009 | Video is Your Best Marketing Funnel with Daniel Glickman | Studio CMO
The Episode in 60 Seconds
Daniel Glickman, CMO of Wave.video, joins us on this episode of Studio CMO to discuss the importance of video in B2B marketing, including what videos you need in your arsenal and the most effective approaches.
Daniel is an innovative and internationally experienced CMO with a passion for building data-driven marketing systems that empower creative marketing teams to thrive and perform.
This interview delves into:
- The most effective type of marketer
- Wave.video’s role in the revolution of video marketing
- Why video is a critical tactic for B2B marketers to employ in their stack
- How to maintain control over your video marketing efforts
- Wave.video’s approach to video marketing
Daniel has successfully built acquisition teams and marketing departments, managed multi-million dollar marketing budgets, and delivered speeches to national audiences at CMWorld, B2B Marketing Forum, and MarTech.
Daniel is the host of the B2U Podcast. Subscribe here.
Browse more resources on video marketing:
WE NEED MORE MARKETERS WHO CAN DO BOTH
There are often two types of marketers: analytical marketers and people-centered marketers. When in reality, we need more who can be both.
“You have to be able to do things at scale, to very analytically drive audiences and conversion pixels and really get things down by data. But, never forget we're dealing with people. We want to touch them emotionally.” – Daniel Glickman
People should not only buy from you because you have great product, but also because they know you and trust you.
THE ORIGIN AND TRANSFORMATION OF WAVE.VIDEO
Wave.video began as a very simple app that filled a huge demand: videos with high quality backgrounds and text overlays.
In a year’s worth of research and development, Daniel’s team noticed a very interesting phenomenon. Companies that were really successful on social media, driving traffic, and creating buzz all had one thing in common: video marketing.
“The competitive advantage that we have to keep all the time is not by developing something really great. It's by constantly being ahead of everyone else at developing something great.” – Daniel Glickman
THE REVOLUTION OF VIDEO MARKETING
With 82% of all consumer internet traffic predicted to be online videos by 2022, we can confidently say that video marketing is the future.
However, it’s not about creating random videos. Daniel and his team discovered that companies successful with video all follow a methodology that mimics how content marketing affects the funnel.
Marketers are creating sequences of videos that are designed to lead people to action.
“In the early days of video marketing, people were just making videos without really thinking about strategy. And that's the missing piece.” – Daniel Glickman
WHY IS VIDEO A CRITICAL TACTIC FOR B2B MARKETERS TO EMPLOY IN THEIR STACK?
“Content marketing is not dead. We still need SEO. We still need text-based content. Video does not replace; it is just a way of tapping into new audiences.” – Daniel Glickman
Videos in universal search results have a higher reach than their plain text counterparts. If you’re considering a traditional content marketing perspective, adding a video layer on top of it or adding a video component can boost your SEO dramatically.
Make sure to have these types of videos in your B2B arsenal:
- Live videos: Try live-streaming at an event or in-office. It doesn’t have to be perfect. If live video seems highly produced, it’s seen as inauthentic.
- Promotional videos: These videos could be teasers for your marketing efforts, products, and services or even personalized for a client. Try playing around with text overlays and stock footage.
HOW TO MAINTAIN CONTROL OVER YOUR B2B COMPANY’S VIDEO MARKETING EFFORTS
It’s not about one specific video leading to another specific video. It’s about a series of videos around a specific topic leading to another series of videos around a different topic.
In your first video series, you could build awareness. In your second video series, you could build trust. In your third video series, you could pitch your solution.
The key to maintaining control over how and when users consume your videos is to let engagement die down before beginning the next phase.
HOW TO CONQUER THE B2B BONANZA
Producing videos on a regular cadence can get expensive. The challenge here, the B2B Bonanza, is figuring out how to utilize content you already have.
Thankfully, there's one thing that all B2B marketers have in their arsenal: webinars. Here’s what you can do with them:
1. Organize all your webinars. Decide what’s still relevant and for whom.
2. Take what you’ve already produced and put it behind some sort of gate. Tell your audience it’s only available if they take a certain action.
3. Create short clips of highlights in your webinars. You can create entire video funnels from a single webinar, and so many of us have a library full of them.
WAVE.VIDEO’S APPROACH TO VIDEO MARKETING
Before creating a blog post or email, Daniel’s team first decides what kind of video they want to deliver and the most effective way to do so.
Almost every week, Wave.video’s Facebook group posts a webinar featuring a guest influencer. Daniel’s team then creates a campaign based on that single video.
Here’s how it works:
- Daniel’s team creates a blog post that’s written around the video rather than the other way around. The video gets embedded into the blog post to redirect traffic, increasing SEO value.
- The guest influencer is asked to promote the post to help produce backlinks.
- Pieces of the original recording are turned into short videos and posted to social channels.
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Mark Whitlock: I have a couple of statistics for you. 1.9 billion monthly active users on YouTube. Can you believe that? So how do you, how do you fit in? How do you make your videos stand out? Well, here’s another stat for you. 65% of senior executives navigate to a site after viewing a video they’re interested in. We’re going to talk about the power of video and marketing and B2B today on Studio CMO.
Mark Whitlock: Welcome to Studio CMO. I’m Mark Whitlock alongside our host John Farkas.
John Farkas: Cheers!
Mark Whitlock: And our cohost Angus Nelson.
Angus Nelson: Well, hello!
Mark Whitlock: and today we are going to be talking to Daniel Glickman, the CMO of Wave.Video and Angus you’re a personal friend of his!
Angus Nelson: I am and he is on his fourth round as the role of CMOs. We’re super excited to talk to him about his experience and he’s currently in his longest tenure here at Wave.Video. He’s the host of the B2U podcast. He’s an innovative and internationally experienced CMO with a passion for building data-driven marketing systems that empower creative marketing teams to thrive and perform. He recently authored two books, Personalize This and Disrupt That. He founded, developed, and continues to run popular “CMO Confessions” meetups in both Boston and Tel Aviv. Welcome to the show, CMO of Wave.Video. Daniel Glickman.
Daniel Glickman: Great to be here.
John Farkas: So Daniel, I would love for you to just give us an overview of Wave.Video. Tell us what Wave.Video is. What do you do?
Daniel Glickman: Awesome. Yeah, I love talking about Wave.Video. John Farkas: I’m glad to hear that because otherwise it’d be a job-fit problem. Daniel Glickman: Yeah. So the Wave.Video is really a platform for marketers to generate videos for their marketing activities specifically, it’s designed to help them generate volumes of videos in a campaign oriented fashion, what we call video funnels. So if you want to have a certain videos, they’ll just sitting there and not really doing anything such as webinars. You can create variations of those fairly quickly and baby videos out of those, teasers, that will bring back the audience to the main video. If you have blog posts and other collateral that are not in video format, you can easily create various video posts out of them. Our goal is to really empower marketers to communicate through video and drive traffic and leads and of course, conversions eventually through the video
John Farkas: and theoretically, conversions sooner rather than later. Because video, as Mark said, is.
Mark Whitlock: a powerful, powerful thing, powerful tool.
John Farkas: So give us a little bit of your, your backdrop. What brings you to the role of CMO at Wave.Video?
Daniel Glickman: I was consulting to the company for a while before I joined. Uh, it was just a great fit. I’ve always been, uh, involved in the direct to user sales. So in the, in the B2B sphere, we separate companies into tutors, sales to through salespeople and sales through sales committees, et cetera, the classic B2B enterprise sales. that we’re used to, and then those, uh, business to user where we sell, directly to the user inside the business. Uh, there are many such, uh, companies, uh, Salesforce can be one of them, right where you just go to the website, pull out the company credit card and bell and sign up right there. So land and expand that way. We are one of those. I’ve always been, um, strong in this field and that’s and media creation as well. And it was just a great fit. It’s something I’m very passionate about. The culture of fit here is phenomenal and I could go rambling on and on, but I think that you’re going to want to edit this section a bit.
John Farkas: So, so go back a step farther. Daniel, what’s your road into marketing?
Daniel Glickman: Okay. Way back when I owned my own business, uh, and you won’t believe this, but actually in the construction industry. So, um, as an educated person with a computer background back in the early two thousands running a construction company, we realized very quickly that digital marketing is a competitive advantage. People in that industry knew nothing about it. And we got into that. That was my, uh, my, my, um, my role in the company really was marketing sales and customer experience and we did all digitally. It was quite innovative at the time. We even, uh, converted the sales funnel, digitize it as much as possible. We had the basically estimation software we could estimate on the spot, the cost of a project. Um, again, things that were completely unheard of at the time. And uh, sold the company in 2012, um, got a job in a tech company and um, and loved it.
Daniel Glickman: I loved the fact I could just do purely marketing, didn’t have to deal with all the hassles and headaches of owning a company, HR, legal, all the stuff they are having to do, everything that nobody else wants to do. And I said, that’s it. I’m going to be a CMO. I’m going to do what I’m good at and nothing else. So, and I’ve done it ever since. This is, um, uh, this is great. So I found myself in SaaS. I found it really, that background of working in construction really helped me because it allows me to develop that personal relationship with people, uh, but do it on scale in, uh, in a digital format. And I think sometimes we forget this. We have the two types of marketers. We have the very, um, analytical ones and we have the touchy feely ones and we don’t have a lot of the ones that can combine both.
Daniel Glickman: And, um, and I, I, I’m a true believer in this, that you have to be able to do things at scale, very analytically drive these, um, audiences and conversion pixels and really get things down by data, but never, never forget we’re dealing with people. We want to touch them emotionally. We want to get them excited to want to build hype. We want to get people to love us, love our product, know us, trust us for who we are and buy from us. Not just because we have a great product, but buy from us because they know us and they trust us.
John Farkas: That’s awesome. Um, so let’s, let’s dispel our listeners, um, curiosity here. Tell us where you’re from. What are we hearing?
Daniel Glickman: The, the mysterious accent. Yeah. So, um, I grew up in Israel, um, with, with an American mom who grew up in Canada, uh, married in Israel, an Israeli man in Sweden. I grew up in Israel speaking English, married a Chilean, moved to the United States and adopted two children from Russia. John Farkas: So that is a lineage right there. That is a, that’s impressive and explains why I couldn’t quite put my finger on the accent. I love it.
Mark Whitlock: And kudos to you for being an adoptive dad. John Farkas: So, sorry, go ahead.
Daniel Glickman: Nope, nothing. I was just like, trying to think of something nice to say in return. It’s like, I’m a dad, this is like, that’s it. There’s not much to say about that.
John Farkas: Yeah. So you recently have had some movement within Wave.Video, pretty big, pretty big product transformation. Why don’t you tell us a little bit about the why and why you’re excited about what’s going on there?
Daniel Glickman: Yeah. So for the sake of the listeners here, um, I wanted to position this in the eyes of the marketplace and not in the eyes of the product. So I will tell the story through how we experienced the marketplace and I the research with them and rather than trying to promote a product here, um, that what we’ve been seeing and experiencing throughout the three years that the product existed, the product started out as, um, really a very, very simple solution for creating, uh, those videos that you see on Facebook and Instagram where you have a video background with text on it. And we see these all the time. It’s just like, you know, little simple storytelling. This, uh, uh, three years ago was very hard to create. Nobody knew how to do this and uh, there was a huge demand for it. We just filled in that demand and basically created a very simple app, um, to, to do this exact thing.
Daniel Glickman: It’s interesting that today in as far as SaaS company, things are extremely competitive. Whatever takes you a year up to create. It takes about three months for somebody else to copy. And the second one copies the, they all copy it. So the competitive advantage that we have to keep all the time is not by developing something really great. It’s by constantly being ahead of everybody else at developing something great. This is the very true competitive advantage. This is what makes us, I believe, far greater than the competition. We put a lot of work into this. So we quickly identified, okay, this is a, um, a, a market that’s going to mature very quickly. Being a little app is not a business builder. Next step was we developed it into full-scale in browser editor for marketers, right? So video editor from marketers that don’t to have to start doing a lot of work, they just want to get the job done.
Daniel Glickman: Um, so we had all the formats in there, everything ready. A lot of it based on market research and this, we are, it’s truly built into our company DNA. We do a lot of research before we actually, uh, get the development done. And we’re never satisfied with the amount of research we do. And that shows that we do a lot of it. The, so from a, from a text on video to, to a full scale editor, uh, that was the second stage. Again, competition started catching it, catching up with us and we knew it could be a great editor, but we want it to be something a lot more strategic in the company’s, um, uh, stack, right? And the, in those stacks something that they can’t really, uh, that they really rely on, they really depend on, they can’t just turn away from very quickly because a new competitor, it came up and copied us or did it even better.
Daniel Glickman: So what we, uh, we did a lot of research and we do a lot of thinking and this is over a year’s worth of just development. There was also work behind, uh, before that as well that we did. And we noticed a very interesting phenomenon. We saw a lot. Everybody was shifting to video, right? We saw the movement from text to images and now video, which is still in full swing. Uh, what comes after video? Who knows? But everybody’s moving to video. And we noticed that there a lot that there are a lot of people, uh, people or companies that are looking around. They see the following. Such and such companies are very successful on social media. They’re driving a lot of traffic. They’re getting a lot of buzz. What are they doing exactly? All we see is that they’re doing a lot of video.
Daniel Glickman: Let’s make a lot of video too. They spend a lot, they create a lot of videos and they don’t get the same results. And we asked the question why, what is going on here? Why are some companies doing very well on video while others are not? And what we discovered was when he started asking the successful ones, what are you actually doing? We discovered they are actually following a methodology. Nobody knows what it’s called. Nobody knows how to explain it well, but this methodology essentially mimics what content marketing used to do when you build funnels through, um, you know, posts and, uh, blog posts and emails and all of these kinds of stuff, right? And you build all these funnels, uh, SEO, something very similar is happening. Most of them social through social media but with videos and not one video but a set of videos and it can get pretty complex. Sometimes you can have Facebook groups with a set of videos that they follow, a certain secret methodology and we simply found out that the following is going on. We have people are creating sequences of videos that are designed to lead people to action.
Daniel Glickman: It’s not about creating random videos, Oh, today it’s this and tomorrow it’s national such and such day. Yes, those are also sometimes important, but it’s about creating sequences of video videos with some kind of logic that leads from one to the next and leads people to take action.
John Farkas: So, so what you’re describing isn’t necessarily a revolution in thinking it’s more of a revolution in thinking about video, right? Because we’ve been thinking about content and some term terms like that for, for a while. And that’s, that’s, that’s some of the basic tenants of content strategy, it’s just that we haven’t necessarily applied that same rigor to how we treat video and create those sequences that way.
Daniel Glickman: Exactly. If you just go and write random blog posts and, and without any strategy behind it, you’re not going to get very far. You’re not going to build an SEO presence. It’s just not going to take you far away. Right. And, and what we’re seeing is in the early days of video marketing, people were just making videos without really thinking about strategy. And that’s the missing piece. There are real solutions out there that help you create videos with the strategy, help you build this, uh, what we call a video funnel, essentially a sequence of videos to take audience from one step to the next. What’s really, really interesting and videos different from what we know as a regular funnel is that with the video, we have a lot less control over the sequence over the order of viewing and when people are viewing them. Right? So with email, we knew, okay, we sent email one and and Monday email two on Wednesday, email three the next week or whatever. Daniel Glickman: Right? And we figured out all of that methodology out already with video. You can put videos in a certain sequence out there, but people might view them in a complete reverse order because Facebook or Instagram or whoever order it and whatever all day, right? We lose control. So there are some nuances about how you, what kind of content you want to put here. Uh, and it’s a more macro scale rather than micro scale like we did before. I can elaborate on that more, but they, uh, but there are some nuances that make it unique as well.
John Farkas: Yeah. So talk, let’s talk about some of those nuances because I think that’s where we get into it, right? Because it’s like you said, the challenge has been we don’t have the same kind of control over how videos ingested that we do over typical content frameworks because we, they live in our environment. We have, we can, we can create lengths from a certain thing to a certain thing very easily or in, they’re typically contained within our ecosystem where we have a little bit more control over it. So how are you affording that?
Daniel Glickman: Right? So, uh, there is a few to do it. One is, um, creating videos, sort of thinking of the funnel in a more macro level. So it’s not about this one specific video leading to another specific video. It’s about a serious set of videos of a specific topic leading to another set of videos. Um, for example, uh, you started with education, you move to positioning. Uh, so you have a few series of a few videos about education and then next month you do a few videos about positioning that frame the problem you solve. Well, and then the next month you do a series of videos about the essentially are pitching your solution, right? Um, because you’ve already built a trust there and people are interested in it. So rather than going from one video to each of these sections of your funnel, you go from a, a bunch of videos, let them kind of let the engagement around them slow down and quiet down. Then you go to another bunch of videos and you promote each bunch of these videos, uh, are in, um, in its own campaign or this own framework. So it could be a Facebook group for example, is a very interesting and innovative way to do it. We create a pop up group or, or, or, or a permanent group around that topic of education, for example. And in that group, it’s constantly only educational material.
John Farkas: Can I interrupt you there? Can you go just back and because we are more focused on B2B, I’m assuming that works in LinkedIn similarly [inaudible].
Daniel Glickman: So LinkedIn groups are not quite as popular as Facebook groups, right? Um, but they still work. You can still do the exact same methodology there. Uh, you can in, in, in, in LinkedIn you’ll probably do less groups, but more, uh, just segment by time, right? So just do a month of education, then a month of maybe positioning. And then quiet and then sales then quiet down and then start the cycle all over again. So you have to determine your own cadence here.
Mark Whitlock: For this progression, have you guys figured out what the critical mass is for the number of videos in each of those groups and the time decay between each group of videos?
Daniel Glickman: That’s a really interesting question. We’ve seen, um, um, the cadence vary dramatically between different, uh, different, uh, industries and use cases. One thing that’s really important is to have some kind of end date for each of these sets of videos and give them some kind of wrapper, some kind of context. Um, so this can be, uh, so there could be a sale at the end, it could be a month of, it could some, something that really gets people engaged and determine engagement is so critical here in video marketing versus just, uh, kind of a content marketing where engagement is, is become something we completely forgot about. It used to be, we used to remember like, we’re really used to like having people comment on our, on our blog posts, and that’s, you know, for us that are long enough. Remember this w that was like the key thing. We wanted lots and lots of comments and then, and now we don’t expect them at all. We don’t want people to comment even we’d like,
Daniel Glickman: but with video, it’s all about how much jazz and engagement we can get around it. So it’s about what kind of rapper and what kind of campaign can we put around them. And it all has to lead up to a specific date. So the date can be an artificial date. We create a, and that could be a date such as a, okay. And such and such a date, we’re launching a new product, a new and a new feature or something in such and such a date. We have a special offer on such and such a date. The calendar month ends, right. Um, would have you, ideally, there’s some, uh, some logic to this date, uh, and that can determine and that will determine your cadence. Uh, I think going, stretching it out for a year is way too long, but I’ve seen it done. I’ve seen people go like, have a cadence of a full year. Um, uh, and, uh, but that’s, that’s pretty rare. Usually it’s, I would say it’s, it’s, it’s within a few weeks, two to three months.
Mark Whitlock: Have you seen an example from the B2B world that’s really crushed it? A brand or a company that’s, that’s taken this idea and run with it?
Daniel Glickman: Hmm. Uh, so about 50% of our customers are B2B. Uh, we, and I’m trying to, and I know I’ve seen a lot of these examples, but I’m trying to think of one that’s more so enterprise or more, you know, for the hardcore B2B here, people here. Um, and, and I’ve gone blank right now, which is very embarrassing.
Mark Whitlock: What’s your, what’s your favorite example of any brand that’s crushed this
Daniel Glickman: Uh, in the B2B space? Um, I’ve seen, let’s see. I could, I should’ve, I should’ve thought of it as income propelled or some examples because I have them and I don’t, and I’m not prepared. I could talk about social media examiner, they do this essentially a, I’m not sure that your, uh, your audience is the, you know, relate to it that well, but a social media examiner have a cadence of one of a full year. So they have the, uh, uh, social media society, which is a such a, um, a closed membership. And instead of selling the memberships every, um, an open enrollment at any given time, they opened enrollment for one, uh, for two weeks or during the year. That’s it. And you buy an annual subscription and you’re in there, it’s an educational platform essentially, and they have a cadence of a full year. So they will, uh, educate throughout the first, um, I think seven months or something like that.
Daniel Glickman: And then they go into like, why is it, why is this, uh, why, why is this society important? What they position it afterwards? And as they get close, uh, they, they opened the subscription immediately after the conference where they actually pitch it very hard. Uh, so, um, yeah, so that's, that's an example. A B2B marketing. Prof, B2B marketing profs have a very similar approach. Uh, they, they also have their own subscription service. Uh, so, and if I never artificially created this one year cadence, uh, a lot of these services have done it as well.
Mark Whitlock: And those cadences allow for a sense of urgency, a sense of scarcity. So when they discuss these things, they, they're, they're hammering that deadline, they're hammering the exclusivity of this, and therefore it, it drives engagement during the, the time period.
Daniel Glickman: It's that, uh, it does that of course, but it's more than that. It also allows you to create this, again, this concept of wrapping a series of videos around a, um, a topic is important here. So the cadence and the deadlines allow you to do this. For example, creating a, uh, a group or a LinkedIn lives right, that are associated with the topic, create buzz around a topic that repetition, uh, and, or having a set of, um, guest speaker guests in the, in your lives. Uh, talk about a certain topic for a while. You'll see engagement actually move up over the, over those sessions, those video sessions rather than down. You're kind of building it up and by the time you're done with that series, uh, people kind of know, okay, there's a series here. It kind of works. It can think of it like as a mini, uh, uh, like a, almost like a mini summit summits are actually another form of this right there. Their summits are exactly, uh, uh, a structure which takes a series, a series of videos, packages them in a, uh, in, in a certain timeframe and a certain context allows people to engage with them and put and essentially creates an audience around this topic, which you can made a target.
John Farkas: Daniel, let's, let's jump backward a little bit and talk about, give, give us some reasons why we should consider video over what I guess I would call traditional content marketing. Why is videos something that a B2B marketing professional should be looking at as a primary strategy for getting their ideas across?
Daniel Glickman: Well, the first one is, uh, a content marketing is not dead. We still need SEO. We still need text-based content. Absolutely right. Um, video does not replace. It is just a new way of tapping into new audiences. Uh, or the main reason is that on many channels such as social media as well as nowadays, Google, um, and definitely anything mobile video simply surfaces more and gets much higher reach than text-based content. Uh, this is a, a well established fact. It gets a lot. Uh, it gets a lot more reach. It also gets a lot more engagement. And in, in some cases you could argue it builds more authority and more trust. I think it depends how it's done. I'm not gonna say that as a blanket statement. Uh, so definitely video is a way to reach out. You can to get much bigger reach and to, and to, sorry.
Daniel Glickman: You can edit that a bit and video also, uh, when, sorry, when everyone in social is posting video, the competition is already doing that, right? So if you're not, if you're not at the same level, at the same game, you're just being drowned out by them and you're not surfacing, meaning you're not being at the same time. Let's say everybody's gone to the conference and the other only one not there, right? So, uh, you have to do it. You have to put the video video can dramatically boost the SEO as well. So, uh, one example is if you're creating blog posts, uh, add a video into the blog post that shows up in a video sitemap, it can show up in the video snippets for, for, for Google and the click through ratio and a video snippet and Google search results is dramatically higher than the click through on, uh, an a text search result dramatically.
Daniel Glickman: We're talking about, you know, three, four, five times higher, even if it's at the bottom of the page. So even if you'll just looking at traditional content marketing perspective, adding a video layer on top of it or adding a video component to it can boost your SEO dramatically. Um, take that blog post, it has a video in it added, add a T, uh, create a teaser video for your blog post. Promote the blog post with video on social. You get a much more reach and much more click through on those posts than if you simply use the link post on social media.
John Farkas: So let's talk a little bit about that content because I know a lot of the people that I'm aware of that when they consider video, and I might even include me in that realm, are a little intimidated because they feel like if it's going to be a video, a, it's going to be really expensive, high produced, uh, high, really, uh, really polished. Uh, it's gotta be, um, you know, perfectly edited. It's gotta, you know, all those things that go in people's minds when they, they consider video. How would you, how do you address that?
Daniel Glickman: Uh, certainly there was a challenge for some people to put their face on camera. Uh, I relate. Um, it also takes a lot of, um, mind space to figure that out, uh, for, for about half the population. You also have to think about your makeup and your look and all of these kinds of things. So it's, um, it can be a tremendous effort, but there are many kinds of videos you can produce and let's kind of review them quickly. Some of them are, and the, uh, so there are many kinds of videos that can produce. We tend to think of the video when we think of video. We tend to think of the most expensive ones to produce when they're actually ones that are very cheap to produce. So let's start from the cheapest live video. Very, very cheap. Uh, why? Because it's very forgiving. You can be, um, you can, you can be, I've seen people literally walk out of a bathroom and talk about business and that can be okay.
Daniel Glickman: Sometimes not my personal style, but it can be okay. Um, you know, if they're talking about as they walk out of the restroom. Yeah, no, it was a legitimate business. Um, this was scary vinyl Chuck. I mean, he was like, you know, I was just in the bathroom thinking about such and such a topic. Right? Um, and, and again, you have to be careful of who is your target audience. If you have time, if you're working with, you know, trades and plumbers, et cetera, uh, you know, there may be much better. They, they work in more or conditions then and they're used to this kind of thing versus maybe a more delicate audience. That's what it that way. Um, so one is live video. It's expected for live video to not be produced and it actually performs better when the camera's a bit shaky when you're in, um, you know, you're, you're not in a highly produced environment because then it's seen as authentic.
Daniel Glickman: It's seen as okay in the moment something is happening right now that I need to share with you and it's important for you, therefore you should watch it now. That's when live video works really well. So if you're at an event, if you're on location, if something happened right out there right now, and I got it on camera, if that's relevant to you, you want a, you would watch it, right? News. Think about news, right? And with news, we're forgiving the news is the key here. Second, um, is videos that are semi promotional. Very simple text on video. You can think about those. They include stock footage. Um, they are, um, you know, I could quick teasers, talking, heads, talking, walk, things of these sorts, right? So we can do, um, a lot of these can be like very, uh, very personnel.
Daniel Glickman: I'm sending a video to a prospect saying, uh, Hey, just wanted to check in with you. I know you are interested in such and such. Um, information. Last week I sent it to you, wanted to make sure that you're, uh, that you understood everything. Um, give you a little tip here and let me know if you need anything from me, right? Just throw it out right then their email or whatever. Um, that's, you know, it doesn't take it out to produce that and it's not a live video, but it's, you want it to be, you know, semi clean environment. Um, go from there to, uh, things like live show, eh, like actual shows. So think of this podcast, but on video you actually want to have, you know, a well-designed studio. Um, some scenery, uh, you're almost acting in it, right? You have a script to memorize, uh, you have, um, you might even have, you don't have to create visual, visual, um, props and so on and so forth.
Daniel Glickman: So those, there is, there's quite a bit of investment in that. And if you're doing it on a, um, in a, in a scenario, uh, level where you're doing it once a week or once a month, that can, uh, that can be expensive. But you know what? There's one thing that all B2B marketers do. This one video that are B2B marketers do. All of us do it all the time and we don't think about it. Webinars, right? We don't, some reason we say, you know, B2B and videos webinars, but we think, Oh, we're not doing videos. We are, we're doing webinars all the time. Look how many webinars are we making? Right? The big challenge here, here's the B2B Bonanza. We have all these webinars sitting there doing nothing for us. Why salt? Making all this new video content when you have it already?
Daniel Glickman: So much of it. There's so many things you can do with your webinars as a B2B company, right? First things first, organize all your webinars, decide what's relevant for who, what's not relevant any longer. Have your library sorted out. Second, take the stuff that is, uh, that you've already produced and it's just sitting there, put it behind some kind of gate, put it behind some passwords and a lead capture form, whatever it is, a whatever system you're using, Intel a and, and then tell your audience, here I've got some really great material for you. It's only available if you take a certain action. It's great stuff, right? Uh, it's not, it shouldn't be free. It should be, they should pay for it with something, with an action, right? So use it. Three, take short clips of those webinars. There's lots of gold and a lot of these webinars, some of them were, you had guests on, some of them you said three sentences that rocked the audience, right? They were great. That's all. Like that was a big takeaway from that webinar. I'll take those three sentences that, clip it out, put it into a short clip and use that for your marketing. You don't have to read, you know, reshoot everything. Uh, so you can create entire video funnels from just the webinars that you have. And so many of us have a library, immense library of webinars just sitting there doing nothing for us and think about the ROI and that like, you know, go back and use it.
John Farkas: That's great. That's great. That's awesome input. So if you were, um, well I'm guessing because Wave.Video is a video platform that maybe you guys do some video marketing yourselves. I'm just, just a guess. Um, so tell us a little bit about how you approach it. Take us from the ground up on your a and how your marketing, especially in the B2B side of what you're doing as an organization.
Daniel Glickman: Right. Okay, great. And we are B2B to company as well. Uh, we're a business to user, uh, company. We sell directly to the user inside the company. Uh, but we are B2B businesses by us. And about a year ago, I told our entire marketing staff, I said, from now on, we're doing video first. Meaning we're no longer thinking about, um, let's create a blog post and then think, how do I add a video to it? Let's create an email and then think about how we add a video to it. We're going to stop every single marketing activity, every single campaign thinking about what is the video I want to make or what is the video I want to deliver rather, and then where do I put it and how do I get it out there in front of as many people as possible? And that completely changed the way we think about things.
Daniel Glickman: So, um, we first decide what is the video going to be about? Sometimes we repurpose videos we already have. Sometimes we create new ones and then we create a sequence essentially out of these. So, um, normally it looks like, okay, we take, we, we film a video about a topic, we take it, we, in fact, let me show you, let me share the system that we've developed here. Yeah, absolutely. We've developed a system where, uh, if you go to our Facebook group, for instance, you will see that almost every week we have a webinar in the Facebook live with a guest, an influencer. Um, these guest influencers come in and we interview them and they give amazing info to our audience. Uh, what we do then is we take the recording from that fee. If I'm that live and we put it, we transcribe it, create a blog post out of it, embedded inside that blog post.
Daniel Glickman: Okay. So we no longer direct traffic to the original, um, social media video. We direct traffic to our blog post on our property. In order for people to watch that video, see some texts, we get the SEO value, all of that kind of stuff, right? Um, so the video is now embedded inside a blog post and the blog post is, uh, is written around that video rather than other way around. Uh, we tell the original influencers, look, you're now guest posting with us and look what a wonderful thing we did for you. Would you like to promote? And guess what they do, they go and promote it. So now they're promoting our site and creating backlinks to us. Um, second step, uh, we create a video. We take, uh, we take little snippets of video from that, um, from that original recording and we turn them into social posts.
Daniel Glickman: So these can be like two-three sentences. We just basically the talking head of that person speaking and, uh, we add the text. We, we have, uh, captions on it. Essentially we make those captions nice and big, so they're easy to read, not like those little tiny ones we sometimes see. We make them nice and colorful and sometimes we will, we'll turn them into bullet points or kind of like more of a, like a suggestion of what, what this person is talking about rather than an actual transcription. And we experiment with it as well. And then we say, you know, the whole watch the whole video here on our blog. And then we post those, the original inference or again, so again, we get more exposure and more, uh, engagement and so on. And so we get, uh, we basically have, uh, uh, we basically got here a whole new form of, uh, content marketing, right, which was all created from one single video. Uh, that's how we started thinking about it. If you'd have asked me, Hey, we want to make a blog post about this, such and such a topic, we couldn't have pulled this off. It just wouldn't have worked.
Mark Whitlock: Right. And I will say that your blog is powerful, frequently updated and also full of tutorials and how to use the Wave.Video product as well. I've been very impressed with your team and how you've put together your own blog and use video throughout your blog and how you, how you've created it.
Daniel Glickman: Right. Right. And thank you. And, and again, one of the reasons we can do it is because, um, nobody on our team likes to put their face on camera, including myself. The only reason they do it is because it's their job. Um, so we found a solution. We bring others to talk about certain topics. Uh, they are our guests. They do it mostly for free because they get exposure to our audience. They get, they know that they will be promoted throughout later. They see what we've done with others. Uh, it's a win-win collaboration here. And then we use their face, we don't need, so it's an, and now we've gotten their, essentially their endorsement. They didn't necessarily intend that originally. The first they don't have, they don't object to it, but, uh, and everything is, you know, on board, they know exactly what we're doing.
Daniel Glickman: But it's not that I agree. If would have approached him and said, Hey, what do you like to endorse us and our product and everything, I would say, uh, they would, they would have said, well, that's not my job here. Right? That's maybe if we say, Hey, would you like access to our audience? Would you like to, uh, to show off? Have some off you are in front of a lot of people and will help promote you say yes. And through that we actually get endorsed through that. We get a content, we get video, we get uh, uh, we get, we built trust and we build engagement because they're so good at this. They're so good at, at teaching interesting stuff and engaging audiences, which frankly we're not as good as we want to be.
Angus Nelson: So one of the things that people wrestle with, as you said, sometimes it's person's face and all the production value and put on the makeup. And I'm always wrestling with getting my eyebrows right.
John Farkas: He does all the time. Angus is always in front of the mirror.
Angus Nelson: On the other side of that is, you know, the use of stock, you know, videos or footage or, or what have you. Like how have you seen, or how do you guys strategize using a combination of the two? What's the hybrid model?
Daniel Glickman: Yes, absolutely. This is a, one of the unique selling points of our product. So if you, a lot of, a lot of times you'll have, um, a certain amount of good footage, maybe the customer interview, a testimonial, um, you have a bit of webinar that you like and then, um, the, the, the soundtrack is great. There's good, there's good. Um, let me repeat that. After times you have, um, you have certain amount of footage, maybe a customer testimonial, uh, or, or customer, um, or, or a webinar. And the visuals are just not there, right? You have a bit of it as really good visually, but then it just gets boring. How much can people just sit there and watch a talking face? It doesn't move much, right? So a way to deal with it is to add Bureau, uh, stock videos and um, and maybe some screenshots and things like that.
Daniel Glickman: So you just throw it right in there and make it more interesting. So we have a library of over 400 million stock videos and images, um, about 10 minutes of free, uh, unlimited usage inside our editor. And most of the usage is exactly this. It's not 100% stock. It just kind of a mix and match in there. If you're really good, you will break every 10 seconds or 15 seconds and change scenery. Right? And do it. Make a visual, change a sound with them transition. They're just, you know, keeps the eye engaged for another free seconds. You just give it up, give, give yourself another opportunity of three seconds to engage them again. Uh, so there's definitely that. Text on video is another. Stickers. you can add stickers with, um, any sort of animations that pop into screen additives of emojis or whatever, and add your images. So if as a sticker in there, um, John Farkas: There's technology out there that makes that very simple to do, it's not, it doesn't require a lot of backdrop and video editing experience to make that happen.
Daniel Glickman: Well said. Yes. Um, so yeah, so if you'd have a webinar, if you have Daniel Glickman: And that's exactly the point. If you have, say it took a customer interview, the interview itself, what they're saying is great, but the visuals are just not there. Maybe the lighting was bad, it was just not, you know, it just doesn't cut it. That's exactly what you'll do with our editor. You upload it to a system, it's hosted immediately and you can edit it. You can add all of these, um, visual effects, Bureau stocks, it's all laid out exactly to do this, turn it into an engaging piece of content and a and, and that's it. You don't have to like re-export it. And all of that is already edited. The hosted video is edited in place and that is a unique technology that we have, which is we're really proud of actually. It's pretty cool.
Angus Nelson: That’s awesome.
Mark Whitlock: And if you want to find out more about Wave.Video’s products and how to access, how to edit your videos and embed those videos, create video landing pages, uh, use all of their royalty free video clips and images, come to StudioCMO.com. Click on the Waves video interview with Daniel Glickman and we’ll link out to Wave.Video for you. Just to recap the three big points of today, we talked about why video’s important for B2B. We talked about what videos you need in your B2B arsenal. And we talked about how to take a video first approach because video is so important to content. When you come to StudioCMO.com and you click on the Wave.Video interview, you’ve got a few options and not only can you click out to meet Daniel, you can find out about his books, you can find out about Wave.Video, but you can also subscribe to this podcast.
Mark Whitlock: We would love to have you on board and tell you every week about the next awesome CMO that we’re going to be talking about and talking to as we move forward. You can also find links to our videos. We’ve produced a number of videos here at Golden Spiral that will help you as you, your product and your service from you to your own customers so you can link out to our videos and those are excellent educational opportunities for you. Daniel, thank you so much for being on Studio CMO today. Daniel Glickman: It was a true pleasure.
Angus Nelson: Always remember: understand your buyer’s problems.
Mark Whitlock: and lead with an empathetic understanding.
John Farkas: And make your buyer the hero.
Mark Whitlock: We’ll see you next time on Studio CMO.