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Welcome to this edition of Modern Marketing Point of View. Today we hear from the dazzling Patrice Greene, President of Inverta. Patrice joins us to discuss what’s changing in the world of marketing, what’s working in content, and what marketing can learn from sales. What’s changing in modern marketing?Patrice thinks the major change happening in marketing right now is that companies are diversifying their approach. While before they might have been exclusively focused on inbound or traditional demand generation, now “they’re starting to look at additional marketing strategies to support an organizational growth strategy,” she says. What’s working in content marketing?“More and more research is being done on our buyers,” Patrice says. That research is crucial because it helps marketers create messaging and content that meets the buyer with what they need based on their specific business challenges or initiatives. She also thinks that contenting marketing teams who are seeing success are the ones who are cultivating a strong relationship with sales. “Let’s work together to identify what our buyer really needs,” she says. “As opposed to marketing’s role be solely about enabling sales or passing leads over the proverbial MQL line.” What can marketing learn from sales?Again, Patrice argues that collaboration is everything. As it currently stands, she often sees sales executing their playbook, while “marketing has been on the other side of the fence, executing campaigns in a way that is disconnected from what’s sitting within a sales playbook.” When marketing starts tightly harmonizing their actions and messaging with sales, they become much more effective. Let’s play marketing buzzwords!As an added bonus, we asked Patrice to take part in some fun, marketing-inspired word association. See if you can relate. We’d love to hear what’s working (or not working) for you in your marketing efforts. Sound off in the comments below. The post What Marketing Can Learn from Sales featuring Patrice Greene appeared first on Vidyard. from http://www.vidyard.com/blog/modern-marketing-learning-sales/ Summit 2018: Through the Video Lens This past week, the always-impressive research and consulting team from TOPO took center stage in San Francisco at the annual TOPO Summit. A two-day affair filled with exceptional content and interesting perspectives, it brought to light some seismic shifts that are occurring in how we approach B2B marketing and why there’s never been a better time to be in sales. What do the latest trends in B2B marketing and sales tell us about the future of video? Let’s rewind and replay what we saw at TOPO Summit through the video lens.
We are in the Golden Age of Revenue Can it be true? It was a bold statement to kick off the event, but a sentiment that we all needed to hear. While the B2B world gets more complex and competitive, the tools we have at our disposal to build high-performance businesses are nothing short of incredible. They open up radical opportunities for how we go to market, but what is critical at this time is how we choose to embrace these tools as agents of revenue and efficient growth. The key is to use these tools in a way that enables your people – your marketers and sellers – to do what humans do exceptionally well. To connect, engage, empathize and relate to customers in ways that win their hearts and minds. We’re in the golden age of revenue not because “the bots” will take over and automate your sales funnel, but because they will free up your most valuable assets to get back to truly marketing and selling, and to do it at massive scale while preserving the personal touch. Enter automation for handling common tasks, A.I. for better decision-making, machine learning for continuous optimization, social tools and chatbots for conversational marketing, and video for personalized last-mile communications. That’s the new revenue stack that we should all be excited about. Marketing Gets Turned Inside Out The TOPO team made it crystal clear that B2B marketing is getting turned inside out. The old world of lead generation where we over-rotated on forms and gates to “get to know” our prospects is transforming into conversational marketing. Clicks and likes are metrics of the past, being replaced by measures of engagement and intent. And static, text-based content is being superseded by interactive content, visual experiences and video-based storytelling. I think of this as an inversion of the traditional value exchange with buyers. The old way of marketing was to ask them for something of value first (like their name, email, next of kin) and to then reciprocate with valuable content like eBooks and product demonstrations. In the new world, the value exchange is flipped – we need to offer value to our audiences first before we ask them for something in return. If we don’t, we lose them to someone else that will. In this new paradigm, video content is a premium currency. We need to stop worrying about how to get people’s names and focus on how to deliver them exceptional value that connects both rationally and emotionally. Something that video is particularly good at. A Dire Prediction for Sales Automation and A.I. will put nearly every sales rep out of a job in 5 years. Please don’t tweet that. This prediction was actually made by other, unnamed sources several years ago and it’s most certainly not going to come true. In fact, the TOPO analysts are bullish on the opposite viewpoint stating in no uncertain terms that there’s no better time to be a sales person. And I whole-heartedly support this sentiment, at least as it relates to sales reps that are open to embracing technology to help them succeed. The core message for B2B sales teams was that technology is now at a point where it’s helping us automate routine tasks and to enhance our uniquely human sales skills. It’s about helping us identify the right buyers to connect with and to deliver the most relevant and timely message (or ‘story’, but I’ll get to that next). And at a time when we’ve oversaturated audiences with templated, impersonal text-based content, using video as a medium to deliver that message seems like a no-brainer. This is exactly why our team at Vidyard is putting so much effort into our GoVideo product, making it simple for sales reps to deliver a powerful, stand-out message via video with the click of a button. Storytelling is the New Messaging A third major trend that TOPO called out was the continued movement towards storytelling as a way of engaging buyers. Given the previous two topics, this should come as no surprise. Their advice was to move away from “product sheets” and “the demo” as the primary ways of communicating value to prospects. Instead, move to a storytelling approach that centers around use-cases and customer stories – one that follows the traditional formula of a protagonist, challenges, solution and payoff. Weave in personal and human elements to make it more relatable to the individuals evaluating your solution. Use real people, real customers and real employees to bring your stories to life in genuine and authentic ways. And this doesn’t just pertain to your website, it needs to underpin how you approach the entire customer journey. Storytelling can manifest itself in many different ways and content mediums, but you can bet that video will have an immense role to play. Putting it All in Focus It’s both inspiring and intimidating to see how significantly B2B marketing and sales are changing, and how quickly the pace of change truly is. But as many things change, one thing will remain constant: that your greatest asset is your people. The real power in marketing and sales technology lies in its ability to help your people be the best version of themselves. To focus their time on being creative, personal, relevant and empathetic. Video, among other key tools and technologies, will thrive in this next era as we make business personal again. The post As Marketing and Sales Get Turned Inside Out, Video Takes Center Stage appeared first on Vidyard. from http://www.vidyard.com/blog/video-takes-center-stage/ Getting your message across today can be very bland and sterile. White background, black font and well, just no heart. It really lacks flair and creativity. This new age of digital communication is only going to get noisier and we knew now was the time to take a step back, get personal and be seen. That’s why we’re on April 1st 2018 we are introducing Vidyard GoVHS. Why Did We Create GoVHS? Retro is coming back. Look at Vinyl sales—they’re booming! 90’s fashion is hip and Full House is back on. Our team was spending all this time trying to think new but really, we needed to think retrospectively. One of our team members was recently visiting his parents when he came across the old family camcorder. It suddenly hit him—what’s more personal than creating and sharing a home movie with your audience? The idea took off from there. We quickly got to work planning, creating, and producing our latest product offering, GoVHS. We took a look at the industry and noticed there a huge gap in the camcorder space, no one was offering VHS tapes, camcorders, or fluorescent tube televisions. With virtually no competition, it was a no-brainer to move into this space and take over. How does it work?GoVHS makes it quick and easy to record personal home movies for your audience in as little as 2 hours. CreateSet up your camcorder on a sturdy tripod, insert a VHS tape and press record. In no time, you’ll be filming yourself in true 4:3 standard definition. PersonalizeWhen filming is complete don’t forget to write your recipient’s name on the tape, and add stickers, to make your video even more personable. ShareKick it old school by shipping your GoVHS video to prospects, and clients through snail mail (Just remember please be kind and rewind!) Pricing & AvailabilityGoVHS is not available until April 1st, 2018! We offer multiple pricing packages. Simply send us a fax with your information so we can learn more about your organization and create a custom GoVHS pricing package to meet your video needs. Already have your camcorder and tripod ready to go? Well, then you can purchase VHS tapes in 3 packs from Amazon – the premium quality kind. We have a feeling these will be a hot commodity soon, so better get them now before they sell out. The post Introducing GoVHS, Vidyard’s Most Innovative Product! appeared first on Vidyard. from http://www.vidyard.com/blog/govhs-retro-april-fools/ Marketers live in challenging times. Our messages compete with 2,900 others daily for the attention of their customers and prospects. Inboxes are becoming more cluttered with the average person interacting with 121 emails each day. That’s why we need new tools to stand out, get noticed, and keep our audience engaged. One of these tools is personalized video which has been proven to make a big impact, increasing email conversion by 500% or more! Personalized video was typically an outbound toolPersonalized Video takes audience engagement to the next level by adding things like your viewer’s name, company, title or logo directly into a video—creating a truly unique/relevant experience. Typically organizations have been using personalized video in their outbound campaigns. This involved identifying which leads to target with the campaign. Once all the key information of a lead (their name, company name, and maybe email or phone number) was collected, it would be inserted into the personalized video, then the completed video, with all the personalized elements, was sent to the targeted lead. But what if I told you that you could now create personalized videos for leads you hadn’t even identified yet … In Vidyard’s Spring 2018 update we are excited to introduce our powerful new real-time personalization feature. Real-time? What does that even mean?So this means you’ll be able to personalize ANY viewer experience, in real time, regardless of the channel. Making personalized video your new inbound staple, you’ll be able to personalize a video for brand new leads, the moment they fill out a form on your site. Creating an engaging & unique experience for web visitors at a pivotal moment when you’re top of mind, increasing conversion rates and helping you generate more leads Is this different from your other personalized video tool?Real-time personalization is an enhancement to the power of personalized videos. You’ll now have the choice once you’ve created a personalized video to use it for an outbound campaign (like our holiday video) or with the help of real-time personalization use it for inbound purposes to create a unique experience on your website or landing page. Now you’ll be able to harness that power of personalized video in many more incredible ways, throughout your inbound, and outbound efforts. Where could I use real-time personalization?With this latest update, you can leverage real-time personalization in any inbound campaign so that your audience has personal touches across multiple marketing channels, like product pages, pricing pages, ABM campaigns, content, and more. We’re loving real-time personalized videos so much, that we’ve already started using it on our own site—on our pricing request page. Experience the magic first-hand by clicking the image below where you’ll be able to see how easy and engaging a real-time personalized video on your website could be. Learn more about real-time personalization and all the latest and greatest features in the Vidyard Spring 2018 Update. The post The Power of Personalization, in Real Time! appeared first on Vidyard. from http://www.vidyard.com/blog/presenting-real-time-personalization/ New capabilities help marketing, sales and customer support teams deliver a wide range of personalized customer experiences proven to stand out and boost audience engagement. KITCHENER, Ontario – March 27, 2017 – Vidyard, the leading video platform for business, today unveiled its latest product enhancements to help marketing, sales and customer support teams drive greater engagement through highly personalized video experiences. With its Spring 2018 update, Vidyard has expanded its Personalized Video solution to support personalized audio tracks as well as real-time personalization of video content to help marketing teams enhance website experiences and increase online conversion rates. Vidyard has also enhanced Vidyard GoVideo, its flagship video messaging app for sales and customer support, with Outlook and Zendesk integrations as well as a new reporting dashboard to track the adoption and impact of video across customer-facing teams. “At a time when all of us are over-saturated with automated text-based communications, video is standing out as the best way to connect with customers and to build more personal relationships,” says Michael Litt, co-founder and CEO of Vidyard. “New types of video experiences, including Personalized Video and one-to-one video messaging, are taking this to the next level and helping our customers boost engagement rates and shorten deal cycles. We’re now making it easier than ever to deliver these personalized video experiences across web, inbound and outbound marketing programs, direct sales and customer support teams.” New capabilities launched by Vidyard today include:
New Personalized Video Capabilities Help Marketers Boost Conversion Rates With personalized video, leading B2B, B2C and not-for-profit brands are already reaching new heights in customer engagement by literally bringing their viewers into the story. More than just a creative way to stand out, it’s helping them boost click-through and conversion rates on key outbound marketing campaigns and email nurture programs. “People are always expecting a sales pitch, so we don’t try to be a wolf in a sheep’s clothing” says Aisha Ghuman, Director of Marketing and Field Enablement at Quorum. “Our holiday video was just that. A genuine thank you to our customers from Quorum. We’re a fun company and we let that shine through by showcasing our culture. And by leveraging personalized video from Vidyard, we saw a 93.5% click-to-open rate, with more than 80% of recipients watching all the way to the very end. We’ve never seen this type of engagement before! I truly believe people buy from people, and from that moment we went from a company they do business with, to real people – fun people – they work with.” With added support for audio personalization, marketers can now deliver even more immersive video experiences that drive higher engagement by combining both visual and audible elements that are automatically personalized for individual viewers. And with Vidyard’s new real-time personalized video technology, marketers can surprise and delight website visitors with video content that is dynamically rendered with unique information such as their name, company name, company logo, industry and more. Personalized thumbnail images are also generated on-the-fly to ensure the videos stand out and garner the attention of website visitors. “Real-time personalized video opens up exciting new opportunities for how digital marketers engage online audiences in creative, personalized and highly memorable ways,” says Tyler Lessard, Vice President of Marketing at Vidyard. “It’s not just a unique and interesting content experience, it’s a highly effective way to reduce bounce rates, increase time-on-page, boost engagement in key messages and ultimately drive higher conversion rates across your website and on key landing pages.” See real-time personalized video in action: http://www.vidyard.com/blog/presenting-real-time-personalization Vidyard Puts 1:1 Video Messaging at the Fingertips of Sales and Support With its Spring 2018 release, Vidyard is making it even easier to share one-to-one video messages and screen capture videos thanks to new integrations for its Vidyard GoVideo app. Sales and customer support reps can now easily capture and share custom videos from within Microsoft Outlook and Zendesk Support, in addition to the other apps already supported today including Gmail, Google Chrome, SalesLoft, Drift, and MixMax. Vidyard GoVideo offers customer-facing teams a simple yet powerful way to add one-to-one video messaging and screen capture videos to their everyday workflows and customer communications. Leading B2B sales teams are using the app today to stand out with prospects and boost response rates by 300% or higher. In addition to the new integrations, Vidyard has also added support for offline video capture to ensure video recordings can still be made even if the WiFi connectivity is interrupted. New Reporting Packages Offer Insight into Video Effectiveness and ROI As marketing and sales teams expand their use of video content there is greater need to evaluate its effectiveness and to understand how the use of video is influencing new pipeline development, closed revenue and more. To help businesses gather insights such as these and to better understand the true ROI of video, Vidyard has introduced a new analytics and reporting package as part of its Vidyard for Salesforce integration. The new package includes pre-built dashboards for both sales and marketing audiences. For sales teams, managers will have access to pre-built Salesforce reports that display the number of videos sent by each rep, how much pipeline and revenue has been influenced by video content, and more. These reports will help sales leaders understand how video is being used by their team members and what type of impact it is having on rep productivity and effectiveness. Similarly, the new marketing dashboard gives marketing teams pre-built Salesforce reports with insight into how each video they are publishing is performing and how it is influencing sales pipeline and revenue. With insights like these, marketers can more easily understand which videos are having the greatest impact on revenue, so they can continuously optimize performance. More Information:
About Vidyard Media Contact: Video: With its Spring 2018 update, Vidyard has expanded its Personalized Video solution to support personalized audio tracks as well as real-time personalization of video content to help marketing teams enhance website experiences and increase online conversion rates. Vidyard has also enhanced Vidyard GoVideo, its flagship video messaging app for sales and customer support, with Outlook and Zendesk integrations as well as a new reporting dashboard to track the adoption and impact of video across customer-facing teams. The post Vidyard Expands Personalized Video and Video Messaging Solutions for Marketing, Sales, Customer Support appeared first on Vidyard. from http://www.vidyard.com/press-releases/vidyard-expands-personalized-video-and-video-messaging-solutions-for-marketing-sales-customer-support/ The General Data Protection Regulation (GDPR) is almost here and many organizations are still unsure if GDPR effects them, or how to prepare. To help you better understand what GDPR is and why these changes affect North American organizations we enlisted the help of Vidyard’s Senior Counsel and Privacy Officer – Jonathan Dunlop to break down what you need to know about GDPR. Check out the video below to learn more.
What Is GDPR?GDPR is a harmonized set of privacy regulations that protect EU residents. EU residents will receive enhanced privacy rights, and those holding their information will have to obey strict rules around transparency and accountability. EU Citizens will have now have the right to ask any organization that collects their data to:
When Do You Need To Be Compliant?GDPR goes into effect May 25th, 2018. In our experience becoming compliant is a time-consuming effort that takes a lot of company-wide resources to complete. So although you have some time, if you haven’t started yet it will be hard to meet that deadline. Does GDPR Affect North American Organizations?The quick answer to this is YES! A lot of organizations seem to think that because they do not directly work in the EU that GDPR does not apply to them, this is a dangerous mindset to have. Look at your website for a simple example. Websites are not geo-restricted so if a user from the EU visits your site and fills out a form you are affected. Or if your customers are using your service/software and collect any data from EU citizens—GDPR affects you. So be sure to double check that you, and your customers, are not collecting any form of data from EU citizens before you assume GDPR doesn’t affect you. What Is Vidyard Doing To Be Compliant With GDPR?For the last year, our legal, privacy, and development teams have been actively working to ensure we’re mapping out requirements for GDPR and building any updates needed into our product roadmap. We’re striving towards making this a self-serve, efficient process for our customers where they will be able to manage data requests directly from their Vidyard account, on our platform. This includes things such as;
What Are The Top 3 Takeaways?
If you’re already a Vidyard customer or partner, please contact your account manager if you have any further questions, comments or suggestions. If you don’t yet have a business relationship with Vidyard, please drop us a line at [email protected] The post Vidyard Is Ready For GDPR, Can Your Other Vendors Say The Same? appeared first on Vidyard. from http://www.vidyard.com/blog/gdpr-compliance/ Social Selling, according to Hootsuite, is the art of using social networks to find, connect with, understand, and nurture sales prospects. It’s the modern way to develop meaningful relationships with potential customers that keep you—and your brand—front of mind. Social selling can provide greater client access, allow sales reps to build more authentic relationships, and opens the potential for listening with social data. B2B marketers now rank social selling above email for demand generation. Social Selling is less of an optional sales tactic, and more a MUST HAVE tactic! We’ve put together a quick crash course on the topic. You’ll learn 3 important areas of social selling so you can better prepare your sales team to dominate your industry! You Need To Establish Your Personal BrandWhen it comes to social selling modern marketers and sales professionals first need to develop their personal brand to connect with customers. Creating this brand requires that you:
Basically, you’ve got to leverage your social capital to build identity and relationships–and video can help. Using video, a salesperson can explain why they’d like to connect and this genuine outreach goes a long way with customers. Research Your Audience And Be Relevant
There is so much more information about your prospects available to you now both professionally and on a personal level. Today, effective salespeople use social networks to show job position and history, location, and interests. There is nothing worse than emailing a prospect assuming they work for Company XYZ when a quick LinkedIn search would have told you they left for another company 2 months ago (we’ve all gotten those emails, and delete them right away). Once you find the right audience be relevant. A key component of social selling is to share valuable content, generally or with specific prospects. If you’re not offering content that’s directly relevant to your prospects, they’ll find what they’re looking for somewhere else. You also need to keep them engaged to cut through the noise of all the communications they receive daily, which is where video comes into play. Video creates a meaningful connection with your buyer and makes your outreach that much more engaging. It’s personalized, tailored content like this that will help you stand out from your competitors and get you that much sought-after meeting for a pitch. Select The Right Social Selling Tools
Forrester reports that social selling is no longer optional–it’s required. Business buyers just don’t respond to traditional tactics like they used to and sales and marketing organizations are feeling the squeeze. They’re using messaging apps, social media, and video to gain an extra edge. While there are many free tools out there to help sales teams spend less time prospecting so you can spend more time selling, social selling is a successful tactic that warrants an investment. The latest Forrester report examines the top social selling tools for you so you can make an informed decision and start investing in the proper vendors. Take a look at their latest report where you’ll learn:
Are you already using video for social selling? We would love to see your examples, link them in the comment section below for a chance to be featured in an upcoming blog. The post Social Selling Is Here To Stay appeared first on Vidyard. from http://www.vidyard.com/blog/social-selling-improves-performance/ Customer support teams can now capture and share personal video messages directly within Zendesk to close tickets faster and deliver a more personal customer experience. KITCHENER, Ontario – March 20, 2018 – Vidyard, the leading video platform for business, announces Vidyard GoVideo for Zendesk, the newest video-based Zendesk Editor Marketplace app that brings the power of personal video messaging and screen-recording to Zendesk Support. Available at no charge to Zendesk customers, this app is Vidyard’s latest addition to Vidyard for Customer Support, a comprehensive solution that helps Service and Support teams personalize the customer experience, resolve service tickets faster and increase satisfaction through the use of video content. Vidyard GoVideo makes it fast and easy to record, share and track personalized video messages as an integrated part of the customer support process. Vidyard GoVideo is a Zendesk Editor app, meaning that it is uniquely located along the bottom of the ticket editor window, enabling agents to seamlessly record custom screen captures or webcam videos while composing a response. Once sent, reps receive immediate video viewer notifications so they know when the content has been watched and can update the support ticket accordingly. Reps will understand exactly how much of a video is watched, how often the user hits play, and even what parts of the videos have been re-watched multiple times. Personalized video messages make it easier for support reps to showcase exactly how to resolve an issue and help to build greater trust and satisfaction with customers. Feedback also sends a potential signal to the company that more videos on certain topics may be necessary. “Today’s customers expect information in a way that is timely, personalized and easily understood, and video is the perfect way to deliver those experiences,” says Michael Litt, Co-Founder and CEO of Vidyard. “With Vidyard GoVideo, we’re making it easy for customer support teams to capture and share personalized video messages that not only help to resolve issues faster, but create a more human and trusted connection with customers.” Vidyard GoVideo for Zendesk empowers reps to:
“Like many businesses, we’re always looking for new ways to humanize and personalize every step of the customer journey. We’ve been using Vidyard across our marketing and sales teams for years, and its changed how those teams connect with customers,” says Ryan O’Hara, Vice President of Growth and Marketing at LeadIQ. “With Vidyard GoVideo, our support team now has the ability to create personalized video recordings on the fly too, while also leveraging existing marketing and support library videos within our video content library. This is going to change everything!” “By adding Vidyard GoVideo to our Marketplace, we’re empowering agents to easily create personalized video recordings to add to their support experience,” Billy Robins, Director of Technology Alliances at Zendesk. “Customers love that Editor Apps are in the existing workflow for agents and extend Zendesk capabilities with rich solutions like Vidyard, and they’re a great way for customer service teams to extend Zendesk functionality. We appreciate the tool’s ability to send immediate notifications each time someone watches a support video, so agents understand what videos work well to resolve customer questions.” Vidyard GoVideo for Zendesk further enhances Vidyard’s existing Vidyard for Support solution, designed to help customers resolve cases faster and transform the customer experience using video. Vidyard GoVideo is now available in the Zendesk Apps Marketplace for customers on the Zendesk Team plan or above. More Information:
About Vidyard About Zendesk Media Contact: The post Vidyard GoVideo for Zendesk Humanizes the Customer Support Experience with Video appeared first on Vidyard. from http://www.vidyard.com/press-releases/vidyard-govideo-zendesk-humanizes-customer-support-experience-video/ If you’re thinking about using video in your sales process, but aren’t sure where to start–we’re here to help you out. Video Vednesday delivers industry-leading tips right to your inbox every Wednesday on how to use video to increase response rates, book more meetings, speed up sales cycles, and close more deals. Increase Response RatesPreviously we shared our tips for getting your team on board with video, but now we want to focus our attention on some awesome users. Which is why we are showcasing how one of our customers, Terminus, is increasing response rates with video. Check out the video below to learn how Terminus is successfully implementing video across their sales teams.
Pump Up Your PipelineTime is money as they say, but how do you take advantage of the latest sales tools to save your precious time when you don’t have an unlimited budget or even any budget at all? Lucky for you there are tons of completely free workflow enhancements that you can use to save time and take your selling game to the next level. Check out the video below to see some of our favorite ways to pump up your pipeline.
Don’t miss getting industry leading sales knowledge directly in your inbox! // MktoForms2.loadForm("//app-ab18.marketo.com", "273-EQL-130", 5867); // Build TrustLet’s focus on some tactical ways you can build trust in your outreach efforts. Video is a great way to reach that ghost buyer. You know that contact that wants to avoid a sales person at all costs. They much prefer to go deep on your website and research then speak to someone. So, video then becomes a great way to reach out, teach them something or explain something, and build rapport.
This month we delivered key tips that aimed to help salespeople become more confident behind the camera, craft even more engaging videos for their outreach efforts, and learn where they can replace traditional messaging with video to make their message more consumable for prospects. The post How To Pump Up Your Pipeline With Video appeared first on Vidyard. from http://www.vidyard.com/blog/enhanced-pipelines-include-video/ |