like, oh, check out our episode six of our series X. It just feels and sounds more interesting and if you take a smarter production approach, you can really do it well. So that's one thing that stood out to me last year from, from the marketing side. On the sales side, there's lots of great examples of people with just like huge our ally. But the ones that stand out are the ones that just get super creative with video. Two years ago, one of the winners in the sales category was Frankie Weschler from a company called dynamic Signal where he submitted a video where he was prospecting into the Buffalo Wild Wings company. So the actual restaurant chain. So he had been prospecting them, sending the usual emails and phone calls. So then he decided to make a video. But he actually went down to his local Buffalo Wild Wings and he bought a pack of their hottest wings called their Blazin Wings and he brought them back to the office, sat in front of his webcam and he held it up in the camera, it's the record button and he says, hey, friends at Buffalo Wild Wing, I am so committed to working with you. I haven't heard from you, I've been reaching out, but I'm gonna pitch my value proposition while eating your hottest blazin wings. He takes it out and he starts eating one of the wings and he literally starts coughing and welling up and crying because it's so spicy. But he starts delivering his pitch and he like he's coughing as he gets, but he gets through his whole pitch in about a minute and a half and he finishes the video and it's just the funniest thing when you're watching it, you can't help but laugh and lean in and appreciate the effort he's putting in. And he got like more than like 200 views on that one video in that account because it kind of went viral within the account. Right? Everybody was like, this is amazing, check this out. Did he booked the meeting? Of course, he did write, you booked the meeting in like two days where they're like, ok, great. Let's have a chat. So there's all sorts of creative examples like that. We can't all eat hot wings on camera. But some people have gotten really creative with it in the sales process to really connect with people in different ways and stand out from all the other noise. That's awesome. That's hilarious. I actually feel like I've heard about that story. It's kind of like a legendary sales story, just like in the ether. I don't know the guy's name it, but it's just that's hilarious. I'd love to, to uh, to switch to get a little tactical on video. So there's a few scenarios that, from my understanding that video is the most prevalent in like a sales or marketing world. And you know, the first one that comes to mind and this is one that you see people talk about all the time is via prospecting. If you're an SDR, if you're an e similar to the Buffalo Wild Wings story where maybe instead of sending a long form email, you make a 30 to 45 2nd video about introducing yourself, your quick value prop...

...specific to that company. And then that's it. So I'd love to just hear you talk for a second about that. Like tactically. What's the best way to create that type of a video? Are you writing an email with it? Like how do you get people to actually look at that video and then we can move on to some other scenarios? Yeah, so prospecting is definitely a hot area for using video right now and it's largely because people are, I mean, just response rates and engagement rates in the traditional tactics of text based emails and social outreach and phone calls just keeps dwindling and um, you know, it's depressingly low because people are just bombarded with that stuff. And so part of the reason that video is working really well is number one, just by nature that it stands out, all the other types of communications people are getting today. Most of your prospects will be getting no videos from sellers today. I promise you that as much as we talk about it here, your prospects aren't getting any from anybody else. So now there is a chance for it to stand out and be a little bit different. But when you send over an email with a video to be clear on the process for that, so you'll be using a tool like a Vidyard, it's free. You can sign up and as soon as you know you got ready, you just hit the record button, you can record either your webcam or a screen share along with your camera on And record your 30-92nd video, whatever it happens to be. And once you're done you can drop in the thumbnail image for that video into the email and it's hyperlinks so when they click it, it launches a dedicated page and that video plays back to them. And so there's a lot of merit in thinking about for prospecting. How am I going to get this person's attention and how am I going to get them to click play right. Like that's the most important thing. And so there's there's three things that you want to do to maximize that conversion rate. First of all is if you are sending it over via email, be mindful about your subject line, like any email you send. But sending a video gives you a chance to do something a little bit different. That stands out Elizabeth more creative. So I've heard from a lot of different sellers, a lot of those award winners, that subject lines that say things like made you this video or video for you or your name plus my company video for you. So by just teasing out the fact in the subject line that you made them a video garners higher open rates on it because it creates this level of curiosity, right? Both just the fact like wow, this person made me a video. Did they really like I should probably should check this out, but also the expectation of value because again, if it's true and this person took the time to make me a video, most people still think that's a herculean effort. Like that's a huge level of investment for somebody way more than somebody just copying and pasting tax. So the expectation of values immediately higher. So they open your email and then you do introduce it with a little bit of text of course, to make sure there's a little bit of context setting. We recommend usually like two sentences to help introduce the video, but your goal here is to get them to watch the video. Your goal in your copy isn't to get your whole value prop out or to whatever it is, the goal in the copy is get them to hit the play button because if they hit play, they're gonna see you, they're gonna hear you, they're going to meet you and that is more powerful frankly than anything they can read in the email. So get them to watch the video, right? Have some fun creative text to draw them in, say things like I made you this 46 2nd video to quickly introduce myself and show you something that I think could be a very of interest, right? Like do little tactics like that to make it intriguing and then your final pieces, that thumbnail image, because that's going to be the make or break on whether they decide to click. And the most important thing there for prospecting is to try to make, have something in that thumbnail image that is personalized to them. So when they see it, they know in an instant that you really did make this video just for them. And that's why we see some sellers, they'll have a white board where they'll write the person's name on it or some custom message to it and hold it up in the video so that when they hit the record button, that scene will become the thumbnail. So...

...they're going to see that in their inbox, it's you with a message to them on the whiteboard or they'll do a screen share video with something about the prospect up on their screen. It could be their linkedin profile, it could be their website, it could be an article that they commented on. So that's the last sort of most important thing when prospecting because if they see it and they know without a doubt that you really did make this just for them, they're way more likely to engage because their expectation of value is way higher. Now when they click, you got to get your message out quick, it's got to be a great message. But those are the most important things when it comes to prospecting to get that engagement rate up from the beginning. I love it. Okay, going on to, we've got four scenarios. This is the second, the second one being, you're working to deal with someone. Maybe this is a Demo or proposal follow up where the standard playbook is, send a 13 paragraph email that, you know, people read the first two sentences and then maybe the last two sentences and they skim over the rest and this is maybe either an addition to or replacement of that really long and sometimes kind of inflated email. Yeah, well it's, it's, it's interesting because if you, if you think about your typical sales process, there tend to be all these micro moments, you know, in between the meetings and such where yeah, you're either answering a question, you're recapping a demo meeting. You have, you're walking them through something to clearly explain it. You're addressing a competitive question, whatever it happens to be. And um, you know, traditionally we often, some of those things were like, oh well, lets book a meeting and we'll talk about it then. And that's just, just, just really, it's not the best experience for anybody these days. So there's all these micro moments where you're going to be sending over this information. But to your point, often we just type it as an email and send it. And my belief is whether it's a short message, just like saying, hey, can't wait for a meeting tomorrow, like a pre meeting, check in a longer message. That's maybe a post meeting recap where you're summarizing some of the key takeaways or maybe even a longer message where you're trying to explain how your product works. All of those are moments where you can record and send over a video. Could be short, could be long, depending on what you're explaining. But in those cases, in addition to being able to deliver your message more clearly because you can actually like talk like a human, you can use intonation, you can use body language, Right? So there's all those things in terms of just more clearly explaining your idea. But the other thing that's happening there is if they do watch you, you're increasing your amount of face time you're getting with them. You're inherently becoming more memorable. You're inherently just building report with every one of these, right? Like if I were to ask you, would you rather a prospect of yours spent one minute reading one of your emails or one minute watching you explain that idea, which would you prefer as a seller. Right. And we would all say, well, I'd rather than watch me in a video because all these things happen where there, you know, where they're building a relationship with me. So there's all these moments where we can say, hey, instead of sending this as an email, what if I just hit the record button and explain it? Or if I'm trying to walk through a product feature? What if I did a screen share video, brought it up on the screen and actually walk through it for them and showed them what I'm talking about now. The last thing that's really interesting about using these videos throughout that sales process is that if that person forwards it around to others, potential, other stakeholders, right, who may be the people that missed the meeting, they're going to forward them the meeting recap or maybe it's somebody who is again, not ever going to join a live zoom, but they have a stake in it and they want to see what you have to do if your champion forwards your video around to other people, what's happening now? Well, each of those people that watches that video actually get a chance to meet you. Now, you're suddenly a real person to them as well, not just the sales rep or an email address. And I call that walking the digital halls of your accounts, because in the old world, we all talk about like make more friends and walk the halls and we try to do that in the physical world, where would actually show up at the office, we'd smile and...

...high five and take people out for coffee. We can't really do that and people don't really want you to do it anymore. Even once we're back to normal. And so these videos become these ways to quote unquote, walk the digital halls because you're going to get more and more people to see you too here you to meet you. Even if you never meet them, if they can watch you, that's a win for you when it comes to decision time. So I get really fired up about those ideas and when it becomes easy as part of your process to record and send these videos, that's when the magic happens, because you don't hesitate. I love that quote, like walking the digital halls because that is when a lot of great sales moments happen is you're just kind of walking through the customer prospect and you see that person, you knew them from linkedin and you drop something at their desk or you stop by and I love the concept of being able to do that through video through email. Okay. The third scenario is for your bread and butter of of the marketers out there that have, whether you're going to prospects or customers, you got all these people on your email list and send your weekly, you know, email about, hey, here's an update from us or its can sometimes not always, but can sometimes be, you know, fall on deaf ears or be a little bit lame. And I, I imagine videos a way to kind of spice it up again, engage people on a human to human connection. So how would you do that or how do you do that for you as a marketer? Yeah. I mean we've seen marketers using videos within their email marketing, their nurtures, their follow ups to inbound leads more and more frequently over the years. It still doesn't seem to be common practice. But for a lot of people, they've been starting to do it again as, as a richer call to action for people when they're opening up that email, if they see a thumbnail image and something that says, Hey, watch this 62nd recap, as opposed to like download this, you know, full research report. Things like that can work really well for people. So I see most marketers now mixing it up and and offering different types of calls action, including videos. But one of the big things that I've seen happen over the course of the last couple of years is a lot of those videos are now back to our conversation earlier created in a way that they're featuring real people from your team. They're just, they're more authentic, They're simpler in production style and they're almost intentionally kind of low fi because they feel more real. So instead of sending out a video that's this like overly produced drone footage, theme music, you know, we've got this great new thing. You've got to check it out if instead it's actually like somebody from your real business just on camera authentically saying, oh my gosh, you, I think you're gonna love this. I'm actually the person who wrote this awesome article. I would really love for you to check it out and hear your feedback. Right? So, so making those kinds of content even a little bit more authentic. And in some cases, I've even seen people, we've done this ourselves where they will involve their sales reps in some of those videos because those might also be ones that are being automatically sent out when a new lead comes in or somebody requests the demo or something like that and they'll actually include the actual reps in those. So if somebody comes inbound, they fill out a certain form and they get an auto responder there, including a short video with one of their sales reps saying, hey, this is, you know, I'm Tyler, I'm part of the accounting here at Vidyard and my job is to help you navigate what you're doing with video and to see if there's a way that we can help myself or somebody from our team are going to follow up with you a little bit later to see if there's something blah, blah, blah, blah, blah. So those sort of just more authentic moments where we're creating almost like a conversation with our customers through these micro videos. And I think that has a lot of power in today's marketing and sales and I think it really stands out from what most other people are doing. I love it. I love that move of taking that first customer interaction and getting them not only a sneak glimpse at your product because you are Vidyard but also having that human connection. Versus it just being you know, you download the form and then you say, you know, you get a canned email from a company. It's just a great way to differentiate yourselves in that first moment. The last scenario here is for all of the, you know, the folks that are influencers out, their their salespeople, marketers, ceos, whatever...

...they are that you are on linkedin, creating content, trying to build a brand or build a following. How have you seen video? Maybe break through the noise more or in a different way than people that make, you know, just long linked in paragraphs, for example. Yeah. Well, I think we all know we've seen over the last couple of years that linked in and basically all the social platforms have been prioritizing native video as a content format that they try to share and and drive engagement with across the platform. And I know personally whether or not I work at Big Yard, I see whenever I do a post that is just text or has external links, I'm getting very low engagement. But as soon as I add a short video, it seems like the sharing goes through the roof. And that's just the linked in algorithms pushing it to more people. Because linkedin watch people to spend more time on the site and they and facebook and others have found a post that includes a video keeps people's attention longer, Right? Even if it's just for 5-10 seconds where they pause, they start to watch, they see what's happening and they move on or they actually click play and keep engaged. So, anyways, there's a there's a motivation factor there, just from the pure standpoint of you're likely to get more engagement and your post in front of more people, if you include a video in the post, So that's just a starting point. And so sometimes it is, I mean, there's even little hacks to that, like, I'll just have a written post and then I'll just record, like, a 22nd video where I'll be like, just explaining the topic a little bit more and then asking my community for feedback in the comments, and just by the nature of adding in that video, again, I tend to see a bump in engagement on it, which is great, but that said, there's other things that you can think about doing, and one of the big things of course, with with social in general as consistency in the publishing of your content and being disciplined about making sure it's, you know, every 2 to 3 times a week that you are posting, that you're sharing and again, including videos and as many of those post as possible, can really help. And one of the great ways to almost force yourself to be consistent in this content is back to my earlier idea of of almost thinking about it as like a series and saying, you know, like once a week, whether or not you give it a brand right? Like you could I could do something called Tyler's Takes Right, Like every friday I put out Tyler's take on something, but you don't have to do that, right. It could just be, you know, it can just be your own sort of cadence of things, but being disciplined in that and saying like every thursday or every Tuesday I'm going to create a video talking about a key topic, reviewing something that I saw out there, but it doesn't always have to be a fresh new ideas. Sometimes it can be your perspective on an amazing article that you saw or some cool new research that was put out there. So I think there's lots of little ways to to do those things. And again, I think when you're, when you're making these videos, like any video, whether you're making it in sales or frankly in marketing these days as well, I'll give you one more treatable quote here for you and that be mindful, It's about connection, not perfection. So don't worry about the stumbles, you know, don't worry if there's a dog barking, lean into the connection aspect of this and just be yourself, be authentic as best you can and try to connect with people and if that's your mindset going into it, I think you're gonna create way better content that's gonna get way more engagement. I'm a one take guy on video, Tyler, whatever happens if I'm stumbling, if I'm bumbling, we just roll with the punches, there's lights too short for a second take. Yeah, I always call myself a one take wonder, but it's usually the fifth take is my one take. But anyway, we'll go from there. My last piece for you here. Obviously we're talking on revenue Collective podcast, you folks at Vidyard have been partners with Revenue Collective And so I'm just curious, you know, the whole thing here is like we've got a community of, you know, revenue and operations folks that are all kind of helping each other out on their career paths. I'm just curious what is a great networking or your number one networking tip professionally that that has helped you...

...in your career? That's a great question. First of all, I love the revenue collected and Vidyard has done some things with them because I actually became a part of it personally prior to that and at a terrific experience in the network and to your point it's such an actively engaged community way more than others. I'm a part of, frankly so kudos to the team for that and the quality of people in there and the quality of feedback that I get his own standing. I think the most important thing in terms of the community building aspect is that you need to give more than you take and I think we all sort of know that from just being humans and you know how we be successful in our world, but I think it really is, you know, important. I know a lot of people when they're part of communities, they only interact when they're looking for something when they have a question to ask or you know, information they're searching for, but you never see them helping anybody else answering questions or participating in other conversations. And I think that's the most important thing linked in and other networks are the same as well. Right? If you can be out there and try to spend a little bit of time giving, helping to answer other questions, providing value back to the community, that's actually the best way to in return, get the value back. Because those people are going to connect with you, they're going to involve you in more and more conversations. And those are the things that end up helping you be more successful in your career. So give more than you take. I love it. Last piece. Anything, any sort of documents that have helped or resources that have really helped you in your career, whether that's books, podcasts, people you follow on Youtube, Tiktok, whatever it might be, anything that has, has helped you or that you recommend other people read or check out. It could be any topic. Yeah. You know, it's funny the, I have found over the last few years that the community of folks that I've built and follow frankly, particularly on linkedin, continues to be my best source of inspiration, ideas and content. You know, I follow other media sites and like on the marketing side I'm a frequent, you know, engage er in things like demand gen report and you know, I love what marketing process does from a content marketing perspective. And there's, there's great sites out there with so many terrific resources on the sales side. There's the usual suspects of the sales hackers and others where there's just phenomenal content and I'll certainly pop into those. But I find I spend more and more time because just engaging with things that are being shared proactively on the sales side. It's it's people like josh brown and john Barrows and morgan ingram and sam Jacobs and many others were just following the right people. So many of those people are seem to be so generous with their time and the things that they're sharing. Sometimes I find it pretty remarkable. I'm like how do you spend time doing a real job with the amount of awesome stuff you're sharing for free out here? So I would I would really interest encourage people. I know you're all doing it if you're listening, you're already doing a lot of those things. But yeah, really be disciplined and like curating those communities of marketing leaders, sales leaders, experts, authors and be disciplined in following them online. And uh, I also think that's the best way just to stay like up to date because there's like every day, there's so many crickets that you can get out there. I love it. That's great. Great resources. Tyler appreciate your time this morning. This is a blast. What's the best place for folks to find out more about Vidyard? More about you if they want to connect with you. Yeah, so the easy one for sure is please connect with me on linkedin. Tyler, Lassard, VP Marketing. Vidyard, you'll find me there. Certainly Vidyard dot com is where you can go for a tremendous amount of resources on using video, across marketing and sales, video production, video prospecting. We have a plethora of resources on all of those things in our learning center and on our blog. So take a look there. And if you are interested in the sales side of the world of if you're not yet using a tool like Vidyard to record and send videos to your prospects or customers, it's free. So just like go to Vidyard dot com, hit the sign up for free button, it's unlimited usage. Just give it a shot. And even if you don't use it externally, you can use it internally...

...to share videos with teammates, friends and family. I wish your father, happy father's day coming up, whatever it happens to me, it's a really simple tool, so I encourage you to check that out and let me know what you think on linkedin. That's awesome. And speaking of people like morgan ingram creating content, he had shared a while ago. Like if you're getting started with video, just send five a day, You know, five a day Start small, it's not gonna be overwhelming. Takes you three minutes to come up with each 13 times five is 15 minutes and everyone's got 15 minutes a day if you're a sales person to try something new and and see it. So I appreciate it. Video is a game changer. I appreciate your time and your knowledge here. Tyler wonderful. Well, thank you. My pleasure. All right, Thanks for checking out that episode. This is tom Alamo. Feel free to add me on linkedin and connect after the show. Let's give one more shout out to our sponsor. This episode was brought to you by drift. The new way businesses by from businesses. You can learn more and get the conversation started at drift dot com. Great people over there. Tell us our great guy. I love this conversation until next week. Get after it, Have a good time. We'll see you next monday piece. Say something Yeah.

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