VIDEO + MARKETING AUTOMATION
Ian Hutchinson- Video Marketing Specialist
Getting the Most out of Video
Marketing
Audience?
• Marketer
• Sales
• Techie
• Other
Agenda
The ROI of Video
– Goals
– Metrics
– Examples
Smarketing
IBM
– Sell vs. Help Buy
Selling to Marketers
Learning what Marketers Do
Smarketing
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 ...
What Is The Distribution
Sales asset
Social asset
Email Campaigns – click through rate
Site Visits
– Inbound from YouTube?...
THE VIDEO ANALYTICS DILEMMA
▶ Who?
▶ What?
▶ When?
▶ Where?
▶ How Long?
Vidyard answers these questions.
At the End of The Day
Interest
In a Topic
For a period of time
Took this next step
Common Themes
• Splash screens matter! • Short attention spans
What should we do next?
Nurture
Segment
Score
Inform Sales Team
Lead Score
MQL vs SQL
Demographic
– Title, Size, Industry
Implicit (site visits, event visits, email click
through).
– Beh...
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
• R...
Ceridian
• Long form webinars
• Dynamic pre-roll email gate
• Segmentation (product) and lead scoring
inContact
• Vidyard + DemandBase
Questions?
Ian Hutchinson:
IanHutch@vidyard.com
519 729 5621
Space camp presentation
Space camp presentation
Space camp presentation
Space camp presentation
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  • Space camp presentation

    1. 1. VIDEO + MARKETING AUTOMATION Ian Hutchinson- Video Marketing Specialist
    2. 2. Getting the Most out of Video Marketing
    3. 3. Audience? • Marketer • Sales • Techie • Other
    4. 4. Agenda The ROI of Video – Goals – Metrics – Examples
    5. 5. Smarketing IBM – Sell vs. Help Buy Selling to Marketers Learning what Marketers Do Smarketing
    6. 6. Six Steps to Realigning Marketing & Sales
    7. 7. Marketing Automation Tools (digital marketing) Community
    8. 8. Content Marketing
    9. 9. What are the Goals? • Awareness? • Leads? • Revenue? • Supporting Sales Teams?
    10. 10. Where are most People at with video? • Recognize ‘Why Video’ • 100+ Videos • 1000+ Webinars • Where is the ROI?
    11. 11. What are the Metrics? • Impressions • Views • Engagement • Subscribers • Session Time (YouTube) • Site Stickiness • Video CTAs • Video SEO
    12. 12. What Is The Distribution Sales asset Social asset Email Campaigns – click through rate Site Visits – Inbound from YouTube? Paid Distribution Lead Generation – Only when adding value – testimonial deep dives, demos, webinars, video magazine – 15 minutes length Revenue attached to the video?
    13. 13. THE VIDEO ANALYTICS DILEMMA ▶ Who? ▶ What? ▶ When? ▶ Where? ▶ How Long? Vidyard answers these questions.
    14. 14. At the End of The Day Interest In a Topic For a period of time Took this next step
    15. 15. Common Themes • Splash screens matter! • Short attention spans
    16. 16. What should we do next? Nurture Segment Score Inform Sales Team
    17. 17. Lead Score MQL vs SQL Demographic – Title, Size, Industry Implicit (site visits, event visits, email click through). – Behavioral focus here. Explicit (I raised my hand – call me!!!!!)
    18. 18. Implicit Lead Score Video View will tell you: • Topic • Engagement Time
    19. 19. An Example • Smarketing – Eloqua Event Video • 30 Second event follow up – Email Campaign – Customer Community
    20. 20. Results • 1,200 impressions. 1,000 views. 30% known viewers. 6% contact requests. • Reusing – Eloqua Experience Europe • Repurposing
    21. 21. Ceridian • Long form webinars • Dynamic pre-roll email gate • Segmentation (product) and lead scoring
    22. 22. inContact • Vidyard + DemandBase
    23. 23. Questions? Ian Hutchinson: IanHutch@vidyard.com 519 729 5621

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