'They Need a Little Rock n' Roll': How the Ad Suite Formula Shakes Up B2B Marketing
By esantiago@hubspot.com (Erica Santiago)
When I think of B2B marketing, rock ‘n’ roll is far from my mind. But Video Brothers CEO and former touring musician Chandler Quintin brings exactly that to his strategy.
It turns out the skills he built playing Warped Tour and opening for bands like Panic! At the Disco are surprisingly transferable to marketing.
“That kind of experience gives me the charisma to go out there and tell an industry like B2B, ‘Hey, you’re boring,’” he says. “B2B is having a really hard time standing out and cutting through the noise, so they need a little rock n’ roll, right?”
But even the most raucous rockstars have a method to their madness, and Quintin says Video Brothers’ method for helping B2B brands stand out is called the ad suite formula.
“One of the principles of the ad suite is bringing people through a journey because people like stories,” he explains. “They like to be entertained. We want them to remember things; the best way to do that is to tell a great story.”
The formula hits all the right notes. According to Quintin, after implementing this formula, Loxo, a Video Brothers client, experienced a 46% increase in quarter-over-quarter revenue and a 25% increase in pipeline growth.
So, what‘s the deal with this ad suite formula? Here’s a step-by-step breakdown:
Step 3: The Follow Ups and Reminders
Step 1: The Teaser Ad
While most marketers get caught up in clicks and conversions, Quintin focuses on what he calls an “attention matrix.”
“Audiences are in this bottom left corner of not knowing who you are and not caring. They’re also not going to watch a lot of content,” he says. “Our goal as marketers is to bring them to the top right, where they know who you are, care a lot about what you do, are problem-aware, and possibly solution-aware. Now, they’ll watch a lot more content.”
Think of the 15-second teaser as an opener to a live show. It gets the crowd’s attention and prepares them for the main act.
“We’re not looking for clicks or conversions; we’re looking to stop them in their tracks and introduce them to the pain because great marketers market pain,” Quintin says. “They don’t market solutions.”
In the teaser ad Video Brothers created for Loxo, the problem is a recruiter trying to find the most elusive candidate yet — Bigfoot!
It’s short, snappy, funny, and exciting.
The teaser ties the problem to the brand and spotlights the business as the solution.
And in a world where viewers like me struggle to muscle through even 10 seconds of ads, Quintin says it‘s okay if audiences don’t get through the teaser. The ad will just run again.
“We don’t want to be afraid of showing the same ad twice because the ads are fun. People actually want to watch them,” he says. “The …read more
Source:: HubSpot Blog
