UK Platinum Hubspot Partner and Inbound to Account-Based Marketing (ABM) Agency, Strategic IC Host Successful Trends Disrupting Sales Event

In the second of their ‘Inbound to ABM’ breakfast event series, Inbound to ABM agency Strategic IC partnered with Vidyard, the online video platform for business, to outline how the sales and marketing landscape is evolving, predicting why 1-2-1 personalization and storytelling – particularly through video – will be increasingly crucial if modern marketing and sales strategies are to resonate.

Hosted in a former Barrister’s Court at Brown’s Restaurant in Covent Garden, attendees explored how video and technology trends are disrupting B2B sales and marketing. Key takeaways included how to drive value with video content across the buyer journey and how to tell a great story to make marketing messages resonate with the right buyer at the right time.

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Alex Embling, CEO, Strategic IC, says: “To see success, sales and marketing today must be buyer-centric. It’s easy to forget that we want to engage with real humans, with real challenges, but if we can humanise engagement across sales and marketing processes – with tactics like personalised 1-to-1 video, we’ll see more authentic, valuable and positive responses. I strongly believe that organizations who focus on that, will be those who build the best relationships, and deliver the greatest value and results.”

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Michael Litt, Co-Founder and CEO at Vidyard shared his own predictions on why video, and personalisation as an approach is the future of successful engagement: “In 2015, I predicted that people would use video to sell to people. Today we’re just reaching the tip of the video marketing iceberg.”

Fes Askari, Head of Sales, Strategic IC, explains: “B2B Sales and Marketing teams should communicate authenticity through channels such as video by providing valuable content focussed around buyer challenges, outside of the more polished brand marketing videos, for that 1-to-1 personalised engagement.”

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