CASE STUDY
Building Cybersecurity Expertise Through Video Sales Enablement
A technology giant needed to give its cybersecurity sellers better training and insight on their portfolio of offerings to engage their enterprise clients more effectively.
This CyberTheory client was willing to go past the usual selection of enablement assets, such as PowerPoint decks and battlecards – for the right sales enablement content strategy.
Challenges
How to Best Enable a Cybersecurity Vendor's Sales Force
Once this client realized the need to better educate the cybersecurity sales team, a strategy was needed to achieve that goal. The tech giant came to CyberTheory with this challenge. CyberTheory reviewed existing sales enabelemt and educational materials, then proposed an innovative plan.
Solution
Upskilling Sales Force Through Video Battlecards
Sales enablement is usually an arduous slog for sellers. They must absorb myriad jargon-filled bullet points about products, markets, pricing, decision drivers, competitors, use cases and more. And then understand and retain it enough to hold meaningful conversations.
Powerpoint decks and battlecards have their place as sales enablement content, but can easily lose effectiveness to overwhelming complexity or other sales urgencies.
So CyberTheory proposed a friendlier format: Video Battlecards. This type of sales enablement content helps quickly and effectively communicate key competitive insights, product differentiators, and talking points. And with CyberTheory’s approach of capturing real SMEs on camera, it’s much easier for sellers to absorb complex concepts as well as to mirror the most effective questions and talking points in later sales presentations.
In this case, CyberTheory proposed 5 short Video Battlecards based on the vendor’s top five use cases, with aligned PowerPoint slides.
- Videos were 3-5 minutes long and featured three of the vendor’s deep SMEs.
- All videos were recorded in person the same day to match the creative style and to ensure high-quality production, as well as to gain time and cost efficiencies.
- Videos were designed to be market-facing conversation starters as well as sales enablement tools, and could be sent to the organization’s clients to drive meetings and workshop attendance.
- Talking points of the videos and battlecards were informed by SME interviews, as well as by quantitative data analysis from the ISMG database of more than 1.2 million subscribers.
- A landing page was created on the client’s website that expanded reach, driving additional SEO rankings for each topic
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 sellers – no small feat given the vast portfolio of offerings.
- The videos were built into a content syndication campaign targeting the corporation’s top accounts, generating 165 SoftBANT leads with multiple touches and digital qualification questions answered.
- 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 ever.
- 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.