Paulo Martins
Head of Commercial Digital Marketing
Adobe
Unlocking the Power Of Video
How to drive revenue with video marketing
Greg Kelly
Strategic Partnerships Lead
Vidyard

In case you missed it...
There are three things that I believe are
affecting the marketer directly and acutely.
One of those - is video. The reality is
everything we do, everything we say, is on
video!
Steve Lucas
Former CEO, Marketo
https://theblog.adobe.com/adobe-accelerates-customer-experience-management-for-b2b-marketers-with-video-capabilities-from-vidyard/
PS. This means you can add video marketing capabilities to your
Marketo subscription - ask your CSM/AE for more information on how!

3
Always pressured to prove the return on
marketing investments across content
types and touchpoints
#ProveImpact

4Proprietary and Confidential | © Adobe, Inc.
Video is the most engaging content type
You’re already investing in video
Video is table stakes to drive business growth
Video Marketing WORKS
of B2B buyers are watching
videos to help them make
their buying decisions
72%
of marketers report that video is
becoming a more important content
type for driving business results
83%
of the world's internet traffic
will be video by 2021
of marketers report that video
converts better than other
forms of content
59% 80%

No insights into
viewers or
performance
Host on YouTube, Vimeo, or
other hosting platform with no
control of the customer
experience
Invest in
Video Production
What’s the status quo?

6Proprietary and Confidential | © Adobe, Inc.
The power of video marketing cannot be realized when there is…
• No understanding of video in the broader
marketing automation context
• Difficulty turning prospects who engage with
videos into qualified leads
• Limited control to orchestrate and optimize
the customer experience
Can’t unlock the full
potential of video

7
FEAR NOT..Paulo has you covered on his
journey becoming an expert on using video
marketing to generate revenue FAST.
So, what do we do?

Why video?
Simplify complex scenarios.
Is this the face of your prospects
coming to your website?
That’s why we use video..

Where should we use video?
Across the entire funnel...
VIDEOS

We’ve changed our video marketing strategy. Here’s how:
The B2B Marketing Evolution
+

4 MINUTE DEMO

“Watch Video Demo” as the main goal
Website Re-Skin
Pro Tip: Drive traffic to places that are most impactful for your business.
Previous website New website

“Watch Video Demo” as the main goal
Website Re-Skin
Previous website New website
+1,103% more traffic to our 4 MIN DEMO

Using on-demand video demos to generate + qualify leads
4 Minute Demo
If a prospect watches more than 70% of
the DEMO + It’s an account under our
ICP do this:
- Add extra behavior score points.
- Create an Act Now.
- Notify the SDR Team.
- Etc…

ON-DEMAND WEBINARS

A great way to qualify leads and move them through the funnel
On-Demand Webinars
Pro Tip: Instead of using a LP with a YouTube/Vimeo hosted video, use our new video lead
capture capability and for known leads, let them enjoy the content form-free like the above!

Let’s face it - you’ll get more engagement on demand vs. live
On-Demand Webinars
Only around 20-30% of the webinar registrants will attend it LIVE!
What do you do with the rest of the 80-70% of your registrants?
The on-demand version gets more views than the LIVE event.
What do you do with those leads consuming your content? Why
not lead score on-demand video viewers?

CUSTOMER MARKETING

Help prospects hear about your solution from their peers
Customer Testimonials
Pro Tip:
These don’t have to be
Oscar winning videos - they
have to tell a story of how
your customer is better
today with your solution

Showing customers how vs. telling them
Marketo University

Using video to help customers post-purchase
In-Product Help

Using video to highlight customers that are succeeding + sharing with others
Showcase Your Champions

KEY TAKEAWAYS

FASTER DEALS!
The #1 reason how video marketing impacts our business today
VS
5x FASTER
LEAD MQL

Key Takeaways For You
Video Marketing - Getting Started
- Choose the technology that can give you the right insights
- Use the data in a meaningful way for the business
- Look at all the opportunities to use video across all the funnel
- MOVE TO THE EVOLUTION SIDE OF THE B2B VIDEO STRATEGY.

Curious to see our new solution in action?
Marketo Announces New Video Marketing Capabilities
Email greg.kelly@vidyard.com and he’ll send you a personalized video
tour of our new joint video marketing solution!

Q&A
How can we help your team?