Let a marketing leader from Brightbove help guide you through marketing trends including the use of video for conversions.

1. Brightcove Inc.
1:1 Digital Conversations
With Video
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Matt Childs | August 11, 2016

2. mchilds@brightcove.com | Twitter: @mattychilds
Matt Childs
Director of Sales, North America
Brightcove
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3. Brightcove Inc.
Marketing Trends 2016
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67%
of the buyer journey
is driven through digital
channels and content

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Use Video to Drive
Engagement and Conversion
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RIGHT VIEWER RIGHT CONTENT RIGHT TIME MARKETING RETURN
INCREASE
=

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WHO IS IT? WHAT SHOULD WE
TALK ABOUT?
CAN YOU HEAR
ME NOW?
1:1 Digital Conversations

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Who is it?

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Know Your Video Viewer
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No longer about View Count.
VIEWS
200

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Meet Mary Lawson
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293 Views Watched 87% Viewed on iPhone
Mary Lawson
Chief Marketing Officer
IniTech Co.
mlawson@initech.com
VIDEO A
87%
VIDEO B VIDEO C

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Give the Right Content at the Right Time
HOT BUYER
Mary Lawson
Chief Marketing Officer
IniTech Co.
mlawson@initech.com
VIDEO A
87%
VIDEO B
94%
VIDEO C
100%
CONTENT NURTURING
Send CMO Success Guide
LEAD SCORING
100% A
SALES
Set Task for Rep to Call
SALES
Convert

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INTERACTIVITY
• Quizzes
• Hot spots
• Assessments
• Chapters
• Calculations
• Clickable CTAs

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How Can I Help You?
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INTERACTIVITY PERSONALIZATION
• Quizzes
• Hot spots
• Assessments
• Chapters
• Calculations
• Clickable CTAs
• Site level
• Curation
• Hyper-personalization

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Can you hear me now?

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Examples
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CASE STUDY
Global provider of knowledge and learning solutions
(For Dummies Custom Solutions)
GOAL
Identify high value contacts to send to Sales team.
SOLUTION
Used existing 5 minute video in late funnel phase of campaign. If viewer
watched >50%, Sales accepted as SQL. Video embedded in Audience and
analytics sent to Oracle Eloqua and Salesforce.
RESULTS
• Email with video had highest click-thru in campaign (23% Unique CTR)
• 2.5% of all campaign MQLs attributed to this video
• 20% of these MQLs converted to Sales opportunities ($30k avg value)

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CASE STUDY

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Target is the global retail brand, with products covering
home, fashion, and technology.
GOAL
Shoppable video campaign that brings the experience of a fashion shoe to its
customers wherever they are.
SOLUTION
Interactive live and on demand experience tied to a live fashion show in Australia.
Clothes the models are wearing are accessible and click-able within the video
player, driving the buyer to purchase.
RESULTS
Increased brand awareness in fashion and increased sales on their ecommerce
sites during the live events. Deep engagement and conversion analytics about
potential and existing customers.

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Symantec is a global security software company that
serves both B2B and B2C customers.
GOAL
Personalize engagement with prospects and customers based on the knowledge
those contacts are seeking. Not only serve up information, but also enter into a
conversation.
SOLUTION
Published and produced an interactive information gathering video using SnapApp
and Brightcove. Video is connect to their marketing automation platform to measure
and track engagement.
RESULTS
Know who watched the video and for how long, information based to both marketing
automation and CRM systems. Deep insights into video engagement for specific
contacts, enabling Sales to engage in more meaningful conversations, and
shortening the sales cycle time.

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Get Your Conversations
Started!
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ü Start NOW with your best asset
ü Test video optimization throughout the customer journey
ü Be sure your video platform integrates across your marketing stack
Takeaways

24. Brightcove Inc.
Customer names are confidential
Brightcove Customers
Over 5,500 customers in 70 countries in every business vertical:
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Here’s what’s possible with Brightcove
Video on
website
Video syndicated
to social
Video portals
and microsites
Live stream
of event
Video data into
MAP & CRM

26. Brightcove Inc.
Continue the conversation: @mattychilds @brightcove
Thank you!
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