Here's the slides from Jenn's talk at the Bristol HubSpot User Group on Tuesday 18th September. You'll learn how to use video in the different stages of the buyer's journey.

1. It’s Time to Go Video
But Where and How Should I Start??

2. Quick intro!
Jennifer Huang
Sales and Business
Development, EMEA
jennifer.huang@vidyard.com
+44 (0) 730 579 8234
V-Bot
Vidyard
Video Platform for Business

3. What We’ll Cover Today
• Why Video is Important for Today’s Business
• Different Ways to Use Video to Attract, Engage & Delight
• HubSpot Video for Marketing & Sales
• Taking Your Video Strategy to the Next Level

4. Goodbye Funnel, Hello Flywheel!
The “flywheel” was introduced by HubSpot
CEO Brian Halligan at INBOUND 2018
Great representation of how we need to
think about the full customer lifecycle
It also helps to identify some of the
challenges we face these days:
Attracting, Engaging and Delighting

5. Challenges Most of Us Face
Attracting New Leads
Stand out from “the noise” and get the
attention you deserve
Generating Audience Engagement
Educate prospects in compelling ways
that are more genuine and memorable
Delighting Prospects and Customers
Delivering more personalized experiences
that surprise and delight our customers

6. Opportunities for Video
Get More Attention
Stand out from “the noise” with more
engaging and valuable content
Engage and Educate Audiences
Educate prospects in compelling ways
that are more genuine and memorable
Surprise and Delight our Buyers
Connect in more personal ways.
Create an emotional connection.
Establish greater empathy.

10. Check it out at www.vidyard.com/happy-holidays-2017

11. LOTS of types of
Video can be used
throughout the
buyer’s journey
Attract | Engage | Delight

12. ATTRACT ENGAGE DELIGHT
Purpose
Broaden reach. Generate interest.
Answer industry-level questions.
Channels
Blog, Social, YouTube, Paid Media,
Website Resources, Nurtures
Tip: Keep it authentic,
relatable and human
Vidyard’s “Point of View”
Example: Thought Leadership
Approach
Be insightful, interesting, timely.

13. Tip: Consider doing as a
branded content ‘series’
Example: How-To, Tips & Tricks
Vidyard’s “Chalk Talks”
(www.vidyard.com/chalk-talks)
ATTRACT ENGAGE DELIGHT

14. Example: Promotional Videos
ATTRACT ENGAGE DELIGHT
Video can be the
hero itself, or it can
be used to promote
other content, offers
or CTAs
This campaign had >3x
conversion rate on secondary
CTAs compared to our typical
campaigns

15. ENGAGEATTRACT DELIGHT
Purpose
Educate buyers. Generate demand.
Answer solution-level questions.
Approach
Be authentic, relevant, valuable.
Channels
Website, Nurtures, Sales Team,
Partners, Advocates
Tip: Get the script right, keep it to 2 minutes!
Example: Explainers

16. Example: Solution Overviews & Demos
Tip: Keep it authentic; Consider a
collection of short ‘micro demos’ if
you are a product company
ENGAGEATTRACT DELIGHT

17. Example: Customer Stories
ENGAGEATTRACT DELIGHT
Tip: Be proactive in asking clients for
short, authentic testimonials

18. ATTRACT
Purpose
Surprise & delight. Build your brand.
Develop more personal relationships.
Approach
Be personal, engaging, memorable.
Focus on emotional responses.
Channels
Depends on the content and the target
audience.
DELIGHTENGAGE
“Happy Holidays!”
“Meet the Team!”
“Welcome Aboard!”
“Congratulations!”

19. ATTRACT
1-to-1 Video Messages for
Sales and Customer Service
Stand out from others and get higher
response rates on outbound sales efforts
Create engaging content that better delivers
your message in a more memorable way
Delight prospects and customers by creating
a more personal and human connection
DELIGHTENGAGE

21. How do we scale
video without
blowing our budget?
SCALING
How do we do it in a
way that is integrated
with HubSpot?
INTEGRATION
How do we know
who’s engaging and
what’s working?
PERFORMANCE

22. HUBSPOT
VIDEO
Powered by Vidyard

23. SUPERCHARGE
YOUR MARKETING
PROGRAMS
HUBSPOT VIDEO
MARKETING HUB

24. ● Upload your videos directly to
HubSpot for hosting and publishing
on any HubSpot landing page
● Simply upload via the File Manager
or in any HubSpot page editor by
selecting the “Add Video” button
● Easily configure video title and
description, customize the player
colours for your brand
Publishing

25. ● Easily add a custom CTA to the end
of your video to drive the next action
● Use HubSpot’s CTA builder tools to
add an existing CTA or create new
● Even add HubSpot Forms as pre-roll
or post-roll CTA for new lead capture
Video CTAs

26. ● Track video views and audience retention rates
directly within HubSpot
● Additional analytics, including individual viewing
sessions on the Contact timeline, are available with
premium Vidyard packages
Analytics

27. PERSONALIZE
YOUR SALES
PROCESS
HUBSPOT VIDEO
SALES HUB

31. Video for Sales and Service
Example Use-Cases for Your Business
 Outbound sales prospecting to cut through the noise
 Following up with new leads to boost response rates
 Building a more personal relationship throughout customer lifecycle
 Customized product demos, welcome videos, onboarding, etc.
 Enhancing the customer service experience, reducing time-to-close
Everything we just showed for Marketing Hub and Sales Hub is now available for
FREE for all HubSpot Professional and Enterprise users!

32. Who’s Excited?

33. Going Beyond Free: Marketing
With Vidyard’s Premium Tiers:
• Unlimited videos
• Embed videos anywhere, not just
on HubSpot pages
• Automated transcription and
support for Closed Captions
• Advanced calls-to-actions and
interactive annotations
• Video analytics pushed to
HubSpot CRM to trigger lead
scoring and workflows
• Customer success support

34. Going Beyond Free: Sales
With Vidyard’s Premium Tier:
• Custom-branded video sharing
pages (remove HubSpot +
Vidyard branding)
• Access to centralized video
libraries for easy sharing of all
your videos
• Engagement data tracking within
HubSpot CRM

35. Thank
You!