Guido Bartolacci, Manager of Acquisition and Strategy at New Breed, and Amanda Nielsen, Demand Gen Marketer, explain how the agency used video to align their sales and marketing departments—and why they tell their customers to do the same.
As a demand generation agency, New Breed helps companies grow by building “predictable, measurable, and proven marketing and sales solutions.” In other words, they help companies create sales and marketing strategies that win more business. On their journey to help other companies, they constantly strive to grow and improve their own business along the way.
With their finger on the pulse of demand generation, New Breed knows that video is key to building trust and adding value. Not only does video add a personal touch to any company or brand, it takes care of the introductions so that by the time a potential customer meets the sales team, they are already informed and ready to talk business.
New Breed’s Manager of Acquisition and Strategy, Guido Bartolacci, told us that he’s focused on getting his clients to incorporate video in all phases of the marketing and sales funnel, and New Breed is leading by example.
At the top of the funnel, New Breed’s marketing team uses video to attract attention and generate leads. Video case studies, how-to guides, and testimonials can all be found throughout the company’s website and social channels. The sales team continues using video by sending personalized outreach videos, pitches, and proposals. Video also plays a big part in the everyday life of a New Breed client, with the services team using support videos, screen sharing, and webinars to maintain clear communication and strong relationships.
Because New Breed uses video at every phase of the customer life cycle, it was important for them to find a single platform to tie it all together. They chose Vidyard because of a shared focus on empowering and enabling marketers. Since they started using Vidyard’s Chrome extension, they’ve noticed an increase in open rates and engagement with email outreach.
The personal aspect of video is what makes New Breed stand out among crowded inboxes. Bartolacci noted, “As we start to introduce [Vidyard] earlier in the process, our clients are asking about how we’re using it and the benefits that we’re seeing from it, so there’s just a natural extension.” The accessible nature of video makes it easy for clients to learn by example.
“Most of our clients are comfortable with using written pieces of content like an eBook or a whitepaper… But incorporating those same methods that you used with content and applying it to video can be really effective”Guido Bartolacci
Manager of Acquisitions
New Breed’s sales and marketing teams have also been learning by example. Thanks to the internet, many potential customers are doing their own research ahead of their first interaction with a sales rep. That makes it more important than ever for marketing to gather insights from sales to inform their content. On the other hand, sales teams need more shareable material from marketing in order to strengthen their pitches and reduce friction.
Since deploying video in their marketing and sales processes, New Breed has seen a stronger alignment between the two teams. On the front lines, sales reps are sending marketing-made videos straight to clients and coming back with useful feedback and suggestions. The content is constantly improving, and helping to narrow in on qualified leads. The ability to track and record real-time metrics lets New Breed track conversions reliably, and informs future sales pitches. New Breed practices their own advice, proving to customers that an aligned strategy produces results.
You can follow New Breed’s example by following their tips for using video across marketing and sales: