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. So how do you get decision makers to pay attention to your brand? Start a podcast and invite your ideal clients to be guests on your show. Learn more at sweet fish Mediacom. You're listening to the BAB growth show, a podcast dedicated to helping bob executives achieve explosive growth. Whether you're looking for techniques and strategies or tools and resources, you've come to the right place. I'm James Carberry and I'm Jonathan Green. Let's get into the show. Welcome back to the BB growth show. We are here today with Renee Lego. She is the director of video at solar wins. Renee, how you doing today? I'm great. How are you? I am a wonderful so, renee. Today we are going to be talking about video and in a beobe context. You guys have done a phenomenal job at solar wins of creating really funny videos. But I'm also captivated it...

...just the journey that you've been on. As you know, kind of the first person hired into the organization to do video. You know that'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 just explain to our listeners, give him a little bit of context. What is solar wins? What is company all about? Well, Soldo wins is not a green energy company. We are an item management and Monitoring Software Company. We make it pros lives easier through network systems, storage, virtualization, you name it, anything in itpro would need. We make software to help them monitor and manage their systems. I love it. I love it. So not necessarily in industry that you would think has super funny videos or has, you know, a youtube channel with twelvezero subscribers on it. But you guys have have done exactly that. Talk to us about and you...

...you coming on board. I think you said you've been with Solo wins for eight years. You were the first person hired to do video. Talk to us about and what that evolution has looked like from being a team of one to now a team of Eight. 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 scripts and they were recording their voice over in the bathroom. So it was just very disorganized. They knew they needed to do a lot of video but didn't know how. So I came on and slowly, I think that first year produced seventy videos and then ever since then, each year we sort of been going up and as we grew we knew we needed hey, if you want me to do this type of video, I need someone who's going to do motion graphics, I need someone to help with scripting, I need more and more and more, and you know, by two thousand and seventeen, where a team of baby one one includes someone to do just management of distribution of these videos and, you know, keeping up...

...with all the requests that we have. And so what are the types of videos that you guys are are doing, just so listeners can have an idea of what are the possibilities here? I think you guys have produced a ton of different video types. You know, summer obviously funny, and then some have other purposes. Talk us through what what those are. When I started we only had, you know, a limited number of products and as we've grown over the years we are over thirty different products. So or we support every product released, every feature, training for those products, social anything you can think of to support the sales, the marketing, anything for the products. We also do all the internal videos, so that could be in all hands meeting, you name it, anything and everything. Video got it. And and you mentioned that it was somebody's job just to do distribution for the videos. What does that process look like? What are the different channels that you guys are leveraging to distribute all the videos that you're putting out? We...

...use youtube, obviously, because everybody needs to be on Youtube. Yeah, and we just recently, in the last year, have gone on a big yard so we all of our videos oncom run good yard. Those are the only two distribution channels that we use on a regular basis. We have our videos embedded, you know, various places, but obviously what we want to do is optimize and get people viewing the videos where we want them to view them. Yeah, and so as I'm looking at your youtube channel right now in a and something that kind of stood out pretty quickly for me was the length of the videos that that you guys are putting out. They're all one. I see one here for twenty one seconds. Another one is a minute twenty eight. One's eighteen seconds. Talk to us about obviously you guys are are doing shorter videos for a reason. Talk to us about why you're doing...

...that, and then some other elements of the formula that you guys have baked into the videos that you guys are putting out. Well, length is really important. I will say when I started I would sort of take the lead from a PM or a product manager who said I need all of this in this video, like we have to talk about these twenty five things and looking at the metrics, people weren't watching. You weren't getting people watching through to twenty, you know, eighteen to twenty five or fifteen to twenty five of your topics that you wanted to cover. Yeah, and and sort of changing that culture in the mindset to look, what is the one thing that you want to get through in this video or relate to your audience? We can do videos on the other twenty topics, but let's be specific and really look at where this video is going to be embedded and what you want to accomplish and then move from there. So that really started to define whether it's a creative or or product video. Now we do have training videos that are longer but I will say especially with the it pro they're going to sit there to...

...go through step by step because they need to learn it. Yeah, so even then you will see them skipping around because you know, with videyard we are able to see a little bit deeper and see where people jump and and see in depth viewer metrics and that we hadn't had that before and that's really informed a lot of what we've done. I love that. And so, using vide yard, you're looking at where people are jumping off and then you guys are actively going in and editing videos based on the data that you're seeing. Yeah, we're certainly taking that into consideration and forming that with scripts and refining our process. Got It. I love it. Talk to us about the the feel of a lot of these videos. I don't see a lot of betb companies doing funny video. You guys are nailing it. But what's the purpose of these funny videos? What kind of results are they driving? What kind of results you are you wanting them to drive? We always wanted to be close to our customer, you know, have that connection. It...

...pros are Geekie, they like giggy things, they like snarky humor and since I've been here that humor. You can see it play out on our flack community forum and this is just an extension of that. And as we have created videos, that engagement has gone up and up and even during live events will throw videos in before and after and people just an incredible reaction. So it's really the customer who has informed it and the audience they've bought in and we've continued that because there's it creates this nice symbiotic relationship and they really respond to it. So there's there's one particular video that we were talking about offline, the joy of white boarding, and it's basically a spiff on a Bob Ross video. talked to us about how you came up with the idea for that and you also, we're telling me some some things that came out of...

...it, particularly about the the character that played Bob Ross. Tell us that story. So we were recording another video that wasn't very exciting, you know, one of those product videos where you have to just, step by step, woid board something. You know, not all videos are fun, and then, as we were doing it, we thought this is kind of like a Bob Ross video. And then what if we did Bob Ross talking about work network topology and network mapping, which isn't really a fun topic. Can We? How can we spend that? And then one of my producers was like, let me take this one. Twenty four hours later he had a script. We took one it, we took one of the PM's, we put a, you know, wig on him and he just nailed it. It is a really funny video and it's still getting in love on Reddit and, you know, people want autographs with him and, you know, he became this it became more than than just that video. Is it an online...

...event that you guys do every year where he came back and did kind of a can't have like a cameo appearance or something like that? Yeah, we do an annual large multiday virtual event where we have chat and live video streaming, and he came in and was a guess for one of the segments and the MVP's that were there, the MVP customers, went nuts and wanted, you know, their autograph and photos with them, and so they actually, I think, and I've heard this from an MVP just visited not too recently and said, you know, one of the things I love about solar whims. Is the videos. I Love Your Humer I love your connection. I feel like I'm with you. You know, we understand each other and humor and that that that goes a long way. Yeah, I love that. That's a tangible connection that you can make with with your buy or any any way that you can do that. I think is valuable. That that particular video has over twenty fivezero views on Youtube alone, which I think any BDB...

...company that can get over twentyzerzero views on a videos doing something right. But I want to I want to kind of in the interview here. Renee talking about attribution. A lot of folks listening to this. You know they're they're from companies that are very data driven and and you know, the funny videos, I think are phenomenal for, you know, top of funnel, for awareness and and for really making sure 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 a particular video that needs to tie to a specific result? Yeah, what are those specific numbers that you're looking at and the results that you're trying to drive? Well, I will say it. You know it's going to be very bit depending on whether it's related to a campaign or not. Okay, but if we are measuring, we are looking at not only how long made. You right, if they click on it, that's great, but do they engage with US afterwards? Are they driving to a landing page? Are they sharing it? Are they engaging in it? Engaging...

...with US afterwards, like if, if we're tracking them, are they are they retargeting? Are they going elsewhere afterwards? Do they visit the product page? So that is is more of a success metric than just you know, you can look at the video and say, okay, well, tenzero people watch it, but if, if we don't have that person coming back, yeah, if they down the line, don't, you know, get on the phone of the salesperson, and it's not doing much for us. Got It and and it. We always look at it as we're not we maybe be to be, but we we market like a BTC. Yeah, now, I love that mindset. And is vid yard the primary tool that you guys are using to measure that or there are other tools that are helping you measure those specific metrics? Well, we use vidyard, but we are also tracking, you know, on Youtube link backs to the site and traffic that we're referring through tracking codes and things like that. Got It. We do look specifically dive into the Youtube metrics to see, you know, organically,...

...how are we doing to drive that traffic? Got It. But yeah, as far as platforms, Youtube and good yarder it. Love it. I this has been this has been incredible right A. I just love the love the creativity that you guys are comploying with these videos. I think that there's a massive lesson learned in that that this idea of you know, you're selling to humans and if you want to engage humans, regardless of whether it's be to be or BTC, you need to you need to get creative in in the content that you're putting in front of them, and I think you guys have nailed that. If there's somebody listening that wants to stay connected with you or they want to learn more about solar wins, what's the best way for them to go about doing that? You can follow me on twitter at Renee Lego, on Youtube or Sloan's ink, and on the web it's Solo winscom love it awesome, Erne. Will thank you so much for your time today. This has been fantastic, so I really appreciate it. Thanks. To...

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