space camp presentation
TRANSCRIPT
VIDEO + MARKETING AUTOMATION
Ian Hutchinson- Video Marketing Specialist
Getting the Most out of Video Marketing
Audience?
• Marketer• Sales• Techie• Other
AgendaThe ROI of Video– Goals– Metrics– Examples
Smarketing
IBM– Sell vs. Help Buy
Selling to MarketersLearning what Marketers DoSmarketing
Six Steps to Realigning Marketing & Sales
Marketing Automation
Tools (digital marketing)
Community
Content Marketing
What are the Goals?
• Awareness?
• Leads?
• Revenue?
• Supporting Sales Teams?
Where are most People at with video?
• Recognize ‘Why Video’
• 100+ Videos
• 1000+ Webinars
• Where is the ROI?
What are the Metrics?
• Impressions• Views • Engagement• Subscribers• Session Time (YouTube)• Site Stickiness• Video CTAs• Video SEO
What Is The Distribution
Sales assetSocial assetEmail Campaigns – click through rateSite Visits– Inbound from YouTube?
Paid DistributionLead Generation– Only when adding value – testimonial deep dives, demos,
webinars, video magazine – 15 minutes length
Revenue attached to the video?
THE VIDEO ANALYTICS DILEMMA
▶ Who?
▶ What?
▶ When?
▶ Where?
▶ How Long?
Vidyard answers these questions.
At the End of The Day
InterestIn a TopicFor a period of timeTook this next step
Common Themes
• Splash screens matter!
• Short attention spans
What should we do next?
NurtureSegmentScoreInform Sales Team
Lead ScoreMQL vs SQL
Demographic– Title, Size, Industry
Implicit (site visits, event visits, email click through).– Behavioral focus here.
Explicit (I raised my hand – call me!!!!!)
Implicit Lead Score
Video View will tell you:
• Topic
• Engagement Time
An Example
• Smarketing
– Eloqua Event Video
• 30 Second event follow up– Email Campaign– Customer Community
Results
• 1,200 impressions. 1,000 views. 30% known viewers. 6% contact requests.
• Reusing – Eloqua Experience Europe
• Repurposing
Ceridian
• Long form webinars
• Dynamic pre-roll email gate
• Segmentation (product) and lead scoring
inContact
• Vidyard + DemandBase
