Social selling training
Mimecast is a global leader in email security and cyber resilience. The company works closely with partners to help organizations protect themselves against cyber threats. To accelerate growth through its partners, Mimecast wanted to better support its partners in conducting sales conversations with prospects.
Business challenge
Mimecast wanted to help six strategic partners strengthen their sales approach. The goal was to initiate new conversations with prospects more quickly while building greater trust in the early stages of the sales process. The main challenge was translating a complex security narrative into a clear and simple message that is directly relevant to customers. In addition, Mimecast wanted to help partners modernize their prospecting efforts.
forecast
A stronger and more predictable pipeline for Mimecast through partners.
adoption
Help partners effectively implement a modern prospecting approach.
result
Build trust with prospects more quickly and have more high-quality sales conversations.
Problem
Many partners were still using traditional prospecting methods such as cold emails, generic LinkedIn messages, or standard sales pitches. In a market where decision-makers are approached by vendors on a daily basis, this approach was becoming less and less effective. Messages were being read less often, and it was difficult to initiate conversations. In addition, it turned out that security solutions are often explained in technical terms, while prospects actually need a clear, relevant, and personalized narrative.
Solution
StoryYo developed a video prospecting and social selling training program based on the StoryYo approach. In interactive sessions, the six partners were guided in translating the Mimecast proposition into a simple and relevant customer story. In the process, they worked on their personal pitches, learned how to use LinkedIn strategically for social selling, and discovered how hyper-personalized videos can be used in their outreach to prospects.
- “social selling”"Always give first" is our motto when it comes to prospecting. During the Social Selling Training, we went over the principles and practiced them in a fun, interactive way.
- Video ProspectingWe then moved on to the techniques covered in the Social Selling Training video prospecting by demonstrating best practices.
- DoDuring this training, each salesperson created several video pitches and presented them to the group.
Benefits
Impact
Video prospecting proved to be a powerful way to make the initial interaction with prospects more personal and relevant. Instead of receiving a generic message, prospects immediately saw the person behind the message. This led to more attention, more responses, and faster conversations.
By combining social selling and video prospecting, partners were able to make their outreach more personalized and build trust more quickly with new prospects. Account managers had a clear pitch, a concrete prospecting process, and a practical way to share their message.
pitch
A clear and customer-focused pitch for the Mimecast offering.
trust
Build trust with prospects faster through personalized videos.
conversion
More responses and higher conversion rates in the first phase of the sales process.
Lessons learned
A strong technology proposition alone isn’t enough to initiate new conversations. Especially in a competitive market, partners need a way to stand out and build trust during the first interaction. Combining social selling, storytelling, and video prospecting creates a modern prospecting approach that is both personal and scalable. When partners can explain their story simply and share it in a human way, it becomes easier to build new relationships and achieve growth.