Marketers using video grow company revenue 49% faster than those who don't. From engagement to closed business, marketers using video generate better marketing results. In this presentation with Aberdeen Group, we uncovered the latest research in video marketing, and how video marketers are securing greater budgets and better utilizing marketing tech.

1. WHY MARKETERS WHO USE VIDEO
DRIVE BETTER RESULTS
August, 2015
Andrew Moravick, Senior Research Associate
Marketing Effectiveness & Strategy
Bhaji Illuminati, Director of Marketing
Taulia

2. 2
AGENDA
• Introductions
• The Art & Science of Marketing with Video
• Understanding Video as Marketing Technology
• Dissecting the “X” factor
• The Commonalities of Effective Video Users

3. 3
ANDREW
MORAVICK
Senior
Research
Associate,
Marketing
Effectiveness
& Strategy
Background:
Industry Experience:
• Content Marketing Manager & Editorial Director of CMO
Essentials, Aberdeen Group
• Demand Gen Marketing Manager, Harte Hanks
• Social Media Specialist, SnapApp
• Marketing Manager, PUMA International
• Marketing Coordinator, Eloqua
Education and Published Research:
• Lead Scoring: The Fundamentals & Factors in Best-in-Class
Programs, Aberdeen Group, December 2014
• The Nature of Lead Nurturing: The 4 Pillars of Effective
Programs, Aberdeen Group, December 2014
• Research on Net Promoter Scores published in, Smart
Business is Social Business, July 2011 by Michael Brito
• Bachelors in English from Saint Joseph’s College of Maine

4. 4
BHAJI
ILLUMINATI
Director of
Marketing,
Taulia Inc.
Background:
Industry Experience:
• With Taulia through the journey from an early-stage start-up to
the market leading Financial Supply Chain company
• As the first person on the ground in marketing, held every
conceivable role, from events to branding
• Currently, responsible for driving global pipeline growth through
inbound and outbound channels
Most Successful Marketing Campaigns:
• Customers thought our portal wouldn’t be intuitive for their
suppliers to use? It’s so easy, kids can use it!
Taulia.com/Taulia-is-easy
• Suppliers won’t want to get paid early? Trust us, they will.
Taulia.com/Unconventional-acceleration
• Having a hard time getting a customer testimonial? Feature the
person, not the company. Taulia.com/AP-Superhero

5. 5
THE ART & SCIENCE OF MARKETING
WITH VIDEO
The Art The Science
Brought to You ByBrought to You By
“Breaking Down Barriers” Bhaji “Always Asking Why” Andrew

6. WHAT WE MEAN WHEN TALKING
ABOUT VIDEO
Image Source:
http://41.media.tumblr.com/d7ea08a27dc71b5131cfe820a070359d/tumblr_nhsn2qrqbL1tfmpyao4_1280
.jpg

7. THE COMMONALITIES OF
EFFECTIVE MARKETING TECH
• Connections to Revenue
• Measurable Applications
• High Utility Integrations
• Alignment for Improvement

8. THE “X” FACTOR
Marketing is not
one size fits all
Know what motivates
your prospects
People-to-People vs.
Business-to-Business
Focus on benefits, not products Consistent brand image through
content & communication

9. CONNECTIONS TO REVENUE

10. 10
FIRST THINGS FIRST, THIS IS THE LAST
THING BUSINESS LEADERS WANT
FROM MARKETING INVESTMENTS…
Image Source: http://www.geekenstein.com/wp-content/uploads/2013/11/Joker-Burning.jpg

11. 11
MORE MONEY FROM VIDEO USERS,
MORE MONEY TO VIDEO USERS

12. 12
ASKING THE RIGHT QUESTIONS TO
CREATE THE RIGHT VIDEOS
• What kind of content to produce
and what are the storylines?
• How to bring those stories to life?
• How do we align these stories to
the buying journey?
• How do we ensure we’re
engaging prospects in an ongoing
dialog?
• What impact does this video have
on revenue?

13. 13
COMMON CONNECTIONS TO
REVENUE AMONG VIDEO USERS

14. MEASURABLE APPLICATIONS

15. 15
DON’T CREATE A MARKETING
MONSTER
Image Source: http://static.srcdn.com/slir/w786-h393-q90-c786:393/wp-content/uploads/Indominus-Rex-Jurassic-World-
Attack.jpg

16. 16
TOP MARKETING INITIATIVES OF VIDEO
USERS

17. 17
TAULIA’S MARKETING PLAYBOOK
Put the customer
at the center of
the story
Provoke change
and emotions
Have fun!Simplify the
message

18. 18
PUT THE CUSTOMERS FIRST
Turn your customers into super
heroes and let them market for you!
Taulia.com/shared-services-superheroTaulia.com/ap-superhero

19. 19
SIMPLIFY YOUR MESSAGE
A common concern
prospective buyers have
is that the tool won’t be
intuitive to the users…
how do we fix that?
By showing that it’s so
easy, even a kid could
use it!
Taulia.com/taulia-is-easy

20. 20
PROVOKE YOUR AUDIENCE TO TAKE
ACTION
If people are afraid of
change, let them know
that you’ll be there to help
them achieve their goals.
Your job is to help them
take control of their
[WHAT??]
Taulia.com/take-control

21. 21
AND SOMETIMES… JUST HAVE A
LITTLE FUN
We’re not endorsing bad
business practices…
we’re just… okay, well
maybe we’re endorsing
them.
Everyone needs to have a
little fun!
Taulia.com/take-control

22. HIGH UTILITY INTEGRATIONS

23. 23
BUILD THE RIGHT MARKETING
TECHNOLOGY CONNECTIONS FOR THE
RIGHT JOBS
Image Source: http://cdn5.brusimm.com/wp-content/uploads/2014/10/Iron-Man-HULKBUSTER.jpg?56e547

24. 24
VIDEO MARKETERS ARE ON TOP OF MARKETING
TECH

25. 25
MIXING THE ART AND SCIENCE –
MAXIMIZING DISTRIBUTION
Taulia.com Email Marketing
Landing
Pages
Social
Custom Video
Library on Taulia.com

26. 26
MIXING THE ART AND SCIENCE –
OPTIMIZING ENGAGEMENT
Losing 40%
within first 10
seconds!
60% watched
until the end
Discovered sharp drop-off in Whiteboard videos when message turned to ‘sales
pitch’

27. 27
MIXING THE ART AND SCIENCE –
DRIVING CONVERSION
CTA
Marketing Automation Form as CTA at
End of Video

28. 28
MIXING THE ART AND SCIENCE –
CLOSING DEALS
VIDEO TYPE STARTED COMPLETED
Fun Campaign Videos +10 points +5 points
Whiteboard Videos +15 points +10 points
Demo Videos +20 points +15 points
On-Demand Webinar +50 points +15 points
Track viewing activities within Marketo as actionable insights
• Who’s watching which videos, when, and for how long
• Lead scoring based on actual engagement in video content
• Automate follow-up after a video viewing session
Lead Scoring on Video Views
michael@globex.com

29. ALIGNMENT FOR IMPROVEMENT

30. 30
DON’T LEAVE OPPORTUNITIES FOR
IMPROVEMENT UP TO CHANCE
Image Source: http://images-cdn.moviepilot.com/image/upload/c_fill,h_689,w_892/t_mp_quality/spiderman-spider-
bite-is-marvel-set-to-completely-change-spider-man-s-origin-jpeg-283582.jpg

31. 31
VIDEO MARKETING & SEO:
A VIRTUOUS CYCLE

32. 32
WHAT WE’VE LEARNED ALONG THE
WAY
Facts tell, but stories sell
Don’t focus on “going viral”
Know who’s watching
View counts don’t count

33. 33
KEY TAKEAWAYS
• Justify your marketing efforts that use video with
clear connections to revenue
• To humanize marketing initiatives, use video
• Connect video to other marketing technologies to
enrich its utility
• Capitalize on opportunities for improved
performance like aligning your video strategy with
SEO
• Remember, anyone can adopt the right
technologies, but a good tech stack alone isn’t
going to drive results, you need unique content
that resonates.

34. QUESTIONS?
For more information on this and other topics,
please visit aberdeen.com
Andrew.Moravick@Aberdeen.com
@Amoravick
https://www.linkedin.com/in/andrewmoravick