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How engaging videos turbocharge our demand gen process and increase ROI
- 1. Lights, Camera, Action! How Engaging Videos Turbocharge Our Demand Process and Increase ROI Travis Bickham Content and Digital Manager, Tradeshift Tyler Lessard Chief Marketing Officer Vidyard
- 2. THE PLAY BUTTON IS THE MOST COMPELLING CALL TO ACTION ON THE WEB
- 3. BILLION Videos are played every day on Facebook
- 4. Of all Internet traffic will be video by 2019
- 5. https://www.thinkwithgoogle.com/ 72% of B2B buyers watch videos throughout their entire path to purchase! Nearly half view 30 minutes or more of video content while researching.
- 6. 66% Like Video From Brands 2X Click Through Rates 41% Higher Click Throughs With Search 80% Increase in Page Conversions 2 Mins Longer on Websites 70% of Marketers Report Better Conversion Rates 97% Increase in Purchase Intent 20% Lower Cost Per Lead
- 7. <10%Are using video as an integrated part of content and demand programs
- 8. Travis Bickham Content and Digital Manager
- 9. • Connecting all of the world’s businesses • Enterprise, Mid-Market, and SMB Who is Tradeshift?
- 11. • Data driven Content Marketing at Tradeshift • Provide value • Thought leader
- 13. Great video is engaging…
- 14. Why does Tradeshift love video?
- 15. Brand and video go hand-in hand
- 16. Page 16 #MKTGNATION Our challenge • Expanding into a new market • Only 2,000 Enterprise target accounts worldwide • Need to accelerate deal velocity
- 17. Page 17 #MKTGNATION The branding process • The importance of archetypes • Establishing an emotional connection • Differentiation
- 18. Where we use video… Everywhere!
- 19. Page 19 #MKTGNATION But seriously… • Landing pages • Emails • Web pages • Product launches • Webinars • Event keynotes For Q1 4.2% of video watched are known leads. 9% of these leads were qualified to talk to sales. Video growth from 2014 to 2015 - 105% Quarter to quarter growth
- 20. Page 20 #MKTGNATION The state of email • Need to capture diminishing attention span and engagement • Talk to prospects in their language
- 21. Page 21 #MKTGNATION Inbound feeds outbound • Outbound channels (i.e. emails) are only as effective as the quality of leads they’re reaching out to. • Video can bridge the gap between cold/unengaged leads and those ready to open an email.
- 22. Page 22 #MKTGNATION Hyperloop video
- 23. Page 23 #MKTGNATION Why use video in a product launch? The impact is impressive 54% of senior executives share work-related videos with colleagues at least weekly. 59% of senior executives agree that if both text and video are available on the same topic on the same page, they prefer to watch the video Aa vs
- 24. Page 24 #MKTGNATION The video
- 25. Page 25 #MKTGNATION The results The page had 1919 visits 57% watched the video 45% watched ¾ of the video People spend 17% more time on this page than the average 57% 45% 17%
- 26. Page 26 #MKTGNATION The results Our customers are some of the largest companies in the world. We don’t need a million views, we need the right ones at the right time. With this video, we got them and it’s still paying dividends.
- 27. Page 27 #MKTGNATION Landing pages
- 28. Analytics
- 29. Analytics
- 30. Analytics
- 31. Page 31 #MKTGNATION Production best practices • Every moment is a video opportunity • Produce what resonates, not what you want to talk about • Leverage your teams’ skills
- 33. Page 33 #MKTGNATION Using engagement data
- 34. Page 34 #MKTGNATION Using engagement data
- 35. Page 35 #MKTGNATION Using engagement data
- 36. Page 36 #MKTGNATION Automate it with Marketo
- 37. Personalized Video: The next frontier
- 38. Page 38 #MKTGNATION Results Data analysis of Tradeshift Holiday Campaign 2015
- 39. Page 39 #MKTGNATION Versus previous year 88% Ebook download increase 231% Page views increase 92 3 2015 Holiday campaign engagement 2015 vs 2014 2014 Video views
- 40. Page 40 #MKTGNATION Key takeaways 1. Your story is your selling point. Tell it. 2. Different prospects prefer different content mediums. 3. Analytics are your friend. 4. Enable and empower sales. 5. Consider personalized video (B2B mostly).
- 41. Thank You!
- 42. Making Your Content Click
- 43. From Marketing to Sales
- 44. From Engagement Tracking to ROI Reporting
- 45. Questions?