Building 1:1 Customer Relationships At Scale With Personalized Video
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We all crave to be seen as unique individuals. But in B2B marketing, does individual connection have to come at a sacrifice to scalability? Not in the world of personalized video. Imagine you could invite all of your customers into their own, unique video story. Not only would this get them watching and keep them watching but it would build 1:1 relationships in an ever more impersonal world.
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Building 1:1 Customer Relationships At Scale With Personalized Video
- 1. Building 1:1 customer relationships at scale with Personalized Video Jeff Gadway | Director, Product Marketing #CX @influitive @vidyard
- 3. Lots to cover! per·son·al·ize ˈpərs(ə)nəˌlīz/ Verb 1. design or produce (something) to meet someone's individual requirements. 2. cause something to become concerned with personalities or feelings rather than with general or abstract matters. A new imperative for marketers What is personalized video? How does it work? 5 ways to use Personalized Video to humanize customer marketing
- 5. It’s getting harder to capture & retain attention of customers and prospects More email Shorter attention span Poor conversion
- 6. 85 business emails received each day 100 by 2018
- 7. Whose attention span is longer?
- 8. Whose attention span is longer? 8 sec. average person 8.5 sec. goldfish
- 9. 1.5% ‘average’ conversion for every 100 sent emails
- 10. You Have To Be Believed To Be Heard ?% Physicality ?% Verbiage?%Tonality
- 11. You Have To Be Believed To Be Heard 55% Physicality 7% Verbiage35%Tonality
- 12. “Remember that a person's name is to that person the sweetest and most important sound in any language” - Dale Carnegie
- 13. How we communicate must change
- 15. Personalized video! Strengthen 1-to-1 relationships Deliver custom videos at mass scale Stand out with killer content
- 16. What can be personalized? text Name Job title Company name Phone number Email images Company logo Linked in photo Image of company website Just use your imagination…
- 17. Personalized Videos can humanize marketing5ways
- 18. Customer Events Personalize your invites Drive attendance Build awareness and affinity
- 19. Customer Onboarding Help visualize using the product Include their name, logo, city Increase personal connection sample@domain.com Placeholder name ACME company Manager Somewhere USA Computer
- 20. Customer Onboarding Help visualize using the product Include their name, logo, city Increase personal connection
- 21. Customer Appreciation Celebrate holidays Mark key customer milestones Make customers feel respected
- 22. Account Manager Touch Bases Talking heads convey physicality Among most engaging videos
- 23. Customer Acquisition Video CTAs drive 2X click thru Capture a prospect’s attention
- 24. Brand videos Explainer Videos Recorded Webinars Product Tours Video Selling Events Onboarding Recruiting Fun campaign videos Personalized Video Throughout The Funnel
- 25. Does it work?
- 26. Oh yeah!
- 27. 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00% Generic Personalized 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% Generic Personalized 4.5x increase in total/unique click through ratio increase click-to-open ratio 16x
- 28. Typical conversion for every 100 sent emails
- 29. Personalized conversion for every 100 sent emails
- 30. Lots to cover! per·son·al·ize ˈpərs(ə)nəˌlīz/ Verb 1. design or produce (something) to meet someone's individual requirements. 2. cause something to become concerned with personalities or feelings rather than with general or abstract matters. A new imperative for marketers What is personalized video? How does it work? 5 ways to use Personalized Video to humanize customer marketing
- 31. Get the Guide to More Pipeline with Personalized Video • Uncover the root causes of attention scarcity • Explore individualization, 2016’s content revolution • See a live personalized video campaign and its results • Discover 5 ideas for your own personalized video campaign vidyard.com/personalized-video-guide/
Notes de l'éditeur
- Hello! And thanks for joining me today to talk about personalized video – an amazing new way to engage on a 1:1 level like never before My name is Jeff Gadway and I’m the Director of Product Marketing at Vidyard – I’ll be your host today as we dive in to Personalized Video and how you can use it to blow everyone’s socks off – from your customers and prospects to your employees and even your competitors. So, let’s get started…
- We’ve got lots to cover today. The session breaks down in to three parts. We’ll start by talking about why Personalization is so important for today’s marketers Next we’ll pull back the curtain on what personalized video is, how it works and talk about some of the results we’ve seen in our own campaigns Then we’ll talk about how Personalized Video can be used throughout the customer buyer journey and across the organization Last I’ll give you a look ahead to what’s coming next with personalized video
- It might seem a bit counter intuitive to you that the first slide in a presentation about personalized video is a picture of my inbox. But it’s a good place to start because it highlights the challenge that we face with markers Look closely at my inbox. It probably looks a lot like yours. FILLED WITH CRAP that I don’t care about! This is what we’re up against as marketers – a signal to noise issue.
- And it means that it’s harder than ever to capture & retain the attention spans of our customers and prospects. There are a lot of reasons for this, but today I’m going boil it down to three things The volume of email that we’re exposed to on a daily basis Our shortening attention spans And abysmal conversion rates
- Let’s start with email. Email remains the most pervasive form of communication in the world. According to the Ra-di-cati Group, there are more than 190 billion emails sent and received each day. That’s billion. With a B. Insane right? And this is growing at 4% each year Just over half of these are business emails. On average, each one of us received 85 pieces of business email each and every day in 2014 And this number is expected to 100 by 2018 My point is, our inboxes are beyond cluttered. On screen is just one quarter of what we receive each day – isn’t it already looking homogeneous? How are we supposed to cut through that clutter?
- As if that wasn’t enough our attention spans continue to decrease. Researchers done by Microsoft in Canada shows that since the year 2000 (since about when the mobile revolution began,_ the average attention span dropped from 12 seconds to just 8 seconds!
- It’s official; The human attention span is now shorter than that of a goldfish. So we’re fighting our way through super cluttered inboxes AND we have only 8 seconds before our audience tunes us out. Great….
- All of this leads to a sad fact. The average conversion on our email campaigns is just 1.5% So for every 100 emails you send out, fewer than 2 will end up on your landing page. And what’s more sad is that 1.5% is deemed acceptable! But should we expect any different?
- There’s a saying from one of the leading sales training organizations that goes: “You have to be believe to be heard” You have to create an emotional impact with your audience. You have to shape the way they feel about you. But what’s the best way to do that? Is it through Verbiage - the words you use. Is it through tonality – how you say what you say. Your intonation, your timbre. Or is it through physiology – your physical presence like eye contact and facial expressions?
- Well, it’s been shown that physicality accounts for an whopping 55% of personal presence. 55% of your ability to get someone to believe you. 55% of your ability to truly be heard. How you say what you say accounts for just over 1/3rd of your physical presence And, well, the words you use account for just 7%. Ouch. Don’t believe me? Well let’s check out a quick example.
- Dale Carnegie said it best. A person’s name is the the sweetest and most important sound in any language. When we use a person’s name, it’s the easiest way to get their attention. When we use a person’s name, we recognize them as an individual. When we use a person’s name, they feel respected, and important. And it makes a lasting impression. So let’s go back to my cluttered inbox for a second and see if we can do better, shall we?
- A lot the B2B marketing we face everyday (like what you saw in my inbox) is one size fits all, one-sided, mass broadcasting. There’s a lot we can learn from companies like Netflix Here’s my Netflix log in screen. It’s clear they understand me. They know me. They know what I like and can speak to me on an individual level. Okay, so the secret is out, I watch a lot of rom coms and chick flicks. Thanks Netflix! They even use my name in the corner to make me feel like this collection of content has been curated especially for me. This is personalized content.
- What if, instead of a bland text email, a message included a video thumbnail And what if that thumbnail image wasn’t just some generic image… …but personalized for me. Jeff. I don’t know about you, but I’d be pretty likely to click that image and see what they have to say about me. So let’s do just that.
- So that’s personalized video, from Vidyard. Pretty cool, right? Personalized video is a new way to engage audiences on a 1:1 level at mass scale It can improve conversion rates and cut through the inbox clutter by speaking directly to the recipient And by strategically placing personalized elements throughout the video, you can hook people and keep them watching, longer All this means you can build stronger 1:1 relationships through digital – and that’s more important than ever now that 60-90% of the buyer journey is happening online.
- But Personalized Video is about more than just using someone’s name As you saw in the video, there’s a ton of things that can be personalized from text to images. Here are just a few ideas to get your imagine going. You could incorporate someone’s first and last name, their job title, maybe their company name, phone number or email address You can even weave images organically in to the video content – things like someone’s company logo, a picture of them (or yourself) from LinkedIn, or maybe even a picture of the landing page of the company you’re prospecting. The possibilities for personalization are endless…. And so are the results you can achieve.
- Once someone is interested in your product, you need to show them what it can do A recorded product tour video is a great way to do this at scale without tying up your precious solution architects and solution engineers But instead of putting dummy content in your demo, why not tailor it to the viewer
- Why not personalize the product tour the company and purchaser you’re giving the demo to Include their photo, email address, city and other info that will help them visualize themselves as users of the product
- Just as video is finding it’s way throughout the funnel, personalized video can support many different goals across the buyers journey From top of the funnel assets like brand videos, explainer videos and fun campaign videos To Mid stage goals like driving purchase consideration and intent through webinars and product tours And later stage engagements like communications from the sales team or invites to events All of these can be supercharged with personalized content that speakers to buyers as individuals on a 1:1 level Even post sale activities like onboarding can be made extra impactful with personalization You can even use personalized videos to stand out with prospective hires during recruiting. Let’s talk about these in more detail
- Does it work?
- Oh yeah it works. BIG TIME!
- We started testing personalized video content last year in our own campaigns and here are the results we’ve seen. When looking at the total to unique click through ratios compared to campaigns with generic content, personalized video generated 4.5X clicks And when looking at click-to-open ratios, personalized content performed 16x better than generic content Not 16% 16 times! This blew away our Director of Demand generation He’s been doing demand gen and revenue operations for 10 years and has never seen anything that would produce such a step change in results So what does this mean to your business?
- Remember that typical campaign where you got fewer than 2 landing page visits out of your 100 emails?
- By incorporating a personalized video thumbnail in that same campaign those 1.5 landing page visits become 24 landing page visits. This is a HUGE improvement over what marketers have come to expect today from their campaigns. But this has got to be a lot of heavy lifting, right? Involving agencies, and your IT team and your brand department…..
- We’ve got lots to cover today. The session breaks down in to three parts. We’ll start by talking about why Personalization is so important for today’s marketers Next we’ll pull back the curtain on what personalized video is, how it works and talk about some of the results we’ve seen in our own campaigns Then we’ll talk about how Personalized Video can be used throughout the customer buyer journey and across the organization Last I’ll give you a look ahead to what’s coming next with personalized video