video has become rated r
TRANSCRIPT
#ufx2016
Greg kelly
Video Has Become Rated RR for REQUIRED -‐ A look into how video is transforming the way we communicate
U b e r f l i p E x p e r i e n c eF o l l o w U s @ V i d y a r d # u f x 2 0 1 6
Greg KellyProduct Marketer @ Vidyard
www.linkedin.com/in/gregjameskelly
U b e r f l i p E x p e r i e n c eF o l l o w U s @ V i d y a r d # u f x 2 0 1 6
Are Your Cameras Rolling Yet?
U b e r f l i p E x p e r i e n c eF o l l o w U s @ V i d y a r d # u f x 2 0 1 6
“
”-‐COLLIN POWEL
96% of B2B companies are planning to use video in their content marketing over the next 12 months
-‐BUSINESS 2 COMMUNITY
U b e r f l i p E x p e r i e n c eF o l l o w U s @ V i d y a r d # u f x 2 0 1 6
Why The Hesitation?
Video is hard
Video is expensive
Video does not generate ROI
U b e r f l i p E x p e r i e n c eF o l l o w U s @ V i d y a r d # u f x 2 0 1 6
Why The Hesitation?
Video is hard
Video is expensive
Video does not generate ROI
U b e r f l i p E x p e r i e n c eF o l l o w U s @ V i d y a r d # u f x 2 0 1 6
Ø MYTH
Ø MYTH
Ø MYTH
Transforming Communication
U b e r f l i p E x p e r i e n c eF o l l o w U s @ V i d y a r d # u f x 2 0 1 6
The Evolution Of Video
MarketingVideo hosting
Lead generationLive streaming
U b e r f l i p E x p e r i e n c eF o l l o w U s @ V i d y a r d # u f x 2 0 1 6
The Evolution Of Video
SalesProspecting
Lead managementCustomer Success
MarketingVideo hosting
Lead generationLive streaming
Internal CommsRecruitment
Employee trainingOnboarding
U b e r f l i p E x p e r i e n c eF o l l o w U s @ V i d y a r d # u f x 2 0 1 6
Success Through Video
U b e r f l i p E x p e r i e n c eF o l l o w U s @ V i d y a r d # u f x 2 0 1 6
To address a need for more ticket sales, Marketo:
• Created a personalized video to be sent to prospective attendees
• Campaign resulted in many last minute registrations and an even more successful Marketing Nation Summit!
U b e r f l i p E x p e r i e n c eF o l l o w U s @ V i d y a r d # u f x 2 0 1 6
Beyond personalized video, Marketo has embedded video across their digital properties to educate both prospective and existing customers on the many uses of their platform
U b e r f l i p E x p e r i e n c eF o l l o w U s @ V i d y a r d # u f x 2 0 1 6
Travis BickhamDemand & Content Marketing
Challenge Faced
• In order to move into the mid-‐market category, Tradeshift needed a unique demand generation strategy to generate leads
Solution
• Invested in a video platform that showed which videos prospects engaged with most prior to purchasing. Able to produce more targeted video content that drove far more insight than traditional whitepapers
Results
• Drove demand in this new category through obtaining rich lead scoring data around individual video engagement. He is now able to provide comprehensive reporting about the impact of video to his superiors
U b e r f l i p E x p e r i e n c eF o l l o w U s @ V i d y a r d # u f x 2 0 1 6
• Scale the services of solution consultants across a large sales organization
Challenge
• Create 30-‐60 second micro demos
• Custom video playlists for prospects
Solution• A more intelligent prospecting process with higher close rates
• Increased efficiency
Results
U b e r f l i p E x p e r i e n c eF o l l o w U s @ V i d y a r d # u f x 2 0 1 6
The Value Of Video
U b e r f l i p E x p e r i e n c eF o l l o w U s @ V i d y a r d # u f x 2 0 1 6
“
”-‐COLLIN POWEL
I don’t take cold calls – you can email me but I am busy
for the next month.
U b e r f l i p E x p e r i e n c eF o l l o w U s @ V i d y a r d # u f x 2 0 1 6
”Totally understand. Thought I’d send this along after our conversation yesterday; I know you don’t take cold calls so I summed up what I was going to tell you and had our team put together a custom two minute video for you. Check it out, and send me an email with your thoughts!”
What Next?
U b e r f l i p E x p e r i e n c eF o l l o w U s @ V i d y a r d # u f x 2 0 1 6
The Secret Ingredient
U b e r f l i p E x p e r i e n c eF o l l o w U s @ V i d y a r d # u f x 2 0 1 6
From this video, Thomas gathered analytics on:
1.Whether or not the prospect watched the video
2. How much of the video was enjoyed
3.What parts were re-‐watched
4.Whether or not others at the organization saw the video
• Thomas -‐ ”Thanks for watching the video I sent – I can see you enjoyed the entire thing! I can anticipate a few key lead generation opportunities you are currently missing out on and hope you can find some time to chat this month after all? Let me know!”
• Prospect “Happy to chat.”
The Result
U b e r f l i p E x p e r i e n c eF o l l o w U s @ V i d y a r d # u f x 2 0 1 6
U b e r f l i p E x p e r i e n c eF o l l o w U s @ V i d y a r d # u f x 2 0 1 6
Contact: Resources: [email protected] www.vidyard.com
Please visit our booth to learn more!
U b e r f l i p E x p e r i e n c eF o l l o w U s @ V i d y a r d # u f x 2 0 1 6