beyond the view count
TRANSCRIPT
![Page 1: Beyond the View Count](https://reader033.vdocument.in/reader033/viewer/2022051706/58ea2c5c1a28abf9018b6529/html5/thumbnails/1.jpg)
Beyond the View CountUsing Video to Fuel Demand and Customer Insights
Tyler LessardChief Marketing Officer
Vidyard
@tylerlessard
Michael BallardDemand Generation Strategy
& Operations Manager
Lenovo
@mballard5574
![Page 2: Beyond the View Count](https://reader033.vdocument.in/reader033/viewer/2022051706/58ea2c5c1a28abf9018b6529/html5/thumbnails/2.jpg)
New Customer Buying Journey
Customers contact a business when they’ve completed
60%-90%of the purchase decision process
Customer Interest Begins Customer
Purchase Decision
Marketers are now engaging, educating, qualifying and ‘selling’ potential buyers
Relying on digital content to build relationships with online audiences
![Page 3: Beyond the View Count](https://reader033.vdocument.in/reader033/viewer/2022051706/58ea2c5c1a28abf9018b6529/html5/thumbnails/3.jpg)
https://www.thinkwithgoogle.com/articles/the-changing-face-b2b-marketing.html
![Page 4: Beyond the View Count](https://reader033.vdocument.in/reader033/viewer/2022051706/58ea2c5c1a28abf9018b6529/html5/thumbnails/4.jpg)
6 Billion 4 Billion 79%
![Page 5: Beyond the View Count](https://reader033.vdocument.in/reader033/viewer/2022051706/58ea2c5c1a28abf9018b6529/html5/thumbnails/5.jpg)
99%
![Page 6: Beyond the View Count](https://reader033.vdocument.in/reader033/viewer/2022051706/58ea2c5c1a28abf9018b6529/html5/thumbnails/6.jpg)
THE PLAY BUTTON IS THE MOSTCOMPELLING CALL TO ACTION ON THE WEB
![Page 7: Beyond the View Count](https://reader033.vdocument.in/reader033/viewer/2022051706/58ea2c5c1a28abf9018b6529/html5/thumbnails/7.jpg)
How can I use video to increase engagement and generate better results throughout the funnel?
How can I track video viewing data to better qualify and convert prospects?
How can I track attribution and video ROI?
![Page 8: Beyond the View Count](https://reader033.vdocument.in/reader033/viewer/2022051706/58ea2c5c1a28abf9018b6529/html5/thumbnails/8.jpg)
![Page 9: Beyond the View Count](https://reader033.vdocument.in/reader033/viewer/2022051706/58ea2c5c1a28abf9018b6529/html5/thumbnails/9.jpg)
http://www.statisticbrain.com/attention-span-statistics/
![Page 10: Beyond the View Count](https://reader033.vdocument.in/reader033/viewer/2022051706/58ea2c5c1a28abf9018b6529/html5/thumbnails/10.jpg)
A Powerful Content Medium
Engaging
Informative
Emotional
Accessible
http://appliedneurotec.com/neuroscience/effects-of-tv-on-your-brain/
![Page 11: Beyond the View Count](https://reader033.vdocument.in/reader033/viewer/2022051706/58ea2c5c1a28abf9018b6529/html5/thumbnails/11.jpg)
Over 70% of marketers report that
video converts better than other content types - Demand Metric
email marketing by up to 300% - Forrester Research
Video can increase CTRs on
88% of website visitors stay longer
on a site with video prominently displayed - MistMedia
Most Importantly: It Works
![Page 12: Beyond the View Count](https://reader033.vdocument.in/reader033/viewer/2022051706/58ea2c5c1a28abf9018b6529/html5/thumbnails/12.jpg)
Top Funnel – NASCAR VIDEO, TIO BABYMid Funnel – PRODUCT TOUR, UNBOX
How We Use Video Today
![Page 13: Beyond the View Count](https://reader033.vdocument.in/reader033/viewer/2022051706/58ea2c5c1a28abf9018b6529/html5/thumbnails/13.jpg)
• Views alone don’t pay the bills• How do we…
– Optimize videos for engagement & conversion?– Track, and act on, viewing activities of our leads?– Connect views to pipeline to understand ROI?
• Invested in a Video Marketing Platform Beyond the View Count
![Page 14: Beyond the View Count](https://reader033.vdocument.in/reader033/viewer/2022051706/58ea2c5c1a28abf9018b6529/html5/thumbnails/14.jpg)
• Video Analytics (how well is the video performing)– Unique viewers, click-through and conversion rates– Average engagement and drop-off rates
All About That Data
Losing 40% within first 10 seconds!
60% watched until the end
![Page 15: Beyond the View Count](https://reader033.vdocument.in/reader033/viewer/2022051706/58ea2c5c1a28abf9018b6529/html5/thumbnails/15.jpg)
• Customer Insights for each Prospect– Who watched which videos, when, how long?– Number of seconds watched and % completed
All About That Data
Thomas Springfield
ThinkCentre Tiny-in-One Pit Stop Challenge
Lenovo Yoga 3 Pro Product Demo
First Look: Thinkpad 10 Tablet
![Page 16: Beyond the View Count](https://reader033.vdocument.in/reader033/viewer/2022051706/58ea2c5c1a28abf9018b6529/html5/thumbnails/16.jpg)
1. Get the data into Marketing Automation2. Use viewing data to improve lead scoring
– Score on % watched and actual engagement
3. Use viewing data to drive automated nurtures– Follow-up communications after watching videos
What to Do with the Data?!?!
VIDEO TYPE 5%-25% 25%-75% 75%-100%
Campaign Videos +5 points +10 points +15 points
Product Tours +5 points +15 points +25 points
Unbox Videos +10 points +20 points +30 points
546471 Apr 6, 2015 11:35 Visit Web Page Watched ThinkCentre TIO: 100%
546470 Apr 6, 2015 11:32 Visit Web Page Watched ThinkPad Unbox: 75%
546266 Apr 2, 2015 12:04 Visit Web Page Watched Yoga 3 Pro Overview: 50%
546258 Apr 2, 2015 12:01 Visit Web Page Watched ThinkPad Product Tour: 100%
Sample lead scoring based on percentage watched
![Page 17: Beyond the View Count](https://reader033.vdocument.in/reader033/viewer/2022051706/58ea2c5c1a28abf9018b6529/html5/thumbnails/17.jpg)
Business Impact and ROI Reporting Data…
What to Do with the Data?!?!
4. Funnel reporting
5. Attribution modeling
6. Content scoring
![Page 18: Beyond the View Count](https://reader033.vdocument.in/reader033/viewer/2022051706/58ea2c5c1a28abf9018b6529/html5/thumbnails/18.jpg)
• Video platform built for B2B and Demand Gen• Eloqua and other technology integrations• Stable and scalable platform• Flexible with wide range of value-add features
– Splash screen split testing, CTA’s, redirects, etc• Can tie videos to the funnel and revenue!
Why Vidyard?
![Page 19: Beyond the View Count](https://reader033.vdocument.in/reader033/viewer/2022051706/58ea2c5c1a28abf9018b6529/html5/thumbnails/19.jpg)
Tyler LessardChief Marketing Officer
Vidyard
@tylerlessard
Michael BallardDemand Generation Strategy
& Operations Manager
Lenovo
@mballard5574
Thank You!