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How to Use HubSpot And Wistia

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These are David Caron's slides from the 11/15 Atlanta HubSpot User's Group meetup. Learn how to leverage the combined power of HubSpot Wistia and use video to improve your inbound marketing.

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How to Use HubSpot And Wistia

  1. 1. dcdagency.com 678.995.3181 HubSpot & Wistia
  2. 2. dcdagency.com 678.995.3181 About • Started my first video editing business at age 17. • Volunteered for 5 and 1/2 years in Dublin Ireland, Turin Italy, Bosnia-Herzegovina and the U.S. David Caron @davidcarondc
  3. 3. dcdagency.com 678.995.3181 What You’re Learning Today • Why Video? • Wistia • Why HubSpot & Wistia Together • Video in Sales B2B & B2C • Success Stories & Case Studies
  4. 4. dcdagency.com 678.995.3181 Why Video?
  5. 5. dcdagency.com 678.995.3181 Almost 50% of your brain is involved in visual processing Human Anatomy & Physiology 7th Edition
  6. 6. dcdagency.com 678.995.3181 We can get the sense of a visual scene in less than 1/10 of a second. Human Anatomy & Physiology 7th Edition
  7. 7. dcdagency.com 678.995.3181 67% of the audience were persuaded by the verbal presentation that had accompanying visuals. Effectiveness of Visual Language
  8. 8. dcdagency.com 678.995.3181 Video is worth 1.8 million words Forrester
  9. 9. dcdagency.com 678.995.3181 The average user is exposed to an average of 32.2 videos in a month comScore
  10. 10. Wistia…isn’t that a plant?
  11. 11. dcdagency.com 678.995.3181 What is Wistia? A Professional video hosting platform with analytics and video marketing tools
  12. 12. dcdagency.com 678.995.3181 Calls to Action and Email Collectors
  13. 13. dcdagency.com 678.995.3181 Video Heatmaps & Viewing Trends
  14. 14. dcdagency.com 678.995.3181 Integrates With HubSpot
  15. 15. dcdagency.com 678.995.3181 A Lot More Features • Easy Embedding and Sharing • Works on Every Device • HD Bandwidth Detection • Customize Your Player • Add Thumbnails to Your Email Campaigns • Viewer History Tracking • Share Internal or Private Videos • Collect Feedback on Your Videos • IP Filtering of Video Data • Unbranded Player • Domain Restriction • Video SEO • and more…
  16. 16. dcdagency.com 678.995.3181 • Video heatmaps show up in your contacts' timelines. • Turnstile (lead capture) integration • Video events are piped to HubSpot so you can segment your contacts based on viewing behavior. Why Integrate HubSpot & Wistia?
  17. 17. dcdagency.com 678.995.3181
  18. 18. dcdagency.com 678.995.3181 Video Heatmaps in Contacts' Timelines
  19. 19. dcdagency.com 678.995.3181 Turnstile: Lead Capture
  20. 20. dcdagency.com 678.995.3181 Segmenting Based on Viewing Behavior
  21. 21. Video for Inbound Sales
  22. 22. dcdagency.com 678.995.3181 Video Marketing Strategy Video content on your blog attracts leads Engage leads convert on your landing pages with video Based upon offer and opportunity send lead nurturing emails with links to about us & testimonial videos Convert Leads to Customers ATTRACT ENGAGE NURTURE CONVERT
  23. 23. dcdagency.com 678.995.3181 • Connect GA & WISTIA • Create Remarking List Based Upon Video Viewing Activity. • Create Banner Ads, Text Ads & Video Ads Based upon video viewing activity. WISTIA HACK #1: Google Analytics & Google Remarking
  24. 24. dcdagency.com 678.995.3181 • Connect GA & WISTIA WISTIA HACK #1: Google Analytics & Google Remarking
  25. 25. dcdagency.com 678.995.3181 • Create Remarking WISTIA HACK #1: Google Analytics & Google Remarking
  26. 26. dcdagency.com 678.995.3181 • Create Banner Ads, Text Ads & Video Ads Based upon video viewing activity. WISTIA HACK #1: Google Analytics & Google Remarking
  27. 27. dcdagency.com 678.995.3181 • Use blogs with videos to answer sales objections. • Send to Prospects in email correspondence. • Monitor viewing activity in HubSpot. • Use Sidekick to track email clicks. • Get Sidekick notifications about visitors on website watching videos. WISTIA HACK #2: SideKick and HubSpot
  28. 28. dcdagency.com 678.995.3181 • Use Smart Content on COS to show different videos to users based upon list criteria. WISTIA & HUBSPOT HACK #3: SUBSCRIBER MQL
  29. 29. dcdagency.com 678.995.3181 B2B Example This visitor watched 3 videos prior to converting.
  30. 30. dcdagency.com 678.995.3181 B2B Example
  31. 31. Actual Results
  32. 32. dcdagency.com 678.995.3181 Actual Results 300% ! Increase in! Lead Conversions 712% ! Increase in Organic Traffic 2-4 Videos! Viewed on Average by Visitors
  33. 33. dcdagency.com 678.995.3181 Actual Results 15% Lift in Product’s Revenue! delivered an almost instantaneous
  34. 34. DCD AGENCY VIDEO CENTRIC INBOUND MARKETING dcdagency.com 678.995.3181 dcdagency.com

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