Another day as a B2B marketer, failing to get sign off to experiment
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Project Summary
The Brief
The next skit video in our series for 'a day in the life of a B2B marketer. We have kept this brief fairly open to allow for ideas, but if you need any further info or have any questions on language please do let us know. Please can we get the video in vertical (with subtitles) and square.
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Hook: Hook is up to you |
Script: A marketer has been doing a lot of research/thinking and has come up with an exciting experiment to run which could have a huge impact on generating demand, inbound requests and pipeline.
They bring it to the marketing team to get their thoughts/sign off to run the idea, but come up against a lot of inertia/fear/lack of risk taking culture.
The marketer gets every objection in the book:
“Everything works fine as it is, if it ain’t broke, don’t fix it”
“These new wave marketing tricks don’t actually work”
“I mean yeah I’d love to but there’s no way you’ll get CEO/CFO/Sales leader sign off on this”
“I don’t know, seems risky to me…I think we are better off playing things safe”
“That’s not a worthwhile reason to use budget”
The experiment is never run, and the business doesn’t change it’s tactics.
Some extra suggestions, we can maybe get more specific with the examples here to make as relatable as possible
PERSON 1: What a cute idea Sophie! Really out there.... but did you get that trade show banner done yet?
SOPHIE: "oh, um sure, not really relevant right now though is it?"
PERSON 2: And what about those umbrellas we ordered? Can't be letting clients get wet now can we!
SOPHIE: "Well no deborah, it hadn't struck me as urgent"
PERSON 3: Haven't had an e-blast either have we soph?
‘Person 4: Cool sounds good but I’m not sure there’s room in our quarterly plan’ just another example to add to the end of the story part - its just to give a more contextual example of an objection
SOPHIE: Whispers Oh ffs, I'm going back to sales..
CTA: CTA not necessary
Links:
DO
- Please film in natural bright light
- Add engaging captions to your video! remember to submit the version with and without!
- Keep it lively and energetic - we want to encourage the audience!
- Shoot high-res
DON'T
- Don't sound like you're reading off a script
- Don't film via TikTok app. MUST use CapCut or similar.
- No blurry footage, not being able to see the product or you clearly
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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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