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Similaire à More Clicks, More Customers: Drive ROI with Video and Marketing Automation
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More Clicks, More Customers: Drive ROI with Video and Marketing Automation
- 1. More Clicks, More Customers: Drive ROI with
Video and Marketing Automation
Justin Norris, ClearFit
Jon Spencely, Vidyard
DJ Waldow, Marketo
#LaunchPoint
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 3. Quick Housekeeping
• Chat box is available if you have any
questions
• There will be time for a Q&A at the end
• We will be recording the webinar for
future viewing
• All attendees will receive a copy of the
slides in today’s webinar
• Twitter hashtag: #LaunchPoint
Page 3
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
- 5. Video Marketing Big and Small
Page 5
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
- 7. Video Analytics
• Video is expensive – time,
money or both!
• More channels = more
opportunity to increase ROI
• Tracking & analytics are
critical to understanding
what works
Page 7
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
- 8. Page 8
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
- 9. What is
•
All-in-one online
hiring tool
•
Post to multiple
job boards with
one-click
•
Filter and score on
requirements and
personality fit
•
?
Like lead scoring,
but for hiring
(patented
predictive
analytics)
Page 9
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
- 10. Who is the ClearFit Customer?
• Primary focus on SMB, with customers across every industry
• Lots of bigger customers too
Page 10
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
- 11. What does ClearFit’s funnel look like?
Website visitor
(multiple channels)
Register for
• Employers
account
only pay
Build a job
when they
description
start hiring
Start
hiring
• Only pay per job
• Hiring includes ClearFit
software, job board
postings, unlimited
support
Page 11
© 2013 Marketo, Inc.
Repeat
Marketo Proprietary and Confidential
x2, x3, x4, x5….
- 12. How does ClearFit use Marketo?
Primary objective: enable and scale remarkable
customer experiences (more helping, less selling).
1. Lead nurturing
2. Scoring
3. Sales enablement (MSI,
automating workflows)
4. Email marketing
5. Reporting
6. Integration hub for other apps
Page 12
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
- 13. How does ClearFit use video?
Everywhere!
•
Homepage
•
Emails
•
Landing pages
•
Blog posts
•
Product updates
•
In-app tutorials
•
Social
Page 13
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
- 14. Case #1: MORE CLICKS
Question:
Does using video as an email
CTA increase engagement?
Page 14
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
- 15. Example campaign: onboarding
• Subject
line:
“Hello from
{{lead owner} at
ClearFit”
• Open rate:
31.9%
• Click/Open:
23.20%
Page 15
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
- 16. Example campaign: sales video
• Subject
line:
“Answering the
question”
• Open rate:
27.4%
• Click/Open:
20.1%
• Animated
GIF thumb!
Page 16
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
- 17. Results
Emails Sent
Avg. Click/Open
Rate
% Increase
Non-Video CTA
333,192
10.30%
-
Video CTA
62,053
15.78%
53%
Take-away: emails with a video CTA have a 53% higher
Click/Open Rate on average.
Video gets more clicks!
Page 17
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
- 18. Does a click equal engagement?
Page 18
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
- 19. With thumbnail…or without?
Thumbnail:
10.81% Click/Open
No Thumbnail:
9.88% Click/Open
Surprisingly, only a 9.37% lift using a thumbnail instead of text link.
Page 19
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
- 20. Case #2: MORE CUSTOMERS
Question:
Are prospects who engage with video more
likely to become customers?
Page 20
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
- 24. Video events appear in Marketo Activity Log
Page 24
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
- 25. Smart Lists for Reporting
Page 25
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
- 26. Results: 90 day conversion rate of new leads
% Purchased
% Increase
All leads
5.4%
-
Some video activity
11.40%
111.01%
Watched at least
50%
15.32%
183.53%
Watched 100%
17.59%
225.54%
Take-away: video activity is correlated with
much higher conversion rate.
Page 26
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
- 28. New product launch campaign email
•
Sent to
both
customers/
prospects
•
22% open
rate
•
15%
Click/Open
•
80% of all
clicks to
video (64%
to thumb)
Page 28
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
- 29. Blog post with embedded video
•
50% of
video views
were at
least 60
seconds
•
~2 minute
avg. time
on page
Page 29
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
- 30. Create call task in SFDC if watched 50%
Smart
list
Flow
Page 30
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
- 31. Video activity contributes to Lead Score,
logged as Interesting Moments
Page 31
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
- 32. Results
Leads who…
% who
Purchased
% Increase
Received
0.29%
-
Opened
0.74%
153%
Clicked
2.38%
717%
Watched at least 25%
6.54%
2144%
Take-away: video activity is correlated with much higher
likelihood to purchase.
Page 32
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
- 33. Key Takeaways
1. Integrate video throughout your funnel
i. Video is engaging: low perceived “cost” of effort, high
perceived benefit (more clicks)
ii. Video is a good salesperson: video can show, sell,
entertain, inform, capture leads – all in a scalable way
2. Don’t silo that video: for maximum leverage,
video activity needs to integrate with other
marketing systems for both ACTION and INSIGHT
3. Optimize video content for conversions: be as
tough on your videos as you are on your landing
pages
Page 33
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
- 34. What is Vidyard?
▶
Video marketing platform that helps companies drive
revenue through the use of online video
WHY VIDYARD?
▶
▶
▶
▶
▶
▶
Individual tracking
Calls To Action
Embed Marketo forms into Video
A/B Split testing for splash screens
Ease of use – no coding required
User friendly interface
Page 34
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
- 35. How do Marketo + Vidyard work together?
Viewer lands on Webpage
Viewer data shows up on their
Activity Log in Marketo
Page 35
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
Clicks plays and watches
the whole video