Another day as a B2B marketer - Cognism entertaining skit style video/series
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Confirm that you have thoroughly read through the brief and are happy to fulfill it. By confirming, you also agree to complete and submit the required content within 5 days of receiving the product (if any*).
Thanks for confirming! We'll now reach out with next steps, so you can start creating content soon!
Project Summary
The Brief
We want to produce entertaining content to share on LinkedIn or YT shorts as a fun way to engage with the Cognism brand. Creating TikTok/short style skit videos that can help us to stand out from other b2b businesses. Specifically targeting our marketing persona - e.g. b2b marketers - therefore the content would need to cover marketing themes.
Concept - ‘if b2b marketing was a person’/’a day in the lift of a B2B marketer’ and the various scenarios they’d get themselves in based on common marketing practices/beliefs/stereotypes. Ideally turning this concept into a series. We need the help of our content creator to shape the script - if we need a call to discuss further then we can organise.
Ideally the creator chosen would be open to working with us longer term so we can build a consistent character.
Videos can be either 30-60/60+ seconds
Application Tip: Share your video idea based on the info below. Ideally our creator will have some experience/understanding of B2B marketing or is able to do some research to understand the pains of b2b marketers.
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We are a b2b contact data provider. We offer mobile phone numbers and B2B emails of people b2b sales and marketing people want to get in touch with through cold calling or marketing activity.
✓ Highly accurate data. We manually verify decision-makers' phone numbers.
✓ Unrestricted access to person and company-level data. No credit limits, geographical, and other data access restrictions.
✓ International coverage, so you can break into local and global markets: EMEA, NAM, APAC.
✓ Easy platform setup and integrations with your CRM and sales engagement tools: Salesforce, Hubspot, SalesLoft, Outreach and more. Get all this data on-demand and in the systems you work in.
Please share your script/storyboard ahead of filming!
Context: Marketing in B2B companies has traditionally been seen as sales support - tasked with getting sales whatever they need to contact prospects and close deals. Which for a long time was done with lead gen forms and campaigns, meaning marketers' focuses were very short term and always focused on giving sales what they asked for.
Now that B2B buyers don’t want to be sold to in the same way, marketers are necessary to reach buyers with content early in the process. They can’t continue to be in servitude to the rest of the business, because their skills are needed to engage buyers. This skit is to highlight the frustrations that many marketers face on a regular basis and show how their time could be better used.
For more on how we are thinking about this: https://www.cognism.com/blog/how-can-marketing-support-sales-without-just-taking-orders
It’s important that the video is taking the mickey out of the situation/daily frustrations rather than out of the marketers themselves.
Ideally we can inject some comedy into this sketch, whether it’s with sound effects or exaggerated acting.
Scene:
Filmed as the marketers point of view (example here: https://www.youtube.com/watch?v=D2YjA9g88Jo )
Opens with a marketer who is excited to start work on a new brand campaign, blowing the dust off a plan that has been sitting waiting for a long time.
Marketer gets down to work, only to be interrupted all day by every other department in the company either dumping on them or giving them unwarranted feedback:
Scenarios/interruptions to poke fun at:
- Sales demanding ‘more leads’ without context/justification or understanding that marketing has their own activity to do
- Getting asked to prepare powerpoints/decks at the drop of a hat
- Getting asked to send out a marketing email, just cause another team wants you to
- Getting advice on how to do their job (this doesn’t happen to any other department) “Have you guys seen innocent smoothies twitter account? Can we do more posts like that?”
- Getting asked by the CEO to create a report at the drop of a hat
Ends with some sort of comedic resigned acceptance “Maybe I’ll get to this project next year….” - something in that vein.
Context - B2B marketing industry and Cognism points of view:
- Traditionally boring/playing it safe - instead it should be memorable: https://www.cognism.com/blog/memorable-b2b-marketing
- Lead gen is outdated. You need to focus on long term brand engagement and demand generation to succeed.
- Marketers relying on outdated tactics will see less and less success as time goes on.
- The traditional marketing funnel doesn't work - buyers don’t buy how they used to: https://www.cognism.com/blog/saas-marketing-funnel
- Marketers have been acting as sales support but Cognism wants its marketers to be pioneers and do work to push revenue in their own right: https://www.cognism.com/blog/how-can-marketing-support-sales-without-just-taking-orders
- Marketers need to reach people early in the buying cycle in order to build relationships early. If you’re not on the list of vendors they remember in buying situations, you’re likely missed out during the research phase
- Marketers need to upskill in order to be able to reach modern buyers. They don’t react in the same way they used to.
We're looking to work long term with the selected creator, and you will also have creative freedom to come up with the concepts.
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Cognism is a B2B contact data provider. Essentially providing people with contact details to better target their audiences through cold calling or marketing. We have three core personas, Sales, Marketing and RevOps.
Our website H1: 'We give you mobile phone numbers and B2B emails of people you want to do business with'
✓ Highly accurate data. We manually verify decision-makers' phone numbers so you can do what you do best: talk to people.
✓ International coverage, so you can break into local and global markets: EMEA, NAM, APAC.
✓ Easy platform setup and integrations with your CRM and sales engagement tools: Salesforce, Hubspot, SalesLoft, Outreach and more. Get all this data on-demand and in the systems you work in.
While we like to be entertaining and funny, we aren't rude. Anything that could be misinterpreted, we avoid.
We have worked with Lavender and HockeyStack before as we love their content and style.
HockeyStack changed the game with this 'netflix' style content page: https://hockeystack.com/the-flow/
We like to stand out from the crowd of other B2B businesses - using a colloquial tone of voice and often incorporating humour where we can. Some examples you can check out for context:
- Emails: https://info.cognism.com/the-b2b-email-nurture-swipe-file
- YT video reacting to US/UK ads: https://www.youtube.com/watch?v=f-3Yi6jUNEI&t=15s
We have worked with Lavender and HockeyStack before as we love their content and style.
HockeyStack changed the game with this 'netflix' style content page: https://hockeystack.com/the-flow/
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