#CNX14 - Harnessing the Power of Online Video: The Art and Science of Video Marketing
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Did you know… Over 70% of marketers report that video converts be3er than other content types? The Art and Science of Video Marketing Harnessing the Power of Online Video Using video on landing pages can increase conversion by over 80%? athena software.net
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Online video has become a powerful tool for marketers, offering a surefire way to increase conversion rates and engagement in content journeys. Yet for most marketers, video remains a black box with little-to-no visibility into who's watching what, or which videos are having the greatest impact on the bottom line. Join this session to learn about the latest innovations in Video Marketing Platform technology and how to deliver video as a tightly integrated component of email and content marketing campaigns. Learn how you can identify your video viewers, track their engagement in your content, and use video analytics to segment, score, and nurture prospects through the buying journey.
Transcript of #CNX14 - Harnessing the Power of Online Video: The Art and Science of Video Marketing
Did you know…
Over 70% of marketers report that video converts be3er than other content types?
The Art and Science of Video Marketing
Harnessing the Power of Online Video
Using video on landing pages can increase conversion by over 80%?
athena software.net
athena software.net
New Secret Weapon for Content Marketing and Demand Generation
athena software.net
How we’ve been able to Harness the Power of Online Video
athena software.net
athena software.net
1. By using video in our content journey 2. By using video analytics to help us
improve and optimize our content 3. By using the data from videos to make
smarter decisions 4. By using videos in our sales cycle
How Athena has Increased Conversion Rates and Pipeline
athena software.net
• Show and tell: Better engage prospects and deliver more memorable content journeys
• Put our culture and passion on display to show customers WHO we are
• Generate higher conversions on inbound site visitors and outbound marketing campaigns
Why a strategic investment in video as part of our content journey?
athena software.net
Landing Page ! Video ! Case Study ! Video !!Blog Resource Library Benefits
athena software.net
Top 10 Pages August
1 http://www.athenasoftware.net/ 3,289
2 ttp://www.athenasoftware.net/contact_us.html 665
3 http://www.athenasoftware.net/case_studies.html 480
4 http://www.athenasoftware.net/case_management_services.html 377
5 http://www.athenasoftware.net/about_athena.html 374
6 http://www.athenasoftware.net/features.html 354
7 http://www.athenasoftware.net/behavioral_health.html 267
8 http://www.athenasoftware.net/psychotherapeutic_services.html 263
9 http://www.athenasoftware.net/EAP_EFAP_employee_assistance_providers.html 198
10 http://www.athenasoftware.net/whitepapers.html 188
athena software.net
Views are great, but not the end goal.
How do I turn !viewers into customers?
athena software.net
• Track and optimize the performance of each video to maximize engagement & conversion
• Identify our viewers and generate new leads • Track viewing history for lead qualification • Give our sales team better insights • Maximize the impact and ROI on video as a
content marketing and demand gen tool
Why a video marketing platform?
Able to track all video views from our website, social channels, and direct send
athena software.net
1. Able to improve conversion rates and results of content journeys with video
2. Insights from video analytics helped optimize content and improve overall engagement
3. Insights from viewer demographics helped identify potential new markets
4. Identifying viewers and tracking view history in CRM enhances lead qualification and sales
5. Strategic approach to both art and science of video marketing is paying off!
5 Key Lessons Learned
Sample Video ROI Report
Video Throughout the Funnel
Tracking Views in MAP & CRM
• Identify which leads are watching and for how long
• Score, segment and nurture based on actual engagement
• Identify your hottest leads faster and increase funnel velocity
• Provide sales team with incredible customer insight
• Track and report on video attribution to pipeline and $$$
Sample Video ROI Report
Understanding Video ROI
