CASE STUDY
Building Cybersecurity Expertise Through Video Sales Enablement
A technology giant needed to provide resources and training to their sales team on how their solutions can address top security and compliance challenges and pain points faced by enterprise clients.
To achieve this goal, CyberTheory worked with the client to develop sales enablement materials beyond the usual selection of slide decks and battle cards.
Challenges
Enable a Vendor's Sales Force
The client was looking to educate their global sales force on their security management solutions in an efficient, new way.
Solution
Video Battle Cards
CyberTheory developed a plan to create video battles to complement the more traditional slide decks and Battle Cards. Video battle cards would provide a more dynamic and digestible format for sellers to learn the security products, as well as ensure the sales message is well aligned with marketing message.
CyberTheory produced five, 3-5 minute Video Battlecards based on the vendor’s top use cases, The videos featured SMEs from the client company, providing a familiar face and using company language and terms the sellers are accustomed to. CyberTheory developed the content for the videos using insights from the SMEs (on camera and off), as well as with quantitative data analysis from the ISMG database of more than 1.2 million subscribers.
The video capture was recorded in person, at a studio that enabled high-quality production.
Videos were designed to be internal sales enablement tools as well as market-facing content assets that could be used in marketing campaigns and sent directly to clients to drive meetings and workshop attendance.
The videos were hosted on the client’s website to drive website traffic and increase SEO rankings for the relevant key terms.
Results
Effective Sales Enablement, More Customer Engagement and Beyond
Once the 5 videos were created, the assets were leveraged to train the sales force, educate customers, and extend the reach of the vendor’s marketing and lead generation initiatives. Among the results:
- Along with enabling the cybersecurity sales team, the Video Battlecards helped transfer cybersecurity expertise to the corporation’s non-cyber selling – no small feat given the vast portfolio of offerings.
- The videos were built into a content syndication campaign targeting the corporation’s top accounts, generation 165 SoftBANT leads with multiple touches and digital qualification questions.
- 30-second promos were launched as ‘snackable’ social media teasers. A funny bloopers clip from the project was one of the company’s best-performing cybersecurity posts to date.
- The organization leveraged unused video content into expanded videos in a secondary project. Each use case then had a market-facing buyer’s journey, from promo clip to conversation starter to expanded solution and use case details.
Insights and Recommendations
Bring Sellers and Buyers up to Speed Quickly with the Power of Video
Addressing a common sales enablement challenge, Video Battlecards are a perfect medium for helping sellers understand complex information quickly – such as how to sell cybersecurity solutions to CISOs.
Our marketing experts can help you discover other fresh, new approaches for all types of marketing challenges. Contact us today to learn more.