Mobideo Case Study | In Partnership with Marketing Envy

know hello everyone hello hi don hello amit and today we'll talk about the mandalorian because apparently iran only watched it now including good show very exciting luke skywalker appears at the end of the final episode oh my god he just spoiled it to everyone he spoiled everything for everyone that that's why i'm here for to ruin everyone's you know amazing show anyway uh we are here to continue our uh serious about abm uh and uh today we're talking about influent two which is a tool that has been catching more and more uh awareness and more clients and everybody kind of asks about it and talks about it so we'll talk about the tool what it is how does it actually um how is it part of abm is it is it not and what do we do with it and because we know you're tired of seeing our beautiful faces we invited uh maya drum alamed from video

who is using infutu is seeing success with influence tell us a bit of what they do so welcome maya hey amit hey dan hey so maya uh tell us a bit about what you do with what we do what video does and then we'll dive into intro to what is it and how do you use it okay so i'm the vp of marketing at mobideo in the past two years and our main product is mobility sto mobility seo is the digital sto operating system sdo stands for shutdowns turnarounds and outages which are the most critical events in the life of asset intensive organizations we're working mainly with refineries chemical plants and power plants and to dramatically improve the manageability of the key factors that determine seo success and is our

scope cost schedule quality and safety great and what is the main challenge for you in terms of marketing and reaching the audience um we have a very specific database and people that we want that we want to target but um these people are busy they are not all the time on social media and and and it's hard to reach out to them so the the challenge is to create as many multiple touch points as as we can and and let them see us wherever they go and you know as usual for marketeers just to make sure that we're targeting the right audience at the right time and get them with the right message so it's not really you know who you're targeting right you know the people themselves yeah yeah the target audience is very very

focused we're focused on north america and and we know exactly which companies we're targeting and we know exactly which job titles we're targeting so so basically we have a list of a few thousand thousands of people that we're targeting and these are the the people that we're working with uh along the way okay so you have a very specific like icp ideal customer profile and these are not if i understand correctly these are not really digital natives so they are exactly yeah they don't spend a majority of their time online or in the usual you know places you know you do have to make a special effort outside of you know the comfort zone of many digital marketeers exactly to try and catch their attention yeah we've tried before with multiple channels like we tried to to catch them on linkedin and it wasn't an easy task

uh because most of them are not on linkedin all the time like i worked in in other startups when you know all the all your target audience is on linkedin so it's super easy but here we we needed to be a bit more creative and and find them on other channels you know one of the major traps that we see people falling is following the advice of um vendors who target marketers because then you can focus on a digital space that's where everybody is who is a modern marketer but you have to you know you have a different kind of audience and many businesses have a different kind of audience who are not really digitized so how does influential help you what does it do wait i think let's let's just explain what info is a bit and then we'll dive into the questions um so basically info2 allows you to get a list of people and the

companies they work in and target them on linkedin on facebook on instagram and other channels how they do it um i mean we have our thinking about it and they made it completely legal so we're not getting into that but apparently they can identify people and show them engage with it the beautiful thing is and i'm going to share my screen is that you can actually see um exactly who you're targeting so in most abm tools what you'll do is you'll send like okay i want to target microsoft i want to target a company and you'll have um an ipa identification quick identification of people working in the company at best you can tell i want to talk to people microsoft who are in it or in department uh within flutter you can actually target specific people and once those people are found the system will continue engaging them and showing them ads whether it's video ads or texted and the beauty of it is that when someone sees your ad clicks on it watch the video and visit

the website the system knows it and has a really good integration with hubspot so it will send all this data all the engaging data to hubspot and we'll talk in a minute how we're going to manage that they also have their own score and a recommendation when is time the right time to contact the person and again you don't need the emails of the people and you just need a list of people with their names and companies and actually now they even allow you to they even suggest people for you uh with really nice set of targeting uh so we have uh and for full disclosure uh maya is uh is a client of ours so we've been working with her on quite a few channels uh and i think that obviously like every list every every list based marketing platform you need to make sure that your list is good which my head because you had a good list of people that you knew were relevant um but this is not enough this is not enough to actually show a success of the tool so let's uh kind of maya what brought

you what convinced you to start using this so as as you said since we have a very focused list of people that we know we want to target and we looked for something that will enable us to reach out to these people exactly and you came up with the idea to use influential and i was willing to try and so we started a few months back and and at the beginning we we started to target our list of people and and this is like really powerful because i i see i actually see that these people the right people the target audience click the ads and i can see which ads that they click and when they click it so it's it's really powerful so um after if a few months we we expanded the list and um as as you mentioned before influence has the

ability to to do some data mining for us so they came up with more people from the target accounts and that we have on the list and some more people with the right titles and this campaign performed really well as well and the integration with with hubspot was really easy and and very good integration so apparently we we based all the work processes that links marketing and sales together um based on on the activity of a of in fluto so currently when when someone clicks an ad on influ2 we have a workflow on hotspot and the contact owner get a notification and he knows that he needs to um to reach out to this person so if our sdrs are doing cold calls like these are the most warm cold calls that they can get

okay um and what happened so you started reaching people and i think um what was the advantage why were you pleased with the results i mean we ran campaigns before you got leads from linkedin uh there were enough people there but what was different about the engagement or the actions that you took following those in uh i think that the biggest advantage was that these are really the people that we're after like the the sales team is working really hard to to reach out to these people and now i feel as a vp of marketing that i can really support the sales team effort and we can really work together because i ensure that the target audience sees our ads get the message click our ads and and then the sales team can take it from there and so we see the level of engagement

within our target audiences and and this is really powerful and the sales team is super happy to see you know to wake up in the morning and see the notifications from hubspot coming you have another click from influence so they really can see for the first time the level of engagement goes up and and i think this makes that the connection between sales and marketing really powerful so what every time there's a click they get a notification yeah every time um we we set up a few benchmarks uh a few thresholds so whenever someone gets through 20 impressions and they get the first notification and the the contact gets us a specific score and then once he clicks they get another notification and the score goes up and then the second click and the ones after so

they get notification and and they see also everything on the contact object in half spot so whenever they get this notification they just click go to hotspot and see everything that they can see the the level of engagement of this person and also we're prioritizing the list for the sdrs and the sales team based on on the level of engagement so we want them to you know to reach out first to the people that are more engaged so so this way we can easily see who's engaged and who's not so it's really easy to to prioritize the list right now what in what ways have you uh have sales people been reacting to it i mean you can think about it as making their lives easier in the sense of uh improving their connect rates so someone who was exposed to an ad on influence uh is more likely to take

their outreach you know seriously to to respond to it maybe faster um what kind of ways what kind of feedback have you received from sales about how it helps them besides the fact that they get those notifications and get some signals how are they using it and so i think that the whole conversation between marketing and sales has changed um because it you know usually the sales team is saying ah the the quality of lead is really low and you don't bring the right leads and and here it's really easy to for everyone to see that these are the right leads and it really leverages their efforts and and make their lives so much easier um both on on prioritizing the the list and and once they reach out to someone that the conversation is different it's easier because

they know that these people this person engaged with with our content they can see exactly what he did whether he clicked on the on the end and then went to the website so they have some more information in the background and they have a better starting point for the conversation so what what was the and and why did it work before when they had leads i mean someone downloaded an ebook or something that showed the interest what what was the difference between like uh the the previous campaigns did they not call them they did but they were more focused on their lists like it was like a separate list uh we brought leads from various channels and and it was good but they were focused on on their list and they knew how to prioritize their list but but now it feels that it really works together that we bring some the marketing department brings valuable information for them to to work

on their list so now when they want to you know start their morning with calling people they know who they want to reach out to and and it's based on on what we do on influential so does that mean that that's what marketing has to do now to just like uh you know create engagements uh alerts for for sales it's it's a bit disappointing as a marketer what about awareness what about you know top of the funnel uh yeah we're working you know on a few uh more aspects of fair of marketing so influencer i think is is very good for brand awareness as well uh but we're doing you know much more uh things uh we would generate content obviously and distribute it we were very happy to go back to in-person events and we'll do that really soon and we have a lot of online events so this is you know part of the mix but but it's uh it's a significant one because i

think it's a bit it's a game changer um in in the way you reach out to to people because like here it's really like it's like going to an event and when you meet someone you know that you met him and when you do digital campaigns so uh most of the times you don't know who you're going to meet but here with info2 you know exactly who you met and it's another touch point that it's more like accurate is it instead of the lead generation efforts or together with them um currently we're working on uh other channels as well for lead generation so and i think it's always the mix like you can't use one channel like never it won't work it's it's a mix of channels and mix of multiple uh touch points until you can really reach out to someone and and be sure that he knows who you are and he knows the brand

and and he knows something about your product one one critique that we've heard about uh about tools like this um is that it's kind of um it's kind of a black box okay it's kind of like a closed system that you know you feed it a list of names and then at the other end comes engagement and in between you have no idea what's happening as a marketer what i mean is does it bother you the marketing team or the sales people do they care they even ask about that um or it's not it's completely you know okay in the sense that it's a non-issue the way it works the way we reach out to people um no the way the way in fluto works meaning you feed it you feed the ads you feed at the list and then at the other end comes engagement but you don't like on linkedin you control you have a campaign manager tool you control the

campaign you control targeting control everything and you see everything you know firsthand on the platform same for google same for facebook but here it's kind of and it's a critique we've heard people make it's like um it's a black box right you don't exactly know how they reach those people uh and um and how they are targeting them they just do it just works so the question is does it really bother us or you know it's fine we don't care as long as it works i think it's good and uh you know i i don't really care about their algorithm and how it works like this is not my uh area um but i and i think i have like more than enough information on their dashboard uh like i can go to the dashboard yeah here's the dashboard and i can see how many impressions we had how many clicks we had what's the ctr i can see the

creatives what worked what didn't work i can see the score per contact uh like the top uh people that were engaged with uh with our ads and the top accounts so and so so i i feel like i have like more than enough information here to optimize our campaigns and i can always see when the ctr goes down i i know that i have to replace the campaign but you know i i see that the right people see our ads so um i don't care beyond that which is also important to know that you pay for impressions so making sure that you get engagements is on you and like we actually see that the results are quite impressive in terms in your campaigns but it really depends on the message so it's really important to replace those ads and make sure that you improve the engagement rather than just put ads and hope for

the impressions because you're not gonna get any clicks or any impressions if you don't do content that is actually relevant for it the algorithm doesn't optimize for engagement right so currently i see that i need to replace the campaign every three four weeks i see when the ctr goes down that i i need you to have another piece of content or different different creatives so it's really easy to to manage and see you know i think it works the same for all the digital channels um but it's it's really easy and i have here all the information i need to to manage my campaigns uh the best way great so just to clarify what is the playbook that you recommended sales to work on the playbook yeah what's the playbook that uh sorry about that what's the playbook that uh you thought like are they supposed to

call immediately are they supposed to is it is it up to them or did you agree with them on a specific sla because we worked with info2 with other companies and they didn't have an sdr they didn't have someone to call immediately and it didn't work as well and i think that the reason it works for you is not necessarily the platform but the playbook and the agreement between sales and marketing and what do they do with those engagements yeah so so at the beginning we define the work process um for these leads and how the the sales team should should take care of them so we decided that once once they see that someone clicked they get a notification and then they're trying to reach out like we have a workflow on hubspot so it immediately it open a new task uh for the sdrs to to reach out to to these people whether with an email sequence or with a phone

call so it's hard to get these people on the phone calls so this is why we're also um igniting the the email sequence so i think this is why it's so successful because they're really like into it they know that these are the people that are most engaged for today uh like you know every morning they get a list of the people who are more most engaged today this is like this is amazing and but what are they doing do they do they is it up to them or do you do they agree with you they're gonna call them three times five times i mean how do you make sure that they do their end i i trust them to do their job yeah they're a good team so i trust them to do their job even though we discussed the processes before and everything was agreed and they they change and optimize you know based on their best practice but also we follow them on hubspot so i can see you know based on lead status i can see exactly

where we're at with reaching out to these people so it's not just throwing leads at them it's also following them afterwards and see that they really make the most out of it because it's it's really it's an asset and and we must do it properly great we have a question uh so iron muttal uh is asking if you can share the breakdown of ctrs per network but as far as i know uh that the platform doesn't allow you to see which networks like if it's facebook or linkedin or your network it gets uh impressions from it's just what they do is basically they you agree on the number of impressions so if they can't reach the number of people that you paid for a month they'll compensate you but as long as they reach them once that would be uh how they charge you for yeah it depends on the presence of these people on social media so whether they are on linkedin facebook twitter google

yahoo it really depends on their presence so as i said before our people our target audience is not like highly presence on social media and at the beginning it was hard to to reach them and this is why we added the the data mining list uh which was really um successful cool is that anything you want to add before we wrap up no i think i think you know when when you use a tool like that you have to really sort of put it in the right place in in the mix like maya called it uh so in this case the right place was just uh as a way for as as the tool for sales people to prioritize okay that's that's the success of the playbook that they really react to it that and everything else is just the operation around it so as long as it happens i think that's where you see the success so it's

so you could place influential as strictly a marketing a brand awareness strategy so you will collect engagements and impressions somewhere and maybe track some secondary metrics on your uh traffic report to see if it improves direct or it improves seo and a better use of it as i think is what video is doing is it placing it right at the start of sequences of uh of cell sequences i think it's great any uh last words uh i i think it's it's important to mention that every campaign is based on great content uh that is focused on our target audience it's not just you know throwing ads it's it's really like downloading an e-book uh watching on-demand webinar and and like heavy content pieces so um we put a lot of effort on creating

valuable campaigns for our target audience so i think that the way it works together um is is really well with with great content so this is uh like if someone know about going out of it without creating content so no you still need to work on content there's no escape we still need some marketing unfortunately no oh yeah thank you so much for coming today and joining us and uh we'll continue next week with a surprise guest so again thank you very much thank you guys it's been a pleasure thank you very much maya it was great bye