1. VIDEO + MARKETING AUTOMATION
Ian Hutchinson- Video Marketing Specialist

2. Getting the Most out of Video
Marketing

3. Audience?
• Marketer
• Sales
• Techie
• Other

4. Agenda
The ROI of Video
– Goals
– Metrics
– Examples

5. Smarketing
IBM
– Sell vs. Help Buy
Selling to Marketers
Learning what Marketers Do
Smarketing

8. Six Steps to Realigning Marketing &
Sales

9. Marketing Automation
Tools (digital marketing)
Community

10. Content Marketing

11. What are the Goals?
• Awareness?
• Leads?
• Revenue?
• Supporting Sales Teams?

12. Where are most People at with video?
• Recognize ‘Why Video’
• 100+ Videos
• 1000+ Webinars
• Where is the ROI?

13. What are the Metrics?
• Impressions
• Views
• Engagement
• Subscribers
• Session Time (YouTube)
• Site Stickiness
• Video CTAs
• Video SEO

14. What Is The Distribution
Sales asset
Social asset
Email Campaigns – click through rate
Site Visits
– Inbound from YouTube?
Paid Distribution
Lead Generation
– Only when adding value – testimonial deep
dives, demos, webinars, video magazine – 15 minutes
length
Revenue attached to the video?

15. THE VIDEO ANALYTICS DILEMMA
▶ Who?
▶ What?
▶ When?
▶ Where?
▶ How Long?
Vidyard answers these questions.

16. At the End of The Day
Interest
In a Topic
For a period of time
Took this next step

17. Common Themes
• Splash screens matter! • Short attention spans

18. What should we do next?
Nurture
Segment
Score
Inform Sales Team

19. Lead Score
MQL vs SQL
Demographic
– Title, Size, Industry
Implicit (site visits, event visits, email click
through).
– Behavioral focus here.
Explicit (I raised my hand – call me!!!!!)

20. Implicit Lead Score
Video View will tell you:
• Topic
• Engagement Time

21. An Example
• Smarketing
– Eloqua Event Video
• 30 Second event follow up
– Email Campaign
– Customer Community

22. Results
• 1,200 impressions. 1,000 views. 30% known
viewers. 6% contact requests.
• Reusing
– Eloqua Experience Europe
• Repurposing

24. Ceridian
• Long form webinars
• Dynamic pre-roll email gate
• Segmentation (product) and lead scoring

26. inContact
• Vidyard + DemandBase

27. Questions?
Ian Hutchinson:
IanHutch@vidyard.com
519 729 5621