566: Why B2B Brands Should Create Funny Videos w/ Rene Lego

ABOUT THIS EPISODE

In this episode we talk to Rene Lego, Director of Video at SolarWinds.

There's a ton of noise out there. Sohow do you get decision makers to pay attention to your brand start apoudcast and invite your ideal clients to be guess on your show, learn more atsweetfish media dotcom, you're, listening to the BETAB growthshow, a pottast dedicated to helping beeto be executives achieve explosivegrowth, whether you're looking for techniques and strategies or tools andresources. You've come to the right place, I'm James Carburry and I'mJonathan Green. Let's get into the show! Welcome back to the BT B growth show weare here today with Renee Lego. She is the director of video at solar, windsrenee. How are YOU DOING ITA and great? How are you I am a wonderful, so reneetoday we are going to be talking about video and in a B to B context. You guyshave done a phenomenal job at solar wins of creating really funny videos,but I'm also captivated at just the...

...journey that you've been on. As youknow, c the first person hired into the organization to do video. You knowthat's grown into you having a team of eight folks that are dedicated to video,so we're going to touch on a lot of those elements, but before we do that,I've just explained to our listeners give them a little bit of context. Whatis solar wins? What is the company all about? Well, soloins is not a greenenergy company. We are in it management and Monitoring Software Company. We make. I T prose lives easier throughnetwork systems, a storage virtualization, you name it anything anI tpro would need we make software to help them monitor and manage theirsystem so of it ow it so not necessarily in industry that you wouldthink h has super funny videos, or has you know, a a Youtube Channel withtwelve thousand subscribers on it, but you guys have have done exactly that.Talk to us about you, you coming on...

...board. I think you said you've beenwith solerons for eight years. You were the first person hired to do video talkto us about what that evolution has looked like from being a team of one tonow a team oate. Well, when I came on they, they really had a need for video,but they didn't know how to scale and they didn't have processes or scripsand they were recording their voice over in the bathroom. So it was justvery disorganized. They knew they needed to do a lot of video, but didn'tknow how so I came on and slowly. I think that first yearproduced seventy videos and then ever since thet each year, we' sort of beengoing up and as we grew w knew we needed hey. If you want me to do thistype of video, I need someone who's going to do. Motion Brathics. I needsomeone to help with scripting. I need more and more and more- and you know bytwent a seventeen we're a team of at d. One one includes a someone to do justmanagement of distribution of these videos, and you know keeping up withall the requests that we have, and so...

...what are the types of videos that youguys are are doing just so listeners kin have an idea of w ate of thepossibilities here. I think you guys have produce a ton of differentvideotypes. You know some are you K, ow, obviously funny, and then some have other purposes talk us throughwhat what those are. When I started, we only had you know a limited number ofproducts and, as we've grown over the years, we are over thirty differentproducts. So we support every product release every feature: training forthose products, social, anything you can think of to support the sales, themarketing anything for the products. We also do all the internal videos, sothat could be in all hands meeting you name it anything and everything Vidiagot and- and you mentioned that it was somebody's job just to do distributionfor the videos. What does that process? Look like what are the differentchannels that you guys are leveraging...

...to distribute al the videos that you'reputting out? We use you too? Obviously, ecause everybody needs to be Onyoutoand Um. We just recently in the last year, have gone on a bigyard so that weall of our videos on dotcom, Rong goodyard. Those are the only twodistribution channels that we use on a regular basis or we have our videosembedded. You know various places, but obviously what we want to do isoptimize and and get people viewing the videos where we want them to be able,and so, as I'm, I'm looking at your utube channel right now, ANA andsomething that kind of stood out pretty quickly for me was the length of thevideos that that you guys are putting out they're all you know one. I see onehere for twenty one seconds. Another one is minut. Twenty eight one'seighteen seconds talk to us about you know, obviously you guys are are doingshorter videos for a reason talk to us about why you're doing that and and thsome other elements of the formula that...

...you guys have baked into the videos that you guys are puttingout well length is really important. I would say when I started, I would sortof take the lead from a PM or a product manager. WHO said, I need all of thisin this video, like we have to talk about these twenty five things andlooking at the metrix people weren't watching you weren't getting peoplewatching through to twenty. You know, eighteen to twenty five or fifteen, totwenty five of your topics that you wanted to cover and and sort ofchanging that culture in the mindset to look. What is the one thing that youwant to get through in this video or relate to your audience? We can dovideos on the other twenty topics, but let's be specific and really look atwhere this videwis going to be embedded and what you want to accomplish andthen move from there, so that really started to define whether it's acreative or or a product. Video. Now we do have training videos that are longer,but...

I will say especially with the Itiprothey're, going to sit there to go through or step by step because theyneed to learn it. So even then you will see them skipping around, because youknow with Ti Yard, we are able to see a little bit deeper and see where peoplejump and and m see indepth, ith fewer metrics and that we hadn't had thatbefore and that's really informed a lot of what we've done a and so usingvidyard you're looking at where people are jumping off and then you guys areare actively going in and editing videos based on the data that you'reseeing yeah we're, certainly taking that into consideration and informingthat afscripts and refining our process God I love it. Talk to us about t thefeel of a lot of these videos. I don't see a lot of BTO, be companies doingfunny. Video you guys are are nailing it, but what's the purpose of thesefunny videos, what kind of results are they driving? What kind of results are?Are you wanting them to drive? We always wanted to be...

...close to our customer. You non havethat connection. I tpros are Geeky. They like Giyouthings. They like snarky humor and since I've been here that humor, youcan see it play out on our fwack community for 'em, and this is just anextension of that and as we have crated videos, that engagement has gone up andup and even during live events, will throw videos in before and after andpeople just in incredible reaction. So it's really the customer who isinformed it in the audience they'v Bought in and we've continued thatbecause there's it creates this nice symbiotic relationship and they reallyrespond to it. So there's there's one particular video that we were talkingabout offline, the joy of white boarding and it's basically a spiff ona Bob Ross for video talkto Sabelt. How you came up with the idea for that, andyou also wee were telling me y some...

...some things that came out of it,particularly about th the character that played Bob Ross ttells that story.So we were recording another video that wasn't very exciting. You know one ofthose product videos where you have to just step by step. Whiteboard somethingyou know: not all videos are fun and then, as we were doing it, we thoughtthis is kind of like a Bob Ross video and then what if we did Bob Rosstalking about network typology and network mapping which isn't really afun topic, anwe Hav Ave. we been that and then one of my producers was like.Let me take this one. Twenty four hours later he had a script we took on it. Wetook one of the PMS, we put a you know a wig on him and he just nailed it buisa really funny video and still like getting love. UNREADIT. And you knowpeople want autographs with him. You know it became more than than just thatvideo. Is it an online event that you...

...guys do every year where he he cameback and did kind of a C A had like a cameo appearance or something like yeah.We do an annual large multiday virtual event where we have chat and live videostreaming and Um. He came in and was I guess, for one ofthe segments and the Mv PS that were there the m? BP customers went nuts and when it youknow, theire, autograph and photos with them a D, oh they. Actually. I think- and I'veheard this from an MVP just visited not too recently and said. You know. One ofthe things I love about solar winds is the videos. I love your dumer. I loveyour connection. I feel like I'm with you. You know we understand each otherin NHUMOR and that that goes a Ong Way Y. I I love that. That's a tangible connection that you can makewith with your by or any anyway that you can do that. I think, is valuablethat that particular video has. You...

...know over twenty five thousand views onon Utbalon, which I think anbdb company that can coer twenty Thi thousand viewson videos doing something right, but I wanta I wanta kind, a in the interviewhere, Rene talking about attribution a lot of folks. Listening to this, youknow theyre they're from companies that are very data, driven and, and the funny videos, I think, arephenomenal, for you know, Topopon Al for awareness and and for really makingsure your your buyers are feel connected to you on a different level.But what are some of the metrics that you guys are looking at when there's aparticular video that needs to tie to a specific result? Yeah ate are thespecific numbers that you're looking at and the results that you're trying todrive. Well, I will say you know it's going to very depending on whether it'srelated to a campaign or not, but if we are measuring we're looking at not onlyhow I may vew right, if they click on it, that's great, but do they engagewith US afterwards? Are they driving to a lending page? Are they sharing it?Are they engaging in it engaging with...

US afterwards like if, if we'retracping them or they are they retargeting? Are they going elsewhereafterwards? Do they visit the product page? So that is is more of a success.Metric than just K, you can look at the video and say: okay. Well, ten thousandpeople watched it, but if, if we don't have that person coming back, if theydown the line, don't you know get on the phone of the salesperson and it'snot doing much for us go. We always look at it. US We're not we maybe be tobe, but we we markit like a btasy. No, I love that ineset an is vidyard theprimary tool that you guys are using to measure that or are there are othertools that that are helping. You measure those specific metrix, Leeuse eyard, but we're also tracking you know on Yu Tube linkbacks to the site andtraffic that we're referring through tracking codes and things like that. Wedo look specifically dive into tometric...

...to see you know organically. How are wedoing to drive that traffic gotbut yeah asfar as platforms, you too, then, and big yarder, a ofit. This has been. Thishas been incredible rea. I just love the Y love, the creativity that youguys are demploying with these videos. I think that there's a massive lessonlearned in that that t this idea of you know you're you'reselling, to humans, and if you want to engage humans, regardless of whetherit's B to be or b TC, you need to you need to get creative in in the contentthat you're putting in front of them, and I think you guys have nailed thatif there's somebody listening that wants to stay connected with you orthey want to learn more about solar wins. What's the best way for them togo about doing that, you can follow me ontowitter at Renee, Lego ontube weresillerwins ink and on the Webb it siloins dotcomowsome Ena will thank youso much foro time today, Thi I fantastics, or really appreciative...

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