Lead love vidyard

Loving Leads that Love Video

Ian Hutchinson @Ihutchinson Ian@vidyard.com Video Marketing Specialist

AUDIENCE

▶ Marketing/Communications

▶ Sales

▶ Techie

▶ Agency

▶ Other#LeadLoveDenver @Ihutchinson @Vidyard

I Almost didn’t Come to this Event

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How do I look?First Impressions?What are you hoping to learn?

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Tweet Time

Lead Love:

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SALES LOVES LEADS TOO

Tactical Tips! I Want to Help

Rapportive (Gmail Plugin)

Ad Blocker (no more internet/YouTube ads)

Spotflux (VPN - Canadian Netflix)

Ghostery (cookie tracker)

Alexa (website traffic rank)

#LeadLoveDenver @Ihutchinson @Vidyard

AGENDA

▶ Me & the Funnel

▶ Why Video?

▶ Pitfalls & Getting Started

▶ YouTube

▶ Success Stories

▶ Best Practices with Video

▶ Tracking and Measuring Rapport

▶ Campaigns

#LeadLoveDenver @Ihutchinson @Vidyard

Shave Time, Shave Money

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ME & SMARKETING▶ IBM

▶ Vidyard – We are hiring

▶ Selling to Marketers

▶ Learning what Marketers do

▶ Producing Beautiful Content

▶ Smarketing & Working together

#LeadLoveDenver @Ihutchinson @Vidyard

#LeadLoveDenver @Ihutchinson @Vidyard

#LeadLoveDenver @Ihutchinson @Vidyard

Right Message Right Time Right Person

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Video Has Changed

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Some 2014 Landmarks

• Video is 90% of Internet Traffic

• Netflix and YouTube each made 4.5 Billion Last Year

• Video allows marketing to build Rapport

• CMOs are Getting a Bigger Budget

#LeadLoveDenver @Ihutchinson @Vidyard

#LeadLoveDenver @Ihutchinson @Vidyard

Where are you at with Video?

A. No VideosB. No IdeaC. SometimesD. OftenE. LOVE VIDEO

#LeadLoveDenver @Ihutchinson @Vidyard

What are the Goals?

Awareness?

Leads?

Revenue?

Sales enablement?

Support & Training?

Communication?

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Where are most Companies at with video?

• Recognize ‘Why Video’

• 100+ Videos

• 1000+ Webinars

Where is the ROI? Who owns video? No strategy!

#LeadLoveDenver @Ihutchinson @Vidyard

What are the Pitfalls?

• Production

• Strategy – content, process, people and plan

• Distribution

• Routine and re-using/re-purposing content

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Camera Shy?

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Tweet Time

What is your pitfall?Funny pictures?Marketing quotes?

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What Do I Need to Produce a Video?

#LeadLoveDenver @Ihutchinson @Vidyard

Where Can I Get Content?

• Internal

• Agency

• User Generated

@imagebrew (local high end production)

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What Should I Keep in Mind?

• Attention Span

• Personality

• Purpose

• Audio

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Common Themes

• Splash screens matter!

• Short attention spans

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Examples of Cool Use Cases

• Rockwell + GoPro

• Pebble & Kickstarter

• Salesforce Video Library

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Distribution

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Distribution

• Email• Website• Social asset• Sales Asset• Blog

Partners & Advocates• Press Release

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Using Video in Email

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YouTube

• Search and SEO

• Drive individuals back to your .com

• ReelSEO

• YouTube.com/advertise

#LeadLoveDenver @Ihutchinson @Vidyard

Home Depot

#LeadLoveDenver @Ihutchinson @Vidyard

What are the Metrics?

• Impressions• Views • Engagement• Subscribers• Session Time (YouTube)• Site Stickiness/SEO• Video CTAs

#LeadLoveDenver @Ihutchinson @Vidyard

THE VIDEO ANALYTICS DILEMMA

▶ Who?

▶ What?

▶ When?

▶ Where?

▶ How Long?

#LeadLoveDenver @Ihutchinson @Vidyard

THE VIDEO ANALYTICS DILEMMA

#LeadLoveDenver @Ihutchinson @Vidyard

At the End of The Day

• Interest• In a Topic• With engagement• Took this next step

#LeadLoveDenver @Ihutchinson @Vidyard

How many of you are familiar with Marketing Automation?

A, It is a core part of my job

B, I’m familiar with it

C, I’m not familiar with it

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What can Marketers do?

• Segment• Nurture• Score• Inform Sales

Improve content & distribution

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Repurpose

• Segment assets• Transcript• Blog post• Whitepaper• Podcast

#LeadLoveDenver @Ihutchinson @Vidyard

Lead Quality > QuantityLead Scoring 101

Demographic– Title, Account, Industry

Behavioral (site visits, event visits, email click through).

– Behavioral focus here.

Buy Signal (I raised my hand – call me!!!!!)

#LeadLoveDenver @Ihutchinson @Vidyard

Behavioral

Video View will tell you:

• Topic

• Engagement Time

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How Warm Are Your Leads?

• Timing?

• Source?

• Engagement?

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An Example

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inContact

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QUESTIONS?

Suggested Topics:

Fun VideosFuture of TelevisionYouTube’s FutureGetting Started w VideoAnalyticsMarketing + SalesRepurposing contentSuperbowl CommercialsLife in Canada

Shy? Tweet the Question! #technology

#LeadLoveDenver @Ihutchinson @Vidyard