the video marketing landscape: what all b2b marketers need to know

What%All%B2B%Marketers%Need%to%KnowThe Video Marketing Landscape:

Nick%BarberAnalyst

Forrester Research@nickjb

Tyler%LessardCMO

Vidyard@tylerlessard

Ignore'Video'At'Your'PerilNick'Barber,'Analyst

June%16,%2016

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1.8'millionNumber%of%words%a%oneAminute%video%is%worth.

James%McQuiveyForrester%Research%

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115Number%of%minutes%US%adults%spend%with%digital%

video%per%day

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HalfOf%all%mobile%traffic%is%video

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53Percent%of%online%adults%who%used%video%to%research%a%recent%purchase

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Why'You'Need'An'OVPThe case for an online video platform

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OVP'Capabilities

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Isn’t'YouTube'good'enough?›Security%› Interactivity%›Analytics%›Search

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You'need'an'online'video'platform'to:› Ingest%and%organize%content

› Define%your%workflow

› Automate%content%distribution

› Manage%bandwidth%and%delivery

› Uncover%trends%through%big%dataand%analytics

› Keep%your%content%secure

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Ingest'and'organize'content› Upload%from%a%range%of%devices

› Migrate%from%other%platforms

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Importance'of'Metadata›Prioritize%search

›Use%terms%that%your%customers%and%clients%do›Taxonomy%definition

• Finance%>%Saving%>%Retirement%>%401K%>%Guidance

›Metadata%and%thumbnails

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Define'your'workflow›Create%roles

›Define%an%approval%process

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Automate'content'distribution› Strength%of%an%OVP%is%when it%integrates%withother%enterprise%systems

› How%does%the%OVP%integrate%with%CRM,%DAM,%MAP,%CMS,%LMS?

› Learn%who%is%watching,what%content%resonatesand%how%to%follow%up

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Manage'bandwidth'and'delivery›Viewers%begin%to%abandon%video%after…

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Manage'bandwidth'and'delivery›Viewers%begin%to%abandon%video%after…%2%seconds

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Manage'bandwidth'and'delivery›Viewers%begin%to%abandon%video%after…%2%seconds

› 6%%drop%off%for%every%additional%second›Dealing%with%device%fragmentation

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Uncover'trends'through'analytics›Views%are%great,%but%they%don’t%tell%the%whole%story

›Tie%views%to%individual%viewer%data%• Who%is%watching?%What’s%important

• Video%completion%rate

• Average%view%time

• Drop%off%point

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Keep'your'content'secure›Active%directory%integration%for%enterprise%video

› Lead%generation%for%external›Social%sharing%controls

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What’s'the'market'doing?

Market%unrest

35%Global%software%decision%makers%are%dissatisfied%with%

their%OVP

New%opportunities

42%Software%decision%makers%have%implemented%or%are%

expanding%OVP%implementations

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Video'Platforms'Converge'

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Go'Beyond'The'BasicsLive, personalized, and interactive video

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Live'and'OD'video'for'lead'generation›Curated%playlists

›Automated%playlists› InAvideo%personalization

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Personalization'for'custom'experiences›Curated%playlists

›Automated%playlists› InAvideo%personalization

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Interactive'Video›On%demand

• Hotspots,%links,%calls%to%action

› Live• Polling,%chat,%social%media%integration

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Future'Trends4K, 360, VR

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Future'Trends'› 4K%video%– 4%times%the%resolution%of%full%HD

› 360Adegree%video%A creates%and%immersive%experience

›VR%– virtual%reality,%is%it%ready%forthe%enterprise

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Recommendations'for'OVP'Adoption

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Recommendations'for'OVP'adoption›Use%a%single%platform%for%internal%and%external%deployments

›Evaluate%different%pricing%models

›Understand%migrations%options%before%starting

›Add%freemium%as%a%distribution%channel,%but%not%as%your%sole%strategy

Video%Trends%in%Action

2. Which content for which segments?

1. Who’s engaging and for how long?

3. Which videos are generating ROI?

Smarter Content Marketing

2. Improved scoring and qualification

1. Opportunities for new lead generation

3. Enhanced nurtures and segmentation

Better Demand Generation

Individual Viewer Engagement Tracking

Personalized Video: Making Your Content Click

From Marketing to Sales

From View Counts to Attribution & ROI

go.vidyard.com/forresterWatch the full webinar on demand at