The document discusses using video marketing across the customer journey. It provides statistics on the effectiveness of video and outlines key trends in B2B video usage. Various content types are suggested for different stages of the buyer's journey from awareness to advocacy. Examples are given of how specific companies improved metrics like downloads, traffic, and responses by adding video content or changing their video strategy. The presentation emphasizes testing different video opportunities and using data to optimize efforts.

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Marketo @ Marketo: The most Engaging videos of 2019

2. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
KateDoyle
SeniorMarketingManager,Adobe
kdoyle@adobe.com
linkedin.com/in/k8doyle

3. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
HousekeepingRules
▪ This webinar is being recorded! Slides and recording will be sent once the webinar
finishes
▪ Questions? Use the chat box and we’ll answer any questions at the end of the webinar
▪ Posting to social media? Use our hashtag #mktgnation

4. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Video Marketing Works.
72%
of B2B buyers are
watching videos
to help them
make buying
decisions
* As of Jan 2019
83%
of marketers’
report that video
is becoming a
more important
contenttype for
driving businesses
59%
of marketers’
report video
converts better
than other forms
of content
80%
of the world's
internet traffic
will be video by
2021

5. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Key Trends for Video in B2B
1. Strategic use of video on websites to drive conversions
2. New video content strategies for social and email
3. New types of video experiences open up new opportunities
4. Strategic use of video analytics and viewer engagement
data
5. 1-to-1 video messaging for sales, ABM and customer
success

6. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Video Content Types
Content Role:
• ConnectsEmotionally
• Createsproduct
awareness
• Encouragesresearch
Content Type:
• InspirationalVideos
• Fun infographic Videos
• Videoson shared
topics/pain points
Attractthe customer and
acquire New Names
AWARENESS
Content Role:
• Solves Pain Points
• Delivers productfeatures
• Is helpful
• Is Specific
Content Type:
• Webinar On-Demand
• Event Invites
• Live Streaming
• ProductOverview Video
• 1-2-1 prospecting videos
• 1-2-1 Video Voicemails
Educate and nurtureLeads to
Opportunity
Consideration
Content Role:
• Why Chose you?
• Offersvalue
• Reassures
• Createsurgency
• Promotions
Content Type:
• AnalystReports
• Case Studies
• VIP Event Invites
• Demo Videos
• Sales Meeting Re-cap
• ContractWalkthrough
Accelerate Opportunity to
Close/Customer
Decision
Content Role:
• OffersSupport
• Encouragesfeedback
• Offersincentives
• Providesnew product
updates
Content Type:
• How-to ProductVideos
• Customer highlightVideos
• 1-2-1 Help and Support
Videos
• Acts of Gratitude videos
Nurturecustomer to
Advocacy
Delight

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AWARENESS
V’s
Sales and marketing is crucial for success. Watchthisvideo
and tell us ifthis sounds familiar?
+36% more Downloads

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CONSIDERATION
“Watch Video Demo” as the main goal
Pro Tip:
Drive traffic to places that are
most impactful for your
business.
Old Website New Website

9. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
CONSIDERATION
“Watch Video Demo” as the main goal
Old Website New Website
+1,103% more traffic to our 4 MIN
DEMO

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CONSIDERATION
If a prospect watches more than 70% of the
DEMO + It’s an account under our ICP do this:
• Add extra behaviorscore points.
• Create an Act Now.
• Notify the SDR Team.

11. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
CONSIDERATION
Prospecting Emails Webinar Invites
+50% more responses Audiences gaze 5x longer at video content
in their feedcompared to static content
[SOURCE:FACEBOOK]

12. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
CONSIDERATION
On-demand Webinars
Only around 20-30% of the
webinarregistrants will
attend it LIVE!
The on-demand version
gets more views than the
LIVE event.

13. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
CONSIDERATION
Pro Tip:
These don’t have to be Oscar
winning videos- they have to
tell a story of how your
customer is better today with
your solution
Case Studies

14. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
DECISION
https://engage.marketo.com/ncr-graham
PersonalisedEvent Invite

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DECISION
Email Replies
90% response rate to this
email invite.
100% attendance to the
event!

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DECISION
Showcase your champions
Using video to
highlight
customers that
are succeeding +
sharing with
others

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DELIGHT
Showing
customers how
vs. tellingthem

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DELIGHT
In-product help videos
Using video to help
customers post-
purchase

19. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Key Takeaways
6X Faster Dealswith VideoLEAD CUSTOMER
V’s

20. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Key Takeaways
▪ Video marketing provides real results!
▪ Look at all the opportunities to use video across all the funnel
▪ No need for Oscar winning videos – keep it simple!
▪ Choose the technology that can give you the right insights to analyse

21. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
KateDoyle
SeniorMarketingManager,Adobe
kdoyle@adobe.com
linkedin.com/in/k8doyle
THANK YOU

22. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Q & A