This document discusses best practices for using video marketing throughout the customer journey. It recommends starting with small steps like adding video to existing marketing content. The engagement stage is identified as an important part of the journey, with techniques like video gating to generate leads. Testing different video placements in emails and on landing pages is advised as it can increase click-through and conversion rates. Case studies of companies successfully using Brightcove's video platform and tools are also provided.

1. Video Marketing for the
Customer Journey:
Next and Best Practices

2. 67%of the buyer journey
is driven through digital
channels and content

3. ©2015 Brightcove Inc3 |
Video is one of the most powerful
ways to drive marketing results

4. 4 |
The Marketer’s Role Has Fundamentally Changed

5. 5 |
Video Moves Marketing Throughout the Customer Journey

6. The journey of a thousand miles begins with a
single step.
- Lao Tzu
6 |

7. Start Your Video Marketing With Small Steps
Start with the Next Practice
Step 1:
Existing nurture tracks and emails: where can you easily add video?
Your Goal is Best Practices
7 |

8. ©2015 Brightcove Inc8 |
Start Your Video Marketing with the Engagement Stage

9. Best Practice Engagement: Video Gating
• Video gating leads to an “exchange” of prospect information for your content.
Make your video content compelling enough to entice the viewer to fill out the
lead gen form with personal information
• Test your gating preferences for each target audience and each type of
content. Results vary and your strategy should reflect tested results
• Gate single videos rather than a landing page to give insight into the content
behind the gate
• Start with mid-roll gating, then A/B test pre and post-roll if results are not as
expected
• Consider “soft gates” if your conversion rates are low
Source: blog.brightcove.com/en/2015/07/getting-started-video-gating
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10. Next Practice Video Gating: OnBase by Hyland
OnBase is an enterprise content
management software company
GOAL
Use video for lead generation
SOLUTION
Use Brightcove Audience tied into their MAP.
Started small with one explainer video. Created
lead gen forms in Video Marketing Suite and
are A/B testing placement for best results.
RESULTS
Branching out to other videos, testing results
against content type to evolve marketing
strategy
©2015 Brightcove Inc10 |

11. Engagement: Email and Landing Pages
55% increase
in email click-through rates
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12. Best Practice Engagement: Emails
• Build a playback page (landing page) home for your video
• Design a thumbnail to entice recipients to play video
• Enable autoplay on your landing page, if appropriate, to increase
engagement and conversion rates
• Generate video player and email thumbnail embeds and tracking codes
• Test the flow and analytics
Source: blog.brightcove.com/en/2015/07/how-include-video-email-campaigns
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13. Engagement: Email and Landing Pages
up to 80% increase
in landing page conversions
13 |

14. Best Practice Engagement: Landing Pages
• Create visual tie between email and landing page
• Focus your landing page on video content and simplify landing page
copy
• Anchor your video with additional valuable text-based content
• Include the call-to-action both in video and on landing page
• Enable your MAP and CRM to push notifications around lead activity
(% watched, time on page). Automate emails to engaged leads or
establish triggers to send MQL to sales
14 |

15. Next Practice Email and Landing Page: Wiley
©2015 Brightcove Inc15 |
Wiley is an international pharmaceutical
company
GOAL
Pulse check their existing database with email to
a video-focused landing page

16. Next Practice Email and Landing Page: Wiley
©2015 Brightcove Inc16 |
SOLUTION
Use Brightcove Audience player on a page
created in their MAP. Also use Brightcove’s
CRM integration to streamline marketing and
sales communications.
RESULTS
Able to update their database based on the
email click-throughs. All video engagements
video have been sent to their MAP for future
targeted communications.

17. Best Practice Email & Landing Page: Overseas Adventure Travel
©2015 Brightcove Inc17 |

18. Best Practice Email & Landing Page: Overseas Adventure Travel
©2015 Brightcove Inc18 |
1. Streamlined images and copy from
email to landing page
2. Landing page focus is one main video
3. Video playlist contains related video
content (itinerary, trip experience,
guides)
4. Text on landing page supports and
extends video content
5. Video placed next to conversion links,
guiding viewers directly to conversion
stage of customer journey

19. ©2015 Brightcove Inc19 |
Video Moves ROI

20. ©2015 Brightcove Inc20 |
Video Moves ROI
• 64% marketers using video can track how a
specific asset is performing (vs 28% non-
video users)
• 43% marketers using video can capture
content metrics across all channels (vs 16%
non-video users)
• 38% marketers using video have a process to
track engagement (vs 12% non-video users)
Source: Aberdeen 2014

21. ©2014 Brightcove Inc21 |
The most comprehensive suite
of video technologies for the needs
of today’s marketers

22. Trusted by the world’s
most recognizable brands