This week in Episode 25, the StreamGeeks pop the hood on their inbound marketing engine and share insights on how live video is fueling their lead generation system. The team is joined by Morgan Jacobson, HubSpot Principal Manager, to discuss how businesses small and large are using live video in every stage of the inbound marketing funnel. The StreamGeeks Chief Streaming Officer, Paul Richards, explains how the team uses HubSpot as a central marketing management platform to organize the company's efforts surrounding live video as a tool to attract, convert, close and delight customers. The company has been using HubSpot for over 5 years building an audience of over 45,000 contacts using a mixture of traditional inbound marketing and live streaming as a driving force for lead generation. The StreamGeeks live streaming workflow has been designed to optimize show attendance, deliver value via video and scale using social media advertising. The team uses HubSpot to organize inbound leads and notify targeted personas with tailored email notifications when content is specifically interesting. The process leverages the massive audiences available on Facebook and YouTube in order to take advantage of platforms prioritization of live content. “We have a loyal following who we know will tune in regularly,” says Social Media Manager, Tess Protesto. “But we also email target personas in HubSpot depending on the content we are covering.” Tess is HubSpot certified marketer who uses the platform to schedule live show emails that are sent just 5 minutes before the show. Tess also uses Lead Flows, Topic Clusters, Social Media Monitor among other HubSpot tools to derive value from the teams live show content. For example, Lead Flow popup ads are enabled just hours before the live show to generate leads with a live giveaway offer on the StreamGeeks Homepage and turned off just after the show. Like all good marketers, the StreamGeeks always start campaigns with the best possible content, made for their target customer demographics and personas. The team will routinely brainstorm, using the latest the core inbound marketing strategy as a guiding principle for content creation. “One thing we have started to think about more in our marketing strategy is where the content fits into an overall sales funnel,” says Chief Streaming Officer, Paul Richards. The StreamGeeks team tries to create live video content to support each stage of the inbound marketing sales funnel. “It’s too easy to get caught up in the attract stage when you are focusing on generating new leads. We now spend much more time converting and closing existing leads already in our CRM.”

1. .
Using Live Video to Fuel Inbound Marketing
A guide to live video in every stage of the buyer's journey

2. 2
About Us
A little bit about the StreamGeeks
Paul Richards, Tess Protesto and Michael Luttermoser are a group of live
streaming professionals dedicated to discovering the power of live streaming for
businesses around the world.

3. 3
Morgan Jacobson
Principal Manager - Sales Strategy and Systems at HubSpot
Morgan joins the StreamGeeks to
talk about Inbound Marketing
Strategy. Morgan is a Principal
Manager at HubSpot working on
Sales Strategy and Systems.
Morgan develops and execute
the sales strategy for HubSpot's
GTM.

4. 4
About Live Video
It’s authentic, it’s real, it’s the next BIG thing...
Yes, live video is done in a single
take. But that doesn’t mean it has
to be un-scripted.
Authentic
Engagement is key to successful
live streams. Building an engaged
audience provides significant social
proof in your companies value.
Engaging
Live video cuts through the clutter
with the latest & greatest
information from your company.
Immediate
Social media is adopting live video
as way to remain relevant and
provide value to users.
Social

5. 5
Some Facts Live Streaming
Live Video is on the Rise!
3-8X
View Time vs On-Demand
Facebook reports viewers spend
three times as much time watching
live videos versus on-demand.
Tubular.com reports 8X!
80%
More appealing than blogs
The world is moving toward video
and livestream reports 80% of
consumers would rather watch a
live video than read a blog.
67%
More likely to buy
Livestream now owned by Vimeo
reports viewers are 67% more likely
to buy a product seen in a live video.

6. 6
Core HubSpot Inbound Marketing Strategy
Live Video is on the Rise!
Content Marketing throughout your buyers Journey

7. 7
Inbound Methodology w/ Live Streaming Focus
The buyer journey starting with a live viewer

8. 8
Video Marketing Funnel
Consider the video content you are
making. How does each video help usher
your contacts through the ideal buyer's
journey.

9. 9
Live Video Marketing Funnel
Live video is obviously incredibly strong
in the attract phase of inbound
marketing. But clever marketers can
easily find ways to use live streaming to
convert, close and delight their audience
with engaging and educational content
delivered to viewers where they are (on
social media).

11. 11
Our Live Video Process
How the StreamGeeks go live...
Research
Find a relevant topic you
can provide value to your
audience.
Schedule Live Event
Schedule our event on both
YouTube & Facebook.
Test Equipment
Always start testing AV
equipment before live
show
Fire & Launch
Start your live show!
Start the Pre-Show
It’s great to have a 5-10
minute preshow to warm
up the audience
Schedule Email
Schedule email for 10
minute before live show to
target persona
Determine CTA
What is your content call to
action?
Giveaway Contest
Use HubSpot Lead Flows to
drive extra traffic

12. 12
HubSpot Tools we Use
These are the HubSpot Tools we use in conjunction with our Live Video Marketing
Live Video Marketing
Lead Flows
Lead Scoring
Ads & Topic Clusters
4
5
6
1
2
3
Email & Targeted Personas
Landing Pages/Forms
Gleam.io (API Integration)
We only invite/email the most
relevant contacts in our
database to our various live
streams
We always deliver our CTA (Call
to Action) on a landing page or
HubSpot Forms on our website
We use Gleam.io to host our live
giveaways. Gleam integrates
with HubSpot to collect
personas and email subscribers
We use Lead Flows (pop ups)
the day before and of a live
show to drive additional
As our leads are delivered to
the Sales CRM we use scoring
based on contact interest
Both new tools. Ads for
boosting video content.
Clusters for organizing it.
Our Live Video Marketing is
successful because of these
supporting tools.

13. 13
The all important Email
Sent just before each live show

14. 14
Lead Generation
Landing Pages & Lead Flows

15. 15
Landing Page Analytics
Where are the customers coming from?

16. 16
Live Giveaway & Facebook User Group
Additional Lead Generation Strategies

17. 17
Topic Clusters
Using live show content to build SEO

18. 18
Success w/ Live Video
Simple success formula
Always start with good
quality content.
User engagement is the
key value multiplier for
live video.
Capture the leads for
remarketing and sales
engagement
Achieve your business
goals with video
marketing.
Good Content User Engagement Inbound
Marketing
Success

19. 19
Where the Magic Happens
Live Video is where people connect...
Your
Community
Your
Company
Live video content connects your company & your community

20. 20
Thinking Live Engagement
Tips for delighting your audience and driving inbound leads
Your community is going to decide
whether they want to watch your
content based on the title
Write Engaging Titles
Don’t forget that you can include
almost any type of media in your
broadcast
Use Custom Media
Share pictures from social media
your customers have posted
Customer Pictures
Display an email address and
request direct questions.
Request an Email
Request Likes/Subscribes on the
platform you are streaming to.
Satisfaction
Show your appreciation for your
audience by displaying their live
comments on screen and of course
addressing their questions.Content
Marketing throughout your buyers
Journey
Delight

21. 21
How Marketing Works w/ Sales
This is where the magic happens...
All Systems
Grow!
Marketing team is continually creating ideas
and inbound marketing campaign ideas to
generate leads
Marketing Team Creates Campaign
Marketing team helps deliver quality leads to
sales team. Using sales scoring tools to
optimize sales efforts
Leads enter CRM
Happy customers are sharing your content and
perhaps becoming a regular audience member.
Happy Customers become Promoters
Marketing works with sales to learn more
about customer needs which influence
marketing efforts.
Ideas from Sales

22. 22
Crowdsourcing Show Ideas
This is where the magic happens...
All Systems
Grow!
Request a connection between marketing and
support. You may find some interesting topic
ideas.
Ideas from Support Team
Always pick your sales team's brain for ideas.
What are customers asking about? What can
marketing solve?
Ideas from Sales Team
Your live audience is the best place to draw
ideas. Especially if they are commenting on a
new and exciting topic.
Ideas from Live Viewers
Prompt your community for ideas, tips and
tricks. We derive some of our best content
from our Facebook User Group.
Ideas from Community

23. 23
Social Proof
Show your live audience comments and provide social proof on the on-demand video
We use vMix social to connect both YouTube and Facebook live chats to our live streams. This not only boosts
engagement but provides curated social proof throughout our broadcast. Social proof is one of the most
important topics for consumer decision making.

24. 24
Something to try:
Live Stream a Meeting
1) Grow your reach via live video
2) Show your company culture and transparency
3) Show that you value your customer’s opinion,
thoughts, and concerns
4) Get feedback on ideas, new products, or
services
5) Learn from your customers or prospective
clients, show the human side of your business/
help potential partners learn about your
company/character

25. 25
Simple Growth Strategies
No tricks here… Just simple advice...
1 2 3 4
Educate your audience Grow your online presence Collect leads w/ inbound
marketing
Drive Sales via your Sales
Channel

26. Live Streaming Creator
What are the business drivers?

27. Live Streaming Creator
What are the business drivers?How is business changing?

28. 28
10 Tips for Successful Live Show
Live Video is where people connect...
1) Audio must be heard
2) Video - quality - all participants must be seen
3) Who is your audience (who do you aim to reach) & why?
4) Platform- Which will be best seen/ responded to from your
audience?
5) Consistency in time and day at least once a week for a show. So
people know when and where to find you
6) Pre-Show - As a tease/gives time for your audience to show up
7) Show agenda/prep so you know what to talk about
8) Audience engagement/community building (ask questions!)
9) Adequate lighting
10) E-mail/contact list when you’re live for notifications

29. Live Streaming Takes Off
2015 was the tipping point for online video, 2016/2017 was all about live, now it’s time for 2018...
While TV ads are stable,
newspaper print advertising
has fallen 52% since 2003.
Source #1
Print
1 in 7 US americans are
considered cord-cutters.
Source #2
Photography
YouTube is the world's second
largest search engine and
second largest social media
network.
Social Media
2015 was the tipping point for
digital video distribution vs
cable - Source #3
Distribution
Every day Facebook hosts
over 4 billion video views
4Billion
“Cord Cutters” expected
inside the US by 2019.
28M
One third of internet users
visit YouTube. Average
time spent: 40 minutes!
1/3
Facebook, YouTube &
Twitter… The top 3 social
networks support live
streaming...
3/3

30. More than 1 billion connections were made last year, and this figure
is expected to increase to 2.6 billion in the next four years (App
Annie).
.
A staggering 1.4 billion
smartphones were sold in 2015
(App Annie).
1.4 Billion
More than 3 billion people
worldwide now use the
internet (Time), and 80
percent of them access it from
smartphones (Smart Insights).
3 Billion
More than 4.8 billion people
globally are expected to use a
mobile phone by the end of
2016 (CNBC).
4.8 Billion
4G Mobile
Internet is
here….
LIVE
LIVE
Mobile & Users
2016 is known as the Smartphone takeover Year

31. Level / Budget $0 $0-500 $500-1,500 $1,500-5,000 $5,000-50,000 $50,000+
Phone/Tablet DIY
Desktop DIY
DIY Studio
Professional Event
Professional Studio
Professional Television
Studio
Live Streaming Levels
We all have to start somewhere! Here are the standard live streaming levels
Budget Available