video marketing is the new black: how to drive sales and marketing success
TRANSCRIPT
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Video Marketing is the New Black: How to Drive Sales and Marketing Success
#LaunchPoint
Peter Borden, CerosKristen Craft, WistiaJulie Ritchie, Marketo
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Your Speakers
Peter BordenMarketingCeros
Kristen CraftMarketing EvangelistWistia
Julie RitchiePartner ManagerMarketo
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Quick Housekeeping
• Chat box is available if you have any questions
• There will be time for a Q&A at the end • We will be recording the webinar for
future viewing• All attendees will receive a copy of the
slides in today’s webinar• Twitter hashtag: #LaunchPoint
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188.5 Million Viewers
Source: Comscore August 2013 U.S. Online Video Rankings
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Source: Forrester, Boost Your Content Ecosystem with Video
Video Engagement
Video has as much engagement as Display
Video is the most popular type of social content
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A video marketing application that helps businesses manage, share, and
track video online.
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Why Video?
Amazing for commodities like soap & razor blades
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Why Video?
Not so amazing for non-commodities like software and services
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WiseGrass Lawn Care
MagicTricks.com
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Video Example 1
3.3k plays
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Video Example 2
1.7k plays
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Video Viewing
73 hours watched
+
40 hours watched__________________
~3 weeks of conversation
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Follow Up with Marketo
Realtime email alerts when key prospects
watch a video.
Sales people can see where a prospect has
questions…
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Heatmaps indicate customer interest
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Follow Up with Marketo
Video viewers are added to a Marketo
campaign, in order to track how videos impact the sales
process
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Video analytics can help guide video strategy
• 77% engagement is excellent content is spot on
• 38% play rate is ok choose more compelling thumbnail images
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Video analytics help guide future content
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Follow Up
Weekly reports on companies and people who’ve viewed Ceros
videos
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How to Get Started with Video
Start Small
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How to Get Started with Video
Add a human face to a webinar.
Explain a workflow in a support or documentation video.
Add a video to a blog post.
Announce a new feature.
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How to Get Started with Video
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wistia.com/learning
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Q&A
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Peter BordenMarketingCeros
Kristen CraftMarketing EvangelistWistia
Julie RitchiePartner ManagerMarketo
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Thank you!