7. THE PLAY BUTTON IS THE MOST
COMPELLING CALL TO ACTION ON THE WEB
8. “In a decade, video will look
like as big of a shift in the
way we all share &
communicate as mobile has
been.”
- F8, April 2016
9. https://www.thinkwithgoogle.com/
72% of B2B buyers watch
videos throughout their entire
path to purchase!
Nearly half view 30 minutes
or more of video content
while researching.
72%
10. <10%Are using video as an integrated part of content and demand programs
Most still use YouTube for video content management and analytics
11. The Rise of Video
Video Through the Funnel
Digital Body Language!
In Practice: MongoDB!
Today!
16. The Star of Content Campaigns!
https://www.vidyard.com/vidyard-eloqua-guide/ !
17. The Star of Content Campaigns!
https://www.vidyard.com/happy-holidays-2015/ !
18. The Star of Content Campaigns!
ü Increase CTR on Email and Social Promos by 2x!
ü Increase time-on-page and engagement metrics!
ü Increase downstream conversion rates!
22. Personalized Video Campaigns!
ü Increase CTR on Email promotions by 3x-10x!!!!
ü Increase downstream conversion rates!
"Open rate on the email was 4x higher than our average and click-
through rate on the email CTA was 4.5x our average. What made these
results even more impressive was that this campaign was run against a
list of inactive contacts who hadn’t responded for more than 6 months!”!
25. Amazing Explainer Videos!
ü Quickly establish relevance and urgency!
ü Drive action to next stage in buying journey!
ü Very effective tools for sales team prospecting!
32. Thought Leadership Interviews!
ü Reduce, reuse, recycle, repurpose!
ü Effective on social media and blogs!
ü Great asset for sales prospecting (“no ask
touch”)!
35. Webinars: Live and On-Demand!
ü Opportunity to cast a wider net!
ü Gated registration for new lead generation!
ü Very effective tool for lead qualification!
38. Product Demo Video!
ü Much higher take rate than live demo or sales call!
ü Gated content or post-roll CTAs for new lead gen!
ü Engagement data speaks volumes for
qualification!
42. Customer Stories!
ü Social proof is a powerful weapon!
ü Engagement in success videos is a great
qualifier!
ü Great tools for sales prospecting and
qualification!
45. Customizable Micro Demo Videos!
ü Improve sales efficiency and effectiveness!
ü Find more stakeholders and potential new buyers!
ü Increase velocity and conversion rates!
48. Pre/Mid/Post Event!
ü Drive more Event awareness and registration!
ü Leverage live streams for demand generation!
ü Use recorded content for post-event lead gen!
49. The Rise of Video!
Video Through the Funnel!
Digital Body Language
In Practice: MongoDB!
Today!
51. They all hold the key to valuable !
digital body language
52. Who watched what?
Who watched at a viewer level!
How long they watched!
What they watched & skipped!
When they dropped off!
53. 2. Improved scoring and qualification
1. Opportunities for new lead generation
3. Enhanced nurtures and segmentation
2. Which content for which segments?
1. Who’s engaging and for how long?
3. Which videos are generating ROI?
Smarter Content
Marketing
Better Demand
Generation
60. The Rise of Video
Video Through the Funnel
Digital Body Language!
In Practice: MongoDB
Today!
61. This is Ryan Schwartz!
Sr. Director, Marketing Technology & Strategy!
62. THEIR
CHALLE
NGE
1. Huge, unorganized video collection!
2. Poor viewer experience, and lack of
mobile support!
3. Great content, but lack of strategy and
reporting!
4. Entirely open, not used for lead
generation!
63. THEIR
GOALS
1. Organize and categorize our massive
video collection!
2. Adopt a new video hosting solution to
optimize experience!
3. Develop a cohesive content strategy for
video!
4. Find the balance between generating
awareness, and generating leads!
72. What to create?
“Building Your
First App with
MongoDB”!
“Man AHL
case study”!
“Scaling and
high
availability”!
“Introduction to
MongoDB
Compass”!
Developer!
Operator!
Doesn’t Know
MongoDB!
Knows
MongoDB!
73. 4. Find the balance between generating
awareness, and generating leads!
76. Results
Average 150,000+ minutes consumed per month, by more than 16k
viewers!
Video has become our 2nd highest opportunity influencer!
Last year video generated over 48k leads, and sourced over 220
opportunities!
630 unique videos viewed / mo!