A “Problemotional” Review of 2023’s Best B2B Video Ads: Lusha
Lusha’s ad doesn’t pull any punches. It dives straight into the heart of a Sales Development Representative’s (SDR’s) daily struggles: bad data, angry prospects, and a whole lot of frustration. While some B2B video ads opt for subtle humor, Lusha takes a more direct approach, using raw (and relatable) emotions to drive its message home.
Let’s break it down with the PESO framework:
P: Problem
The Emotional Rollercoaster of Sales: Their video kicks off with a startling statistic: 97% of SDRs report that the sales cycle takes an emotional toll. Ouch. The ad immediately acknowledges the emotional labor involved in sales, a reality often overlooked in the pursuit of quotas and conversions.
Bad Data, Bad Calls, Bad Days: The ad then unveils the culprit: bad data. Wrong numbers, irrelevant contacts, and angry prospects – it’s a recipe for a soul-crushing workday. The visuals of the increasingly frustrated SDR (culminating in a desk-destroying meltdown) perfectly capture the emotional spiral that bad data can trigger.
Impact on Professionalism and Morale: It cleverly points out that bad data doesn’t just waste time; it can damage an SDR’s sense of professionalism and even lead to burnout. When you’re constantly facing rejection and hostility, it’s hard to stay motivated and feel confident in your role.
E: Emotion
Raw Frustration: The ad isn’t afraid to showcase the raw frustration that many SDRs experience. The escalating anger, the slumped posture, the censored expletive – it’s all very real and relatable to anyone who’s been in the trenches of sales.
A Touch of Dark Humor: The ad’s humor leans towards the darker side, finding comedy in the absurdity of the SDR’s increasingly desperate situation. It’s the kind of humor that resonates with those who’ve been there, finding a wry smile in the face of shared pain.
Glimmers of Hope: Despite the bleak portrayal of the problem, the ad does offer glimmers of hope. The question “Why?” followed by the introduction of Lusha suggests that there’s a better way – a solution that can alleviate the pain and bring back the joy of selling.
S: Solution
Accurate Data, Happy SDRs: The ad introduces Lusha as an “accurate, easy-to-use sales intelligence platform” that helps SDRs connect with the right decision-makers. The emphasis on accuracy speaks directly to the problem of bad data and its emotional consequences.
Streamlining the Sales Process: Lusha is positioned as a tool that eliminates the frustration of cold calling irrelevant leads. By providing reliable contact information and insights, Lusha empowers SDRs to focus on building meaningful connections and closing deals.
A “Tear-Free” Sales Experience: The ad’s tagline, “Tear-free,” is both humorous and reassuring. It suggests that Lusha can help SDRs reclaim their sanity and experience the joy of sales without the emotional baggage of bad data.
O: Outcome
Increased Productivity and Efficiency: The ad implies that with accurate data, SDRs can spend less time chasing dead ends and more time engaging with qualified prospects. This leads to a more productive and efficient sales process, boosting both individual performance and overall company revenue.
Improved Morale and Job Satisfaction: By reducing frustration and enabling SDRs to feel confident in their outreach, Lusha fosters a more positive work environment. This contributes to improved morale, increased job satisfaction, and reduced burnout among sales teams.
A Shift from Frustration to Fulfillment: The ad ultimately suggests that Lusha can help SDRs shift from a state of frustration to a sense of fulfillment in their roles. By empowering them to connect with the right people and build genuine relationships, Lusha transforms the sales experience from a grind into a rewarding pursuit.
Overall
This video ad is a refreshingly honest (and sometimes darkly funny) portrayal of the emotional toll that bad data can take on sales professionals. It’s a powerful example of a B2B video advertising that doesn’t shy away from showing the raw emotions associated with a common business problem.
By showcasing the negative consequences of bad data and positioning Lusha as a solution that brings accuracy, efficiency, and even joy to the sales process, the ad effectively captures attention and makes a compelling case for its product.
Let’s just hope Lusha also offers anger management courses for those particularly challenging prospects.
