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Unleash the Power of Video Storytelling: Buyers today want Videos more than ever. This works for marketers who can use Video content to add new layers of creativity to their campaigns. But the best of Videos can fail if you don't evaluate them based on quantifiable metrics. During this 45-minute webinar with Lasse Rouhiainen, a leading authority on Video Marketing and Social Media and Mani Iyer, CEO - Kwanzoo Inc, you will learn the importance of Video storytelling and why adequate measurement of Video metrics is necessary. Highlights: -Why Video Marketing is so popular and successful for B2B Marketing -Best practices for leveraging Video to drive sales -How to get your Video found -How to increase prospect engagement using Video across digital channels -Track key Video metrics inside your Marketing Automation (MAP) or CRM -Best practices on how to maximize your ROI using Video About the Speakers- Lasse Rouhiainen- An international leading authority on Video Marketing and Social Media, Lasse Rouhiainen is an in-demand speaker and trainer for business schools and universities on how to maximize exposure on YouTube, Facebook, and how to implement Social Media marketing strategies. Lasse Rouhiainen is an author of the bestselling book "101 Video Marketing Tips and Strategies for Small Businesses". He has helped hundreds of companies and entrepreneurs in over 30 countries to promote their businesses online through Social Media and Video Marketing. In addition, he has helped more than 200 people in over 10 countries become successful Social Media Managers. Mani Iyer- Mani Iyer is CEO of Kwanzoo a cloud-based platform for demand marketers, that uniquely integrates outbound (display, retargeting) and inbound (Marketing Automation, CRM) channels using rich media, to boost top-of-funnel leads, improve nurture programs and accelerate the pipeline. Kwanzoo integrates with Eloqua, Marketo, Silverpop, Google, and a range of real-time bidding (RTB) platforms and exchange networks. Mani was previously a marketing consultant to VC-backed start-ups, and founded a software business acquired by Oracle/PeopleSoft. Mani is a serial entrepreneur, industry speaker on demand generation, online customer acquisition, personalization and interactive marketing, and startup advisor. Mani has spoken at leading industry conferences including Ad-Tech, Leadscon, Conversion Conference, DemandCon, TiEcon, OMS and other events.
Citation preview
Presenters : Lasse Rouhiainen and Mani Iyer
May / 20 / 2014
VIDEO MARKETING: FROM BRAND TO DEMAND
Hashtag: #VideoAnalytics
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Housekeeping
Unmute computer speakers
Slides and recording distributed via email afterwards
Submit questions via the Q&A panel through Go-to-Webinar
Hashtag: #VideoAnalytics
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About the Presenter
Renowned speaker and trainer for corporates, business schools and universities on how to maximize exposure on YouTube, Facebook, and how to implement Social Media marketing strategies.
Has helped hundreds of small and medium sized companies and entrepreneurs in over 30 countries to promote their businesses online through Social Media and Video Marketing.
Has helped more than 200 people in over 10 countries become successful Video Marketing and Social Media managers.
Author of the bestselling books “101 Video Marketing Tips and Strategies for Small Businesses” and "Smart Social Media – Your Guide To Becoming A Highly Paid Social”
Lasse RouhiainenAuthor, Speaker and Trainer
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About the Presenter
CEO of Kwanzoo a cloud-based platform for demand marketers, that uniquely integrates outbound (display, retargeting) and inbound (Marketing Automation, CRM) channels using rich media, to boost top-of-funnel leads, improve nurture programs and accelerate the pipeline.
Kwanzoo integrates with Eloqua, Marketo, Silverpop, Google, and a range of real-time bidding (RTB) platforms and exchange networks.
Previously a marketing consultant to VC-backed start-ups, and founded a software business acquired by Oracle/PeopleSoft.
A serial entrepreneur, industry speaker on demand generation, online customer acquisition, personalization and interactive marketing, and startup advisor.
A distinguished speaker at leading industry conferences including Ad-Tech, Leadscon, Conversion Conference, DemandCon, TiEcon, OMS and other events.
Mani IyerCEO, Kwanzoo
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About Regalix
An award-winning Global Co - Innovation company that leverages technology and marketing to help companies grow.
Forefront of Innovationo Digital Marketing Serviceso Technology Enabled Serviceso Regalix Labs
Multi-disciplinary Leadership Team & Strong Advisory Board, 175+ Team
Fortune 500 and Venture Backed Customers (B2B and B2C)
Global Operations: HQ in Silicon Valley, 2 Offices
Industry Recognition
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Agenda
Lasse RouhiainenAuthor, Speaker and
Trainer
Why Video Marketing is so popular and successful for B2B Marketing
Best practices for leveraging Video to drive sales
How to get your Video found
Mani IyerCEO, Kwanzoo
How to increase prospect engagement using Video across digital channels
Track key Video metrics inside your Marketing Automation (MAP) or CRM
Best practices on how to maximize your ROI using Video
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Presenters : Lasse Rouhiainen and Mani Iyer
May / 20 / 2014
WHY VIDEO?
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Importance of YouTube Marketing
Source: YouTube
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Video Marketing Statistics
Source: Mary Meeker
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Video Marketing Statistics B2B
78% of B2B content marketers use videos.
84% of B2B marketers report an increasing demand for videos and other visually rich marketing material.
83% of B2B marketers use Video Marketing for branding or to increase awareness around their brand
94% of B2B marketers rate Video Marketing as the most effective sales and marketing tactic.
Source: Regalix Research
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Presenters : Lasse Rouhiainen and Mani Iyer
May / 20 / 2014
BEST PRACTICES
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Video Creation Ideas for B2B Market
Awareness/Interest Consideration Close/After Sale
• Invitation to Webinars/Live Events
• Explainer Videos, Tips and “How-Tos”
• Customer Testimonial Video (social proof and trust)
• Case Study Videos
• On-Demand recorded videos
• Product Demos
• Q&A Videos
• ROI modeler walkthrough
• New customer onboarding Videos
• Personalized Video Email
1 2 3
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YouTube Channel Optimization - Citrix
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YouTube Channel Optimization - Citrix
Citrix TVCustomer experiences
Find your target audience
How to videos
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Recommended Equipment
Logitech HD Pro Webcam C920, 1080p Widescreen Video Calling
Plantronics Mirage Headset with Noise Cancelling Microphone
Samson Meteor Mic USB Studio Microphone
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Presenters : Lasse Rouhiainen and Mani Iyer
May / 20 / 2014
HOW TO GET YOUR VIDEO FOUND
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How to Rank Your Videos on YouTube
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How to Rank Your Videos on YouTube
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Google Hangouts Rank High on Google
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Presenters : Lasse Rouhiainen and Mani Iyer
May / 20 / 2014
NEW WAYS TO EXTEND REACH
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Video - 785% Growth on Facebook
Source: Adobe Digital Index Q1 2014
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New Premium Video Ads Facebook
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Video Ads Facebook – Audience Targeting
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Presenters : Lasse Rouhiainen and Mani Iyer
May / 20 / 2014
VIDEO FOR DEMAND GENERATION
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Extend Reach, Increase Demand, Accelerate the Pipeline Using Video
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Use of Video Content & Assets across the Demand Funnel
Full Integration and Reporting with your MAP/CRM
Top of Funnel Mid Funnel Lower Funnel• Display Lead
Gen with Video Lead
• Form Ads
• Mobile Lead Gen
• Content Marketing with Video
• Site Retargeting with Video Ads
Capture More Leads
Improve Nurture Engagement
•Persona-based Video Ads
•Account-based Video Ads• Other Personalization(Geo & Firmographic)
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• Email Retargeting with Video Ads
• CRM Retargeting with Video Ads
Accelerate Your Pipeline
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Top of Funnel: Boost Leads with Video Lead Form Ads
1. Video 2. Overlay Banner
3. Lead Form
4. Thank You screen
• Link in your marketing ortraining video from YouTube
• Capture leads in the ad,store directly into MarketingAutomation (MAP) or CRM
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(Optional) Front Screenwith title and webinar pitch
Collect registrations in Signup Screen
Capture Registration Data directly into Citrix GoToWebinar,
MAP or CRM
Top-of-Funnel: Webinar sign-ups
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Site Retargeting with Video AdsYour Website Ad Network
OrganicSearc
h
Email Social PPC &Display
Visitors get tracked for retargeting (cookie’d)
Tracking works beyond your website across the web
Retargeted Ads
Example:
• 10,000 website visitors
• 30 impressions / visitor / month
• Total of 300,000 retargeted impressions per 30 day period
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Video Ad – Link your Youtube video
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Video Ad – Detail Metrics and ROI
• % engaged/viewable impressions• Partial form fills• Video play duration• % Video play / Total duration
Basic statistics include:•Viewable impressions•Lead captures•%engagement/impressions
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Putting Together a Video-based Demand Generation Campaign
1. Define the goal - Brand awareness ? demand creation? both?2. Target audience - Persona(s)? Buyer needs messaged via the ad?3. Budget - Finalize number based on goals re: brand – reach,
engaged, or demand – leads
4. Placement - Targeting, media buying. In-house, outsource?5. Creative - Copy, design, messaging, content offers, brand
guidelines6. Execute & Review - Analytics, reporting, key metrics7. Campaign Management –
1. Targeting - Update sites, audience segments, etc. based on what works
2. Bid Management – Set bid prices to meet volume goals (daily/weekly)
3. Creative updates - Changes in mid-flight based on engagement / lead capture metrics
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Securing Your Pilot Budget
1. Understand ultimate business objective = Sales, revenues• Be ready to discuss how display will contribute to final objective
e.g. Display will generate 200 new leads / month.• Display will deliver 30 new marketing-qualified-leads
(MQLs) per month via follow-on email nurture campaigns• 30 MQLs => 3 new closed-win deals/month
with $50K Annual Contract Value (ACV) per deal
2. Ask for pilot budget, prove success, and seek larger budget• Define a pilot budget of say 100 leads/month, that is then
further measured with a lead => MQL conversion goal that is validated in follow-on months
• As soon as you see acceptable CPL / CPA and lead => MQL conversion rates, increase your media spend to scale your closed-win deals/month.
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Sample Pilot CampaignOne-Time: Video Asset Creation = $100s per minute (to Agency)Video Hosting Fees = $ per campaign (to video hosting provider)
Monthly: •Tech Fee = $999 per month (to Kwanzoo, rich media creative tech)
Monthly Variable: •Impression Fees = $1000 for 1M impressions (to Kwanzoo)•Media Spend = $7000 (to Ad Networks, Exchanges, Publishers)•Campaign Management = % media spend (to Agency)
Goals: •Generate 30% higher lead conversions versus typical banner ads•Demonstrate higher quality of leads via strong MQL conversion rates•Leverage real-time bidding (RTB) to spend on media more wisely, and open up new audiences to your products / services
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Get in Touch
If you have any questions about this webinar please feel free to get in touch with us at marketing@regalix-inc.com
For more information on Regalix visit: www.regalix.com
For more information on Lasse Rouhiainen and Mani Iyer, please visit: http://www.lasserouhiainen.com and www.kwanzoo.com
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Do join us for our next webinar titled, “Lead Nurturing Through Marketing Automation” on Wednesday, June 25, 2014, 1:00PM ET/10:00AM PT
Speakers
Visit our page http://bit.ly/1iFUbDm to explore more on Video Marketing
Eric AlbertsonBestselling Author & President, Albertson Performance Group Inc.
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