Post on 16-Apr-2017
Building 1:1 customer relationshipsat scale with Personalized Video
Jeff Gadway | Director, Product Marketing
#CX @influitive @vidyard
Lots to cover!per·son·al·izeˈpərs(ə)nəˌlīz/
Verb
1. design or produce (something) to meet someone's individual requirements.
2. cause something to become concerned with personalities or feelings rather than with general or abstract matters.
A new imperative for marketers What is personalized video?How does it work?
5 ways to use Personalized Video to humanize customer marketing
It’s getting harder to capture & retainattention of customers and prospects
More emailShorter attention span
Poor conversion
85 business emails received each day100 by 2018
Whose attention span is longer?
Whose attention span is longer?
8 sec.average person
8.5 sec.goldfish
1.5% ‘average’ conversion
for every 100 sent emails
You Have To Be Believed To Be Heard
?% Physicality
?% Verbiage?%Tonality
You Have To Be Believed To Be Heard
55% Physicality
7% Verbiage35%Tonality
“Remember that a person's name is to that person the sweetest and most important sound in any language”
- Dale Carnegie
How we communicate must change
Personalized video!
Strengthen 1-to-1 relationships
Deliver custom videos at mass scale
Stand out with killer content
What can be personalized?
text
NameJob title
Company namePhone number
images
Company logoLinked in photo
Image of company website
Just use your imagination…
Personalized Videoscan humanize marketing5
ways
1Customer Events
Personalize your invitesDrive attendanceBuild awareness and affinity
2Customer Onboarding
Help visualize using the productInclude their name, logo, cityIncrease personal connection
sample@domain.com Placeholder name
ACME company
Manager
Somewhere USA Computer
2Customer Onboarding
Help visualize using the productInclude their name, logo, cityIncrease personal connection
3Customer Appreciation
Celebrate holidaysMark key customer milestonesMake customers feel respected
4Account Manager Touch Bases
Talking heads convey physicalityAmong most engaging videos
5Customer Acquisition
Video CTAs drive 2X click thruCapture a prospect’s attention
Brand videos
Explainer Videos
Recorded Webinars
Product Tours
Video Selling
Events
OnboardingRecruiting
Fun campaign videos
Personalized Video Throughout The Funnel
Does it work?
Oh yeah!
Generic Personalized0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
Generic Personalized0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
4.5x increase in total/unique click through ratio
increase click-to-openratio
16x
Typicalconversion
for every 100 sent emails
Personalizedconversion
for every 100 sent emails
Lots to cover!per·son·al·izeˈpərs(ə)nəˌlīz/
Verb
1. design or produce (something) to meet someone's individual requirements.
2. cause something to become concerned with personalities or feelings rather than with general or abstract matters.
A new imperative for marketers What is personalized video?How does it work?
5 ways to use Personalized Video to humanize customer marketing
Get the Guide to More Pipeline with Personalized Video
• Uncover the root causes of attention scarcity• Explore individualization, 2016’s content revolution• See a live personalized video campaign and its results• Discover 5 ideas for your own personalized video campaign
vidyard.com/personalized-video-guide/