GOT VIDEO? GET LEADS.Wednesday, Aug. 5, 2015

Vidyard & Demand Spring Present

DEMAND SPRING + VIDYARD

Close the attribution gap •95% of marketers say video is more important to their demand gen programs...BUT!

•Fewer than 10% are using video to generate new leads, qualify existing ones, or close deals.

Build a proper video strategy•Align video creation and use with your demand gen goals.

•Greater insight into the types of videos to produce for each stage & marketing persona, and the right tools to measure attribution and ROI.

•Integrate fully with your existing programs and marketing automation software.

•Access a range of services from video content audits to full-blown strategies, content production & Vidyard implementation.

2

VIDYARD – COMPANY OVERVIEW

3

“”

We help companies drive more revenue through the strategic use of online video.

DEMAND SPRING – COMPANY OVERVIEW• A demand-marketing consultancy with award-winning client-side and channel

expertise

• Three integrated service lines: Strategy, Content & Technology

• Team of 20 Marketing Strategists, Video Developers, and Marketo Certified Experts

• Client-side experience: IBM, Cognos, Yahoo!, Constant Contact

• Client list: Staples, Canon, Box, Qlik, Northeastern University, Halogen, Four Seasons, VMware

4

WHY GREAT CONTENT, MARKETING AUTOMATION, AND ACTIONABLE ANALYTICS ARE PITCH PERFECT FOR YOUR MARKETING PLAN.

VIDEO IS ON THE RISE

6

Every day, over 4 billion videos are watched on

Facebook

Every month, over 6 billion hours of

video are watched on YouTube

By 2018, video will account for 80% of all

web traffic

VIDEO IS MORE VISUAL

7

72% of B2B buyers watch videos

throughout their entire path to purchase!

Nearly half view 30 minutes or more of video content while

researching.

Up to 90% of the purchase decision now

happens online

VIDEO ENGAGEMENT + SALES FUNNEL

8

“One-and-done” is never a reality ingenerating inbound leads.

•Use “Interest” based videos to convert a viewer into a lead.

•Use “Learn/Evaluate” videos toturn a new lead into a warm lead.

•Use “Justify” videos to turn a warm lead into a customer or advocate.

HOW VIDEO IS NOW AN ROI STAR

9

• Web visitors expect video.

• 60% of site visitors will watch video before reading text.

• Visitors will stay on your website approx. 2 minutes longer.

• Homepage videos can increase conversions by 20%.

• Viewable in more places.

• Good content + Automation + Analytics = Measurable Proof.

PROVE ROI – ANALYZE KPIs

Compare Marketo/Vidyard to the following Outbound/Inbound KPIs:

•Earned Media – Social behavior (WOM)- Social proof (shares after promoting)

•Engagement – (Likes, shares, conversations) 

•CTR (Click-through-rate)- Clicks a call to action 4% + is commendable!

•Completion Rate- Did they watch the entire video? How captivated are they? 

•Placement Performance- What channel brings in the most viewership? (blogs, social media, website, etc).

10

FIVE KEYS TO AN EFFECTIVE VIDEO MARKETING CAMPAIGN

ONE: BE EFFICIENT

12

• It’s not only about producing short videos, but rather using creative strategy to efficiently communicate with viewers.

• Use longer content later in the journey.

TWO: MAKE THE RIGHT VIDEOS FOR THE TARGET

13

INTEREST (15%) LEARN/EVALUATE (65%) JUSTIFY (20%)

• How to videos• Webinars• Interviews• Fun content• Culture• Vlogs/Education

• Product Videos• Animated Videos• Explainer Videos• Video case studies• Testimonials

• FAQ Videos• Training • Resource videos

THREE: PLAN & OPTIMIZE FOR SUCCESS

Before you post. Evaluate P.O.S.T. •Platform: Vidyard, YouTube, Blip.tv, Veoh, Facebook, Vine, SnapChat, etc.

•Optimization: Vidyard tags, SEO keywords, YouTube channels, social media.

•Strategy: Always think “recyclable” and “adaptability”.•Timing: Length of the video. When is the DISCOVERY MODE? – Tuesday & Thursday – 12:00 - 3:00pm.

P.O.S.T. 14

FOUR: INTEGRATE WITH MARKETING AUTOMATION AND CRM• Step One: Create content, Publish, Manage, Engage from one place

• Step Two: Customize, Test, Integrate, Convert

• Step Three: Track, Compare, Score

• Step Four: Re-engage with precision

15

FIVE: PLAN & STRATEGIZE FOR CONTENT SCALABILITY• CREATE: Find the sweet spot between

your audience needs & your brand promise.

• COLLABORATE: What partners, brands,or customers can help you increase social proof?

• CURATE: What will create discussion, comments, and calls-to-action?

16Reference: Think with Google

QUICK START PACKAGE

• Video Marketing Strategy Workshop- Hands-on insight on how to optimize videos and

promote efficiently. - Audit of current practices- Recommendations

• Solution Design and Integrated Workshop- Defining Integration and best practices- Lead scoring, lead nurturing, smart lists, and

analytics- Implications of integration

• Platform Implementation

• Marketo Integration- SMART lists, lead scoring, lead nurture

development of 5 nurture streams. - Analytics reports

• Post-Implementation/Integration Review

• Training17

THANK YOU

18

Demand Springwww.demandspring.com

@DemandSpring

Vidyardwww.vidyard.com

@vidyard

Learn more about the Vidyard Quick Start program now