How Cloud Brigade Used AudienceGraph To Drive Revenue

Cloud Brigade used AudienceGraph to identify new prospects for their AI services. Based in sunny Santa Cruz, California, Cloud Brigade provides AI implementation services as part of their IT service portfolio.

Their CEO, Chris Miller, had done a webinar on AI and posted it on YouTube. Prior to using AudienceGraph, Cloud Brigade only had aggregate stats on the video, but no data on exactly who watched it and what topics they were interested in.

"AudienceGraph gave me better data and more prospects to call than what I was using previously" – Michael Geisen, Director of Sales, Cloud Brigade

Cloud Brigade "wrapped" this webinar in AudienceGraph and used it for a five-part mailing. Some of the key results they saw::

• Almost twice as many viewers were interested in how to get started with AI than any other topic. This was a broad signal to Cloud Brigade that many of these viewers could be interested in their services
• Multiple viewers from eight well-known companies watched key topics in the video, including viewers from five Fortune 1000 companies.
• Several senior executives and engineers watched key topics in the video.

The Challenge

Like most middle-of-funnel and bottom-of-funnel videos, the Cloud Brigade video is targeted at customers who might launch an AI project. But at over fifty minutes in length, even a serious viewer may not watch all of it.

Because the video was hosted on YouTube, the Cloud Brigade team only knew that some number of viewers had viewed some part of the video. What they did not have was the exact information that they needed to make effective sales calls.

What they did not have was the exact information that they needed to make effective sales calls

They didn't know who watched the video, what sections they watched, or even who the viewer was. Were they perhaps a decision maker or influencer?

If this information could be surfaced, Cloud Brigade could connect with viewers about specific topics, and explore whether their solutions might be a fit.

The Solution

Michael started by choosing topics he thought would resonate with his viewers: an intro to Cloud Brigade, three business use cases, and information on getting started. These were designed to help Michael understand individual viewer intent. For example, a viewer who watched a business use case topic and then jumped to getting started most likely indicated a higher intent to purchase than one who only watched the intro and dropped off.

Michael started by choosing topics he thought would resonate with his viewers

Then Michael spent a few minutes "wrapping" the YouTube video in the AudienceGraph player. Since all the viewers were on Cloud Brigade's mailing list, AudienceGraph would tell Michael who watched which topics in the video.

Email 1: This got a decent number of topic clicks for the Cloud Brigade introduction. Michael saw that many viewers were from known companies, including multiple viewers from two Fortune 1000 corporations!

Email 2: The next, a week later, pointed viewers at "how to implement AI," which got even more topic clicks than Email 1. The number of viewers from Fortune 1000 companies went up, cementing the results we saw from the first email! If you do account-based marketing, this should have your attention.

Many viewers returned to the "how to implement" topic multiple times indicating their readiness to start a project

Emails 3, 4 and 5: The subsequent emails focused on three business use cases. After each, the AudienceGraph analytics showed interesting and significant viewer behavior. Many viewers watched the use case and then jumped back to the "how to implement" section. Were they displaying a higher intent to purchase? We all thought so, and Michael bumped them to the top of his prospect list. Better still, some of them had titles that might indicate decision makers.

Now Michael knows who to call first, and how to kick off the conversation. This trend continued with the last two emails. At the end of the mailings, the topic that got the most interest was "How to get started with AI" and Michael knew exactly who viewed it. He was ready to go.

By the end of the campaign, Michael knew who to call first and how to kick off the conversation

Key Takeaway

Without AudienceGraph, Michael wouldn't have known which viewers watched which topics in the Cloud Brigade video. YouTube couldn't tell him anything but the number of total viewers and what percentage of the video they watched.

AudienceGraph told Michael exactly who watched what, ranked viewers by their intent to purchase, and empowered him to focus on the best prospects first.

Michael Geisen is the Director of Sales at Cloud Brigade. Michael is an AWS Certified Solutions Architect with a proven reputation for delivering sales targets within aggressive timelines for both Fortune 1000 and startup clients across multiple industries. Feel free to connect with him on LinkedIn.