It’s probably no surprise to you that video is a preferred content medium. Just look back at how you spent your day online yesterday—chances are that you watched at least one video. How could you resist that play button? And you’re not alone: Cisco predicts that more than 84% of all internet traffic will be video by 2018.
500 hours of video content is uploaded to YouTube each minute. 3.25 billion hours of YouTube content is watched each month. Facebook now sees 100M hours of video watched per day by their approximately 1.79 billion users. There are over 300 other video platforms all vying for your video uploads.
Clearly, we have not seen a saturation of video content and experts’ projections continue to rise. We have an almost insatiable appetite for video partly because it’s easier to consume and because of its ability to convey messages quickly and succinctly. Video benefits the viewer and the marketer.
The future of video marketing has arrived. Many companies are producing their own videos covering topics such as product introductions, CEO messages, technical deep dives, demonstrations and various product webcasts. Marketers are also capitalizing on the wealth of videos already posted to link their sites to the most popular views on YouTube, Facebook, and other platforms. The time has come for every company to adjust their marketing programs to include a video strategy. But…
Where does a company begin to understand the complexities of this new marketing frontier where video is being combined with marketing automation?
How does a marketing team navigate this fast moving and uncharted territory of automated video marketing?
What are the platforms and who are the key vendors? What is their role in this video gold rush?
Understanding the digital video ecosystem is a start. Understanding how they fit together gets us one step closer to developing a smart and effective video marketing strategy.
This paper gives you a solid framework to move forward with greater confidence as you make plans to integrate your marketing funnel, campaigns, targeting, and competitive analysis to video.
Programmatic & Video: New Opportunities, New ChallengesDigiday
For agencies buying video, the shift to programmatic presents both challenges and opportunities. A brand client might have four different agencies working together on the same piece of business, and the lines between what is video, what is TV, who buys it and how programmatic divides the pie get blurred.
With the highest average click-through-rate of any digital ad format, video ads are hands down the best way to advertise your business.
Whether you're just getting started with video ads, or a seasoned expert, you absolutely cannot miss our expert's live walk-through of today's most successful ad type.
In this webinar, you'll learn:
- All the reasons Video Ads are so successful (and the data to back it up)
- Why it's critical to integrate Video Ads into your digital marketing plan (no matter what size your business is)
- What you can do to create Video Ads that look expensive but aren't
- How to optimize your new Video Ads for continued success
« La vidéo marketing en B2B : Outil de communication de marque ou contenu marketing digital idéal pour développer ses ventes ?
La vidéo est un contenu marketing de plus en plus utilisé sur Internet. Néanmoins, en B2B elle est souvent utilisée pour valoriser l’image de l’entreprise et lorsqu’elle est utilisée pour vendre, c’est souvent de manière ponctuelle.
Les acheteurs B2B sont de plus en plus isolés devant leur ordinateur pour la recherche d’informations dans le cadre de leur achat B2B. Ils ont à leur disposition une quantité de contenus marketing nombreux et variés lors de leur recherche d’information sur le web. Pourtant, la majorité de ces contenus échouent pour engager le client. Seule la vidéo augmente cet engagement en captivant l’internaute et en facilitant sa mémorisation par la combinaison de l’image et du son.
De plus, même en B2B, la vidéo est de plus en plus partagée sur les réseaux sociaux et consommée de manière mobile, car elle se visionne rapidement et facilement. Dans ces vidéos, les acheteurs B2B veulent trouver des informations qui leur permettent d’avancer dans leur processus d’achat, c’est à dire qui leur apportent une valeur ajoutée par rapport à leurs besoins.
Pour le marketing de contenu, cela veut dire que pour attirer les prospects vers l’entreprise et sur son site web, il faut fournir des contenus qui répondent à leurs besoins et au moment où les internautes les recherchent.
Présentation pour la soutenande de thèse professionnelle dans le cadre du MBA Spécialisé Marketing et Commerce sur Internet de l'ILV - MBAMCI
Going Viral with Video Content Marketing | Explania | Internet WorldExplania - Instruxion
Going Viral with Video Content Marketing - presentation Geert Coppens CEO Explania - Internet World
Agenda:
What is Content Marketing?
Why Video?
Viral Content
Impact on SEO
500 hours of video content is uploaded to YouTube each minute. 3.25 billion hours of YouTube content is watched each month. Facebook now sees 100M hours of video watched per day by their approximately 1.79 billion users. There are over 300 other video platforms all vying for your video uploads.
Clearly, we have not seen a saturation of video content and experts’ projections continue to rise. We have an almost insatiable appetite for video partly because it’s easier to consume and because of its ability to convey messages quickly and succinctly. Video benefits the viewer and the marketer.
The future of video marketing has arrived. Many companies are producing their own videos covering topics such as product introductions, CEO messages, technical deep dives, demonstrations and various product webcasts. Marketers are also capitalizing on the wealth of videos already posted to link their sites to the most popular views on YouTube, Facebook, and other platforms. The time has come for every company to adjust their marketing programs to include a video strategy. But…
Where does a company begin to understand the complexities of this new marketing frontier where video is being combined with marketing automation?
How does a marketing team navigate this fast moving and uncharted territory of automated video marketing?
What are the platforms and who are the key vendors? What is their role in this video gold rush?
Understanding the digital video ecosystem is a start. Understanding how they fit together gets us one step closer to developing a smart and effective video marketing strategy.
This paper gives you a solid framework to move forward with greater confidence as you make plans to integrate your marketing funnel, campaigns, targeting, and competitive analysis to video.
Programmatic & Video: New Opportunities, New ChallengesDigiday
For agencies buying video, the shift to programmatic presents both challenges and opportunities. A brand client might have four different agencies working together on the same piece of business, and the lines between what is video, what is TV, who buys it and how programmatic divides the pie get blurred.
With the highest average click-through-rate of any digital ad format, video ads are hands down the best way to advertise your business.
Whether you're just getting started with video ads, or a seasoned expert, you absolutely cannot miss our expert's live walk-through of today's most successful ad type.
In this webinar, you'll learn:
- All the reasons Video Ads are so successful (and the data to back it up)
- Why it's critical to integrate Video Ads into your digital marketing plan (no matter what size your business is)
- What you can do to create Video Ads that look expensive but aren't
- How to optimize your new Video Ads for continued success
« La vidéo marketing en B2B : Outil de communication de marque ou contenu marketing digital idéal pour développer ses ventes ?
La vidéo est un contenu marketing de plus en plus utilisé sur Internet. Néanmoins, en B2B elle est souvent utilisée pour valoriser l’image de l’entreprise et lorsqu’elle est utilisée pour vendre, c’est souvent de manière ponctuelle.
Les acheteurs B2B sont de plus en plus isolés devant leur ordinateur pour la recherche d’informations dans le cadre de leur achat B2B. Ils ont à leur disposition une quantité de contenus marketing nombreux et variés lors de leur recherche d’information sur le web. Pourtant, la majorité de ces contenus échouent pour engager le client. Seule la vidéo augmente cet engagement en captivant l’internaute et en facilitant sa mémorisation par la combinaison de l’image et du son.
De plus, même en B2B, la vidéo est de plus en plus partagée sur les réseaux sociaux et consommée de manière mobile, car elle se visionne rapidement et facilement. Dans ces vidéos, les acheteurs B2B veulent trouver des informations qui leur permettent d’avancer dans leur processus d’achat, c’est à dire qui leur apportent une valeur ajoutée par rapport à leurs besoins.
Pour le marketing de contenu, cela veut dire que pour attirer les prospects vers l’entreprise et sur son site web, il faut fournir des contenus qui répondent à leurs besoins et au moment où les internautes les recherchent.
Présentation pour la soutenande de thèse professionnelle dans le cadre du MBA Spécialisé Marketing et Commerce sur Internet de l'ILV - MBAMCI
Going Viral with Video Content Marketing | Explania | Internet WorldExplania - Instruxion
Going Viral with Video Content Marketing - presentation Geert Coppens CEO Explania - Internet World
Agenda:
What is Content Marketing?
Why Video?
Viral Content
Impact on SEO
Roadmap to winning b2b sales presentationFileboard
This presentation explains how to create a B2B sales presentation for sales teams wanting to present to their customers and looking to win more business.
Blogging is critical to inbound marketing success. Blog posts not only allow you to demonstrate thought leadership, but they allow you to educate your prospects, answer their questions and solve their problems. Blog posts are also incredible at enhancing the search engine optimization of your website. They help to generate more visits, leads and customers.
This presentation is part of HubSpot's complimentary Inbound Certification. Get started at: http://academy.hubspot.com/certification
gannettlocal Sales Presentation for Atlantic CityJosh Crafter
For our graduate Media Planning class, we were tasked with developing a sales presentation, as gannettlocal, for Atlantic City, NJ. We researched and developed a target market, as well as the best ways to reach them via gannettlocal's products and offerings.
Overseas online sales strategy for Chinese BrandsOxygen 2.0
In this presentation for Chinese brands Oxygen 2.0 highlights how to use inbound marketing best practices in tandem with Western social media channels such as Facebook, Twitter, LinkedIn, Pinterest etc. to increase website traffic, increase sales qualified leads, increase customer acquisition, increase market share and increase revenue
Шаблон презентации о Компании в PowerPoint (B2B)Слайдстор
Шаблон презентации содержит логически выстроенные блоки, с помощью которых можно представить основную информацию о компании, рассказать о продуктах и услугах, истории создания и развития, менеджменте, бизнес-модели и положении компании в отрасли и на рынке. Важным элементом презентации является возможность показать географическое размещение активов на карте России.
Данная презентация может служить хорошим примером структурирования информации о компании для представления клиентам, партнерам или инвесторам.
How Groupon Manages 15 Million Social Relationships Sprinklr
Groupon recently had its fifth birthday. Though still
considered to be a young enterprise, the brand is
valued at more than $6 billion, operates in 48 countries
and is considered one of the fastest growing companies
in history.
The company’s growth is remarkable, but it hasn’t always been easy.
A couple years ago, Groupon acquired an international subsidiary, and in the blink of an eye, this North American startup became a global powerhouse with new customers in dozens of countries.
Groupon needed to find a way to manage consumer relationships, at scale.
Here's how they did it.
Here are 10 good reasons why you should attend Citrix Synergy May 6-8, 2014, in Los Angeles plus one bonus reason that you won't be able to resist!
Citrix Synergy is the premier enterprise mobility conference for organizations seeking solutions that empower people with new ways to work – anywhere, anytime, on any device. Register here: http://bit.ly/1meLPUG
You may be chomping at the bit to get started with contract management, but without the proper building blocks in place, implementations can lead to problems like protracted go-lives, poor system adoption, and runaway project costs. This guide will shed light on the most common implementation pitfalls companies face and suggest strategies and tactics to prevent them.
The Sophisticated Marketer's Guide to LinkedIn: The WebinarLinkedIn
Once you have downloaded the Sophisticated Marketer's Guide to LinkedIn (Free download here: http://lnkd.in/sgm) It's time to put everything into action. The Sophisticated Marketers Guide to LinkedIn: The Webinar is a one hour strategic live webcast with LinkedIn’s senior content marketing manager Jason Miller.
Jason Miller, Sr. Content Marketing Manager at LinkedIn shows you how to tap into the vast opportunities that await your business —increase brand awareness, influence perception, generate leads, and ultimately drive revenue with LinkedIn.
In this exclusive webinar you will learn:
• Why LinkedIn is a necessary part of your businesses integrated marketing strategy.
• How to tap into LinkedIn’s powerful marketing solutions including Company Pages, Company Updates, and gain value immediately.
• How to expand the reach of your content marketing strategies using LinkedIn by sharing relevant targeted content to the world's professionals.
• Go visual or go home. See real world examples and take away key insights for utilizing SlideShare for thought leadership and lead generation.
• And many more tactics that Jason has implemented for social media marketing domination.
Did you see the newest videos of twerking toddlers and cats afraid of cucumbers? Well, your customers have! Keep up with the newest social media trends by incorporating video into your marketing strategy. (Lachanophobic felines and graceful toddlers not necessary.)
By the end of December 2015, Marketing Profs contributor Tyler Lessard had announced that 2015 would be the year of video marketing. The advantages of video content in marketing strategies are undeniable. Whether it is the bite-sized format or the visually stimulating images, video is king for media marketing.
But what constitutes a good content marketing video? And what points should a business touch upon to ensure success? There are key components to any good video content.
To guarantee that you get the most return on your video content marketing, here’s a quick how-to guide to help you along the way.
Throughout 2012, video marketing for B2B marketers undoubtedly showed an upward trend in both effectiveness and popularity, and most industry observers expect this to continue into 2013 and beyond.
Video Marketing to Drive Business Growth Vbout.com
Most marketers are aware of the importance of video and the intense rate at which it is becoming the most important content. The rise of smartphones and faster data speeds have all led to an increase in accessibility and the data shows that people prefer videos more than other content.
Videos are a great communication tool that convey and transmit large amounts of information in a short period of time. Video files have been extensively used in the marketing field to create brand awareness and build a strong customer base.
This document shows how companies can use video marketing tactic into their marketing automation strategy, to nurture their leads to finally make them real customers.of their brand and products.
Video Marketing Trends to Incorporate into Your Marketing PlanJomer Gregorio
Elevate your marketing game with the latest trends in video marketing! Our presentation breaks down the must-know strategies to incorporate into your plan. Dive in for actionable insights that will set your brand apart. Ready to shine? Click to read now!
Full blog here - https://digitalmarketingphilippines.com/video-marketing-trends-to-incorporate-into-your-marketing-plan-infographic/
Video marketing is flooding on social media outlets and website. Here are a few reasons why video marketing should be a part of B2B marketing strategy.
A Hamlet tem ajudado vários dos seus clientes a criar identidades para empresas, produtos, serviços e programas internos. Criámos marcas com naming e design que as tornam visíveis, próximas e memoráveis.
Esta pequena cábula, cortesia da Marketo, mostra como utilizar páginas de empresa, de produto, a publicidade do Linkedin, e os grupos. Não é extremamente técnica mas para quem está a começar pode ser um recurso bastante valioso. Veja por si mesmo.
O consumidor aprendeu a desligar-se da publicidade. A desviar-se de uma entrega de folhetos à saída de uma estação de metro de forma quase tão intuitiva como evita um buraco na calçada (se o vir...).
Mas nem sempre foi assim, nem sempre existiram marcas, ou agências, ou sequer o conceito de publicitário como uma profissão.
Nesta apresentação épica, (e uso o adjectivo sem qualquer problema de consciência, está mesmo muito boa) pode viajar um pouco pela história e evolução da publicidade ao longo do tempo, e ter um vislumbre de como o marketing pode combater a indiferença do consumidor no futuro.
Hamlet has helped many of its clients to create identities for companies, products, services and internal programs. With naming and design, we create visible, close, and memorable brands.
One of the best examples of cringe-worthy marketing is the late-night infomercial—the one you watch when you can't sleep. After an hour, it nearly convinces you that you do need a ShamWow. (How have you ever lived without it?!)
To honor this strangely beloved marketing genre, MarketingProfs presents to you the first ever infomercial slideshare presentation.
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
1. to Better Engage, Qualify, and
Convert Your Buyers
How to Use
VIDEO CONTENT AND
MARKETING AUTOMATION
2. WHY VIDEO?
It’s probably no surprise to you that video is a preferred
content medium. Just look back at how you spent your day
online yesterday—chances are that you watched at least one
video. How could you resist that play button? And you’re not
alone: Cisco predicts that nearly 80% of all internet traffic will
be video by 2018. That’s a significant majority!
But consumer desire isn’t the only thing video has going for
it today. In fact, when you pull back the curtain and dive into
video’s performance, an Oscar-winning show is delivered
from every angle, helping more and more modern marketing
teams hit their goals.
In this ebook, you’ll learn:
• Why video is an important component of your
marketing programs
• How to use video strategically for lead generation
• Why video and your marketing automation platform
are a powerful combination
• How to lead score with video
• What video marketing metrics you must track to align with
video goals and measure success
3. Here are the top five reasons why video is worthy of a key spot
in your content marketing and demand generation programs:
3
1. Video Drives Higher Engagement and
Retention Rates: When it comes to
attention spans, we’ve all drawn the short
straw. Eight seconds short. That’s how
long you have to capture your audience’s
attention. Which means you should be picky
when it comes to the content you’re serving
to your audience. Video is a great content
medium to capture that attention because,
according to Invodo, 65% of viewers watch
more than three-fourths of each video
consumed, notably higher than text-based
content.
2. Video is the Winning Medium in Driving
Conversions: We’re going to go out on a
limb here and say that there’s a pretty good
chance that one of your major content
goals is to drive leads to sales. Video can
help here too—sometimes even more than
any other content medium, depending on
your business and audience. But don’t just
take our word for it, 70% of marketers say
video is the most effective means to driving
conversions. Product videos alone can
increase purchase intent by up to 85%.
3. Video Improves the Results of Other
Content Assets and Marketing Channels:
Videos are powerful stand-alone content
assets, but they can also do well in a
supporting role. In fact, adding video to
the promotion of your other content
assets can boost their performance.
4. You Can Gain Incredible Insight into
Consumption Behaviors and Purchase
Intent: Your marketing automation
platform may have told you that a
potential customer downloaded your
latest ebook on improving client
happiness with great technical support.
Cha-ching! But wait, what did she do
after that? Did she read it? Did she print it
off and use it as a coaster for her freshly
brewed coffee?
Or did she re-read the part about the
timing of a return support call over
and over? You’re not sure, are you?
The Impact of Video
On Common Mediums
TOP 5 REASONS TO DO VIDEO MARKETING
Adding video to
email creates
2-3 times as
many click-throughs.
(Forrester)
Adding video to a
landing page can
increase conversion
by 80%.
(Eyeview Digital)
Adding video to
your website can
increase the chance
of a front page
Google result by
53 times.
(Forrester)
Adding video to your
social mix means
audiences are
10 times more
likely to engage and
share your post.
(Content Marketing
Institute)
4. TOP 5 REASONS TO DO VIDEO MARKETING
5. Brands Have Easier Access to Video
Now Than Ever Before: Buyers expect
video content and continue to increase
the time spent consuming videos. In fact,
according to Cisco, nearly 80% of internet
traffic will be video-based by 2018. Lucky
for marketers, technology has adapted
to provide less-expensive alternatives
for companies looking to meet these
consumption cravings on their own.
Long gone are the days of $50K production
budgets for every video produced. Here
are the major technological advances that
make this possible:
Accessible Tools for Recording and Editing:
That smartphone by your side is actually a
quality, 1080p recording device. And the
cost of other recording devices such as
GoPros, webcams, tablets, or even digital
cameras has come down in recent years.
Even editing tools are becoming more and
more affordable.
Online Production: There are now a
plethora of online video production tools
like Vidyard Studio, GoAnimate, and
Camtasia, which help you to create a
professional video without even leaving
your desk.
Hosting Distribution: The barriers to
distribution are also disappearing. Today,
you can easily share videos across public
networks like YouTube, Vimeo, Facebook,
and Vine. You can also target videos
towards a specific audience on your
website, embed them in email marketing
campaigns, or even keep them private for
internal use. While managing all of these
different channels may seem daunting at
first, a video marketing platform can make
it happen in a snap.
Video Marketing Platforms: These
platforms (which are different than
hosting platforms) are on the rise. Video
Marketing Platforms offer marketers the
insights they need to constantly improve
the performance of their videos, maximize
audience engagement and conversion,
identify individual viewers and track their
viewing history, and turn that visibility
into stellar, and more importantly—
measurable—ROI.
4
5. Example of In-Video Gating
5
Videos don’t always have to exhibit flashy, fluffy content. On the contrary,
video is actually capable of a lot more. In fact, with the use of email gates
and calls-to-action (CTAs), it’s a prime medium for lead generation! Let’s
dive into each of these methods to learn how to build your lead flow.
In-Video Gating
We’re all familiar with the concept of gating
assets, asking for lead information before
offering a high-value asset. Some gates
are simple—they may only ask for an email
address, while others are more complex,
requesting name, company, email, and phone
number. Either way, the concept is the same:
someone who was once a stranger is now a
known, viable prospect. The acquisition of this
contact information means you can now start
conversing with them through an email, nurture
program, or maybe even a sales call.
Video gating works in the same way as the text-
based content you’re familiar with. Generally
used on high-value video content like webinars,
these gates ask for contact information before
the video can be watched.
VIDEO FOR LEAD GENERATION
6. 6
CTAs
You’re probably already putting
calls-to-action to use throughout
your website. Why? Because you’ve been
taught that if you don’t ask,
you won’t get. And video is no different.
Uploading a video to your site and letting
the screen fade to black is a big no-no and a
massive missed opportunity.
If a buyer made it to the end of the video, you’ll
want to capture that interest and/or direct
her toward the next logical step. Video CTAs
generally come in three forms:
1. Annotations: An annotation is
a way to add text and links over
the top of your videos on YouTube. You can
have them conveniently pop up at any point
during the video. Use annotations to get
viewers to subscribe to your channel, or link
them to other video content you want them
to view.
2. Pop-Out CTAs: Annotations are limited in
design, so if you want more creative control
over your video CTAs, try using a pop-out
CTA or form that encourages further action
and collects contact information.
3. End-of-Video CTAs: Don’t let your video
fade to black. End-of-video CTAs are
essentially the same as pop-out CTAs in their
ultimate goal, but they show up at the end of
your video inside the player window. Utilize
these to direct a viewer towards your desired
next step or try embedding a contact form
and offering a download in return.
Vidyard used a split test to determine
whether adding a call-to-action to the end
of their home page video would affect how
prospective customers signed up for trial
accounts. The findings? Viewers who received
the CTA at the end of the video converted
to trials at a rate of 21% versus 1% of viewers
who didn’t get the CTA. That’s a huge
difference! The simple yet effective inclusion
of an end-of-video CTA will clearly make an
impact on your company’s marketing efforts.
VIDEO FOR LEAD GENERATION
Example of
Pop-out CTA
Example of
End-of-Video CTA
7. When a prospect enters your site and interacts
with certain marketing content, they are giving
you clues about what aspects of your product
or service they’re interested in. Watching a
webinar, downloading an ebook, reading
a blog post, and visiting your pricing page are
all indications of a potentially interested buyer
at a certain stage of the buying journey.
Marketing automation helps you send your
prospects and customers the right message
at the right time.
Why Add Video?
You may have already integrated other content
with your marketing automation platform so that
you can track downloads and lead generation—
but are you using video? Given that Invodo
reports that 93% of marketers use video, there’s
ample opportunity to discover buyer interest
based on video consumption behaviors. For
example, if Jeremy visited your website last week,
watched the entirety of your explainer video,
viewed two customer testimonial videos all
the way through, and then consumed 87% of a
recent webinar, you’d probably infer that Jeremy
is a highly qualified lead.
But you’d only be able to determine this if you
track video viewing behavior.
By integrating video data into your marketing
automation platform, you can gain insight
into the viewing behavior of an individual lead
that can guide lead qualification and indicate
purchase intent. You can track which topics
buyers are interested in, how much of each
video they’ve watched, and even if they’ve
re-watched certain components.
VIDEO AND YOUR MARKETING
AUTOMATION PLATFORM
7
Marketing automation is a process used by marketers in an effort to
simplify, automate, and personalize the marketing process. In other words,
marketing automation uses technology to identify prospects and help
move them through your sales funnel.
8. Hold On … I Can Identify and Track Who’s
Watching My Videos?
If you want to track the viewing activities of
individual prospects, hosting your videos on
YouTube just isn’t going to cut it. A modern
Video Marketing Platform (VMP) will enable
you to host all of your videos in the cloud and
customize the playback experience with email
gates and CTAs. A VMP will also allow you to
track your individual viewers and push their
viewing data into lead records in your marketing
automation platform.
How Does It Work?
When an unregistered visitor, like Jeremy, first
lands on your website, he is assigned a tracking
code by the video player. This allows you to
start tracking his viewing actions even before
he provides any identifying contact information.
As he watches videos on your main website or
campaign landing pages, these activities
are tracked.
When he ultimately provides his contact
information, a profile is created for him in
your marketing automation platform, where
all future video viewing behavior is tracked.
His lead score, or the potential of him
converting, is then adjusted accordingly.
And based on this number, he’ll either be sent
over to sales or continue in a nurture program
where you can serve him content that’s relevant
to his interests (based on previous activities
you tracked).
By combining video viewing data and your
marketing automation platform, you can
identify more hot leads in an expedited
fashion and provide your sales team with the
insights they need to convert more prospects.
What’s not to love?
VIDEO AND YOUR MARKETING
AUTOMATION PLATFORM
“Recording individuals’
video engagement helps us
to score prospects more
appropriately, understand
potential customers’ needs,
and target specific content
based on areas of interest.”
— Alex Dias
Business Systems Analyst, Mimecast
8
According to Invodo
of marketers use video.
93%
9. Strategic Opportunities
Having video viewing data directly within your
marketing automation platform presents the
following opportunities:
• Lead Capture: Use a simple email gate
at the start of videos that are targeted at
buyers further down the funnel to generate
new contacts that can then be synced
to your marketing automation platform.
• Automated Follow-up: Create automated
programs in your marketing automation
platform that can immediately email a
contact following her completion of a
video. You can align the content of the
email to the topic of the video to ensure
you are providing buyers with next steps
that are relevant to their interests. You
can even customize what’s sent based
on how much of the video they’ve
actually completed.
• Lead Scoring: Additionally, you can use
video viewing data as criteria in your lead
scoring program. This means you’ll be able
to identify buyers as highly qualified and
pass them on to sales instead of letting
them fall through the cracks. We will go into
much more detail on lead scoring in the
next section.
• Contact Segmentation: With viewing data
available in your marketing automation
platform, you can segment campaign lists
based on:
• The topics of videos your buyer has
viewed (e.g. Is she focused on a specific
product? Solution? Industry?)
• The level of engagement she displays
(e.g. Did she watch all videos to the end,
or did she abandon them after a few
seconds?)
• The timing of her video views
(e.g. Is she actively watching several
videos in a short time frame? Are her
views all recent, or are they from six
months ago?)
VIDEO AND YOUR MARKETING
AUTOMATION PLATFORM
9
10. Lead Scoring with Video
You’ve already seen how leaving video off of
your radar could mean missing out on valuable
buyer insights and engagement opportunities.
Another critical aspect of including video as part
of your overall marketing strategy is ensuring
that video plays a role in how you are evaluating
the quality of your leads—AKA lead scoring!
What Is Lead Scoring?
Lead scoring is the act of assigning scores to
leads based on the perceived value that lead
represents for the organization. The score is
used to guide marketing and sales’ interactions
with buyers. The higher the lead score, the more
likely the lead is to find value in your service or
offering, the more likely he is to convert, and
the better the opportunity is for sales to engage
this prospect.
Generally, the actual score is often broken into
two categories:
1. Explicit Characteristics: These are the
‘hard facts’ about your prospects, mainly
demographic and firmographic criteria
like the size of the company, the industry,
the prospect’s position at the company,
his location, etc.
2. Implicit Characteristics: These are the
more subjective attributes, such as a
prospect’s interest in your products. They
are often measured by a buyer’s digital
interactions and behavior.
Both marketing and sales should collaborate on
the appropriate value to assign each explicit and
implicit characteristic. Attributes that indicate a
greater likelihood of a prospect converting to a
customer receive higher scores than others.
VIDEO AND YOUR MARKETING
AUTOMATION PLATFORM
10
11. Adding Video to the Score
This all makes sense, but what about video?
How do you add that into your lead
scoring strategy? Without video in your lead
score, viewing behavior that’s indicative of
buyers’ interests is overlooked when identifying
quality leads. And you might be missing out on
some key opportunities.
But it’s about more than just whether or not a
prospect has watched a video. There are three
components of video viewing behavior that
impact video lead scoring: the topic of the
video, the percentage consumed of the video,
and the total amount of time spent watching
the video. Let’s illustrate these with an example.
Picture yourself running a company called:
“Swift Writers”, a franchised business that
teaches a patented course on writing marketing
copy that converts. As a marketer at Swift
Writers, your job is to find new opportunities
for franchisees.
These opportunities might be in the form of
one of these two buyers:
Buyer A (Jenny) has watched three videos on
your site over the past few days:
1. An explainer: “What is Swift Writers?”
2. A thought leader interview: “The Science
Behind Copy that Converts”
3. A webinar: “Making the Most of Your
Writing Abilities”
Buyer B (Brent), on the other hand, has
watched these three:
1. A how-to video: “How to Create More
Clickable Copy”
2. A product video: “How to Apply for Your
Own Swift Writers Franchise”
3. A pricing video: “What’s the Real Cost of
a Swift Writers Franchise?”
Based on this behavior, you’ll be able to deduce
pertinent information about both buyers’
purchase intention with these three methods
of lead scoring:
1. Topic-Based
2. Percentage-Based
3. Volume-Based
VIDEO AND YOUR MARKETING
AUTOMATION PLATFORM
11
“Integration is key. Integrating
your video viewing data with
your marketing automation
platform provides a wealth
of knowledge on individual
leads, giving you real-time
insight into who’s watching
your videos, when and for how
long.”
— Adele Cavanagh
Marketing Automation Manager,
Dynatrace
Who
How Long
When
12. Topic-based
Topic-based lead scoring identifies which topics your buyers are interested in. This helps
you to customize their marketing journey with more content that’s aligned with their interests.
Topic-based scoring also helps sales have more meaningful conversations when they know
what Buyer A or B is interested in.
VIDEO AND YOUR MARKETING
AUTOMATION PLATFORM
12
Video Points Jenny Brent
Explainer +4
Thought leader interview +5
How-to video +7
Webinar +10
Product video +12
Pricing video +15
Total Topic-based Lead Score 19 34
12
13. Percentage-based
Percentage-based lead scoring looks at the amount of a video a prospect has consumed.
This is an extremely important metric since someone who simply clicks play on, say, a bottom-of-
the-funnel webinar, but doesn’t watch more than the intro, shouldn’t really be scored as high as
someone who watches it all the way through. At Swift Writers, your model might look something
like this:
See below for both buyers’ consumption of the videos they clicked play on and how they would be
scored according to your model.
VIDEO AND YOUR MARKETING
AUTOMATION PLATFORM
13
Video Clicked Play Viewed 50% Viewed 90%
Explainer +1 +2 +3
Thought leader interview +1 +3 +8
How-to video +1 +3 +8
Product video +1 +5 +20
Pricing video +1 +5 +12
Webinar +1 +8 +17
Video Jenny Pts Brent Pts
Explainer Viewed 90% +5
Thought leader interview Clicked Play +1
How-to video Viewed 50% +3
Product video Viewed 90% +12
Pricing video Clicked Play +1
Webinar Viewed 90% +20
Total Percentage-based Lead Score 26 16
14. Volume-based
Volume-based lead scoring looks at the aggregate amount of video minutes consumed. If you
only consider the topics of videos viewed or the percentage of each one consumed, you’ll miss out
on the total amount of time a lead is spending consuming your content, which is a strong indication
of interest. Swift Writers measures volume like this:
And for Buyer A and B’s video consumption, their lead scores looks like this:
When you compile all video viewing behavior for both buyers, their video lead scores are
65 and 53, respectively. So…who’s the better lead?
VIDEO AND YOUR MARKETING
AUTOMATION PLATFORM
Prospect Has Viewed Last 24 hrs Last 7 days Last 14 days
10 mins of video +10 +5 +2
30 mins of video +14 +7 +3
2 hrs of video +20 +10 +4
Prospect Has Viewed Jenny Pts Brent Pts
10 mins of video In last 24 hrs +10
30 mins of video In last 14 days +3
2 hrs of video In last 7 days +10
Total Volume-based Lead Score 20 3
Jenny Brent
Topic-based Lead Score 19 34
Percentage-based Lead Score 26 16
Volume-based Lead Score 20 3
Total Video Lead Score 65 53
14
15. Of course, goals will differ depending on your
digital marketing needs and the opportunities
throughout your funnel. Here are some of the
most common goals for videos:
• Increasing brand awareness
• Driving further action
• Collecting more leads
• Converting those leads
This section gives you an overview of
which metrics you can track for each one
of these goals.
Increase Brand Awareness
If you’re trying to improve the reach of your
brand, the best way to measure success is
through engagement. Look at things like
the number of views, shares, and likes. But
remember, this is really only a measure of
success for extremely high-level, top-of-
funnel content. More likely than not, you’re
going to want to incorporate these metrics
with some of the others below.
Metrics:
• Number of video views
• Drop-off viewing rates at half, three-
quarters, and end of video
• Number of shares, likes, and comments
• Percent of viewers who shared, liked,
or commented
USING VIDEO ANALYTICS TO UNDERSTAND
PERFORMANCE AND IMPACT
15
Before determining which video analytics you’ll use to measure performance,
first you really need to understand your goals. How can you determine if your
video’s a success or not if you haven’t defined success in the first place?
Metrics for
Measuring Video Success
Views
Shares
Likes
Comments
16. 16
Drive Further Action
Since videos are so clickable, what better way
to use them than to capture attention and
direct it towards another high-value asset or
experience online? You can use a video promo
to promote downloads of a new guide or send
customers to learn more about a new product.
Either way, if the purpose of the video is to
drive further action, you should be tracking
click-through rates. How many people are
actually responding to your call-to-action?
Metrics:
• Number of click-throughs per video
• Percent of viewers who clicked through
Collect More Leads
Videos can be more than “starter content”,
you can actually capture leads from right within
a video itself. Whether it’s an email gate at the
start of a video, a pop-out form in the middle,
or a final form at the end, if your content’s
worth it, you can capture new leads.
Looking for a place to use this? Try collecting
leads on your promotional videos by adding a
form at the end of a campaign video for buyers
to input their information and download your
high-value asset.
The metrics you’ll want to keep track of here
are the number of leads generated per video
and the conversion percentage of those who
clicked play on the video. And don’t forget
to compare videos to one another—a high
performing video can act as a benchmark for
future gated videos.
Metrics:
• Number of leads per video
• Percentage of viewers converted to leads
USING VIDEO ANALYTICS TO UNDERSTAND
PERFORMANCE AND IMPACT
17. USING VIDEO ANALYTICS TO UNDERSTAND
PERFORMANCE AND IMPACT
17
Convert Those Leads
It’s the moment we all dream of and relentlessly
pursue: driving leads to close. So measure
the impact of your video content on turning
viewers into customers! Are buyers who
watch your videos eventually becoming won
deals? How quickly? And how much are they
contributing to the bottom line?
Metrics:
• Number of leads closed from a
particular video
• Average time to close from a video view
• Average deal size of those influenced
by particular video
• First-touch and multi-touch
attribution tracking in your
marketing automation platform
Don’t Forget to Evaluate Your Video Overall
Beyond reaching your higher-level marketing
goals, you can also measure the effectiveness
of video as a medium. The most important
metric for this is attention span. In other
words, are viewers abandoning your video after
watching only 10% of it? Or are they sticking
around and consuming the entirety of your
visual masterpiece?
On an individual basis, the former might
suggest that a lead isn’t well qualified, but in
aggregate, if viewers are dropping off early,
it’s likely an indication of opportunity for
improvement. Generally, your videos should be
retaining 60% of viewers until the very end, and
a high-performing video will retain 80%.
18. AND...CUT!
From embarking on lead generation, integrating
with your marketing automation platform, using
video to lead score, and measuring video marketing
performance, you now have the tools to press play
on a video marketing strategy that engages
and converts!