Views You Can Use - How to Maximize and Measure Video's Impact throughout the Funnel
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Looking to build an integrated video marketing program to support thought leadership and demand gen goals? Jenna Keegan and Amanda Maksymiw of Lattice Engines will share how marketing operations, demand generation and content marketing can work together to make the most impact. They’ll offer best practices on creating integrated campaigns, tips for building a tech stack to power your video program, a framework for measuring engagement and ROI, and ideas for making the most of your video investments.
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Views You Can Use - How to Maximize and Measure Video's Impact throughout the Funnel
- 1. Views You Can Use How to Measure and Maximize Video’s Impact Throughout the Funnel
- 2. #VideoSpaceCamp • @jennakeegs • Manager of Demand Gen and Marketing Ops • @amandamaks • Sr. Content Marketing Manager at Lattice Meet the Crew @jennakeegs & @amandamaks
- 3. #VideoSpaceCamp New Horizons of Predictive @jennakeegs & @amandamaks
- 4. #VideoSpaceCamp Where We are Heading @jennakeegs & @amandamaks Make Maximize Measure
- 10. #VideoSpaceCamp@jennakeegs & @amandamaks Our Video Solar System
- 15. #VideoSpaceCamp Maximize @jennakeegs & @amandamaks ★ Stellar Results ★ 38.8% opens 107% clicks 98% click-to-open
- 19. #VideoSpaceCamp Awareness Measure @jennakeegs & @amandamaks Over 2,200 Views, 80% to completion
- 20. #VideoSpaceCamp Demand Gen Measure @jennakeegs & @amandamaks We use high-value video views as part of our scoring model 41% of our MQLs have interacted with our videos!
- 21. #VideoSpaceCamp Measure @jennakeegs & @amandamaks Demand Gen How much pipeline has video influenced? How much revenue? How does video compare? How many opportunities has video influenced? Video has influenced 20% of our pipeline. That’s 1 out of every 5 opportunities!
- 22. #VideoSpaceCamp Where We’ve Been @jennakeegs & @amandamaks Make Maximize Measure
- 23. #VideoSpaceCamp • Video-Mint.com • @Video_Mint More: Need Video Ground Control? @jennakeegs & @amandamaks
Notes de l'éditeur
- Who remembers all the buzz around New Horizons? For the past nine years New Horizons has been on its journey to reach a five-month-long flyby of Pluto and its moons. And the nine-year journey has led to an amazing before and after. Before, we only saw Pluto in the form of a very pixelated graphic (left side of the above image). Now, we have an incredibly clear picture and are able to see that Pluto is home to 11,000-foot ice mountains (right side of the above image). That’s exactly what Lattice does for B2B sales and marketing teams. Lattice is the leader in the predictive marketing and sales space. We help companies predict who will buy, what they’ll buy and when. Now, with the help of predictive marketing, marketers have an incredibly rich view of what makes for the best customer or prospect. Predictive enables micro-segmentation by using more precise filters on a mix of fit, behavior and intent data, resulting in more targeted campaigns. From this: Industry = Finance City = Los Angeles Title = VP Demand Gen To this: Industry = Finance City = Los Angeles Title = VP Demand Gen Has hired a new CMO in the past 3 months Company has opened an office in Europe in the last 3 months Has been hiring for content management roles Has been increasing paid ad-spend steadily over the past 3 months Uses content management systems Has downloaded an ebook related to account-based marketing Has searched for ABM best practices + 100s of other variables
- Talk a little bit about our video strategy and then how we use our tech stack to maximize and measure our video marketing efforts
- Video is an integral part of our overall marketing strategy. We believe that video helps bring our story to life. We create a variety of videos from explainers to funny spoofs to case studies and more to support our demand generation and awareness/thought leadership objectives.
- Where Video Fits in the Funnel Type of Content, Funnel Stage TOFU – Intro videos MOFU – Case studies, explainers BOFU – Demo videos, deep dives? CUFU – Delightful videos (that’s everyone), Employee Intro Videos, Training Videos
- Mp4 insert leads actually
- Here’s an overall look at our marketing tech stack at Lattice. Technology powers our integrated video marketing campaigns. Here’s how: We create our videos and upload them into Vidyard. This integrates with Marketo to let us score leads based on our audience’s engagement with our videos and create Interesting Moments that are synced over to Salesforce. We also use campaigns in Salesforce so that we can use FullCircle Insights to let us know which of our videos are influencing our pipeline and at what funnel stage. We take that information to tag the videos so that we can provide them to the sales team to share with customers and prospects through KnowledgeTree, our sales enablement tool. We then amplify our videos’ reach through social via GaggleAMP and HootSuite and through email via Marketo.
- Technology powers our integrated video marketing campaigns. Here’s how: We create our videos and upload them into Vidyard. This integrates with Marketo to let us score leads based on our audience’s engagement with our videos and create Interesting Moments that are synced over to Salesforce. We also use campaigns in Salesforce so that we can use FullCircle Insights to let us know which of our videos are influencing our pipeline and at what funnel stage. We take that information to tag the videos so that we can provide them to the sales team to share with customers and prospects through KnowledgeTree, our sales enablement tool. We then amplify our videos’ reach through social via GaggleAMP and HootSuite and through email via Marketo. We start by uploading the content into VIDYARD. At that point, we maximize the video’s reach by using social sharing tools like hootsuite and GaggleAMP, use them in lead nurturing emails through Marketo, and give our sales reps easy acccess to share video content through our sales enablement platform, KnowledgeTree. Then, we maximize our video’s views by using lead scoring, Interesting Moments and alerts in Marketo and Salesforce. Finally we measure our video’s influence on pipeline with FullCircle Insights.
- !Screen shots of tweets GaggleAMP dashboard?
- Screen shots of tweets GaggleAMP dashboard?
- . Video assets are continually the most shared and most viewed content (viewed nearly 50% of the time). Screenshots of Knowledge Tree Screen shot of email from sales
- . Video assets are continually the most shared and most viewed content (viewed nearly 50% of the time). Screenshots of Knowledge Tree Screen shot of email from sales
- Emails with videos have higher open rates, click through rates and clicked to open rates than emails without videos. 38.3% increase in open rate when “video” is included in the subject line 107% more clicks when video is included in email 98% increase in click-to-open when video is included in email Screen shot of marketing star video email Screenshot of interesting moment Screen shot of alert – “watched demo video”
- We gauge the success of our video program on two dimensions – awareness and demand gen. Awareness/Engagement: We’ve seen great results around awareness and engagement with our promo and explainer videos. Most recently our holiday video (Leads Actually) was featured on TechCrunch as a top example. We saw incredibly high engagement with the video with 80% watching over 60 seconds of the 1:10 video. The video also has about 2,000 organic views. Our Predictive Lead Scoring explainer video also ranks high on engagement. 65% of viewers make through 75% of the video. The video has also garnered over 12,000 views across all platforms. Demand Gen: We have astonishing results when we include video in our nurture program. Emails with videos have higher open rates, click through rates and clicked to open rates than emails without videos. 38.3% increase in open rate when “video” is included in the subject line 107% more clicks when video is included in email 98% increase in click-to-open when video is included in email 41% of our MQLs have engaged with our videos, which we are able to track through the Vidyard/Marketo integration. From this, we’ve learned that when a prospect watches customer testimonials and explainer videos, it is a great buying signal for our sales development team to follow up on. In addition, we put all of our videos in our sales enablement tool, KnowledgeTree, for sales to send to their prospects. Video assets are continually the most shared and most viewed content (viewed nearly 50% of the time). Most importantly, our videos have helped influence approximately 20% of our pipeline this year! What does that mean? Video played a part in one out of every five opportunities!
- We’ve been Vidyard customers for a little over two years now. Prior to that, we created video and released them on YouTube. We patted ourselves on the back when one of our videos got a lot of views. But we never had insight into whether or not the views really mattered?
- We gauge the success of our video program on two dimensions – awareness and demand gen. Awareness/Engagement: We’ve seen great results around awareness and engagement with our promo and explainer videos. Most recently our holiday video (Leads Actually) was featured on TechCrunch as a top example. We saw incredibly high engagement with the video with 80% watching over 60 seconds of the 1:10 video. The video also has about 2,000 organic views. Our Predictive Lead Scoring explainer video also ranks high on engagement. 65% of viewers make through 75% of the video. The video has also garnered over 12,000 views across all platforms. Demand Gen: We have astonishing results when we include video in our nurture program. Emails with videos have higher open rates, click through rates and clicked to open rates than emails without videos. 38.3% increase in open rate when “video” is included in the subject line 107% more clicks when video is included in email 98% increase in click-to-open when video is included in email 41% of our MQLs have engaged with our videos, which we are able to track through the Vidyard/Marketo integration. From this, we’ve learned that when a prospect watches customer testimonials and explainer videos, it is a great buying signal for our sales development team to follow up on. In addition, we put all of our videos in our sales enablement tool, KnowledgeTree, for sales to send to their prospects. Video assets are continually the most shared and most viewed content (viewed nearly 50% of the time). Most importantly, our videos have helped influence approximately 20% of our pipeline this year! What does that mean? Video played a part in one out of every five opportunities!
- We gauge the success of our video program on two dimensions – awareness and demand gen. Awareness/Engagement: We’ve seen great results around awareness and engagement with our promo and explainer videos. Most recently our holiday video (Leads Actually) was featured on TechCrunch as a top example. We saw incredibly high engagement with the video with 80% watching over 60 seconds of the 1:10 video. The video also has about 2,000 organic views. Our Predictive Lead Scoring explainer video also ranks high on engagement. 65% of viewers make through 75% of the video. The video has also garnered over 12,000 views across all platforms. Demand Gen: We have astonishing results when we include video in our nurture program. Emails with videos have higher open rates, click through rates and clicked to open rates than emails without videos. 38.3% increase in open rate when “video” is included in the subject line 107% more clicks when video is included in email 98% increase in click-to-open when video is included in email 41% of our MQLs have engaged with our videos, which we are able to track through the Vidyard/Marketo integration. From this, we’ve learned that when a prospect watches customer testimonials and explainer videos, it is a great buying signal for our sales development team to follow up on. In addition, we put all of our videos in our sales enablement tool, KnowledgeTree, for sales to send to their prospects. Video assets are continually the most shared and most viewed content (viewed nearly 50% of the time). Most importantly, our videos have helped influence approximately 20% of our pipeline this year! What does that mean? Video played a part in one out of every five opportunities!
- How many of you are using Vidyard data in your Marketo lead scoring?
- Most importantly, our videos have helped influence approximately 20% of our pipeline this year! What does that mean? Video played a part in one out of every five opportunities!
- Talk a little bit about our video strategy and then how we use our tech stack to maximize and measure our video marketing efforts