Abhishek Parolkar

Professional Services Sales at R3

Children stories as Pattern Interrupts for C-Suite?

Am I crazy here? I am trying to practice some story telling to seek engagement and open doors. I went long-form (in email and in video too).

My audience are CFOs and people who report to them. I just ran a trial run and saw about 30% open rate and 29% click rate.

The intent is to warm-up my network for this ICP and contribute something before putting my ask (for a meeting) in 3rd followup email.

I feel children's stories can be generalized and leaves the viewer to interpret what they want. I trigger the curiosity in email text and then let their click (to watch the story) validate that engagement.

Am I crazy to do this in B2B ? What do you think? any similar examples?

PS: the campaign performance report in the comments.

https://www.linkedin.com/posts/parolkar_dragon-hunt-story-activity-7089528601141792768-PR9y?utm_source=share&utm_medium=member_desktop Abhishek Parolkar / ◌ on LinkedIn: Dragon Hunt Story Mr Bixbee (the CFO) went home for lunch, only to find that his entire house was gone... Yes! "gone" as in, house gone "missing" from its land. This is part…

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33 comments

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CuriousFox

WR Officer

7

🦊

I like where your head is at, however C-Suites are busy. They like fast bullet points they can glance over.

1

Professional Services Sales

Thanks @CuriousFox . I am going to try

braintank

Politicker

1

Enterprise Account Executive

They aren't gonna stick around while you read them a children's book

jefe

Arsonist

1

🍁

Agreed. It's gotta be short and punchy for your target.

4

Professional Services Sales

This is what I see as a result, almost everyone who opened the email did click the link too, Is this success? What would you optimize here?

AssistantToTheRegional

Politicker

2

Enterprise Account Executive

If the click rate and the open rate is equal then you’re getting false positives from IT tools that pre-open links to check for malware etc

Source: I sell to CISOs

braintank

Politicker

4

Enterprise Account Executive

I like the creativity but CFOs aren't going to watch a 6 minute video

KB_FarmerType

Opinionated

4

Strategic Sales

👆this! I also think you have to shorten the content length.

oldcloser

Arsonist

4

💀

Email opens ≠ video views. How many are playing the video? For how long are they watching? Long enough even to vomit and block your domain? This is creative af, but I can’t believe anyone will sit still and view through.

pirate

Big Shot

3

🦜☠️ Account Executive

29% click rate is not bad!I like this story about CFO and you like it and if CFOs like it too then that's all that matters.

2

Professional Services Sales

Thanks @pirate , I guess people are either going to love it or hate it. in both cases, its a win ;)

SoccerandSales

Big Shot

3

Account Executive

Polarizing for sure but can’y deny the click rate

Diablo

Politicker

3

Sr. AE

It might/might not be crazy, you will not know unless you try. Good job of keeping the open/click rate at par but I would also try to track the meeting rate after sometime because that’s what would ultimately matter.

0

Professional Services Sales

Yes, makes sense!

poweredbycaffeine

WR Lieutenant

3

☕️

🤮

1

Professional Services Sales

@poweredbycaffeine , which parts?

poweredbycaffeine

WR Lieutenant

2

☕️

All of it. I’d never read nor reply to this email.

I have three bullet points or 5 sentences of attention to give.

0

Professional Services Sales

Thanks for feedback

Revenue_Rambo

Politicker

3

Director, Revenue Enablement

Would love to see you run an A/B test on this.

Create a 2nd one that is shorter and more mobile view friendly. See how that performs against the one you are already using.

Justatitle

Big Shot

3

Account Executive

This reminds me of the K.I.S.S. statement. Keep it Simple Stupid. The easier it is to understand the larger net you cast the better success you will have.

Gasty

Notable Contributor

3

War Room Community Manager

Is the OG story the one where the dragon keeps getting bigger and bigger, the mother is not able to see it until it starts running across the neighbourhood with their house over its shoulders, and it turns out that all the poor little monster needed was to be noticed?

Gasty

Notable Contributor

2

War Room Community Manager

Jordan Peterson?

0

Professional Services Sales

Oh yes, that's the one!

Gasty

Notable Contributor

2

War Room Community Manager

nice! I see what your'e trying to do with the reach-out as well. Maybe you can find a better correlation, since it seems a bit broken now as of now.

Good luck

antiASKHOLE

Tycoon

2

Bravado's Resident Asshole

It is an interesting plan of attack.

Filth

Politicker

2

Live Filthy or Die Clean

The moral of the story:

oldcloser

Arsonist

1

💀

😂

Filth

Politicker

1

Live Filthy or Die Clean

you never catch the dragon LOL

oldcloser

Arsonist

1

💀

Awesome

Sunbunny31

Politicker

1

Sr Sales Executive 🐰

I'm in agreement that a 6 minute video is a long one for C-level, and I'll agree with Rambo that you might want to run a shorter version in an A/B test.
What's the second email going to be?

CPTAmerica

Opinionated

1

President/CRO

Probably polarizing. Some are going to hate that, others will appreciate the creativity. If you're getting results with your ICP keep it going. Maybe run an A/B test with a more traditional approach at the same time.

Fenderbaum

Politicker

0

Retired Choirboy🪕

My first impulse would be to delete. Keep it simple.

Kosta_Konfucius

Politicker

0

Sales Rep

What is the response rate, and where do these % fall with your other messages

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