Demand Gen Report's Lead LifeCycle Series session brought to you by Vidyard

1. #LLCSeries
#LLCSeries
Top
5
Ways
to
Use
Video
to
Drive
Marke5ng
Results
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2. #LLCSeries
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4. #LLCSeries
About
Demand
Gen
Report
• Launched
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best
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genera^on
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5. #LLCSeries
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6. #LLCSeries
Panelists
Jon
Spenceley
Community
Marke^ng
Manager
Vidyard
MODERATOR:
Carol
Krol
Editor-­‐in-­‐Chief,
Demand
Gen
Report
@jonspenceley
jon@vidyard.com

7. Top 5 Ways to Use Video to
Drive Marketing Results
Jon Spenceley
Community Marketing Manager, Vidyard
jon@vidyard.com
@jonspenceley

8. purchase intent by 97%- Unruly
Enjoyment of video increases
Over 70%of marketers report that
video converts better than other content types
- Demand Metric
email marketing by more than 300%- Forrester Research
Video can increase CTRs on

9. ü Video
Content
Across
Your
Own
Website
ü Video
as
the
CTA
in
Email
Marke^ng
ü Crea^ve
Videos
as
the
Stars
of
Campaigns
ü Use
Videos
from
Customer
Events
Year
Round
ü Track
Who’s
Watching
What
Agenda

10. ü Give
your
brand
a
personality
boost
ü Engage
your
audiences
in
an
ongoing
dialog
ü Improve
your
SEO
results
ü Increase
visitor
engagement
^me
ü Create
your
own
video
channel!
ü Use
gated
high-­‐value
video
content
for
lead
genera^on
1.
Video
Content
Across
Your
Own
Website
hp://video.act-­‐on.com

11. Video
works
throughout
the
en^re
marke^ng
and
sales
funnel!
1.
Video
Content
Across
Your
Own
Website
Simple
messaging,
fun
or
inspiring,
focus
on
benefits
Educa^onal,
visual
product
demo’s,
tes^monials,
thought
leadership
Product
deep
dives,
on-­‐demand
webinars,
customer
success
stories

12. Use
Video
To
Direct
Your
Prospects
To
the
Right
Informa^on
1.
Video
Content
Across
Your
Own
Website
Simple
messaging,
fun
or
inspiring,
focus
on
benefits
Educa^onal,
visual
product
demo’s,
tes^monials,
thought
leadership

13. ü Own
The
Video
Experience
ü Very
powerful
CTA
ü Increases
^me-­‐on-­‐site
ü Makes
an
excellent
^e-­‐in
to
email
campaigns…
1.
Video
Content
Across
Your
Own
Website

14. ü Play
buon
is
a
very
compelling
call-­‐
to-­‐ac^on
that
increases
CTRs
ü Promise
of
short,
engaging
content
ü Use
large
thumbnail
images
in
emails
with
embedded
play
buon
ü Link
to
a
landing
page
where
video
is
the
star
ü Use
CTA
at
end
of
video
to
drive
desired
ac^on
or
conversion
2.
Video
as
the
CTA
in
Email
Marke^ng

15. 2.
Video
as
the
CTA
in
Email
Marke^ng

16. 2.
Video
as
the
CTA
in
Email
Marke^ng
www.vidyard.com/tale-­‐of-­‐two-­‐marketers

17. ü Just
saying
‘video’
in
the
subject
line
can
increase
open
rates
by
up
to
13%
ü Link
to
a
landing
page
for
beer
tracking
ü Make
sure
your
video
plajorm
can
aribute
views
to
email
addresses
ü Get
crea^ve
–
many
email
plajorms
allow
GIFs
2.
Video
as
the
CTA
in
Email
Marke^ng

18. ü Take
your
prospects
on
a
date
before
asking
them
to
commit
ü Increase
ini^al
CTRs
to
landing
page
ü Expose
prospects
to
engaging
story
with
clear
pain
point
or
benefit
ü Drive
the
next
conversion
once
they’ve
been
pulled
into
the
story!
ü Tip:
Many
marketers
report
higher
CTR
on
campaigns
with
a
video
as
the
CTA
rather
than
an
eBook
www.vidyard.com/metrics-­‐maer/
3.
Crea^ve
Videos
as
Stars
of
Campaigns

19. 3.
Crea^ve
Videos
as
Stars
of
Campaigns
www.vidyard.com/modern-­‐marke:ng-­‐experience-­‐2015

20. 3.
Crea^ve
Videos
as
Stars
of
Campaigns
www.taulia.com/en/unconven:onal

21. 3.
Crea^ve
Videos
as
Stars
of
Campaigns
hp://www.lenovo.com/us/en/solu:ons/:ny-­‐vs-­‐nascar-­‐pit-­‐crew-­‐video.shtml

22. ü Make
sure
your
videos
are
above
the
fold
on
landing
pages
ü Use
an
effec^ve
video
thumbnail
–
people
have
to
want
to
click
ü Avoid
autoplay
(unless
you
make
that
clear)
ü Keep
it
short
–
30
seconds
to
1
minute
ü Don’t
forget
a
call-­‐to-­‐ac^on!
3.
Crea^ve
Videos
as
Stars
of
Campaigns

23. ü Use
events
as
an
opportunity
to
capture
amazing
videos
ü Session
recordings,
customer
tes^monials,
thought
leader
interviews
ü Leverage
content
as
part
of
future
marke^ng
campaigns,
blogs,
etc.
ü Consider
hos^ng
all
event
videos
on
a
central
“hub”
to
show
the
world
how
amazing
it
was!
4.
Use
Videos
from
Customer
Events
Year-­‐Round
Ignite.hubs.vidyard.com

24. 4.
Use
Videos
from
Customer
Events
Year-­‐Round
www.vidyard.com/webinar-­‐qualify-­‐convert-­‐leads-­‐with-­‐video-­‐plaEorm/

25. ü Plan
ahead
to
capture
your
sessions
on
video
ü Makes
a
great
trailer
for
next
year’s
event
ü Don’t
forget
to
record
tes^monials
from
aendees
ü Try
and
turn
large
videos
into
smaller
chapters
–
increases
engagement
ü Always
remember
a
CTA!
4.
Use
Videos
from
Customer
Events
Year-­‐Round

26. 5.
Track
Who’s
Watching
What
546471
Apr
6,
2015
11:35
Visit
Web
Page
Watched
Pricing_Video_2015:
100%
546266
Apr
2,
2015
12:04
Visit
Web
Page
Watched
Prod_Demo_Reports:
50%
546258
Apr
2,
2015
12:01
Visit
Web
Page
Watched
Accts_Payable_Adam:
100%
michael@globex.com
546470
Apr
6,
2015
11:32
Visit
Web
Page
Watched
CC_Tes^monial:
75%

27. 5.
Track
Who’s
Watching
What
VIDEO
TYPE
STARTED
COMPLETED
Fun
Campaign
Videos
+10
points
+5
points
Whiteboard
Videos
+15
points
+10
points
Demo
Videos
+20
points
+15
points
On-­‐Demand
Webinar
+50
points
+15
points
Track
viewing
ac^vi^es
within
Marke^ng
Automa^on
as
ac^onable
insights
• Who’s
watching
which
videos,
when,
and
for
how
long
• Lead
scoring
based
on
actual
engagement
in
video
content
• Automate
follow-­‐up
aWer
a
video
viewing
session
Lead
Scoring
on
Video
Views
546471
Apr
6,
2015
11:35
Visit
Web
Page
Watched
Pricing_Video_2015:
100%
546266
Apr
2,
2015
12:04
Visit
Web
Page
Watched
Prod_Demo_Reports:
50%
546258
Apr
2,
2015
12:01
Visit
Web
Page
Watched
Accts_Payable_Adam:
100%
michael@globex.com
546470
Apr
6,
2015
11:32
Visit
Web
Page
Watched
CC_Tes^monial:
75%

28. Advanced video analytics can help you identify high and low
performing content based on audience engagement,
conversion, and attribution to pipeline
BONUS:
Use
Analy^cs
to
Con^nuously
Improve
Losing
40%
within
first
10
seconds!
60%
watched
un^l
the
end

29. BONUS:
Use
Analy^cs
to
Con^nuously
Improve
REACH
ENGAGEMENT
CONVERSION
LEADS
PIPELINE
REVENUE
View
Counts
Don’t
Count!

30. 1. Aract
more
prospects
into
the
funnel
2. Increase
engagement
and
conversion
rates
3. Track
individual
viewing
ac^vi^es
4. Improve
lead
qualifica^on
and
conversion
velocity
5. Use
the
data
to
help
you
produce
the
best
content
6. Return
to
step
1,
repeat
as
necessary
Turn
Your
Videos
Into
Lead
Genera^on
and
Qualifica^on
Machines!
It’s time to get serious about video marketing!!

31. #LLCSeries
Q
A
//
Panelists
MODERATOR:
Carol
Krol
Editor-­‐in-­‐Chief,
Demand
Gen
Report
@jonspenceley
jon@vidyard.com
Jon
Spenceley
Community
Marke^ng
Manager
Vidyard

32. #LLCSeries
Thanks
for
aending
this
webinar!
www3.demandgenreport.com/lls15
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