Video data from Youtube and third-party solutions is the secret weapon for powering demand generation initiatives. This rich video data helps fuel a better customer experience to attract, identify and engage your audience. In this session, Top Tips include: - How to track Youtube in Marketo (Yes, you can do that!) - Keys to setting Marketo programs to track video engagement - Techniques to lead score based on video interaction - Skills to help you expose video intelligence in interesting moments - Methods for leveraging rich behavioral data through the whole funnel

1. Video Engagement
(How to) Use Video Data To Generate,
Score, And Convert More Leads
November 9, 2021 1:00 PM ET
Casper Frid, Head of Global Enterprise and Strategy – TwentyThree
Jeff Coveney, Chief Marketing Officer – Digital Pi

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HOUSEKEEPING
Technical Support
• Visit support.zoom.us
Slides & Recording
• This session is being recorded
• On-demand video and slides will be shared via email
with all registrants
Feedback & Survey
• Use the session chat to provide feedback and engage
with other attendees
• Tell us how we did in the post-session survey that will
pop up after the session
Questions & Chat
• Submit questions at any time via the Q&A panel
• Join in! Chat with attendees live using the chat
feature at the bottom of your Zoom screen
• Keep the conversation going on Twitter using
#MarketoTopTips

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Poll: How Do You Measure Video Engagement Today?

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User Behaviour
Has Shifted from
Text to Visual.

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Source:
Social media today - Video in 2020
72% of buyers prefer learning
about a product or service
through a video

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Engagement is plummeting on social, while
website engagement is increasing…
Even when a video is played, the experience context matters. Owned
media is up to 50x better at driving engagement.
Website
~ 4:59 mins
Youtube
~ 01:14 mins
Facebook
~ 0:06 mins

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57% of the buying journey is
based on our own research and
learnings.
Source:
Gartner's Research

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Own the Experience

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Is Compliance The
Biggest Challenge In
MA Right Now?

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Social
SEO
Click to
Homepage
Click to
Homepage
3rd Party Embed
on Homepage
Homepage with
Owned and
integrated
Videos/Events
No Data
Data
- Re-targeting
- Lead-scoring
- User Journeys
- Engagement
- Conversions
- link back
- Look-a-likes
Data collection
Consents
Privacy settings
Compliance!
Re thinking
targeting
E-mail
Open/Click
The value of your digital
setup, really!
Death by IOS 14
Death by Google
Death by IOS 15

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Lead Scoring Based on
Video Engagement?

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ROI on all event actions:
Consents, and data = baseline to perform digital journeys

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Social Media
Content
Promoting
Content…
…Qualified CTR —> Marketo scoring

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E-mail Marketing
Leverage the
power of
video…
…increase ‘Second Clicks’
—> Marketo Scoring.

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Search
Make sure
any journey is
tracked
Enrich Marketo Scoring for any visual touch point

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Attract
Engage
Convert
Owned setup puts you in charge
What content converts ICPs?
Who should we engage?
100% data based

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By TwentyThree
The Video Maturity Journey

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In conclusion
Full Ownership of
Any Visual Touch Point With Complete Tracking
Data Driven And Integrated Digital Journeys
Setting a Digital Strategy That Enables Your Marketo Setup

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POLL: are you integrating video into Marketo today?
Y/N/ Not Sure

22. Putting Your Video
into Action in
Marketo

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YouTube vs Third Party Software
YouTube 3rd Party Solutions
Pros ● Familiar experience for your audience
● Free
● Easy for users to upload
● Simple to embed on Marketo landing pages
● Excellent reach and SEO
● Ability to control the branded
experience
● Well integrated with Marketo
● Ample intelligence to act on
● Lead capture options
Cons ● Not branded
● The cat effect: Can’t control experience
● Competitors can place ads on your video
● Not as trackable
● Investment
● Users may need some training
Source:
Chief
Martec

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The Simple Embed: YouTube & Marketo
• Well defined process
• Very easy to setup

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Advanced: Leverage
YouTube Tracking Info in
Marketo
• Yes, you can track YouTube consumption in Marketo
BUT:
• Not as information rich
• Advance: Requires Javascript code on page and
extra testing
• May not work on all clients/browsers
• Must maintain code
More details and downloadable script at:
https://digitalpi.com/blog/track-youtube-videos-in-marketo/
Trigger based on activity

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3rd Party
Applications
and Marketo

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Connect with Your Platform
for Intelligence Sync
• Sync via LaunchPoint
• Setup video specific fields

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Defining Programs to Capture Intelligence

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Leveraging New Triggers to Link to Program

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Bring Intelligence to Sales: Scoring and Interesting Moments

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The User Experience

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Wrap • Video is essential to the user experience
• Starting gaining that video intelligence
• Leverage data to make better decisions on your content
• No more cat videos

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Q & A If we don’t get to your question, please email us at
hello@digitalpi.com
and we will get back to you!

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Keep the conversation going!
Hello@digitalpi.com