How to Use HubSpot And Wistia

•

2 likes•1,216 views

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.

Marketing

dcdagency.com 678.995.3181
HubSpot & Wistia

dcdagency.com 678.995.3181
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

dcdagency.com 678.995.3181
What You’re Learning Today
• Why Video?
• Wistia
• Why HubSpot & Wistia Together
• Video in Sales B2B & B2C
• Success Stories & Case Studies

dcdagency.com 678.995.3181
Almost 50%

of your brain

is involved in

visual processing
Human Anatomy &
Physiology 7th Edition

dcdagency.com 678.995.3181
We can get

the sense of a

visual scene

in less than

1/10 of a second.
Human Anatomy &
Physiology 7th Edition

dcdagency.com 678.995.3181
67% of the audience
were persuaded by the
verbal presentation that
had accompanying
visuals.
Eﬀectiveness of Visual
Language

dcdagency.com 678.995.3181
Video is worth 1.8 million words
Forrester

dcdagency.com 678.995.3181
The average user is exposed to an
average of 32.2 videos in a month
comScore

dcdagency.com 678.995.3181
What is Wistia?
A Professional video hosting platform
with analytics and video marketing tools

dcdagency.com 678.995.3181
Calls to Action and Email Collectors

dcdagency.com 678.995.3181
Video Heatmaps & Viewing Trends

dcdagency.com 678.995.3181
Integrates With HubSpot

dcdagency.com 678.995.3181
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…

dcdagency.com 678.995.3181
• 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?

dcdagency.com 678.995.3181
Video Heatmaps in Contacts' Timelines

dcdagency.com 678.995.3181
Turnstile: Lead Capture

dcdagency.com 678.995.3181
Segmenting Based on Viewing Behavior

dcdagency.com 678.995.3181
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

dcdagency.com 678.995.3181
• 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

dcdagency.com 678.995.3181
• Connect GA & WISTIA
WISTIA HACK #1:
Google Analytics & Google Remarking

dcdagency.com 678.995.3181
• Create Remarking
WISTIA HACK #1:
Google Analytics & Google Remarking

dcdagency.com 678.995.3181
• Create Banner Ads, Text Ads & Video Ads Based
upon video viewing activity.
WISTIA HACK #1:
Google Analytics & Google Remarking

dcdagency.com 678.995.3181
• 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

dcdagency.com 678.995.3181
• Use Smart Content on COS to show diﬀerent
videos to users based upon list criteria.
WISTIA & HUBSPOT HACK #3:
SUBSCRIBER MQL

dcdagency.com 678.995.3181
B2B Example
This visitor watched 3 videos prior to converting.

dcdagency.com 678.995.3181
Actual Results
300% !
Increase in!
Lead Conversions
712% !
Increase in
Organic Trafﬁc
2-4 Videos!
Viewed on Average
by Visitors

dcdagency.com 678.995.3181
Actual Results
15% Lift in Product’s Revenue!
delivered an almost instantaneous

DCD AGENCY
VIDEO CENTRIC INBOUND MARKETING
dcdagency.com 678.995.3181
dcdagency.com

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How to Use HubSpot And Wistia

1. dcdagency.com 678.995.3181 HubSpot & Wistia

2. dcdagency.com 678.995.3181 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

3. dcdagency.com 678.995.3181 What You’re Learning Today • Why Video? • Wistia • Why HubSpot & Wistia Together • Video in Sales B2B & B2C • Success Stories & Case Studies

4. dcdagency.com 678.995.3181 Why Video?

5. dcdagency.com 678.995.3181 Almost 50% of your brain is involved in visual processing Human Anatomy & Physiology 7th Edition

6. dcdagency.com 678.995.3181 We can get the sense of a visual scene in less than 1/10 of a second. Human Anatomy & Physiology 7th Edition

7. dcdagency.com 678.995.3181 67% of the audience were persuaded by the verbal presentation that had accompanying visuals. Eﬀectiveness of Visual Language

8. dcdagency.com 678.995.3181 Video is worth 1.8 million words Forrester

9. dcdagency.com 678.995.3181 The average user is exposed to an average of 32.2 videos in a month comScore

10. Wistia…isn’t that a plant?

11. dcdagency.com 678.995.3181 What is Wistia? A Professional video hosting platform with analytics and video marketing tools

12. dcdagency.com 678.995.3181 Calls to Action and Email Collectors

13. dcdagency.com 678.995.3181 Video Heatmaps & Viewing Trends

14. dcdagency.com 678.995.3181 Integrates With HubSpot

15. dcdagency.com 678.995.3181 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…

16. dcdagency.com 678.995.3181 • 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?

17. dcdagency.com 678.995.3181

18. dcdagency.com 678.995.3181 Video Heatmaps in Contacts' Timelines

19. dcdagency.com 678.995.3181 Turnstile: Lead Capture

20. dcdagency.com 678.995.3181 Segmenting Based on Viewing Behavior

21. Video for Inbound Sales

22. dcdagency.com 678.995.3181 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

23. dcdagency.com 678.995.3181 • 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

24. dcdagency.com 678.995.3181 • Connect GA & WISTIA WISTIA HACK #1: Google Analytics & Google Remarking

25. dcdagency.com 678.995.3181 • Create Remarking WISTIA HACK #1: Google Analytics & Google Remarking

26. dcdagency.com 678.995.3181 • Create Banner Ads, Text Ads & Video Ads Based upon video viewing activity. WISTIA HACK #1: Google Analytics & Google Remarking

27. dcdagency.com 678.995.3181 • 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

28. dcdagency.com 678.995.3181 • Use Smart Content on COS to show diﬀerent videos to users based upon list criteria. WISTIA & HUBSPOT HACK #3: SUBSCRIBER MQL

29. dcdagency.com 678.995.3181 B2B Example This visitor watched 3 videos prior to converting.

30. dcdagency.com 678.995.3181 B2B Example

31. Actual Results

32. dcdagency.com 678.995.3181 Actual Results 300% ! Increase in! Lead Conversions 712% ! Increase in Organic Trafﬁc 2-4 Videos! Viewed on Average by Visitors

33. dcdagency.com 678.995.3181 Actual Results 15% Lift in Product’s Revenue! delivered an almost instantaneous

34. DCD AGENCY VIDEO CENTRIC INBOUND MARKETING dcdagency.com 678.995.3181 dcdagency.com

How to Use HubSpot And Wistia

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