The document discusses the crucial role of video in modern marketing strategies, emphasizing that customers often complete 60%-90% of their purchase journey before reaching out to businesses. Marketers are utilizing video content to engage potential buyers and are focusing on metrics like engagement and conversion rates to optimize their strategies. Additionally, it highlights the importance of integrating video analytics with marketing automation for improved lead scoring and ROI tracking.

1. Beyond the View Count
Using Video to Fuel Demand and Customer Insights
Tyler Lessard
Chief Marketing Officer
Vidyard
@tylerlessard
Michael Ballard
Demand Generation Strategy
& Operations Manager
Lenovo
@mballard5574

2. New Customer Buying Journey
Customers contact a business
when they’ve completed
60%-90%
of the purchase decision process
Customer
Interest
Begins
Customer
Purchase
Decision
Marketers are now engaging, educating, qualifying and ‘selling’ potential buyers
Relying on digital content to build relationships with online audiences

3. https://www.thinkwithgoogle.com/articles/the-changing-face-b2b-marketing.html

4. 6 Billion 4 Billion 79%

5. 99%

6. THE PLAY BUTTON IS THE MOST
COMPELLING CALL TO ACTION ON THE WEB

9. http://www.statisticbrain.com/attention-span-statistics/

10. A Powerful Content Medium
 Engaging
 Informative
 Emotional
 Accessible
http://appliedneurotec.com/neuroscience/effects-of-tv-on-your-brain/

11. Over 70%of marketers report that
video converts better than other content types
- Demand Metric
email marketing by up to 300%- Forrester Research
Video can increase CTRs on
88%of website visitors stay longer
on a site with video prominently displayed
- MistMedia
Most Importantly: It Works

12. Top Funnel – NASCAR VIDEO, TIO BABY
Mid Funnel – PRODUCT TOUR, UNBOX
How We Use Video Today

13. • Views alone don’t pay the bills
• How do we…
– Optimize videos for engagement & conversion?
– Track, and act on, viewing activities of our leads?
– Connect views to pipeline to understand ROI?
• Invested in a Video Marketing Platform
Beyond the View Count

14. • Video Analytics (how well is the video performing)
– Unique viewers, click-through and conversion rates
– Average engagement and drop-off rates
All About That Data
Losing 40% within
first 10 seconds!
60% watched
until the end

15. • Customer Insights for each Prospect
– Who watched which videos, when, how long?
– Number of seconds watched and % completed
All About That Data
Thomas Springfield
ThinkCentre Tiny-in-One Pit Stop Challenge
Lenovo Yoga 3 Pro Product Demo
First Look: Thinkpad 10 Tablet

16. 1. Get the data into Marketing Automation
2. Use viewing data to improve lead scoring
– Score on % watched and actual engagement
3. Use viewing data to drive automated nurtures
– Follow-up communications after watching videos
What to Do with the Data?!?!
VIDEO TYPE 5%-25% 25%-75% 75%-100%
Campaign Videos +5 points +10 points +15 points
Product Tours +5 points +15 points +25 points
Unbox Videos +10 points +20 points +30 points
546471 Apr 6, 2015 11:35 Visit Web Page Watched ThinkCentre TIO: 100%
546470 Apr 6, 2015 11:32 Visit Web Page Watched ThinkPad Unbox: 75%
546266 Apr 2, 2015 12:04 Visit Web Page Watched Yoga 3 Pro Overview: 50%
546258 Apr 2, 2015 12:01 Visit Web Page Watched ThinkPad Product Tour: 100%
Sample lead scoring based on percentage watched

17. Business Impact and ROI Reporting Data…
What to Do with the Data?!?!
4. Funnel reporting
5. Attribution
modeling
6. Content scoring

18. • Video platform built for B2B and Demand Gen
• Eloqua and other technology integrations
• Stable and scalable platform
• Flexible with wide range of value-add features
– Splash screen split testing, CTA’s, redirects, etc
• Can tie videos to the funnel and revenue!
Why Vidyard?

19. Tyler Lessard
Chief Marketing Officer
Vidyard
@tylerlessard
Michael Ballard
Demand Generation Strategy
& Operations Manager
Lenovo
@mballard5574
Thank You!