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Video Builds Customer Engagement - Vidyard & Marketo Webinar

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Transcript

  • 1. VIDEO DRIVES CUSTOMER ENGAGEMENT @jonspenceley jon@vidyard.com
  • 2. BACKGROUND ▶ Jon Spenceley ▶ Partner Marketing Manager ▶ @jonspenceley ▶ vidyard.com/blog @jonspenceley jon@vidyard.com
  • 3. AGENDA ▶ Video Marketing Basics ▶ Types of Video ▶ Video Throughout the Funnel ▶ Measure, Test, Repeat ▶ Vidyard & Marketo @jonspenceley jon@vidyard.com
  • 4. ▶ Why video is powerful at every stage of the sales funnel ▶ Mapping video content to personas and objectives ▶ How to get more value & maximize the ROI on your video content @jonspenceley jon@vidyard.com
  • 5. VIDYARD To help companies drive revenue through the use of Online Video
  • 6. VIDEO IS POWERFUL ▶ Many companies miss out: - Too expensive - Hard to get started - Not creative - Subject is ‘boring’ @jonspenceley jon@vidyard.com
  • 7. REDBULL @jonspenceley jon@vidyard.com
  • 8. PEBBLE @jonspenceley jon@vidyard.com
  • 9. VIDEO IS POWERFUL ▶ Why we love it - Visual - Persuasive - Easily shared - Informative - Intriguing @jonspenceley jon@vidyard.com
  • 10. ENTERTAIN - REDBULL @jonspenceley jon@vidyard.com
  • 11. EDUCATE – HOME DEPOT @jonspenceley jon@vidyard.com
  • 12. INSPIRE – CHARITY:WATER @jonspenceley jon@vidyard.com
  • 13. VIDEO FOR SALES ▶ Understand your customers (Buyer Profiles) ▶ Understand your sales cycle (Funnel) ▶ Match them up! @jonspenceley jon@vidyard.com
  • 14. EARLY-STAGE CONTENT ▶ Short, ungated content designed to educate @jonspenceley jon@vidyard.com
  • 15. EARLY-STAGE CONTENT ▶ Entertain or tell your story in a creative way @jonspenceley jon@vidyard.com
  • 16. EARLY-STAGE CONTENT ▶ Meant for everyone ▶ Not selling, just educating or entertaining ▶ Won’t necessarily close a deal, but will appeal to a wide audience ▶ Use early stage content to get people back to your site and interested in your product @jonspenceley jon@vidyard.com
  • 17. MIDDLE-OF-FUNNEL ▶ Longer, possibly gated content @jonspenceley jon@vidyard.com
  • 18. MIDDLE-OF-FUNNEL ▶ Showcase your solution, and your customers @jonspenceley jon@vidyard.com
  • 19. MIDDLE-OF-FUNNEL ▶ Showcase your solution, and your customers @jonspenceley jon@vidyard.com
  • 20. MIDDLE-OF-FUNNEL ▶ Generate leads with this content ▶ Designed to appeal to customer pain points ▶ Focus content on all personas – decision makers, gate keepers, and end users ▶ Decision Makers – sell the value of your product at making things more efficient, cheaper, etc ▶ Gate Keepers – easy to implement, cost vs. benefit ▶ End Users – testimonials, how-to videos, etc. Show how it makes their lives easier! @jonspenceley jon@vidyard.com
  • 21. LATER-STAGE CONTENT ▶ Keep Interested Leads Warm @jonspenceley jon@vidyard.com
  • 22. LATER-STAGE CONTENT ▶ Justify Your Solution to Potential Buyers @jonspenceley jon@vidyard.com
  • 23. LATER-STAGE CONTENT ▶ Decision makers need resources ▶ Thoroughly explain the ROI ▶ Personalize your content ▶ Demo videos geared toward client solution ▶ Setup guides for their specific needs @jonspenceley jon@vidyard.com
  • 24. MAXIMIZING VALUE ▶ Experiment, Measure, Experiment… @jonspenceley jon@vidyard.com
  • 25. MEASURE ▶ Track who’s watching, and for how long: ▶ Nurture ▶ Segment ▶ Score ▶ Qualify leads for sales ▶ Target more content ▶ Optimize your video assets ▶ Develop new content for other channels @jonspenceley jon@vidyard.com
  • 26. EXPERIMENT ▶ Always be trying new things with video: ▶ Blog posts ▶ Social media ▶ Email campaigns ▶ Landing pages ▶ YouTube – with annotations ▶ Calls to action ▶ Email gates ▶ Lead generation forms ▶ Splash screens @jonspenceley jon@vidyard.com
  • 27. VIDYARD & MARKETO @jonspenceley jon@vidyard.com
  • 28. ▶ Why video is powerful at every stage of the sales funnel ▶ Mapping video content to personas and objectives ▶ How to get more value & maximize the ROI on your video content @jonspenceley jon@vidyard.com
  • 29. Want more info? Jon Spenceley @jonspenceley jon@vidyard.com