video in demand - using video for more effective lead generation and nurture
TRANSCRIPT
Video in
Using Video for More Effective Lead Generation and Nurtures
Jodi CerretaniDirector, Demand Generation @Vidyard@JodiCerretani
Demand
• A bit about myself...
• No, I haven’t always used video
• Video is now our #3 source of
marketing generated pipeline, and
it supports most other programs
• So how did I get here?!? Let’s start
with the challenges I saw…
Yes, I LOVE Demand Generation
1. More leads, more leads, MORE LEADS!!
2. Higher quality leads (fewer rejections)
3. Higher conversion rates through funnel
4. Higher ROI, lower Customer Acquisition Cost
Goals for Demand Gen Teams
1. BATTLE FOR ATTENTIONHarder than ever to get attention and drive engagement in your message
2. DECREASING EFFECTIVENESSof traditional tactics like Email, Display Ads, SEM, Organic Social, Whitepapers
3. GROWING EXPECTATIONSBut budgets aren’t growing by same amount, need to be more efficient
4. BUYER EXPECTATIONSBuyers crave demand self-serve, personalized, interactive experiences
Easier Said Than Done!
2. DECREASING EFFECTIVENESSof traditional tactics like Email, Display Ads, SEM, Organic Social, Whitepapers
3. GROWING EXPECTATIONSBut budgets aren’t growing by same amount, need to be more efficient
4. BUYER EXPECTATIONSBuyers crave demand self-serve, personalized, interactive experiences
Say Hello to Video
1. BATTLE FOR ATTENTIONNew way to cut through the noise and stand out from competition
3. GROWING EXPECTATIONSBut budgets aren’t growing by same amount, need to be more efficient
4. BUYER EXPECTATIONSBuyers crave demand self-serve, personalized, interactive experiences
Say Hello to Video
1. BATTLE FOR ATTENTIONNew way to cut through the noise and stand out from competition
2. DECREASING EFFECTIVENESSBoost effectiveness of traditional channels and unlock a new sales-ready lead source
4. BUYER EXPECTATIONSBuyers crave demand self-serve, personalized, interactive experiences
Say Hello to Video
1. BATTLE FOR ATTENTIONNew way to cut through the noise and stand out from competition
2. DECREASING EFFECTIVENESSBoost effectiveness of traditional channels and unlock a new sales-ready lead source
3. GROWING EXPECTATIONSLeverage engagement insights to accelerate sales qualification
Say Hello to Video
1. BATTLE FOR ATTENTIONNew way to cut through the noise and stand out from competition
2. DECREASING EFFECTIVENESSBoost effectiveness of traditional channels and unlock a new sales-ready lead source
3. GROWING EXPECTATIONSLeverage engagement insights to accelerate sales qualification
4. BUYER EXPECTATIONSAppeal to expectations of Millennials while creating fun and engaging experiences
Sounds Great, But Let’s Get Specific
Website
Content Campaigns
SocialWebinars Events
Email & Nurtures
Video Campaigns
ABM & Sales Development
Video Works Across Programs and Channels Interactive Events
Viewer Analytics
1. Opportunities for video content to reduce bounce
rate and increase conversions on key landing pages:
Homepage, Products, Solutions, Customers,
Demo or Trial Requests, Campaign Pages, etc.
Website
“72 percent of businesses who use video say it has
increased website conversion rates.” - Hootsuite
1. Opportunities for video content to reduce bounce
rate and increase conversions on key landing pages:
Homepage, Products, Solutions, Customers,
Demo or Trial Requests, Campaign Pages, etc.
2. In-video interactive events to create more conversion
opportunities and new lead acquisition
PRE
MID
POST
Website
1. Opportunities for video content to reduce bounce
rate and increase conversions on key landing pages:
Homepage, Products, Solutions, Customers,
Demo or Trial Requests, Campaign Pages, etc.
2. In-video interactive events to create more conversion
opportunities and new lead acquisition
3. Net-new conversion opportunities with gated video:
Watch a Demo Video
Subscribe to Video Series or ‘Course’
Watch an On-Demand Webinar
Website
Content Campaigns
1. Video-based content campaigns to tell a better story
Fun, entertaining campaign videos
Inspirational stories (perhaps of real customers)
1. Video-based content campaigns to tell a better story
Fun, entertaining campaign videos
Inspirational stories (perhaps of real customers)
2. Educational video series to build an audience
Thought leadership interviews
Chalk Talks or Whiteboard videos
Content Campaigns
1. Video-based content campaigns to tell a better story
Fun, entertaining campaign videos
Inspirational stories (perhaps of real customers)
2. Educational video series to build an audience
Thought leadership interviews
Chalk Talks or Whiteboard videos
3. Using video to promote or complement other content
campaigns to drive greater engagement
eBooks, Guides, Research Reports
Major webinars or virtual events
Product Launches, Customer Marketing
Illustrative Graphics:Demand Metric report personalized
videoFast Forward promo video
Content Campaigns
Social Media
1. Leverage existing video content on social media to
reach new audiences with a specific CTA
Organic social promotion
Paid social media advertising
2. Short, promotional videos to drive engagement in
other campaigns, programs and assets
Content assets and reports
Events and other campaigns
“People look 5x longer at video than at static
content on Facebook and Instagram.” - Facebook
Events
Mktg: boost CTRs by 300% w/ personalized video
Sales: 3x open-to-reply rates w/ personal video
1. Maximize the opportunity at sponsored events and
conferences (not just leads, real pipeline!!)
Pre-event promo videos to drive onsite meetings
Post-event follow up videos to stand out
BONUS: Capture onsite video to use later!
1. Maximize the opportunity at sponsored events and
conferences (not just leads, real pipeline!!)
Pre-event promo videos to drive onsite meetings
Post-event follow up videos to stand out
BONUS: Capture onsite video to use later!
2. Hosting your own events? Maximize your ROI with
video pre- and post-event
Personalized video to drive awareness
Post-event video hub with gated content
BONUS: Capture onsite video to use later!
Influitive drove 8x higher CTR and 4x higher click-to-open rate w/ personalized video
Events
Webinars
1. Live webinars continue to be a strong lead source for
many B2B marketing teams
Hosted/organic + 3rd party channels
45 min, 30 min, 9-minute “webinines”
2. Reduce, reuse, recycle! Gated on-demand webinars
are the gifts that keep on giving
On-demand viewing on website
Repurpose as blog posts (CTA to gated webinar)
Add to nurtures, sales enablement
BONUS: Track engagement in your MAP/CRM!
Email Marketing & Nurtures
Customer Stories Thought Leadership / How-To Summary/Preview of Content Asset
Product/Feature Overviews Personalized Video Campaigns
Email Marketing & Nurtures
Tips for Video in Email Marketing
• Subject, intro copy and thumbnail image all matter (no
one-size-fits-all, need to test with your audience)
• Videos don’t play inline, thumbnail links to landing
page to watch video
• Videos will often increase CTR but not always! Test
different approaches to see what works
• Personalized videos can be very effective...
Video Campaigns
1. Content campaign with video as the hero
Fun, approachable, humorous
Inspiring, motivational, interesting
2. Video series to build audience and leverage a formula
Chalk Talks or Whiteboard videos
How-To series, Interview series, etc.
3. Personalized video campaigns
Promote events, product launches
Drive engagement in major campaigns
Fun holiday videos (great time to be creative!)
ABM & Sales Development
Videos in Marketing Nurtures for Key Accounts Personal Video Messages from Sales Reps
Using Video Engagement Data
Video Analytics
• Who watched which videos,
when, for how long?
• Use data in MAP for lead
scoring, smart lists, etc.
• Identify most engaged leads
and accounts faster
• Push data to CRM for
actionable sales insights
Common objections and concerns in Demand Gen:
• We don’t have enough videos (or what we have isn’t that great for demand gen)
• We don’t have resources to do all of this! Production, interactive events, analytics, etc.
• I don’t own the video strategy or the production budget, I don’t know where to begin...
But, But, But...
My recommendation:
• Look at your current inventory of videos and webinars - find some quick wins by repurposing
• Consider new videos for your website, major campaigns, nurtures, thought leadership
• In-house production is critical to scale. Try Vidyard GoVideo - free.
• Take the reins and make it happen! Start w/ a few video and prove ROI.
• Consider tech needs: interactive events, personalization, analytics, integration, etc.
Resources (Take a Screenshot!)
www.vidyard.com/blog/12-types-video-b2b-business/ www.vidyard.com/video-marketing-institute
https://marketingchalktalks.hubs.vidyard.com/ www.vidyard.com/resources/forrester-report-b2b-video-marketing-blueprint
Now Go Address These Challenges!
1. BATTLE FOR ATTENTIONNew way to cut through the noise and stand out from competition
2. DECREASING EFFECTIVENESSBoost effectiveness of traditional channels and unlock a new sales-ready lead source
3. GROWING EXPECTATIONSLeverage engagement insights to accelerate sales qualification
4. BUYER EXPECTATIONSAppeal to expectations of Millennials while creating fun and engaging experiences