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Cutting Through theNoise with Creative Storytelling in B2B
The Taulia Way
#VideoSpaceCamp@itsbhaji
Background:
Industry Experience:• With Taulia through the journey from an early-stage start-up to the market leading Financial
Supply Chain company• As the first person on the ground in marketing, held every conceivable role, from events to
branding • Currently, responsible for driving global pipeline growth through inbound and outbound
channels
Most Successful Marketing Campaigns:• Customers thought our portal wouldn’t be intuitive for their suppliers to use? It’s so easy, kids
can use it! Taulia.com/Taulia-is-easy • Suppliers won’t want to get paid early? Trust us, they will.
Taulia.com/Unconventional-acceleration• Having a hard time getting a customer testimonial? Feature the person, not the company.
Taulia.com/AP-Superhero
Bhaji Illuminati
Director of Marketing, Taulia Inc.
#VideoSpaceCamp@itsbhaji
AgendaAbout Taulia and our Approach to Marketing
The Art: Using Creative Storytelling and Video
Marketing to Drive Engagement
The Science: Using the Data to Improve
Demand Gen and Optimize Results
Questions
#VideoSpaceCamp@itsbhaji
• Founded in 2009• The financial supply chain
company• Fast-growing SaaS
company with focus on innovation within the enterprise
• We turn our clients into superheroes … literally
About Taulia
#VideoSpaceCamp@itsbhaji
The Marketing Evolution2012messaging
Few customers and minimal pipeline
Focused on revamping messaging, rapidly building pipeline and nurturing existing customer relationships
Limited PR
No Branding
2013personality
Pipeline building continued to be a core focus
Added branding, PR, analyst relations and content creation as core activities
Focused on creating a personality for Taulia
2014relationships
Continued emphasis on pipeline, content, PR & personality
Showcase customer relationships to strengthen brand
Customer road shows, conference & tradeshows
2015sophistication
Refined messaging around the Financial Supply Chain Company
Greater focus on message personalization
Vertical specific campaigns
Targeted competitive takeout campaigns
#VideoSpaceCamp@itsbhaji
Taulia Marketing & Brand StrategyMarketing is not
one size fits all
Know what motivates your
prospects
People-to-People vs. Business-to-Business
Focus on benefits, not products
Consistent brand image through content & communication
#VideoSpaceCamp@itsbhaji
• What kind of content to produce and what are the storylines?
• How to bring those stories to life?
• How do we align these stories to the buying journey?
• How do we ensure we’re engaging prospects in an ongoing dialog?
• What impact does this video have on revenue?
Questions We Ask Ourselves
What Makes a Great Story?
#VideoSpaceCamp@itsbhaji
The Secret Sauce to Creative Storytelling
An Concept People Can Rally Around One Simple Idea Solving a Pain Point
Multiple Angles Digestible Information
Compliment of Channels
#VideoSpaceCamp@itsbhaji
Bringing the Story to LifeAttention grabbing start
High level content
Customer stories
3rd party content piece
Multiple calls to action
#VideoSpaceCamp@itsbhaji
Taking an Integrated Approach
#VideoSpaceCamp@itsbhaji
The “Anti Drive-by-Marketing”
The Art of Creative Storytelling
#VideoSpaceCamp@itsbhaji
Taulia’s Marketing Playbook
Put the customer at the center of the story
Provoke change and emotions
Have fun!Simplify the message
#VideoSpaceCamp@itsbhaji
Put the Customer FirstTurn your customers into superheroes and let them market for you!
Taulia.com/shared-services-superheroTaulia.com/ap-superhero
#VideoSpaceCamp@itsbhaji
A common concern prospective buyers have is that the tool
won’t be intuitive to the users… how do we fix them?
By showing that it’s so easy, even a kid could use it!
Simplify Your Message
Taulia.com/taulia-is-easy
#VideoSpaceCamp@itsbhaji
If people are afraid of change, let them know that you’ll be there to help them achieve
their goals.
Your job is to help them take control of their [WHAT??]
Provoke Your Audience
Taulia.com/take-control
#VideoSpaceCamp@itsbhaji
We’re not endorsing bad business practices…
we’re just… okay, well maybe we’re endorsing them.
Everyone needs to have a little fun!
Just Have a Little Fun
Taulia.com/unconventional
#VideoSpaceCamp@itsbhaji
But None of this Matters If…
ONE
TWO
THREE
FOUR
People aren’t engaging
Programs aren’t driving leads or pipeline
Performance can’t be tracked
Science and storytelling aren’t inegrated
The Science of Creative Storytelling
#VideoSpaceCamp@itsbhaji
Maximizing Distribution
Taulia.com Email Marketing
Landing Pages Social
Custom Video Library on Taulia.com
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Optimizing Engagement
Losing 40% within first 10 seconds!
60% watched until the end
Discovered sharp drop-off in Whiteboard videos when message turned to ‘sales pitch’
#VideoSpaceCamp@itsbhaji
Driving Conversion
CTA
Marketo Form as CTA at End of Video
#VideoSpaceCamp@itsbhaji
VIDEO TYPE STARTED COMPLETED
Fun Campaign Videos
+10 points +5 points
Whiteboard Videos +15 points +10 points
Demo Videos +20 points +15 points
On-Demand Webinar +50 points +15 points
Track activities within Marketo as actionable insights• Who’s watching which videos, when, and for how long• Lead scoring based on actual engagement in video content• Automate follow-up after a video viewing session
Improving Demand Gen Results
546471 Apr 6, 2015 11:35 Visit Web Page Watched Pricing_Video_2015: 100%546470 Apr 6, 2015 11:32 Visit Web Page Watched CC_Testimonial: 75%546266 Apr 2, 2015 12:04 Visit Web Page Watched Prod_Demo_Reports: 50%546258 Apr 2, 2015 12:01 Visit Web Page Watched Accts_Payable_Adam: 100%
Lead Scoring on Video Views
#VideoSpaceCamp@itsbhaji
Key Take-Aways
STORIES
Facts tell, but stories
sell
CULTURE
Culture matters
AUDIENCE
Know who’s
watching
MEASURE
View counts don’t count
