Views You Can Use: How to Leverage Video Content to Generate and Qualify More Leads
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Check out this Marketo LaunchPoint presentation featuring Vidyard and Five9 to discover how you can successfully leverage video content to drive more business!
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Views You Can Use: How to Leverage Video Content to Generate and Qualify More Leads
- 1. LaunchPoint Webinar Series Views You Can Use How to Leverage Video to Generate and Qualify More Leads October(28,(2015
- 2. Engagement Marketing Platform • This webinar is being recorded! Slides and recording will be sent to you after the webinar • Enter your questions in the chat – we will get to them after the webinar • Posting to social? Make sure to use #mktgnation or tweet @marketo or @vidyard Housekeeping
- 3. Views You Can Use How to Leverage Video to Generate and Qualify More Leads Tyler Lessard Chief Marketing Officer Pat Oldenburg Director of Marketing Ops, Content & Web
- 4. 4 billion videos every day 6 billion hours per month 80% of all web traffic by 2018
- 5. 72% of B2B buyers watch videos throughout their entire path to purchase Nearly half view 30 minutes or more of video content while researching Source: ThinkWithGoogle
- 6. Brand Videos Explainer Videos Fun Campaign Videos Live Webinars Thought Leadership Product Tours Product Feature Videos On-Demand Webinars Client Testimonials
- 7. Increase Click Through Rates 41% Higher Click Throughs With Search 80% Increase in Page Conversions 2 Mins Longer on Websites 95% Report Increasing Investments in Video 97% Increase in Purchase Intent Video Works for Business
- 8. Give your brand a personality boost Improve your SEO results Increase visitor engagement time Create your own video channel! Video Across Your Website & Through the Funnel
- 9. Boost open rates, click-through rates, and overall audience engagement Video in Email Marketing
- 10. Videos as Stars of Content Campaigns Promise of a ‘quick burst’ of education and entertainment Great way to illustrate pain points in a fun and engaging way Builds an emotional connection with your brand Great way to increase conversions on other assets!
- 11. Video capture at events Live Streaming event presentations On-demand webinars on your site Content can be gated for lead gen! Video from Events & Webinars
- 12. Video for Prospecting & Selling
- 13. Engaging my prospects is great, but how can video directly influence my demand generation programs?
- 14. Pat Oldenburg Director, Marketing Operations, Content & Web
- 15. Use of Videos at Five9 • Awareness – Campaigns, Corporate • Educational- Customer Testimonials, Internal Training • Lead Generation- Website, SEM
- 16. Problem • Prove ROI for videos in order to fund creation • Limited tracking • First touch attribution only • Views, shares only
- 17. Use of Video: Website Video Video Video
- 18. Gating: Mapping by Content Types Category Type Previous Current Stage Video Product Demo Gated Gated Mid/Late Customer Testimonial Gated Un-Gated Late Corporate / Campaign Gated Un-Gated Early/Mid PDF Analyst Gated Gated Late Brief/Guide Gated Both Tiered Content Case Study Gated Un-Gated Mid/Late Corporate Overview/Brochure Gated Un-Gated Early Data Sheet Gated Gated Late eBook Gated Gated Early/Mid Research Report Gated Gated Late Tech Spec Gated Un-Gated Late Whitepaper Gated Both Late Image Infographic Un Gated Un-Gated Early
- 19. Pilot Results: Stats from un-gated videos Select Comparisons Leads / SAOs Views 1/1 – 3/17 3/18 to 5/31 Citrix 6 / 0 30 Olympus 1 / 0 55 TMOne 10 / 0 84 Siemens 3 / 0 157 Corporate Overview 17 / 4 568 Total Views (five9.com only, not including demos) • 1/1 – 3/17 (five9.com) 59 • 3/18 – 5/31 (five9.com) 3,390 • Increase of +50x views 3/18 to 5/31 • 165 known emails from new views (registered for another gated asset)
- 20. Goal: Gain incremental lead flow with contextual calls to action during and after videos Pilot: Add product brief call-to-action on Freedom Announcement Video Results: 5/29 – 6/8 Leads: 13 SAOs: 1 Scale: Add contextual CTAs to other videos on site Results 7/1 to Present: Leads: 129 SAOs: 25 20 Company Confidential Contextual CTAs, Follow up Pages
- 21. Sales: Activity Monitoring, Video Influence • Goal: Correlate sales performance with activity • PRD Emails sent + PRD Videos viewed
- 22. Sales: Secure Training with Tracking • Goal: Mitigate risk of data / IP leakage From: To:
- 23. Marketing: Video Influence on Leads, Opportunities, Deals • Goal: Measure impact of video on funnel • Marketo and Salesforce Integration • Track views, duration, SS stage impact
- 24. Next: Lead Scoring & Personalization • Use Marketo to increase score, or fast track to sales execs, based on video engagement: • Watch 50% of PRD • 75% of product videos • Watch 2+ videos • Add 1:1 personalized videos to Nurture Track Welcome • Track CTR and engagement
- 25. Next: ABM + Predictive Analytics + Data Augmentation + Personalized Video Account Data •The Big Willow •Website Visitors •Keyword Intent •Target Account Lists Contact Data •Leadspace •Using ICP and Personas Hot leads to Sales Execs All others into Personalized Video Nurture
- 26. ▶ Embeds unique information about the viewer into each video ▶ Personalized video and thumbnail for every recipient ▶ Early results show >10x increase in Click-Through-Rate! ▶ Try it yourself at www.vidyard.com/personalized 1:1 Video Personalization
- 27. Power of Video Engagement Tracking in Marketo 546471 Apr 6, 2015 11:35 Visit Web Page Watched Pricing_Video_2015: 100% 546266 Apr 2, 2015 12:04 Visit Web Page Watched Tale_Two_Marketers: 80% michael@globex.com 546470 Apr 6, 2015 11:32 Visit Web Page Watched Acme_Testimonial: 75%
- 28. Management & Distribution Who’s Watching & What’s Converting? Strategy across Marketing & Sales Integration with Existing Systems Video: From Tactical to Strategic
- 29. Thank You Question & Answer Time! Tyler Lessard Chief Marketing Officer Pat Oldenburg Director of Marketing Ops, Content & Web
Notes de l'éditeur
- The EMP is augmented by the the most complete ecosystem of marketing partners called LaunchPoint. No one solution can meet every marketer’s needs, we have a comprehensive ecosystem of 400+ Launchpoint solutions across 20 different marketing categories that augment the Mareto EMP to provide marketers with the complete solution for all their needs. Examples of popular categories that augment the EMP include Content Marketing (Kapost, Uberflip), Social Media (Hootsuite, Sprinklr), Mobile Marketing (Twillio, StrikeIron), Predictive Scoring and Analytics (Lattice Engine, Mintigo, Fliptop) and many more.
- [TYLER STARTS HERE] For those of you who answered yes, you’re not alone. Video has become a part of our daily lives. Every day, over 4 billion videos are watched on Facebook. Every month, over 6 billion hours of video are watched on YouTube. And by 2018, video will account for 80% of all web traffic. The future of the Internet is video. [change slide]
- But it’s not just consumers who love video. 72% of B2B buyers are watching videos throughout their entire path to purchase! Nearly half of them view 30 minutes or more of business-related video content while researching companies, their products, their customers and their culture. Video is now an expected content medium at all stages of the buying journey, and is transforming the way we do business. Beyond being expected by today’s buyers, video is a powerful tool for B2B marketers amidst the ever-changing buyer journey. Up to 90% of the purchase decision process now takes place before the customer ever contacts a business. And much of that early interaction is taking place through new channels like generic search, social and referrals - all before the prospect engages directly with your brand... ...So more than ever before businesses are relying on content marketing to build relationships with online audiences. Email marketing campaigns, landing pages, white papers, infographics and blogs are all now common tools in the marketer’s arsenal… but none is more measurable, and more effective than video!!! [change slide] [change slide]
- But it’s not just consumers who love video. 72% of B2B buyers are watching videos throughout their entire path to purchase! Nearly half of them view 30 minutes or more of business-related video content while researching companies, their products, their customers and their culture. Video is now an expected content medium at all stages of the buying journey, and is transforming the way we do business. Beyond being expected by today’s buyers, video is a powerful tool for B2B marketers amidst the ever-changing buyer journey. Up to 90% of the purchase decision process now takes place before the customer ever contacts a business. And much of that early interaction is taking place through new channels like generic search, social and referrals - all before the prospect engages directly with your brand... ...So more than ever before businesses are relying on content marketing to build relationships with online audiences. Email marketing campaigns, landing pages, white papers, infographics and blogs are all now common tools in the marketer’s arsenal… but none is more measurable, and more effective than video!!! [change slide] [change slide]