These are David Caron's slides from the 11/15 Atlanta HubSpot User's Group meetup. Learn how to leverage the combined power of HubSpot Wistia and use video to improve your inbound marketing.

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HubSpot & Wistia

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About
• Started my first video editing business at age 17.
• Volunteered for 5 and 1/2 years in Dublin Ireland, Turin Italy,
Bosnia-Herzegovina and the U.S.
David Caron
@davidcarondc

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What You’re Learning Today
• Why Video?
• Wistia
• Why HubSpot & Wistia Together
• Video in Sales B2B & B2C
• Success Stories & Case Studies

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Why Video?

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Almost 50%
of your brain
is involved in
visual processing
Human Anatomy &
Physiology 7th Edition

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We can get
the sense of a
visual scene
in less than
1/10 of a second.
Human Anatomy &
Physiology 7th Edition

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67% of the audience
were persuaded by the
verbal presentation that
had accompanying
visuals.
Effectiveness of Visual
Language

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Video is worth 1.8 million words
Forrester

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The average user is exposed to an
average of 32.2 videos in a month
comScore

10. Wistia…isn’t that a plant?

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What is Wistia?
A Professional video hosting platform
with analytics and video marketing tools

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Calls to Action and Email Collectors

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Video Heatmaps & Viewing Trends

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Integrates With HubSpot

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A Lot More Features
• Easy Embedding and Sharing
• Works on Every Device
• HD Bandwidth Detection
• Customize Your Player
• Add Thumbnails to Your Email Campaigns
• Viewer History Tracking
• Share Internal or Private Videos
• Collect Feedback on Your Videos
• IP Filtering of Video Data
• Unbranded Player
• Domain Restriction
• Video SEO
• and more…

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• Video heatmaps show up in your contacts' timelines.
• Turnstile (lead capture) integration
• Video events are piped to HubSpot so you can
segment your contacts based on viewing behavior.
Why Integrate HubSpot & Wistia?

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Video Heatmaps in Contacts' Timelines

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Turnstile: Lead Capture

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Segmenting Based on Viewing Behavior

21. Video for Inbound Sales

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Video Marketing Strategy
Video content
on your blog
attracts leads
Engage leads
convert
on your landing
pages with video
Based upon offer and
opportunity send lead
nurturing emails with
links to about us &
testimonial videos
Convert Leads to
Customers
ATTRACT ENGAGE NURTURE CONVERT

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• Connect GA & WISTIA
• Create Remarking List Based Upon Video Viewing
Activity.
• Create Banner Ads, Text Ads & Video Ads Based
upon video viewing activity.
WISTIA HACK #1:
Google Analytics & Google Remarking

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• Connect GA & WISTIA
WISTIA HACK #1:
Google Analytics & Google Remarking

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• Create Remarking
WISTIA HACK #1:
Google Analytics & Google Remarking

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• Create Banner Ads, Text Ads & Video Ads Based
upon video viewing activity.
WISTIA HACK #1:
Google Analytics & Google Remarking

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• Use blogs with videos to answer sales objections.
• Send to Prospects in email correspondence.
• Monitor viewing activity in HubSpot.
• Use Sidekick to track email clicks.
• Get Sidekick notifications about visitors on website
watching videos.
WISTIA HACK #2:
SideKick and HubSpot

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• Use Smart Content on COS to show different
videos to users based upon list criteria.
WISTIA & HUBSPOT HACK #3:
SUBSCRIBER MQL

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B2B Example
This visitor watched 3 videos prior to converting.

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B2B Example

31. Actual Results

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Actual Results
300% !
Increase in!
Lead Conversions
712% !
Increase in
Organic Traffic
2-4 Videos!
Viewed on Average
by Visitors

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Actual Results
15% Lift in Product’s Revenue!
delivered an almost instantaneous

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VIDEO CENTRIC INBOUND MARKETING
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