From Video to Social: Building Relationships and Driving Sales

Introduction As I transitioned from focusing on video to social advertising at 4C Insights, building relationships became key. This post explores my approach to networking, understanding client needs, and leveraging connections to drive sales.

Building Connections I asked Mark to introduce me to the best sellers at 4C Insights. Gillian Girlich, a seasoned video technology seller, was one of them. Shadowing her on calls and learning from her approach was invaluable. Although the initial call with Red Lobster didn’t go as planned, it provided crucial insights.

Leveraging My Rolodex Using my network from Innovid, I set up meetings with key contacts, like Matt Malone from Spark Foundry. These conversations helped me understand the competitive landscape and gather feedback on 4C’s offerings.

Adapting to New Challenges

I learned that 4C’s social media tools were more widely used than their video tools. This realization prompted me to focus on social advertising, where 4C had a stronger foothold. I organized meetings with potential clients, leveraging warm connections to secure initial engagements.